Instacart is a North American grocery technology and delivery platform founded in 2012. The company’s visual identity has centered on a carrot symbol since its launch, a choice the company described as a “fun, friendly, and approachable image to represent the food we fill our grocery carts with.”[1] The carrot has remained part of the logo through multiple design changes, including a major 2022 refresh.[2]
Design and History
Instacart launched in 2012 with a logo built around a bright green script wordmark accompanied by a small stylized carrot placed diagonally to the left of the name, with an orange body and green leaves.[3] The carrot has been part of the company’s logo since that initial launch.[2]
In March 2022, Instacart unveiled a new brand identity that retained the carrot graphic but introduced a new logo, wordmark, typography and color palette.[4] The refresh was created in partnership with the branding consultancy Wolff Olins, working with Instacart’s internal creative studio.[5] The new logo was unveiled in April 2022, with the full identity system rolling out later that year.[6]
The redesign was driven by Instacart’s expansion beyond groceries into categories such as beauty, pharmacy, electronics, office supplies and home improvement.[7] Rather than focus on the orange carrot, which suggested groceries, the emphasis shifted to the carrot’s green stem, which doubles as an arrow.[7] The new logo features bolder lettering in a deep green color, with only the top part of the orange carrot shown and the fronds rendered in a lighter green to form the arrow shape.[8]
Meaning and Symbolism
Instacart’s official description of the 2022 brand evolution explains that the original carrot icon was reimagined into a flexible symbol representing two elements of the company’s value proposition: “shop” and “savor.”[1] The carrot top represents “shop” and doubles as a clean-lined arrow, while the carrot root represents enjoyment and nourishment.[9] Wolff Olins described the streamlined carrot top as showing that the cart, like Instacart itself, is for more than just food.[10]
The new color palette was designed as a nod to food and includes “Kale” green, “Turmeric” yellow and “Guava” pink.[4]
Typography and Design
The 2022 identity system introduced a proprietary type family designed in partnership with type designer Ryan Bugden.[5] The custom typefaces, named Instacart Sans and Instacart Contrast, were designed and produced by Bugden as part of the branding process.[11] The work was recognized with a Type Directors Club award in 2023 in the type design category.[12]
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