Grubhub is an American platform for ordering food online and by phone with home delivery. The company has been operating since 2004, gradually expanding the spheres of professional influence and coverage of territories. It now operates throughout the country and in London. The head office of the organization is concentrated in the city of Chicago, Illinois (USA). The founders of the business are Matt Maloney, Roman Gaskill, and Mike Evans. The service is currently in the buying phase: in the summer of 2020, Just Eat Takeaway announced its acquisition.
Meaning and History
Today it is the largest company in delivering ready-made meals from restaurants, which has almost no equal. However, since entering the specialized market for many years, it has constantly struggled with the competition, having experienced several sales, purchases, transitions, and mergers. The biggest one was with Seamless, which affected the visual identity of the team.
At first, it was an ordinary company of three individuals, which replaced the paper menu. Two years later, two of them (Matt Maloney and Mike Evans) submitted their project to the Edward L. Kaplan New Venture Challenge, organized as part of the University of Chicago Booth School of Business, and received strong financial support. For all the years of its existence, the company had only two logos.
2004 – 2016
The first version of personal symbols came out in 2004 when the service appeared on the specialized market. The founders of the business emphasized the information component, so they abandoned graphic elements. So a laconic inscription appeared on the emblem, consisting of the name of the company. This is not only self-promotion but also a traditional sign, which can be found in catering establishments.
The debut version includes a catchy “GrubHub” lettering with an uppercase “H” emphasized. The rest of the characters are lowercase. The letters are ranged in height: the legs “b” do not exceed “H” in length. Despite the arched shape, the characters in the word are well-read since they have free inter-letter space.
2016 – present
As a result of a redesign carried out in 2016, the company name became horizontally flat. Ad studio Wolff Olins, entrusted with the visual style, has removed the arched arch and crimson palette. Since then, the logo has been adorned with a direct inscription of scarlet color – one of the lighter shades of red.
Font and Colors of the Emblem
From its launch to the present moment, the service has remained faithful to its concept – advertising itself, directly reflected in the logo. As a result, all variants of Grubhub’s visual identity are associated with the name. If it was curly at the beginning of a career, now it is an even strict word, in which there are no design excesses. The emphasis is on informational content.
For this site for ordering food via the Internet and by phone with targeted delivery, verbal expression plays an important role. Therefore, the designers have concentrated on typefaces. The food ordering website uses GT Eesti Display Bold for headings and Graphik for body text. The emblem’s inscription is made in chopped grotesque – smooth sans serif symbols from the Sans Serif category.
In terms of colors, everything is much simpler, because there are only two of them. Initially, the logo contained a dark shade of red and then moved on to a light one. As the management noted, red is good for the appetite, so it is used as a background in photographs of dishes.