DoorDash Rebrands To Focus On “Delivering Good”

DoorDash Rebrands To Focus On “Delivering Good”
Advertising

The delivery service is evolving its brand to highlight human stories and implement initiatives to help feed the hungry

Kiran Umapathy
  • 23 january 2018

On-demand restaurant delivery service DoorDash has launched a new visual identity and brand strategy focused on a renewed mission: Delivering good by connecting people and possibility.

Partnering with San Francisco-based branding and design agency Character, DoorDash sought to express how it has created new opportunities for people and small businesses. “Both the biggest challenge and greatest discovery of our rebrand was discovering the common thread that represents and resonates with each of our core audiences—customers, merchants and dashers,” Mike Allen, Director of Brand Design at DoorDash, told PSFK.

The new visual identity includes a logo, photography, illustrations and iconography—all inspired by the company’s customers, delivery people and merchants, as well as the story of CEO and founder Tony Xu’s mother saving enough money from her restaurant to achieve her dream of opening up a medical clinic. “I see my mom’s story everywhere these days,” Xu says in a blog post. “Everyone is passionate about fulfilling their own American Dream.”

DoorDash calls the new logo a bold and iconic evolution that builds its focus on speed, reliability and efficiency. “Through our visual exploration, we discovered that the ‘dash’ of DoorDash could be leveraged as a visual element to express our story, and we can uniquely own it, and give it new meaning,” said Allen. “It’s incorporated in the negative space of our logo, and in our iconography and messaging, we use the dashed line to represent the idea of ‘potential.'”

One way DoorDash has started bringing its “delivering good” concept to fruition is a company-wide initiative called Project DASH that aims to end food waste and hunger. It includes a partnership with Feeding America for 1:1 meal donation and delivering unused food to local food banks. These programs have rolled out in New York, Los Angeles and the Bay Area, with more cities to come over the course of the year.

DoorDash

On-demand restaurant delivery service DoorDash has launched a new visual identity and brand strategy focused on a renewed mission: Delivering good by connecting people and possibility.

Partnering with San Francisco-based branding and design agency Character, DoorDash sought to express how it has created new opportunities for people and small businesses. “Both the biggest challenge and greatest discovery of our rebrand was discovering the common thread that represents and resonates with each of our core audiences—customers, merchants and dashers,” Mike Allen, Director of Brand Design at DoorDash, told PSFK.

+advertising
+Brand Development
+Brand Introduction
+branding
+cities
+Delivery
+Design
+Food
+Seamless Delivery
+USA

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