Brand guide
The DopoDash look.
A food brand that never feeds anyone. Hard edges, one loud red, blunt headlines, and a wink held just long enough to land. Everything here is meant to be used, not admired.
- Dopo Red · #EB1000
- Archivo 800–900
- 2px ink rules
- Hard offset shadows
Logo
One mark. One wordmark.
Ink and red, hard edges, zero decoration.
Order the food. Skip the bill.
On ink, the mark flips to red
- Dopo is always ink. Dash is always red. Never split the wordmark any other way.
- Set it in Archivo at 800–900 with tight tracking. One weight, no outline, no gradient.
- Clear space on every side equals the height of the 🛵 mark. Nothing crowds it.
- Never stretch, squash, recolour or shadow the wordmark.
Colour
Red, ink, paper.
One accent, used sparingly. The restraint is what makes it loud.
Dopo Red
#EB1000
Primary buttons, prices, the word Dash. Never on large flat backgrounds.
Ink
#0D0D0D
Headlines, 2px rules, the word Dopo, and the footer band.
Paper
#FCFBF8
The page itself. Card surfaces sit one step lighter.
Blush
#FFEDEB
Quiet fills behind red type, claimed quests, and stickers.
Ash
#4D4D4D
Secondary copy only. Never headlines, never buttons.
Rule of thumb
80% paper, 15% ink, 5% red. If it feels like a poster, it is on brand.
Type
Archivo shouts. Inter explains.
Two families, strictly divided: headlines never whisper, body copy never shouts.
Archivo · display
Order the food.
Skip the bill.
Weights 800–900 only. Tracking −0.03em at large sizes, sentence case, no italics. Big, blunt, slightly too confident.
Inter · body
Every dish is imaginary and every delivery is imminent. Read the menu, fill the bag, and watch a rider take the long way around your street.
Weights 400–600 at 13–16px, line height 1.5–1.6. Labels run uppercase, 800, tracked +0.12em.
Voice
Funny once, honest always.
The joke works because we never lie about the delivery.
Do
- Deadpan first. State the absurd as plain fact.
- Short sentences. Land the joke, move on.
- Say never with total confidence.
- Warm, never smug. The customer is in on it with us.
Don't
- Explain the joke a second time.
- Stack exclamation marks!!!
- Make fun of anyone's actual hunger.
- Pretend, even once, that food is coming.
Signature lines
- “Order the food. Skip the bill.”
- “The food never comes. The dopamine does.”
- “Delivering never, since forever.”
- “Estimated arrival: never.”