Kroger has been a dominant player in the supermarket industry since the 1800s. As the fifth largest retailer in the world, the company has expanded its repertoire to include department stores, jewelry stores and convenience stores among others. In the 1980s, the supermarket giant purchased six convenience store chains located across the United States, each with its own name, identity and brand. Kroger approached us to unify the six brands under one bold, memorable mark. Not only does this mark—a slightly abstract form of the United States—succeed in pulling six brands into one, it also signifies the breadth of these stores stretched out across an entire country. Since the inception of the new identity, Kroger C-Stores have enjoyed 48 quarters of positive sales growth, and 3.5% of the fuel sales in the United States.