Just Eat is the consumer-facing food delivery brand of Just Eat Takeaway.com, the company formed by the 2020 merger of Just Eat and Dutch rival Takeaway.com. The brand operates across more than 20 markets worldwide, and its visual identity has undergone two significant redesigns since 2016, most recently in 2020 when the brand shifted from red to a signature orange.
Design and History
Just Eat’s earliest logo featured a red wordmark with a cursor arrow integrated into the negative space of the letter “A,” a reference to the online ordering experience. In September 2016, London-based brand consultancy venturethree rebranded the service, removing the cursor from the logo and introducing a multi-coloured spectrum background that the agency said alluded to “the diversity of food choices.” The redesign was intended to shift perceptions of the brand and portray higher quality, with venturethree describing the identity as “cleaner, more modern and dynamic, giving a sense of movement and speed.” The rebrand also introduced the strapline “Find your flavour” and a spectrum of colours used across delivery bikes, the website and the app. [1] [2]
Following the merger with Takeaway.com, Just Eat Takeaway.com presented a new visual identity and logo in July 2020, which markets adopted gradually. The new Just Eat brand replaced its traditional red with orange, a colour the company said would give it “a fresh and recognisable image internationally.” The transition happened in two phases: first, the group’s distinctive house icon containing a fork and knife was added to the logo while the previous red colour remained; then the colours changed to orange, including a renewal of the app icon. [3] [4]
Meaning and Symbolism
The 2020 identity centres on an orange house-shaped icon containing a fork and knife, described by the company as a symbol of food delivery and of the joy of delivering food and emotions every day. The colour choice was deliberate: the company stated that orange is a highly visible colour and that research shows people associate it with friendship and joy, making it “ideal” for the Just Eat brand. The new identity was designed to ensure visual consistency across the group’s 22 markets and to make the brand more visible in cities, offices and marketing channels. [5] [6]
The 2016 identity, by contrast, used a spectrum of colours beneath the logo to represent the variety of food choices available through the platform, supporting the “Find your flavour” creative idea developed by venturethree. [1]
Typography and Design
Venturethree’s 2016 redesign introduced italicised lettering, which one design commentator noted made the brand “feel like this is a brand that moves.” The typeface was described as cleaner than the previous wordmark, and the removal of the cursor reflected the industry-wide transition to mobile-first design, as most Just Eat customers used the service on their phones rather than computers. [7] [1]
The 2020 campaign introducing the new orange identity, under the creative concept “It’s time for Just Eat,” was developed by DDB Netherlands, with local adaptations handled by agencies in individual markets. [5]
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