UK-based food delivery company Deliveroo has undergone a rebranding process that has resulted in a far less convoluted logo and indeed one that is minimalist and easy to spot and recognize.
The rebranding, carried out by the DesignStudio agency, replaces the old animated shopping bag-holding kangaroo with a more abstract, box-like kangaroo shape. What's great about this logo is that it retains the company's kangaroo mascot but in a reimagined manner.
Considering that the Deliveroo logo is most visible on the uniforms and delivery boxes of bicycle couriers zipping through the city, it only makes good sense to make the logo as simple and quickly recognizable as possible. This rebranding is also part of a wider move towards more simple logos that prioritize recognition value over design intricacy.