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(Brand guidelines) // Retail

7-Eleven brand
guidelines

7-Eleven’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from 7-eleven.com.

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About 7-Eleven

7-Eleven is a convenience retailer built around quick, on-the-go food, drinks, fuel, and digital services. Its public-facing brand pairs a recognizable identity with energetic product storytelling and a casual, playful voice.

Use 7-Eleven’s own logo as the brand signature. Keep it recognizable and clear; use the official artwork rather than recreating or altering the mark. The website also uses a logo in its footer.

7-Eleven colors

  • Deep green

    Signature accent, primary buttons, and links

    HEX
    RGB

  • White

    Main light background and primary button text

    HEX
    RGB

  • Black

    Text and secondary-button border

    HEX
    RGB

7-Eleven fonts

  • Right Grotesk Compact Dark

    Headings · 800

  • Roboto

    Body · 400

  • Right Grotesk

    Primary buttons · 700

Font names only. The Brand Skill download doesn’t include font files.

7-Eleven’s voice

Write with upbeat, informal energy. Make the copy direct and easy to scan, with a light touch of wordplay and sensory language that makes food and drinks sound tempting. Keep the convenience benefit clear: products are ready for a busy day, a quick stop, or a craving.

Examples of the voice include “Crunch on this – we’ve got snacks for any occasion, or no occasion at all,” “Tap into your thirsty side,” and “Serenade your sweet tooth to the scrumptious song of flavor.”

For product descriptions, pair playful phrasing with concrete details about the item or flavor. Coffee storytelling can be warmer and more descriptive, while still emphasizing freshness, customization, and on-the-go convenience.

  • “Crunch on this – we’ve got snacks for any occasion, or no occasion at all”
  • “Tap into your thirsty side”
  • “Serenade your sweet tooth to the scrumptious song of flavor”

Dos and don’ts

Do

  • Use the official 7-Eleven logo artwork and keep it clear and recognizable.
  • Use deep green as the accent, white as the primary light background, and black for text.
  • Use Right Grotesk Compact Dark for major headings and Roboto for body copy and supporting text.
  • Write direct, lively copy that makes products sound inviting and convenient.
  • Add playful wordplay where it suits the message, and support it with useful product or flavor details.

Don’t

  • Don’t redraw, distort, or obscure the 7-Eleven logo.
  • Don’t substitute other colors for the established green accent or use the light background palette in a way that undermines text clarity.
  • Don’t make every message a pun; keep practical product information clear and prominent.
  • Don’t let playful phrasing make product or offer details vague.

7-Eleven imagery

160 images from 7-eleven.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Digital experience imagery

9 images

Preserve 7-Eleven’s own app and service experience imagery when designing related digital work. The fuel-savings page uses promotional steps and instructional visuals to explain enrollment, price locking, and redemption.

  • A screenshot of a mobile app interface for 'Fuel and Car Wash' shows a central section for stacking savings with a prominent black 'Lock Price' button.
  • A vertical product screenshot of a mobile app interface titled "Choose Fuel Grade" displayed on a white smartphone.
  • A vertical screenshot of a white smartphone displays a 7-Eleven fuel price lock screen with an orange and black padlock graphic and a phone showing a price…
  • A vertical screenshot of a mobile app's 'Fuel and Car Wash' screen is shown on a white smartphone against a plain background.
  • A vibrant orange line-art icon depicting two stacked calendars, with the front one clearly showing a grid of date squares and two ring-binder loops at the top.
  • This graphic is a vibrant orange line-art icon of a classic police badge.
  • A bold orange line-art graphic featuring a five-pointed star surrounded by radiating dashes to suggest a glowing or sparkling effect.
  • A white minimalist icon of a smartphone containing a large dollar sign sits to the left of the text "On Phone".
  • A white line-art graphic of a gas station fuel dispenser sits to the left of the bold, sans-serif text "At Pump".

Brand and site imagery

55 images

The website uses its own logo, brand backdrop, error-page artwork, and promotional imagery. Retain these brand-owned assets as visual references for work that needs to match the 7-Eleven site and campaigns.

