# Grubhub new logo (2025)

> Grubhub launched a new logo in May 2025, designed by Grubhub in-house. New logo and identity.

## Key facts

- Brand: Grubhub
- Launched: May 2025
- Studio: Grubhub in-house
- Typeface: Bagoss (variable)
- What changed: New logo and identity.
- Why: Grubhub said its new identity was part of a broader effort to drive differentiation, deepen emotional connections with consumers and position the company for future growth.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/rebrands/grubhub/before.svg (before), https://rebrandlog.com/rebrands/grubhub/after.svg (after)

## The rebrand, explained

Food delivery is a category where every app looks like a plate of fries photographed from above, and the brands have to fight for recognition through color and type rather than product. Grubhub's 2025 update, built by its own team under creative director Jasmine Sharpe, according to GDUSA, is an attempt to win that fight without starting over.

The company framed the work as part of a wider effort to drive differentiation, deepen emotional connections with consumers and position Grubhub for future growth. Its announcement, published on Ads of the World, describes an identity that balances familiarity with fresh energy, spotlighting food and adding a layer of playfulness.

The logo change is an evolution rather than a break. The wordmark gains a little weight, which the company says signals appetite and confidence and takes up more space than before. Familiar proportions were kept to protect existing equity, while details were tightened: a spur on the G and a tighter crossbar, both meant to sharpen legibility and give a more modern finish. The wordmark was also built for motion, and the cropped G becomes a working device, used as a frame, a background and a ribbon for type.

Color does the heaviest lifting. Grubhub has used orange since 2021, and the new version is bolder and brighter with stronger contrast. Sharpe told GDUSA the team built a full color system around it, pairing it with food imagery to create something cohesive, appetizing and impossible to ignore. Typography moves to Bagoss, a variable sans serif with a generous x height and smooth curves that flexes across widths and weights for animation.

Lead designer Kyle Misteravich says on his portfolio that the full transformation was delivered in about three months, with a small internal team and outside agencies handling some production.

The result is competent and confident, if cautious. A thicker wordmark and a punchier orange are the kind of changes customers feel more than notice, which is exactly the point when trust is the asset. The bolder moves are in the system: the cropped G and the quirky Bagoss give the brand some personality in a category full of interchangeable sans serifs. Whether that is enough to stand apart from bigger rivals is another question, but as an in-house job on a tight clock it shows discipline.

In short: A tighter G and a louder orange.

## Other rebrands of Grubhub

- [Grubhub (2016)](https://rebrandlog.com/rebrand/grubhub-2016/) Apr 2016

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_grubhub_done_in_house.php
- https://gdusa.com/inhouse-team-delivers-humanistic-grubhub-visual-identity/
- https://www.adsoftheworld.com/campaigns/grubhub-to-unveil-new-visual-identity
- https://about.grubhub.com/photography/brand-logos/

## Cite this

Rebrand Log, "Grubhub new logo (2025)", https://rebrandlog.com/rebrand/grubhub/, last updated Oct 20, 2026.