Four multi-national corporations merged in to a single brand. To make sure each company would take ownership of the new brand, I used colors. The orange line comes from the Statoil drop, and the red harks back to Mac’s, Kangaroo Express and the original Circle K logo.

The color scheme helps to communicate Circle K’s focus. Red, the primary color, stands for convenience – coffee, cigarettes, sandwiches, etc. – which makes up the bulk of the chain’s business. Blue, what you might call the rational color, is for fuel, windshield washer fluid and such. Finally, orange serves as a connecting color between convenience and all things car-related.