Back in May, in a standstill traffic jam on Silom Road, R and I found our car idling in front of the fourth or fifth 7-Eleven we’d encountered since exiting the freeway that afternoon.
“Something’s not right,” I said, studying the façade of the convenience store, as office workers streamed in and out of the sliding glass doors.
Perhaps it was the way a Bangkok traffic jam can lull you into a stupor, but it wasn’t until the next day, when I looked online, that I realized what was missing, that the sign lacked the ubiquitous green, orange and red colors that scream “7-Eleven,” much like the colors green, yellow and red signify Bob Marley and reggae music the world over. In this version of the 7- Eleven logo above said storefront, the entire sign appeared in a sparkling white, the edges rimmed with gold and silver.
According to Wikipedia, more than 6,000 7-Eleven stores exist in Thailand (with estimates for 6,800 by this year). Half of these stores are located in Bangkok, so it can feel like there’s an outlet on every street corner.
Considering that Thailand has the third largest number of 7-Eleven stores worldwide, after the U.S. and Japan (possibly the second largest, depending on official 2012 data), this potential rebranding is not insignificant. Unfortunately, I was unable to uncover any sort of information online about a new logo or even a picture of it, but I know I’m not dreaming this up, as Wikipedia reports the use of a similar logo at some stores in Mexico.
I didn’t take a photo that day, so you’ll have to take my word for it. Who knows if they’ll launch this new logo citywide or if it’s just a one-time thing? Keep your eyes peeled on Thailand’s 7-Elevens and if anyone encounters the new logo, send me a photo, OK?