  • A stark white, minimalist logo for 7-ELEVEN rendered in a flat graphic style.
  • A bold graphic features the word "ELEVEN" in massive, 3D block letters with a retro striped pattern of red, white, orange, and green.
  • A quirky, cartoon-style purple milkshake monster sits with a confused expression, signified by a floating question mark.
  • A vibrant yellow graphic background dominates the right two-thirds of the image, separated from a white space on the left by a decorative vertical border.
  • A pile of glossy, deep-red glazed boneless chicken wings is centered on a vibrant solid yellow background.
  • A single, minimalist white vector icon depicts a traditional house with a gabled roof and a chimney on the right side.
  • A promotional banner for 7NOW Delivery features a brown paper grocery bag filled with snacks sitting on a green and brown checkered doormat.
  • A man in a lime yellow shirt and green 7-Eleven sweatpants relaxes in a green chair while using a smartphone.
  • A vertical, solid black rectangle fills the entire frame.
  • A stark white, minimalist 7-Eleven logo graphic featuring the iconic large numeral '7' intersected horizontally by the word 'ELEVEN'.
  • A vibrant orange fountain drink is centered in front of four other drinks, all in clear plastic cups with the red "Big GULP" logo.
  • A vibrant orange banner features a pepperoni pizza with a single slice being pulled away, creating long, melted cheese strings.
  • A product shot featuring two types of Johnsonville sausages on white paper napkins.
  • A bold, retro-style graphic features the word 'SLURPEE' in a thick, black sans-serif font tilted diagonally upwards, framed by a white and black outline.
  • A vibrant graphic banner features a colorful cartoon UFO with a pink rim and green underside floating among fluffy white clouds and small stars.
  • A vibrant collage of various Slurpee cups framing a large central dark green space.
  • A close-up UI screenshot of the 7-Eleven mobile app interface on a white smartphone.
  • A close-up lifestyle photo captures a person's hand holding a white smartphone over an Ingenico payment terminal at a checkout counter.
  • A vibrant yellow sports car with a Texas license plate sits at a 7-Eleven gas station at night.
  • A close-up lifestyle photo shows a person's hands holding a purple snack bag while using a white smartphone to scan its barcode.
  • Seven assorted 7-Eleven beverages are arranged in a staggered group against a clean, off-white background.
  • A white line-art icon features a magnifying glass centered on a single coffee bean.
  • A minimalist white line-art graphic featuring two beverage containers side-by-side.
  • A minimalist white line icon of a coffee cup with a lid, tilted slightly to the right to suggest forward motion.
  • Bold white block lettering reads "COSTA RICA" across the center of a lush, wide-angle photograph of a coffee plantation.
  • The word "COLOMBIA" in large, bold white sans-serif text spans the center of a wide scenic photograph of rolling green Andean mountains.
  • This graphic features bold, white typographic text stacked in two rows.
  • Large, bold green text dominates the left side, stating '25¢ OFF Per Gallon' against a clean white rectangular backdrop.
  • A promotional graphic features a smartphone angled over a green circle with horizontal orange, green, and red stripes behind it.
  • A bold orange line icon of a closed padlock.
  • A high-contrast black and white QR code graphic.
  • The 7-Eleven logo sits atop the words GOLD PASS in a bold, black sans-serif font.
  • A clean, black and white graphic showing a subscription price point of "$9.95 Per Month" inside a thin-bordered rectangle with rounded corners.
  • A pricing graphic features a large black '$5.95 Per Month' set inside a thin-bordered rectangular frame with rounded corners.
  • This collage of four photos against a dark green background features a person's hand with gold bracelets pressing a yellow '93' octane button at a gas pump.
  • A square, black and white QR code graphic with rounded corners.
  • A single slice of pizza heavily drizzled with wavy lines of yellow mustard and red barbecue sauce sits against a vibrant blue backdrop.
  • A bold typographic graphic featuring two lines of text in a heavy, sans-serif font.
  • This cinematic diptych features four models in 7-Eleven-branded streetwear posed around a white sports car outside a convenience store at night.
  • A horizontal graphic logo featuring the word '7COLLECTION' inside a white capsule shape with rounded ends.
  • A cheerful young woman with an afro and purple eyeliner holds an orange Big Gulp fountain drink against a vibrant lime-to-orange gradient background.
  • A wide-angle product shot features a spread of 7-Eleven snacks, including golden taquitos and a Big Bite hot dog, arranged on a vibrant solid green surface.
  • A minimalist graphic banner consisting of a solid, deep red rectangular block.
  • A wide, horizontal graphic illustration features stylized, wavy blue ribbons radiating from a central bottom point like a cosmic sunburst.
  • A wide, horizontal graphic banner featuring a solid turquoise wave that flows across the bottom edge against a plain white background.
  • A stark white horizontal graphic logo featuring the text '7REWARDS' in a bold, capitalized sans-serif typeface.
  • A smiling man sits casually in front of a vibrant pink and red gradient, holding a white 7-Eleven paper coffee cup.
  • A single 7-Eleven gas pump station is positioned on the far right of a wide, solid emerald green background.
  • A minimalist graphic featuring a solid, vibrant yellow downward-pointing arrow head located in the upper right corner.
  • A minimalist graphic element featuring a dark forest green ampersand symbol centered between two thin horizontal lines of the same color.
  • A minimalist graphic banner features a clean, light gray background with a sharp geometric element on the far right.
  • A minimalist graphic banner features a solid white rectangular field with a subtle, light grey gradient forming a shallow triangular point on the right side.
  • A minimalist graphic frame consisting of two identical, thin horizontal bars in a solid, bright golden-yellow color.
  • A minimalist graphic banner features a solid, vibrant yellow background bisected horizontally by a thin, black line.
  • A minimalist, flat graphic featuring a solid, vibrant orange rectangular banner.

