# Deliveroo new logo (2016)

> Deliveroo launched a new logo on 5 Sep 2016, designed by DesignStudio. New logo and identity.

## Key facts

- Brand: Deliveroo
- Launched: 5 Sep 2016
- Studio: DesignStudio
- What changed: New logo and identity.
- Why: Deliveroo said its new identity and brightly reflective kit would make the brand bolder and increase its riders' safety.
- Industry: Food & drink
- Logos: https://rebrandlog.com/logos/deliveroo-2016/before.svg (before), https://rebrandlog.com/logos/deliveroo-2016/after.svg (after)

## The rebrand, explained

Founded in 2013, Deliveroo was by 2016 one of London's fastest-growing start-ups, in 12 countries and fresh from a £200 million raise. Its logo was a literal kangaroo holding a bag of food against teal,; the question was whether to keep it.

DesignStudio, which had rebranded Airbnb and the Premier League, explored routes from kangaroo variations to logos that dropped the animal entirely, consulted staff and ran a semiotic analysis of what the symbol meant elsewhere. Deliveroo's design team wrote that the process showed the Roo had become a beloved part of the brand. DesignStudio's executive creative director told Creative Review that literal meanings can be positive in one culture and controversial in another, while a character cuts through the forgettability of abstract marks.

The answer is an abstracted kangaroo head made of a few sharp angles, still teal, designed to work as a favicon or a billboard. Those angles feed the rest of the system, with a lowercase type treatment and photography meant to capture the messiness of food. The rider kit became the most visible application: jackets and jerseys in bold colours, designed with road-safety charity Brake, with hyper-reflective material on the waist, shoulders and wrists to show riders' movement at night. Deliveroo's in-house team designed the new app and website using DesignStudio's guidelines.

The Drum stressed the practical side. Riders, mostly cyclists, got kit with hyper reflective material on the waist, shoulders and wrists, and chief executive Will Shu argued the bright new equipment would increase their safety. The Roo itself was sharpened from a literal kangaroo into a bolder mark meant to work better on phones, with a new wordmark alongside. The timing was awkward: The Drum noted the launch followed rider protests in August over a pay scheme accused of falling below minimum wage, which no amount of reflective trim could fix.

Coverage in Creative Review and It's Nice That focused on the evolution of the Roo and the safety-led kit. The symbol is the cleverest kind of simplification: abstract enough to work anywhere, still recognisably a character. And rather than stopping at the logo, the system went straight to the riders on the street, which is where most people actually see Deliveroo.

In short: A geometric Roo that kept the character and travelled better, with the best work on the riders' backs.

## Other rebrands of Deliveroo

- [Deliveroo (2023)](https://rebrandlog.com/rebrand/deliveroo/) Oct 2023

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_deliveroo_by_designstudio.php
- https://www.designweek.co.uk/issues/5-11-september-2016/des/

## Cite this

Rebrand Log, "Deliveroo new logo (2016)", https://rebrandlog.com/rebrand/deliveroo-2016/, last updated 2026-10-20.