Couche-Tard, one of the world’s leading convenience retailers, recently created a new, global convenience brand, “Circle K”. The new Circle K brand should replace Couche-Tard’s existing Circle K®, Statoil®, Mac’s® and Kangaroo Express® branding on stores and service stations across Canada, the USA, Scandinavia and Central and Eastern Europe. The new Circle K brand should also appear on licensed stores worldwide. Couche-Tard has chosen to retain the company’s founding Couche-Tard® retail brand in the Province of Quebec in Canada due to the specifics of that market.
How Couche-Tard explains the new logo
"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.
The strong red colour in the logo harks back to the Couche-Tard, Mac’s and Kangaroo Express logos. Red has long been recognized as a colour associated with convenience retail. The orange colour in the logo comes from the Statoil brand. It accents, underlines and brings distinctiveness to lift our colour scheme above the ordinary. The warm colours in the scheme merge and become reminiscent of the sunrise – inspiring, every day."
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