Editorial imagery

25 images

Use these 7-Eleven editorial and blog images as references for the brand’s article thumbnails, editorial features, and lifestyle storytelling.

  • A thick, golden-brown fried chicken breast fillet overflows from the sides of a glossy, toasted brioche bun.
  • A close-up studio photograph of a wide-eyed young man with red hair biting into a cheesy pepperoni pizza slice.
  • A studio product shot features a savory cheddar-stuffed sausage link halved and tucked into a soft, toasted bun, set against a plain white background.
  • A side-by-side product shot of two 7-Eleven beverages: a clear plastic cup filled with iced coffee and a tall white paper cup of hot coffee.
  • A group of three trendy young adults laugh and enjoy pepperoni pizza and Big Gulp drinks in a 7-Eleven parking lot at night.
  • A stylized black skateboard deck graphic is angled across a vibrant yellow and orange abstract background with a red wave at the bottom and orange polka dots…
  • A vibrant graphic illustration of a red Slurpee in a blue and white wavy-patterned cup, featuring a small blue flag that says "IT'S MY BIRTHDAY." Two…
  • A wide-angle photo captures a 7-Eleven convenience store built into a rustic, deep-red wooden paneled building on a snowy street corner.
  • A thick, textured tree trunk with a large reaching branch grows directly through the floor and ceiling of a brightly lit 7-Eleven convenience store.
  • A 7-Eleven employee wearing a blue surgical face mask and a black branded jacket stands in the aisle of a convenience store.
  • A man wearing a grey baseball cap, blue surgical mask, and a textured grey sweater vest over a blue plaid shirt stands inside a 7-Eleven.
  • A tall Slurpee cup is costumed as a Frankenstein-style monster, featuring a lime green frozen dome and a wavy green and white patterned cup.
  • A ghoulish, grey hand reaches from the shadows toward a bag of Paqui Haunted Ghost Pepper chips and a tall can of Liquid Death Mountain Water.
  • A whimsical cartoon graphic features a one-eyed, purple Slurpee character with a straw hitching a ride on a silver rocket ship against a black, star-speckled…
  • A woman wearing a lavender hijab, large silver hoop earrings, and a black leather jacket smiles warmly while holding a white 7-Eleven paper coffee cup.
  • A 7-Eleven paper coffee cup with a frothy, swirled latte top is centered within the silhouette of a black tuxedo and bowtie.
  • A close-up studio shot features a steaming 7-Eleven paper coffee cup filled with dark, frothy coffee.
  • A tall white 7-Eleven paper coffee cup with a frothed latte is centered against a vibrant orange studio background.
  • A dynamic product shot featuring five 7-Eleven Big Gulp cups topped with scoops of white ice cream, set against a solid red background.
  • A wide photographic banner split into three vertical panels of orange, green, and red, featuring 7-Eleven coffee.
  • Three 7-Eleven paper cups stand together on a deep green background patterned with faint icons of brains, lightning bolts, and hearts.
  • An iced coffee in a clear 7-Eleven cup with its iconic orange, green, and red stripes sits at the center of a vibrant orange banner.
  • A wide, cinematic banner features a young East Asian woman drinking from a 7-Eleven paper coffee cup while staring directly into the camera.
  • A close-up studio shot of a 7-Eleven iced coffee in a plastic cup with a sealed film lid, prominently featuring swirling cream inside.
  • An iced latte in a clear plastic 7-Eleven cup is centered against a swirling, creamy coffee foam background.

