Founded in San Francisco in 2013, DoorDash is a restaurant delivery service connects people with all the best things to eat in their city. Operating in a crowded field, they needed to evolve their brand so they could continue to differentiate themselves from their peers. crafting a strategy around the way they do business and the motivation behind their work. It all came back to the spirit of the company—DoorDash just doesn’t deliver meals, they deliver potential. They give people more time in their day, more money in their pocket, and more opportunities to spend time with the people they love. This brand essence acted as a conceptual lens to deliver on throughout the brand experience.
The mark has a subtle motion to it that alludes to speed and delivery. It also expresses the qualities of the brand, a bold, extroverted spirit, expressed in a vibrant red that collaborates with white to express optimism and create balance.
Naturally derived from the DoorDash name, the dash iconography (or playfully named, ‘dashfetti’) is used to convey the narrative of potential in a bright, memorable way. When paired with photography, the dash iconography immerses a viewer in a deeper story, such as the exotic vacations that more free time could contain.
BRAND IDENTITY — ART DIRECTION — WEB
