As pickup and delivery service Instacart continues to grow, the brand is updating its look. Rather than focus on its orange carrot symbol, which limits it to groceries, the emphasis has shifted to the carrot’s green stem, which doubles as an arrow. “The business has evolved, now the brand needs to evolve,” said Laura Jones, Instacart’s head of marketing. With the refresh, Instacart plans to use its arrow icon for various purposes, such as showing items being added to an online cart or highlighting its retail partnerships. Jones says that the new design element better lends itself to motion graphics. The new brand identity, which has begun appearing nationwide, was created internally with assistance from consultancies Wolff Olins and TwentyFirstCenturyBrand.