Product imagery

71 images

Use the product images below as visual references for 7-Eleven’s own food and drink assortment, including fresh and chilled items, snacks, bakery, pizza, roller-grill food, frozen drinks, hot foods, and juice.

  • This high-angle product shot features a chicken Caesar salad layered in a deep, clear square container.
  • A vibrant studio product shot of cubed, seedless watermelon overflowing from a clear plastic takeaway cup against a white background.
  • A close-up product shot of two triangular tuna salad sandwich halves stacked slightly askew.
  • A clear plastic yogurt parfait cup is layered with a base of fresh strawberries and blueberries, thick white yogurt, and a generous topping of golden-brown…
  • A studio product shot of a thick egg salad sandwich cut into two rectangular halves and stacked slightly askew.
  • A vibrant assortment of freshly cut fruit pieces is arranged neatly inside a shallow, clear plastic square container.
  • A close-up studio shot featuring two halves of a chicken salad sandwich stacked diagonally.
  • A studio product shot of two bright yellow bananas curving upward in a smile-like shape.
  • A studio product shot of a turkey and cheese sub sandwich angled diagonally on a plain background.
  • A high-angle studio product shot of a full Italian-style submarine sandwich on a crusty, golden-brown baguette.
  • A close-up studio shot of several whole and halved bright red strawberries packed into a clear, square plastic cup.
  • A vibrant garden side salad overflows from a simple white ceramic bowl against a plain light gray background.
  • A full-view studio product shot of a purple Takis Fuego snack bag featuring large yellow graffiti-style typography.
  • A full, crinkled bag of SkinnyPop Popcorn is displayed from a slightly low angle.
  • A studio product shot of a brown RXBAR Peanut Butter Chocolate protein bar package with its signature minimalist list of ingredients in bold white text.
  • A studio product shot of a Quest Chocolate Chip Cookie Dough Protein Bar in its horizontal wrapper, featuring a warm tan and white color palette.
  • A close-up studio shot of a white package for a Lenny & Larry's 'The COMPLETE Cookie' in chocolate chip flavor.
  • A full, slightly crinkled red and black bag of Doritos Flamin' Hot Nacho flavored tortilla chips is shown in a studio product shot.
  • A blue 3.75 oz bag of Traditional Savory Chex Mix stands upright in this studio product shot.
  • A vertical product shot of a 2.2-ounce red and lime-green bag of Cheez-It Snap'd Jalapeño Jack.
  • A vertical product shot of a Chocolate Chip Clif Bar in its brown paper-style wrapper.
  • A vibrant red bag of Bugles Original Flavor corn snacks dominates this product shot.
  • A vibrant collection of nine slim 7-Select snack pouches is arranged in a fan-like graphic composition against a plain white background.
  • A 4 oz bag of 7-Select Loco Rollers Rolled Tortilla Chips features dramatic orange and red flames rising against a black background.
  • A studio product shot of a golden-brown apple fritter pastry, heavily glazed with a shimmering, translucent white sugar coating that pools slightly in its…
  • A studio product shot features two donuts side-by-side: one classic glazed and one with dark chocolate icing.
  • Three thick, fudgy chocolate brownies are stacked and leaned against each other, revealing a dense, moist interior studded with chocolate chips.
  • A close-up product shot of two marble brownie bars, featuring dark fudge chocolate and light peanut butter dough swirled together.
  • A close-up studio shot shows two golden-brown blueberry muffins in pleated paper liners, with a third muffin broken open in the foreground to reveal a…
  • A single, golden-brown blueberry muffin sits in a dark ribbed paper liner atop a white square napkin.
  • A horizontal product shot of a 7-Select package containing six chocolate-frosted mini donuts arranged in a row.
  • A top-down studio shot of a full, uncut cheese pizza.
  • A top-down studio shot of a whole pepperoni pizza, featuring a golden-brown, thick crust.
  • A top-down studio product shot of a full meat lover's pizza with a thick, golden-brown crust.
  • A close-up product photo showcases two distinct hot dogs on white deli paper against a plain background.
  • A close-up studio product shot of a Big Bite hot dog nestled in a red and white paper tray.
  • A single, long chicken roller snack is positioned diagonally against a plain background.
  • A single, golden-brown fried taquito or roller grill item is positioned horizontally on a plain white surface.
