One of the interesting facets of life in Japan is the great amount of English words used in advertising. Very often, the language is something quite different from English. We call this Jenglish, and every so often we encounter a true beaut. Three F (Surii-Efu in Japanese), a convenience store (7-Eleven clone) near my home, proudly proclaims its store motto on the storefront and on its bags. The graphics consists of a green circle, a red heart with four rays coming from the top, and a blue star. Without further ado: Symbolizing the Three F philosophy in which we aim at discovering every need in daily life and an emitting base of creation and suggestions of new life, this mark consists of three forms with free strokes. The round shape of "Circle Green" which gives a feeling of warmth represents the earth fostering us and a solidarity ring combining the new life style of people who are increasingly becoming sensible with local communities to support the people's happy and healthy lives. The bridge heart of "Heart Red" represents information-emitting energy, indispensable for today's convenience stores and the "service mind for rich lives." The bright star of "Star Blue" represents Three F attitude of trying to materialize a peaceful and affluent future. When today's life style exists free from uniformal patterns, our store itself is a message for the people of a new kind. Thus, as the core of the message, this mark symbolizes the spirit of Three F rendering thoughtful services.
(From the "Rest" of RHF)