The Rebranding Process


Companies that have rebranded know it’s not as simple as coming up with a new logo, and ta-da, done! Rebranding involves every aspect of the company, from a logo and website, to brand personality.


After many team discussions, we began to notice Sirved wasn’t standing out enough in the crowded “food app” category. We took this as an opportunity for growth and knew that rebranding was our next step!


What’s Changed?


  • Mission Statement
  • Core Values
  • Logo and Brand Colours
  • Website


User Experience has been something our brand has always valued. We kept this in mind when thinking of a new mission statement. “Connecting people to their ideal restaurant anywhere they go.” Spot on. Don’t you think?


Universal Discovery Tool: Our New Logo



A brand logo should be easily recognizable and universal. When brainstorming new logo ideas, we asked our team to write down words that they thought best described our brand. 

A few words that first came to mind were:

  • Cravings
  • Tool
  • Discovery
  • Tech Savvy
  • Social
  • Helpful

“A universal discovery tool” conveniently located in your pocket. Sirved is used as a tool on a daily basis, connecting you to your ideal restaurant anywhere you go.

We strongly believe our new logo represents so much of what Sirved is and does. Here are a few terms we believe users will connect our new logo with:

  • Universal – Playing off of a Swiss Army Knife design gives it broad and versatile feel.
  • Tool – Utensils are very important tools when it comes to eating.
  • Convenient – Looks like a tool that could fit in your pocket, or pack anywhere you travel.
  • Creativity – Fun fact! The colour purple often represents creativity, wisdom and ambition. This meaning couldn’t represent our internal team, and external users any better.  

And last but not least, our logo reflects our brand by being designed in the shape of an “S”. Once you see it, you won’t be able to not see it!