Swiggy is the largest and most expensive online food ordering marketplace in India. It was created in Bangalore in 2014. Its founders are three entrepreneurs – Nandan Reddy, Sriharsha Majety, and Rahul Jaimini. Starting from a small enterprise, the company quickly increased its volume and now covers more than three hundred cities in its country with service. In September 2019, she also opened a branch to deliver groceries, parcels, documents, and even laundry. The firm cooperates with both corporate clients and private clients.
Meaning and History
The successful platform for online ordering and delivery of ready meals began in 2013. At that time, two friends (Nandan Reddy, Sriharsha Majety) created their web resource named Harsha & Nandan, Bundl Technologies. Its key task was to facilitate courier services and develop the transportation of goods to all country corners. But after a short period of work, the service was suspended and redesigned for food ordering services.
To stay afloat and be as confident as possible in the chosen direction, the friends turned to Rahul Jaimini and asked him for advice. Previously, he worked at Myntra, so he had a better understanding of industry nuances. In 2014, they jointly created Swiggy, as well as the parent holding company Bundl Technologies. Their firm began to grow steadily, quickly reaching large-scale population coverage.
All this is made possible by sophisticated logistics and focus on key resources. In 2020, during the coronavirus pandemic, the company also launched a home delivery site. The large-scale coverage of a large number of Indian cities is indicated by this service’s logo, which is made in the form of a marker – a location indicator on the map.
The personal logo of the company consists of two parts of equal importance – text and graphic. At the top, there is a “GPS-tag,” which is placed on the maps to indicate the desired geographical or administrative point. If you look closely, you can see that it is made in the shape of the letter “S.” It has the same characteristic depressions as the written sign, a clear demarcation into an upper and lower semicircle, connected in the middle by one common line. Because the mark has a drop-shaped structure, the segments differ in different sizes and are divided into narrow and wide zones.
The text consists of the name of the food delivery service. It is combined in color with the upper symbol and is, in fact, its decoding or written designation on the intended map. Therefore, the logo’s concept is to mark the place where you can order your favorite restaurant-level dish to your home or office. This approach to branding is very modern and in line with the spirit of the times since customers place orders mainly through digital devices – smartphones, tablets, laptops.
Font and Colors of the Emblem
Swiggy’s typography is based on a modified typeface from the Futura family. Some letter variants were used exactly – for example, “W” and “Y.” Others have received minor changes – the “G” has a square bottom stroke with no protruding element. The rest of the characters were transformed according to individual requirements – the upper segment of the “S” in the inscription was reduced.
The color component is also personified: the company uses a shade that is not used by competitors but is very close to the theme of food. It is pumpkin, orange-yellow – soft, reminiscent of the color of baked goods, and giving a subconscious impetus to ordering dishes from this particular representative. This scale is called Pumpkin (Hex: # FC8019) and is used for both graphic and verbal elements.