Shipt in brand update — complete with new logo

The green spaceship is gone.  

Shipt, the online grocery delivery service that Target Corp. bought at the end of 2017, is updating its brand as its looks to attract more members. The company replaced its signature spaceship logo with a modern graphic interpretation of a shopping bag.

“Our new logo represents a bold departure from our beloved spaceship,” Shipt stated in a blog. “It’s bright. It’s friendly. It symbolizes the pride hundreds of Shipt employees and thousands of Shipt Shoppers take everyday in making sure you get exactly what you want, just the way you want it.”

Later this month, Shipt plans to roll out an ad campaign featuring its new look with 10 video vignettes. Accompanied by the tagline “over-delivering delivery,” the vignettes will show how Shipt shoppers go above and beyond to meet customer needs.  They will play across TV, digital, social, radio, and out-of-home both nationally and locally.

The new branding comes as Shipt is looking to expand into new retail sectors. It recently announced partnerships with Sur La Table and Office Depot.

Currently, Shipt reaches 70% of U.S. households in more than 5,000 cities.