# DoorDash new logo (2018)

> DoorDash launched a new logo in Mar 2018. Mar 2018 Character rebrand: thin spaced DoorDash with double-wing dash -> bold single-wing dash and heavier wordmark.

## Key facts

- Brand: DoorDash
- Launched: Mar 2018
- What changed: Mar 2018 Character rebrand: thin spaced DoorDash with double-wing dash -> bold single-wing dash and heavier wordmark.
- Why: DoorDash built its rebrand on its founder's story under the line Delivering Good, meant to speak to restaurants, Dashers and diners at once.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/doordash-2018/before.png (before), https://rebrandlog.com/logos/doordash-2018/after.svg (after)

## The rebrand, explained

On 17 January 2018 DoorDash chief executive and co-founder Tony Xu told the company's story publicly for the first time. In a blog post he recalled that when it launched in 2013 the service was called Palo Alto Delivery and had just eight menus, and that he and his co-founders started it to help local businesses: growing up in the Midwest he had worked in his mother's restaurant, which she ran until she had saved enough to start a medical clinic and return to her roots as a doctor.

From that story came a mission, to deliver good by connecting people and possibility, and a brand new logo and visual identity. Xu wrote that the refreshed logo reinforced qualities the company had always thrived on: bold moves, being relentless and fast-moving, reliability and efficiency. The launch came with a donated meal for every order through the end of January, in partnership with Feeding America, and Project DASH, an initiative to get restaurants' excess food to food banks and shelters, starting in New York, Los Angeles and the Bay Area.

The co-founder of the San Francisco agency involved told TechCrunch that Xu's founding story became the foundation of the positioning, and that Delivering Good was meant to work for all three audiences at once: restaurant owners gaining reach, Dashers earning flexibly, and diners freeing up time. He told Xu not to think of the line as the agency's invention, because Xu had essentially said it himself. Design news site Dexigner described the symbol: the dash is now conveyed by negative space to suggest potential and evolution, in a streamlined logo that stays true to the previous identity, which had been inspired by the Japanese Shinkansen bullet train, alongside original photography, illustration and iconography.

The new mark is much stronger. It reads at app-icon size, and the negative-space dash feels fast without trying hard.

The mission language is the weaker part, the kind of abstract purpose statement every startup wrote in that period. What saves it is that it rests on a specific, true story, and that DoorDash attached actual programmes to it rather than leaving it as a slogan. The logo does not need the mission to work, but the mission is better for having the founder's mother behind it.

In short: A real upgrade: bolder, simpler and built for a phone screen.

## Sources

- https://lbbonline.com/news/doordash-partners-with-character-on-bold-rebrand-campaign
- http://www.michaelallendesign.com/doordash-brand

## Cite this

Rebrand Log, "DoorDash new logo (2018)", https://rebrandlog.com/rebrand/doordash-2018/, last updated 2026-10-20.