Grubhub: A Food-First Visual Identity

Grubhub pioneered food delivery, but in recent years had found itself a challenger brand in a crowded and commoditized category. In 2025, Grubhub's in-house creative team — led by Creative Director Jasmine Sharpe — undertook a complete overhaul of the company's visual identity, designed to differentiate the brand, deepen consumer connection and set up its next chapter under new owner Wonder. The result, which rolled out to consumers in May 2025, is a ground-up rebuild of every element of how Grubhub looks, moves and feels. It includes: An evolved wordmark built for as much for motion as for static use. Familiar proportions preserve hard-won brand equity, while refinements to the spur on the "G" and a tightened crossbar deliver sharper legibility and a more modern finish. A flexible "G" device serves as the beating heart of the wordmark. It offers a framing element across the system and serves as a dynamic runway that anchors crave-worthy food imagery. A bolder orange that takes Grubhub’s corporate color further. It’s now brighter, with a stronger contrast engineered for digital touchpoints. It’s built to cut through every surface, and a full color system extends from it. A new variable sans serif typeface, Bagoss, offers shapely elegance, generous x-height and a slightly unconventional design. It brings warmth and sophistication, flexes across widths and weights, and is purpose-built for animation and motion. Notably, this work was delivered on an aggressive timeline by an in-house team operating in a "divide-and-conquer" model that put fundamentals first (logo, type, color, photography). External design and versioning partners extended the studio's capacity while keeping the brand consistent. The new identity serves as the creative platform for Grubhub's first-ever national Super Bowl campaign, “Grubhub will… eat the fees,” featuring George Clooney, directed by Yorgos Lanthimos and launched in February 2026.

From the original award submission.