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We were hoping that the one-word branding presentation of Bluecanoe was a typo and the actual name would at least be Blue branding Canoe, but no such luck. Since the logo treats the two words with different colors to distinguish them, however, let’s consider the two words separately, in which case the name actually does have meaning. It’s very Canadian, evokes a lake somewhere, and it rhymes branding internally, something that has helped make 7-11 memorable. In its sector, Blue Canoe is instantly memorable and leaves competing gas station convenience store names like Speedy Mart, Quick Stop and Kwik Shop in the dust. Is the name too dot-bomb-y? It would be if Blue Canoe was an Internet based business, but this is different headspace.
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