  • A long, golden-brown fried taquito or crispy flute lies diagonally across the frame, its bumpy, textured tortilla shell showing a light oil sheen.
  • A close-up studio product shot features a cheddar-stuffed sausage link split in half and served on a toasted yellow slider bun.
  • Two golden-brown, crispy egg rolls are angled diagonally in a product shot, with their ends open to reveal a savory filling.
  • A studio product shot of a single, long croquette with a golden-brown, crispy breaded texture.
  • A studio product shot features four golden-brown, breaded appetizers arranged in a casual stack.
  • A white Slurpee frozen drink is piled high with a thick swirl above the rim of a vibrant, illustrated cup.
  • A pale yellow frozen Slurpee peaks in a soft-serve swirl above the rim of a brightly patterned cup.
  • A vibrant blue frozen Slurpee rises in a tall, textured swirl above the rim of a colorful paper cup.
  • A vibrant Slurpee drink features a towering swirl of bright pink frozen ice peaking out from a patterned blue cup.
  • Six glossy buffalo chicken wings are piled high inside a classic red-and-white checkered paper boat tray.
  • A close-up studio shot shows five pieces of golden-brown fried chicken wings piled into a red and white checkered paper boat tray.
  • A close-up studio photograph of five golden-brown, crispy fried chicken wings piled into a small, red-and-white checkered paper food boat.
  • A studio product shot features five glazed, oven-roasted chicken wings with charred edges and visible red pepper flakes.
  • A pile of golden-brown boneless chicken wings is glossy with a thick, reddish-orange buffalo sauce.
  • A heap of golden-brown fried chicken nuggets rests on a sheet of white parchment paper.
  • A pile of eight golden-brown chicken nuggets sits inside a white paper food boat featuring a red diagonal grid pattern.
  • A studio product shot features several mini tacos filled with shredded beef, scattered across a light wood cutting board and a plain white background.
  • Golden-brown, seasoned potato wedges are piled high in a classic white paper boat featuring a red checkered pattern.
  • A single-serve dipping cup of Heinz Barbecue sauce is shown at a three-quarter angle against a plain white background.
  • A single-serve 2 oz plastic cup of Heinz Hot Buffalo sauce & dip is shown at a high angle against a plain white background.
  • A single-serve white plastic cup of Heinz Ranch dressing is shown at a three-quarter angle.
  • A single-serve white plastic cup of Heinz Marinara Sauce is shown in a studio product shot against a plain background.
  • A studio product shot of a 14 FL OZ bottle filled with vibrant orange juice, featuring a silver screw cap and clean white and yellow typography.
  • A studio product shot of a 14 fl oz bottle containing deep magenta-red juice with a silver screw cap.
  • A studio product shot of a 14 fl oz bottle containing a deep violet liquid.
  • A studio product shot of a 14 fl oz bottle filled with dark forest green liquid, topped with a silver cap.
  • A tall white 7-Eleven paper cup filled with black coffee is centered in a circular frame against a dark green backdrop.
  • A wide shot features a fresh deli lunch spread against a vibrant green backdrop.
  • An assortment of snacks is scattered across a textured deep teal surface.
  • Four bottles of 7-Select Go!Smart Cold Pressed Juice are scattered across a textured teal surface, interspersed with orange halves and melting ice cubes.
  • A vibrant overhead flat lay features an assortment of baked goods spread across a bright red surface.
  • A wide food spread on white parchment paper against a solid green background features buffalo wings, mini tacos, and golden chicken nuggets.
  • An ultra-wide, narrow horizontal graphic strip in a solid, matte dark charcoal grey.

Download 7-Eleven’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow 7-Eleven’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 160 images and the logos. The font files belong to 7-Eleven, Inc, so they’re left out.

Download the Brand SkillZIP, 10.4 MB

7-eleven-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ digital-experience-imagery.md

│ ├ brand-imagery.md

│ ├ editorial-imagery.md

│ └ product-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from 7-eleven.com on 3 Nov 2026. It isn’t 7-Eleven’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

7-Eleven and its logos are trademarks of 7-Eleven, Inc. Rainbrand isn’t affiliated with or endorsed by 7-Eleven, Inc.

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