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# Kangaroo-Centric Courier Rebranding
Deliveroo's Minimalist Logo Depicts an Abstract Kangaroo Face

By Rahul Kalvapalle | Published 2016-09-06 | Art & Design
Source: Trend Hunter, https://www.trendhunter.com/trends/minimalist-logos
References: [dezeen](http://www.dezeen.com/2016/09/05/deliveroo-minimalist-logo-rebrand-designstudio/) & [deliveroo](https://deliveroo.co.uk)

UK-based food delivery company [Deliveroo](https://www.trendhunter.com/trends/deliveroo-new-arrangements-collection) has undergone a [rebranding process](https://www.trendhunter.com/trends/cracker-barrel-rebrand) 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](https://www.trendhunter.com/trends/sandisk-logo) that prioritize recognition value over design intricacy.

## Trend Insights (Trend Hunter)

- Score: 1.5/10
- Popularity: 21% | Activity: 16% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design)

## Key Themes

### Key Themes Behind This Trend

- **Simplistic Logos:** The rebranding trend focuses on creating minimalist and easily recognizable logos.
- **Abstract Branding:** Brands are adopting abstract representations of their mascots for a unique and fresh look.
- **Recognition Over Intricacy:** Companies are prioritizing easy recognition value in their logo designs rather than complex details.

### Where This Applies

- **Food Delivery:** The food delivery industry can explore opportunities to rebrand with simple and memorable logos that represent their brand effectively.
- **Design Agency:** Design agencies can embrace the trend of creating abstract and minimalist logos for their clients, focusing on recognition and uniqueness.
- **Courier Services:** Courier service companies can consider rebranding with simplified and easily recognizable logos to enhance their visibility and market appeal.

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