The new identity hopes to make Deliveroo more recognizable with its fresh and modern look.
The old logo was originally designed by close friends of Deliveroo’s co-founder Will Shu. Shu stated that the company’s rebrand was necessary, as their rapid expansion, what once started in London now in 12 different countries and 100 cities, makes the company work harder with its various competitors.
James Hurst, the strategic creative director of DesignStudio, talked about the redesign saying, “We have created a symbol that can be recognized as a character – the roo – irrespective of what language you speak while the minimalist aesthetic reduces established cultural associations that might be positive in one culture but controversial in another…This is a mark that Deliveroo will imbue with meaning over the next few years.”
To read more behind the new identity, simply click here.