- Look at the following 7-eleven logos and consider their shape, form and simplicity of design. The way they communicate and are recognizable.
- Identify. In your own words explain what you consider 7-Eleven’s individual Gestalt principle to be. Describe the logo and put it into its own category.
- Pick any 3 gestalt principles and recreate 3 versions of the 7-Eleven logo according to your chosen principle. Be creative and innovative with how you do it. Sketch, plan, do it by hand before digitally creating your favourite in a vector format.
- You entire process including sketches and research need to be loaded on your blog as part of this learning activity.
Identifying the 7-Eleven logo
The 7-Eleven logo uses the Gestalt Principle Closure. You can see the number 7, which is a result of two lines (one with an arch, one with a cut in the shape of that same arch, one extending the first one) close together, which creates an illusion of a wholeness and togetherness. The bottom red line in the first logo is perceived as an extension of the red line above, which means that we read the white area between the two red lines as a white outline for “eleven”.
Recreating the logo using Gestalt Principles
I wanted to do something simple, and I played around a bit with abstract style. Drawing down this many different ideas (some I’d prefer to erase from my sketchbook) really made it easy to choose which one to go for.
I also sketched a bit in Illustrator before reaching the final result. Illustrator decided to quit on me, with little warning, and as the picture froze I snapped a photo of the artboards with my phone, before it closed and forgot all the work I had done.
The design I’ve created uses the Gestalt Principle “closure”. The figures and letters create the shape of the number 7. The angles are measured carefully, and lines match up with the letters in angle.
I decided to use the original colors because it’s the most recognizable element of the logo. They also work well together.
I am really happy with the result. It’s simple, elegant and interesting. The font I’ve used is Cabria, in bold.