# TheFork new logo (2023)

> TheFork launched a new logo in Jun 2023, designed by DesignStudio. 22 Jun 2023 rebrand by DesignStudio: the lowercase 'thefork' wordmark with a green fork-in-circle and the 'a TripAdvisor company' tag replaced by a dark-green 'TheFork' wordmark with a redrawn three-pronged fork symbol.

## Key facts

- Brand: TheFork
- Launched: Jun 2023
- Studio: DesignStudio
- What changed: 22 Jun 2023 rebrand by DesignStudio: the lowercase 'thefork' wordmark with a green fork-in-circle and the 'a TripAdvisor company' tag replaced by a dark-green 'TheFork' wordmark with a redrawn three-pronged fork symbol.
- Why: TheFork said its mission extended beyond reservations to human connection, and the refresh aimed to champion restaurant culture and bring people together.
- Industry: Consumer internet
- Logos: https://rebrandlog.com/logos/thefork-2023/before.png (before), https://rebrandlog.com/logos/thefork-2023/after.svg (after)

## The rebrand, explained

TheFork, the restaurant booking platform founded in 2007 and previously known in some markets as Bookatable, had grown to 55,000 partner restaurants in 12 countries and around 20 million monthly visitors by 2023. Design Week and It's Nice That both reported that DesignStudio was brought in to create a new strategy and visual and verbal identity, with It's Nice That noting that the platform needed a bold, contemporary brand for its expanding audience.

The strategy shifts the focus from bookings to what happens at the table. DesignStudio senior strategist Nina Fitzpatrick said the platform brings people together in an increasingly digitised world, champions restaurant culture and feeds not only people but the human spirit; the creative idea became Feed your Spirit. TheFork's chief marketing officer Jose Noguer told It's Nice That that the mission had always extended beyond reservations, describing restaurants as essential social spaces.

The logo was evolved, not replaced. Executive creative director Vinay Mistry told Design Week that the client had equity in the green circle and the fork in its negative space; when the studio pushed in other directions, TheFork pushed back, so the team built on what existed. The redrawn mark has a three pronged fork and new curves meant to capture raw energy, and those curves, angles and straights generate three graphic shapes used across the system. Illustrations come from Tubik Studio, and the typeface is Valizas by Luzi Type, set across weights to visualise the noises people make while eating.

Colour is the most charming part. The green led palette was moved away from what Mistry called a slightly muddy, dated tone; new shades are named after food, from Pea, Kale and Mint to Squid ink, Parsnip, Rhubarb and Pumpkin. Design Week added that the brand had to work across cultures, since what reads as premium in Paris does not in Milan. Rollout was due to finish by the end of 2023.

This is a well judged refresh. Keeping the circle and fork respects years of recognition on app screens and restaurant doors, while the new curves and palette make the brand feel livelier. The food names and the eating sounds idea risk tipping into whimsy, but they give a utility app something it badly lacked: appetite. The strategic pivot from booking tool to restaurant culture is the real work, and the identity carries it.

In short: Booking tool to appetite brand.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_thefork_by_designstudio.php
- https://www.designweek.co.uk/issues/26-june-30-june-2023/designstudio-thefork-identity-branding/
- https://www.itsnicethat.com/news/designstudio-thefork-graphic-design-270623

## Cite this

Rebrand Log, "TheFork new logo (2023)", https://rebrandlog.com/rebrand/thefork-2023/, last updated 2026-10-21.