Swifter Delivery App Branding Concept

Designing a logo concept for a delivery app was a first for me, and this project forced me to rethink how I draft logos designed to be instantly recognizable and appealing as an app icon on a small screen. My first thought was not to rely on an initial, like DoorDash or Uber Eats, or use an animal or inanimate object like Instacart. Instead, I went for the cliché approach and chose the grocery bag as the foundation of the design. Simple, functional, and instantly recognizable to users.

The name Swifter was inspired by the morphological error “funner”, and so the logical thinking was that “swifter” literally meant more swift, an implicit message to the user that the service is “fast”, which is a core selling point of a competitive food and delivery app. The logo itself depicts two NW-pointing arrows using the negative space technique, which eliminates the clunkiness of a solid-color-filled rectangle and once again uses “speed” symbolism.