Grubhub ‘G’ Is Visual Anchor
Grubhub is launching a new visual identity led inhouse by Creative Director Jasmine Sharpe and VP Brand Marnie Kain. The initiative is described as part of a broader effort to drive differentiation, deepen emotional connections with consumers and position Grubhub for future growth. The new identity, say officials, is “a cohesive, forward-facing system” that seeks to balance familiarity with fresh energy, “spotlighting food, adding a layer of playfulness, and creating a dynamic presence that resonates with today’s audience.”
Among the key elements:
The Grubhub logo has been evolved, featuring a subtle increase in the wordmark’s weight to signal confidence, while refining key details — like a spur on the “G” and a tightened crossbar — for sharper legibility and a more modern finish. The Grubhub ‘G’ is seen as a flexible visual anchor, cropped and used as a framing device, background, and type ribbon, keeping the brand versatile across touchpoints. Built for motion as much as static use, the refreshed wordmark opens up to dynamic applications — giving Grubhub a more modern, playful, vibrant, and humanistic voice.
The color palette embraces the traditional core orange but takes the orange further: bolder, brighter, with stronger contrast and greater vibrancy. Sharpe says that “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.”
Regarding type, Bagoss is the chosen sans serif face, with a generous x-height and smooth curves that are intended to evoke a warm, approachable, initing feel. Built as a variable font, Bagoss flexes across widths and weights — suitable for animation, motion, and fast-moving brand moments.
Consumers have started to see the new look and feel across marketing communications in early May.
