The original logo for meal delivery service Delivery Express was created in a rush and was based on some lettering I had done for my first website. After the business had been operating for around two years, the rest of its materials had evolved significantly except for the logo.

To update the logo and bring it in line with the rest of the visual identity, a refresh was pitched to the client. The original wings element was thickened slightly and given dynamic flares at the top. The lettering was reworked into a grid while also changing some letterforms to a more conventional appearance. Finally, a drop shadow was added to ensure the logo stood out on any background.

The client wasn’t convinced and felt that the original logo still served them well, and it went unused. Fortunately, the work wasn’t done in vain as it formed the base of the Express Delivery font some years later.