Deliveroo rebrands to improve rider safety

New brand identity aims to make riders stand out more

Food delivery service Deliveroo has undergone a rebrand in a bid to make its riders stand out more and improve their safety, with help from branding agency DesignStudio.

On its blog, DesignStudio stated: "What we landed on was an evolution from our original and more literal take on the kangaroo, turning it into a striking new mark bold and impactful, but still maintaining the character and charm of the Roo."

Deliveroo was looking to not only evolve its brand, but to make it more memorable by moving from the standard kangaroo image to a more illustrative logo.

However, with most of the deliveries being made by cyclists, safety was at the forefront of this change. In addition to the new logo, Deliveroo said its riders are now being kitted out with "hyper­reflective material on the waist, shoulders and wrists of the jackets".

The design team at Deliveroo said: "What we landed on was an evolution from our original and more literal take on the kangaroo, turning it into a striking new mark bold and impactful, but still maintaining the character and charm of the Roo."

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