OXXO is the convenience store chain operated by FEMSA (Fomento Económico Mexicano), founded in 1978 in Monterrey, Mexico. The brand’s visual identity is built around a wordmark in red and yellow that has become widely recognized across Mexico and Latin America. According to OXXO’s official website, the logo has evolved three times over the company’s history, with changes to store facades accompanying each update.[1]
Design and History
The original OXXO logo depicted a shopping cart, a visual reference to the store’s self-service retail concept. In that early design, the letter “O” represented the cart’s wheels while the “X” stood for its metal frame.[2] OXXO has confirmed that its first stores actually contained shopping carts, matching the imagery in the original logo.[1]
Over time, the logo lost the shopping cart basket and retained only the characteristic letters of the brand name.[3] The current mark consists of the word “OXXO” in red lettering, with the red and yellow color scheme maintained across the logo’s three documented revisions.[4]
The name OXXO itself derives from the percentage symbol (%), which was used in early store advertising. Customers began associating the symbol’s pronunciation with the stores, and the name was eventually adopted officially.[5]
Meaning and Symbolism
OXXO has publicly clarified that its logo represents a shopping cart, dispelling popular theories that the mark resembled other objects such as a hot dog.[4] In the current wordmark, the “O” letters continue to evoke the cart’s wheels and the “X” its metallic structure, preserving the original concept in abstract form.[6]
Some sources attribute the logo’s design to Carlos Villaseñor Múzquiz of Monterrey, though this attribution appears in secondary reporting and is not confirmed by OXXO’s official communications.[7] Other reports describe the design as the work of an internal company team.[5]
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