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New Logo and Global Brand for Circle K
 

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Noted Sep. 28, 2015 by Armin

Industry / Corporate Tags /

About

(Est. 1951) Circle K is an international chain of convenience stores, founded in 1951, in El Paso, TX. It is owned and operated by the Canadian-based Alimentation Couche-Tard, which is one of the largest company-owned convenience store operators in the world with more than 16,000 stores across Canada, the United States, Europe, Mexico, Japan, China, and Indonesia. The company operates its corporate stores under mainly Couche-Tard, Mac’s, Circle K, On the Run and also under the affiliated brands 7-jours, Dairy Mart, Daisy Mart and Winks.

The new, global Circle K brand will replace the existing Circle K, Mac’s, Kangaroo Express and Statoil retail brands on everything except our operations in Quebec and our INGO automats in Europe.

Design by

N/A

Related links

New brand microsite
Couche-Tard press release (PDF)

Relevant quote
Our new Circle K logo has been created to be clean, fresh and relevant, and to incorporate the many great assets of our existing brands. It includes circles in both the symbol and the wordmark or text-based element, illustrating wholeness, unity and teams. Ensuring our circle is open and not exclusive, one leg of the K intersects the circle, welcoming our customers and communities.

The CAPITAL letters in the wordmark denote solidity, stability and competence, while flat, clean forms ensure the logo will remain fresh and current.

New brand microsite

Images (opinion after)
New Logo and Global Brand for Circle K
The new logo replaces these four retail brands: Circle K, Mac’s, Kangaroo Express, and Statoil.
New Logo and Global Brand for Circle K
Logo detail.
New Logo and Global Brand for Circle K
Gas stations.
New Logo and Global Brand for Circle K
White men can give thumbs up.
Logo explanation. Quite possibly the most overwrought with explanation yet.
Opinion

This is a slightly complex redesign as it isn't just an apples for apples change but an apples for apple, banana, watermelon, and orange change as the new logo replaces four retail brands. Since it retains the Circle K name, we will focus on that. The old logo wasn't particularly good but it was extremely easy to spot on the highway. Its execution, however, never encouraged me to stop there and instead drive to another exit where I could find a Shell or Exxon. The new logo maintains the "K" in a circle motif but with a more corporate execution and it certainly looks better and more in tune with the other large gas station brands. The "CIRCLE" typography is forgettable but at least it's not annoying in any way. The lock-up with the name, yellow bar, and "K" in a circle feel very cheap though, like a second-rate convenience store. Granted, gas stations and their convenience stores are not the place for high design but something more inviting would have been welcome. And lastly, the video you will see at the bottom, might bring tears to your face — of both joy and pain.

Thanks to Branding Source for the tip.

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