OXXO Logo PNG
The OXXO logo represents hundreds of mini-stores with a wide range of food, beverages, detergents, and household sundries. It’s versatile enough because the outlets aren’t limited to any one type of merchandise. The logo matches the chain’s corporate design in shape and color.
OXXO: Brand overview
OXXO’s history is closely tied to FEMSA, the Monterrey conglomerate whose roots go back to Cervecería Cuauhtémoc, founded in 1890. By the 1970s, FEMSA had a strong beer distribution network and needed new retail channels. On October 16, 1978, the first OXXO store opened in Guadalupe, Nuevo León, under the concept led by Eugenio Garza Lagüera.
By the end of 1978, two more stores had opened, one in Monterrey and one in Mexico City. Early locations focused on beer, snacks, and cigarettes, using FEMSA’s existing distribution system. The name OXXO was not an acronym and had no Spanish meaning. Its letters were arranged symmetrically, with O-X-X-O resembling a shopping cart from above. In 1979, FEMSA received its first Coca-Cola franchise, adding soft drinks and refrigerated products to the stores.
OXXO grew against 7-Eleven, which had entered Mexico in 1971. The chain expanded its assortment and hours, while FEMSA’s beer business merged Cuauhtémoc and Moctezuma in 1985. In 1995, OXXO partnered with Amoco Oil Co. on Amoxxo, a store-and-gas-station format later renamed OXXO Gas after Amoco merged with BP in 1998. By 1998 and 1999, the chain passed 1,000 stores.
The network reached its 9,000th store in Oaxaca in 2010, launched the Saldazo debit card in 2012, and passed 15,000 stores by 2014. That year, OXXO also partnered with Amazon for cash payments. Expansion began in Colombia in 2009, then Chile through Big John in 2016, and Brazil with Raízen in 2020. In 2024, FEMSA bought 249 DK stores from Delek US Holdings. On February 26, 2025, the first US OXXO opened in Odessa, Texas, entering a market led by Circle K and 7-Eleven.
Meaning and History
Given that the chain’s target audience is almost every resident of Mexico, the company sought to create an intuitive, memorable logo. For all the time, he changed only twice. Moreover, the redesign made only minimal changes to the elements’ locations. Brand recognition is high. This was made possible not only by a progressive advertising campaign but also by a catchy red-and-white color scheme that has not changed since the project’s launch. Therefore, the changes are purely style-related.
What is OXXO?
It is the largest retail chain in Mexico. Every day, Oxxo stores serve about 50 million people in this country. The number of mini-stores continues to grow. They are located in small towns and metropolitan areas, including Mexico City.
1978 – the 1980s
The first version of the logo is presented in red. Immediately after becoming acquainted with it, the buyer associates it with shopping because the key element is a grocery cart filled with products. Under the emblem was the name of the store, “Oxxo.” It is made using a classic sans-serif typeface. All letters are lowercase, which should inspire confidence in buyers. Of particular note are the elongated stripes in both “x”s, one below the other diagonally. As a result, these lines serve as handles that the customer can use to hold the cart.
the 1980s – 1992
The original version of the logo lasted only a few years and was later somewhat simplified. The cart image has been removed because, over the years, “Oxxo” has already become synonymous with affordable shopping for many. The key element was the verbal inscription, which remained identical to the original version. The inscription was on a white background. At the same time, it was decided to add three horizontal orange stripes at the bottom of the inscription. At the same time, the lines became smaller the farther they were from the brand name. The space between the orange lines was white.
1992 – today
The last redesign, to date, was completed in 1992. The logo was updated by the popular Mexican designer Carlos Villaseñor Musquis. The red-white-orange color palette has remained unchanged, while other elements have succumbed to significant updates. In the first speech, note that the verbal inscription has turned white. Moreover, all characters were on the same level; the diagonal “x “s were removed. The style of writing letters has also been slightly changed. They were done in upper case. Also, the corners are more rounded, making the “Oxxo” logo more friendly. The wording was placed on a red background. Also, orange horizontal lines appeared at the top and bottom, used as a frame. As a result, the company logo began to look more balanced and stylish.
Font and Colors
The brand name “Oxxo” uses a classic bold sans-serif typeface. It looks organic to other logo elements and inspires trust among potential buyers.
The red-white-orange color scheme looks fresh and positive. The company decided not to go in cycles, only in bright colors. The business style allows customers to feel the seriousness and purpose of “Oxxo.” For example, red is associated with passion and strength.