Grubhub is an online and mobile prepared food ordering and delivery service based in the United States. An important part of the success of the company is its brand, including its logo. A logo is often the first impression a person has of a company. Once someone has seen the company logo multiple times, they can instantly connect the company and the logo. The most successful companies often have logos that are instantly recognizable and relate to the brand. Like many company logos, the Grubhub logo has evolved over the years. Here’s an overview of the company, along with the history and history behind the Grubhub logo.
An overview of Grubhub
Grubhub is a Chicago-based company founded in 2004 by Matt Maloney, Mike Evans, and Roman Gaskill. His goal was to create an alternative to paper menus. According to Wikipedia, Evan and Maloney won the Edward L. Kaplan Venture Challenge from the University of Chicago Booth School in 2006 for their business plan for the company.
A year later, they raised $ 1.1 million in Series A funds, and the Series B funds raised another $ 2 million. Two other fund series raised a total of $ 31 million for Grubhub. The money allowed the company to expand throughout the United States and has more than 115,000 partner restaurants in 3,200 cities and covering all 50 states. In 2019, the company declared that it had 19.9 million users. The funding raised has also helped them acquire other businesses. Some of the companies they acquired and are now subsidiaries of Grubhub include MenuPages, AllMenus, Seamless, Tapingo, Dotmenu, DiningIn, LAbite, and Restaurants on the Run.
They also acquired Eat24 in 2017, but closed the brand in 2018. Grubhub acquired some assets from the franchisee-owned OrderUp markets in 2017 and then fully acquired the company the following year. In 2018, Grubhub expanded its interest beyond the food industry when it acquired LevelUp, which is a Boston-based diner participation and payment solutions company. This acquisition was reported to cost Grubhub $ 390 million, which was paid for in cash. Just Eat Takeaway, a European food delivery service, announced in June 2020 that they are taking over Grubhub by acquiring $ 7.3 billion in stock. However, Grubhub will continue to operate under its own name. Co-founder Matthew Maloney remains the CEO of the company.
The original Grubhub logo
The first logo used by Grubhub was launched when the company was founded in 2004. They continued to use their first logo until the company was renamed in 2016. There were no images in the original Grubhub logo, just text saying the company name . Originally, the letters were in lowercase, except for the letter ‘H’. The letters were arranged in a slight arc. The simple design reflects the company’s goal of simplifying the food ordering process. Red was the color chosen for the first logo, which is set against a white background to create a striking contrast. The color red represents power, strength and energy. It is also a color that is often associated with food.
The alternative icon mark
Grubhub has also used an alternative icon brand since the company was founded in 2004. The alternative icon logo appears in many aspects of the business, although it is not as prominent as the main logo design. It is even simpler than the main logo, as it consists only of the capital letters “GH”. The letter ‘G’ is in black, while the letter ‘H’ is in white outlined in black. They are placed at a diagonal angle, with the highest ‘G’ on the left and the lowest ‘H’ on the right. This simple image makes it easy to recognize the brand at first glance from the logo. 1000 Logos describes it as a modern, elegant, powerful and memorable logo.
Brand change in 2016
In 2016, Grubhub announced that they were changing the company name, which involved updating their visual identity and creating a new logo. Your new logo was designed by Wolff Olins, which is one of the most famous American design bureaus. When the agency carried out the redesign, their goal was to create a sleek, modern visual identity that people would remember. The new logo was based on the original design as they wanted people to instantly recognize the image rather than having something completely different that people took time to recognize. Therefore, the basic concept of the design remained the same.