The guidelines designed by Wolff Olins define the Instacart logo in terms of symbolism. Arrows symbolising ease of adding items to cart and carrot root representing enjoyment and nourishment. And execution in terms of impression. Clean, straight lines convey efficiency and soft curves evoke enjoyment of food. This is all well and good in a client presentation, but is it a good logo? It scales well (large format signage down to tiny app icons) and it’s distinctive in its synergy of arrow and carrot–a bit of universal basic and a carry-over from the previous ID. Colour helps this all along. So, yes.