Deliveroo Logo PNG
The service emblem is very friendly and fun. We are focused on today’s young generation. “Hi, everything will be ok,” the Deliveroo logo says. We are as fast as kangaroos. We will put the products in a bag and deliver them to your address.
Deliveroo began with Will Shu’s move from New York to London. Working late as an investment banker, he found that many good restaurants still lacked home delivery, leaving him with only basic fast-food options. On August 1, 2013, Shu founded the company in London with his childhood friend, developer Greg Orlowski.
Shu delivered the first orders himself, while Orlowski built “Frank”, a system for predicting preparation times and improving courier routes. In September 2013, Deliveroo raised about $377,000 in seed funding.
Investment accelerated in 2014 and 2015, with backing from Index Ventures and Hoxton Ventures, and later in larger rounds. International expansion began in April 2015, followed by $100 million in Series D funding and $275 million in Series E in 2016.
In 2016, Deliveroo signed a major delivery agreement with Heineken. In April 2017, it launched Deliveroo Editions, a dark kitchen model in which restaurants prepared food exclusively for delivery.
By 2017, the company had over 1,000 full-time employees. It was valued at over $2 billion after a $385 million Series F round led by T. Rowe Price and Fidelity. Amazon joined a $575 million Series G round in 2019, drawing scrutiny from the UK competition regulator. Deliveroo faced Just Eat and Uber Eats as its main rivals. On March 31, 2021, Deliveroo listed in London at 390 pence per share, but the price fell to 284 pence by the end of the first trading day.
After the IPO, the company left Spain in 2021 and the Netherlands in 2022. In 2024, Deliveroo posted its first annual profit of about £3 million. In October 2025, DoorDash completed its acquisition of Deliveroo.
Meaning and History
Few people know, but Deliveroo was once a startup “for their own.” Greg Orlowski and Will Shu created it to bring food to former colleagues. Moreover, the company’s only office was located directly in Shu’s London apartment. But the idea of friends proved so in demand that it turned a small project into a large-scale international business.
When the delivery service reached a new level, it had to change the courier’s logo and shape. The visual identity had to match the global brand status, as Deliveroo had already grown beyond a simple startup.
What is Deliveroo?
Deliveroo is a British company specializing in food delivery. It partners with grocery stores, cafes, and restaurants in the UK and several other countries, such as Italy, Belgium, France, the UAE, Qatar, and Hong Kong. Users can access Deliveroo services through a mobile app or website. The service has been operating since 2013 and is headquartered in London.
2013 – 2016
The original logo was drawn by Will Shu, a friend who possessed artistic talent and computer graphics skills. They depicted a funny kangaroo with a bag in its front paws against a turquoise circle’s background. The fast-footed animal symbolized the same agile food peddler.
At the bottom was the inscription “DELIVEROO.” The logo’s authors used capitalized black letters with rounded ends. The large spacing between characters made the service name visible and readable.
2016 – today
When the company needed a new style, its owners turned to the branding agency DesignStudio. To immerse themselves in the Deliveroo atmosphere, the designers got on their bicycles and started delivering food from restaurants. The experiment helped them determine which direction to move.
After a large-scale study, the specialists decided not to give up the kangaroo because both customers and Deliveroo employees loved it. Instead, they changed the drawing style and developed new typography.
DesignStudio faced a daunting challenge: creating a logo that could be used in 12 countries. So the designers conducted a semiotic analysis to determine how the new symbol would be perceived across different cultures. Minimalism was supposed to smooth out the “sharp corners” because the fewer the details, the more likely customers are not to have conflicting associations.
Font and Colors
The Deliveroo brand is a whole concept based on the image of a kangaroo. Even its name speaks about it: “DELIVEry” + “kangaROO.” By the way, the character on the logo is also called Roo. In the new design, it looks abstract because the artists made it angular. The idea was to match the polygonal graphic’s shape to the courier outfit and the delivery website. This is how the three-dimensional cartoon logo became simple and flat without losing its original meaning.
Creative director James Hurst has revealed the secret of typography. He admitted that both the logo, the jackets, and the Deliveroo website use a modified version of the Stratos font. The designers chose this geometric sans-serif because it most closely matches the angular Roo. The word is written in bold turquoise lowercase characters. The kangaroo’s head is also turquoise in Robin’s Egg Blue (# 00CDBC).