Our original visual identity was designed with the website, a few rider boxes and some business cards in mind. At that point, no one imagined we’d ever do an advertising campaign or have a kit that would be worn by thousands of riders in twelve different countries.
We had a hero colour — teal — and our kangaroo logo.
Fast forward three years and our visual identity needed to work a lot harder. We wanted a style of art direction that could celebrate our love for food. We wanted to give our riders kit they’d be proud to wear, that enhanced their visibility and safety both day and night. Finally, we needed a mark that could come to stand for great food and work as a favicon as well as it would on a billboard.
We picked branding agency DesignStudio for the project. In their pitch they’d blown us away with their creative, collaborative approach and their dedication to understanding what sits at the heart of our business – great restaurants and a great fleet of riders. They carried out customer service shifts, became riders themselves and ate enough to get a sense of what restaurant delivery really means.
But it wasn’t all fun and food. Before anyone put pen to paper, DesignStudio carried out a full semiotics analysis, looking at what our logo meant in other cultures and countries. A few members of their design team took part in workshops across the business too, discussing our collective vision for Deliveroo and where we could one day see our visual identity being used. You can read more about our founder’s vision here.
We explored a variety of routes for a new logo– some that kept the kangaroo as its primary inspiration, to completely new logos that left our kangaroo roots behind. What the process highlighted was that both internally and externally our Roo had become a beloved part of our brand.