Instacart Logo

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Instacart is an American online delivery and pickup platform where you can buy groceries from local stores. The company covers more than 25 thousand grocery stores in the U.S. and Canada, with a catalog of more than 300,000 products, available to users.

Meaning and history

Instacart Logo history

Instacart was launched in 2012 by Apoorva Mehta, who was born in India and raised in Canada, where he received an engineering degree from the University of Waterloo. From 2008 to 2010, Mehta developed Amazon’s fulfillment system as a supply chain engineer. Then he decided to start his own business and moved from Seattle to San Francisco. Over the next two years, he tried to start more than 20 companies, but none of them were successful. The CV of the Instacart’s founder also includes such chapters as a design engineer at Blackberry and Qualcomm.

The Instacart app was launched in August 2012. Initially, it was only available on iOS: the founders believed that prospective customers were using iPhones.

At the time, Amazon and eBay had only introduced same-day delivery, which was considered a big innovation. Instacart, on the other hand, promised to deliver products within an hour of placing an order. Because of this, Instacart attracted customers and investors almost instantly.

What is Instacart?
Instacart is the name of an online application, designed for food delivery from grocery stores. The app was released in 2012, and today is available all over the United States and Canada, serving millions of customers.

In terms of visual identity, Instacart has chosen its main color in the very beginning, although green has become deeper and more “mature” throughout the years. As for the bright and funny emblem, it appeared only in 2017, five years after the launch of the application.

2012 – 2017

Instacart Logo 2012

The original Instacart logo, introduced in 2012, was based on a bright green script wordmark, written with rounded letters, and playfully curved lines of the bars. The inscription was the only element of the badge, yet it looked intense enough to make up a full-fledged image for the application.

2017 – 2022

Instacart Logo 2017

The redesign of 2017 has not only changed the style of the lettering but also brought an additional element to the Instacart logo — the bright emblem. The shade of green was also slightly alternated. The new wordmark was set in the lowercase of a rounded sans-serif typeface with softened contours of the characters, which looked very friendly and cool. As for the emblem — it was a small stylized carrot, placed diagonally on the left of the inscription, with an orange body and two small green leaves.

2022 – Today

Instacart Logo

In 2022 the Instacart app gets another redesign, with the green getting dark and serious, the typeface — more geometric and distinctive, and the emblem — minimalistic and shortened. The carrot got cut and is now placed vertically with just a small orange tip at the bottom, and three bright green leaves, which form an arrowhead pointing down. As for the inscription, it switched the font to a stencil sans-serif; with the characters written in thick smooth lines.

Font and color

Instacart Emblem

The bold lowercase lettering from the primary logo of the Instacart application is set in a modern yet elegant sans-serif typeface, which is somewhat close to such fonts as Paul Grotesk Stencil Semi Bold, or Halvar Stencil Mittelschrift Bold MinGap, but with some visible modifications.

As for the color palette of the Instacart visual identity, it is based on two shades of green and bright orange, which work both as an eye-catcher and as a representation of the confidence and professionalism of the platform.