Grubhub to Unveil New Visual Identity

This month, Grubhub launches an exciting new visual identity – something that feels bold and modern. Not just a design refresh, but a shift in how Grubhub shows up as a brand.

Created in-house and part of a broader effort to drive differentiation, deepen emotional connections with consumers and position Grubhub for future growth, the new identity balances familiarity with fresh energy—spotlighting food, adding a layer of playfulness, and creating a dynamic presence that resonates with today's audience.

New components include:

Logo evolution: familiar foundations, bold new energy
Evolved Grubhub logo to strike the perfect balance: recognizable enough to maintain trust, bold enough to lead the category forward.

A subtle increase in the wordmark’s weight signals appetite and confidence, taking up more space than before. We preserved familiar proportions to honor our existing brand equity, while refining key details—like the spur on the “G” and a tightened crossbar—for sharper legibility and a more modern finish.

Built for motion as much as static use, the refreshed wordmark opens up playful, dynamic applications—giving Grubhub a more modern, vibrant, and humanistic voice in every moment.

Choosing the color palette and core orange:
Grubhub has embraced orange since 2021—and it’s become a core part of the brand’s DNA. The NEW! orange takes it further: bolder, brighter, and built to stand out. With stronger contrast and greater vibrancy, it cuts through across every touchpoint. We built a full color system around it, amplifying its presence and pairing seamlessly with our food imagery to create a brand experience that’s cohesive, appetizing, and impossible to ignore.

Selecting the typeface:
We needed a typeface that could carry the spirit of Grubhub: modern, friendly, and full of character. Our chosen sans serif blends shapely elegance with a slightly unconventional design, bringing just the right mix of sophistication and playfulness.

Its generous x-height and smooth curves create a warm, approachable feel, making every interaction effortless and inviting. Built as a variable font, Bagoss flexes across widths and weights—perfect for animation, motion, and every fast-moving brand moment.

The result is typography that’s distinctive, adaptable, and unmistakably Grubhub.

Forward-facing visual identity:
Grubhub’s new identity is designed for the future—bold, dynamic, and adaptable. The logo evolution enhances strength and legibility, while playful motion ensures the brand stays vibrant and modern. The new orange strikes the right balance of legacy and fresh energy, making an immediate impact.

The Grubhub ‘G’ acts as a flexible visual anchor, cropped and used as a framing device, background, and type ribbon, keeping the brand versatile across touchpoints. The Bagoss typeface seamlessly adapts across digital, motion, and print, adding warmth and sophistication to every interaction.

This cohesive, forward-facing system positions Grubhub to grow, connecting with both today’s and tomorrow’s audiences in an energized, modern way.