The Letter That Became a Language
Circle K is one of the most recognizable convenience brands in the world. Its logo was doing its job.
What wasn’t working was everything around it. As the brand expanded across formats, markets, and moments, the identity had become noisy and inconsistent—too reliant on the logo to carry recognition, and not flexible enough to work at speed. The challenge wasn’t to redesign the mark. It was to design a system that could finally keep up with it.