Restaurant delivery service DoorDash recently unveiled a new brand identity, which includes a new logo and color palette, created by San Francisco-based branding and design agency Character. The new visual identity and brand strategy feature original photography, illustrations and iconography, strategically focused on communicating the brand’s mission: delivering good by connecting people, and possibility. The “dash” for example, now conveyed by negative space, conveys the concept of potential and evolution.
The brand’s values of delivering good and possibility are also represented in the streamlined logo, which is designed to convey reliability and efficiency while staying true to the company’s roots and its previous identity, inspired by the Japanese bullet train (Shinkansen).
Agency - Character
Client - DoorDash