Bbot Re-Brand
After Bbot’s acquisition by Doordash in March 2020, there was a new opportunity for both the company and our brand to evolve as it grew with Doordash’s new resources. As we moved forward with our operations, the marketing team worked together to slowly shift our content and branding to align more with our parent company.
Goal: Update and align Bbot’s branding and visuals with Doordash
Bbot’s Logo Evolution
From the very first robot logo in 2017 to the logo Doordash design team gave us in March 2022, Bbot’s logo has evolved as the product was further developed and as the company grew.
In my development of the new Bbot logo, I wanted to utilize the recognizable Doordash logo without adding additional text to the logo (“powered by Doordash”, as seen on the most recent version of the logo). I decided to embed the Doordash “bullet shaped glyph” with Bbot’s now recognizable “serving tray/ bell glyph” making our partnership very literal. In addition to adding Doordash’s glyph I also altered the serving tray top so that it could stand alone as a glyph and the top would not seem as “floaty” as in previous logos.
For the “Bbot” script in the logo, I wanted to further align withh Doordash. Using one of their main font faces “TT Norms Pro”, I altered the corners of the script to be curved in the same way the “Doordash” script in their logo is.
A peek into the mind of the designer
Here’s a screenshot of my workspace in Figma! Figma is my favorite design tool because you can track your progress and see what you’ve tried so that your next iteration can be even better. Here, you can see some of my design process as I work through shapes, fonts and alignment with the Doordash logo.
Visual Brand Guideline
Resource Design Evolution
Below are a few pages from longer resources available for download on the Bbot website.
“Menu Best Practices” — November 2022 — Designed with the new visual guideline in mind, using the new colors, fonts and stylization.
“First Party Delivery” — April 2022 — Designed post acquisition with a new illustrations I created to build more of a human quality in contrast to the previous heavy tech branding. After this design change, our resource downloads increased by over 60%.
“Online Ordering Handbook” — June 2021 — Designed by the previous designer at Bbot.