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New Logo for Shipt by Huge
 

before

after

Noted Feb. 10, 2020 by Armin

Industry / Logistics Tags /

About

(Est. 2014) “Shipt launched in the summer of 2014 in the heart of the Magic City, Birmingham, AL. Founded on the mission of simplifying lives, Shipt serves members, shoppers, and communities by offering convenience and freedom. Through a user-friendly app and a local network of reliable shoppers, Shipt connects members to fresh groceries and everyday essentials. Saving time, fuel and headspace, next-hour, same day grocery delivery is quickly becoming an everyday necessity for people looking for an extra few hours and intentional food choices. Now in over 260 cities and counting, Shipt works with vetted shoppers who are able to set their own schedules and are constantly aiming to improve member experiences through a newly developed rating system. By partnering with retailers in each city, shoppers are able to move efficiently through stores. Befriending store employees and fellow shoppers has been an organic product of the process! The Shipt family is growing, and that means features like get well kits and meal-planning options are being developed everyday.”

Design by

Huge

Related links

Target press release (Shipt is owned by Target)
Shipt blog post

Relevant quote
Our new logo represents a bold departure from our beloved spaceship. It’s bright. It’s friendly. It symbolizes the pride hundreds of Shipt employees and thousands of Shipt Shoppers take everyday in making sure you get exactly what you want, just the way you want it. It’s also a friendly nod to our classic green shopping bags.

Shipt blog post

Images (opinion after)
New Logo for Shipt by Huge
Logo.
New Logo for Shipt by Huge
Logo animation.
New Logo for Shipt by Huge
New Logo for Shipt by Huge
New Logo for Shipt by Huge
New Logo for Shipt by Huge
Promo images.
New Logo for Shipt by Huge
Guidelines.
New Logo for Shipt by Huge
Color palette.
New Logo for Shipt by Huge
Patterns.
New Logo for Shipt by Huge
New Logo for Shipt by Huge
New Logo for Shipt by Huge
Ads.
Opinion

The old logo was kind of charming and funny, using a spaceship to play off their service, which is shipping stuff from food retailers to customers. Other than the dots, the icon was nicely done too. The wordmark was too techie though and the single-round corner on most of the letters was kind of ridiculous. The new logo abandons the ship in favor of a tote bag icon that references the green bags the company uses to deliver the goods. It’s a weird icon… like, it does read as a shopping bag but the handles loop is weird and the way the bag finishes on the left hand side is abrupt. The loop of the icon is echoed in the “p” of the wordmark, which is an okay move but ultimately yields a slightly wonky “p”. The chunkiness of the new logo is fun and happy and I’ll admit that I was tickled by the “hi” in the logo animation. Overall, nothing hugely memorable or impressive here and mostly I think the change serves to move away from a quirky, unclear logo into a much safer and comforting territory as the service expands into more areas.

Thanks to Mallory Michael for the tip.

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Logo Before & After
Logo animation

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