Instacart Logo

Instacart LogoInstacart Logo PNG

Instacart: Brand overview

Founded: 2012
Founder: Apoorva Mehta, Max Mullen, Brandon Leonardo
San Francisco, California, U.S.
Logo downloads:
Instacart is an American home delivery company that operates in the United States and Canada. It offers a personal shopper service, receiving orders through a mobile app and its Website. Customers leave requests with a list of what they need, and the service assigns an employee to buy and deliver everything specified. The company was founded by Apoorva Mehta (with the participation of Max Mullen and Brandon Leonardo). The year of its foundation is 2012. The location of its headquarters – the city of San Francisco, California. Served territory – 5,500 settlements.

Meaning and History

Instacart Logo History

The company originally demonstrated an entrepreneurial streak rather than a pro bono business because a former employee started it. Apoorva Mehta hails from India. He and his family moved to Canada in 2000. He then went to the University of Waterloo, where he graduated in 2008 with a degree in engineering. At the same time, he took part in Y Combinator’s Summer 2012 (startup organization) and, in the end, created Instacart. His concept received financial support and consumer support, so a year later, the budding entrepreneur was already on Forbes’ list of successful people under thirty.

In addition to Amazon, he also worked at Qualcomm and BlackBerry as a supply chain specialist. Eventually, he created a profitable supply chain to move goods from online stores’ warehouses to customers’ homes. But his first attempts to get into this business on his own were not successful. So before he became the owner of a perfectly working scheme, he launched no less than twenty other services.

Instacart Symbol

At first, the company operated only in San Francisco, but gradually the service covered the neighboring communities. The company itself expanded: by the spring of 2015, it had about two hundred employees. Gradually it acquired its stores, taking orders within them. At the same time, the service did not refuse to deliver purchases from other outlets. And it repeatedly got into various scandals related to the dissatisfaction of its employees and software errors that led to incorrect customer service.

Since Instacart is a branched service network, it has several commercial partners with whom it has made arrangements for home delivery. But because of its wide recognition, it is often chosen to make purchases from other stores, for which it charges an additional percentage. Requests come mostly through the online site, where they display their assortment. The site is decorated with a personal logo that marks everything related to the service. It has changed its identity only once.

2012 – 2017

Instacart Logo 2012

The emblem is concise. It contains just one word – “Instacart.” The lettering is in the calligraphic, straightforward script where each character is connected to adjacent characters. Though the design style imitates handwritten text, the letters are vertical instead of slanted, distinguishing the logo from similar ones. And the “I” looks fanciful, looking more like an “l,” a hinge, the handle of a grocery bag, or from a shopping bag. The last “t” has a miniature leaf. It is located at the top right.

2017 – today

Instacart Logo

After the redesign, the logo has taken on a different style and is much more modern. On the one hand, it shows practicality; on the other hand, it informs about itself. That is, it consists of graphic and text parts. On the left side, there is a standard orange carrot. It was used because it slightly echoes the word “instaCART” fragment. It has two small leaves that are not connected to the vegetable. On the right is the company name, but in a different font: lowercase, smooth, rounded. All lines are smooth and streamlined, so there is only one 90-degree angle – at the trimmed rung of the letter “t.” In addition, the designers changed the color scheme: they added orange and brightened the green.

Font and Colors of the Emblem

Instacart Emblem

During the evolution, the Instacart logo gained more personality and clarity. The handwritten lettering has become printed, and the letters have become separated. The font is now less decorative and more practical. A small symbol – a carrot – appeared next to the name.

For the word “Instacart,” the developers used a custom typeface that has no counterparts. They cut the protruding tops of the printed “n” and “r,” shortened the tail part of the letter “a,” pulled out the ends of the “s” and rounded them. The result is a soft font with sloping elements. The only corner was left at the “t” bar. Now the signature palette consists of light green and orange. Previously, it included only green.

Instacart color codes

Pumpkin Hex color: #ff7009
RGB: 255 112 9
CMYK: 0 56 96 0
Pantone: PMS Bright Orange C
Kelly Green Hex color: #0aad0a
RGB: 10 173 10
CMYK: 94 0 94 32
Pantone: PMS 354 C
British Racing Green Hex color: #003d29
RGB: 0 61 41
CMYK: 100 0 33 76
Pantone: PMS 7729 C