In it's early stages, Hungrily didn't have much of a personality to speak of. It looked great but there was no voice that people could relate to, aside from its being a food delivery service. 

It had guidelines for logo usage, but that was all. It wasn't bold, it wasn't friendly, but it was useable. It was easy to remember that red orange = Hungrily when you saw it on the streets, and our customer support was able to verify that from customer feedback.

Before it became a product, I first had to conceptualize how it would look as an icon, how the icon would represent what it was on first glance.

I knew I wanted it to have a letterform logo, but I still tried looking at other options.

I wanted it to convey multiple things, like how it was a fast & efficient service and that it would be like eating at a restaurant at the comfort of your home. But nothing seemed right. They looked tacky, a bit complicated, and similar to a lot of other food delivery services already existing.

I then focused on the 'H'.

I thought I'd give it those fancy reflections and gradients that were so in-style at the time, but it the first one looked like a news or magazine app for food and the other one just looked weird. After months of indecision, our team finally agreed that the simplest lines would be best. We also made the logo squared, instead of the rectangular form it was in.

An 'H' with the spoon and fork filling in the negative space was what we were looking for. No frills, gradients, extra lines or patterns were needed. 

We also changed our logotype to give the brand a more refreshed, modern feel. It looks young, bold, and communicates the type of technology we are using for the service & platform.

The semi-rounded edges of each letter conveys that while we take ourselves seriously and the service we provide, we also know how to have fun and loosen up to engage with our customers every now and then.