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Aramark is a global leader in food services, facilities management, and uniform services. The company was founded in 1936 by David Davidson as Davidson Brothers, later becoming ARA Services, and eventually rebranding to Aramark in 1994. Headquartered in Philadelphia, Pennsylvania, Aramark serves clients across sectors including education, healthcare, business, sports, and corrections.
With operations in over 20 countries, Aramark delivers custom workplace and hospitality solutions to enhance environments, support operations, and improve everyday experiences for millions of people. The company is especially known for serving large venues and institutions with its foodservice and uniform solutions.
The current Aramark logo represents a modern, dynamic identity that reflects the company’s people-first philosophy and global scale. Over time, the logo has evolved from a more corporate, traditional look into a friendly, forward-moving visual, symbolizing progress, energy, and service excellence.
One of the most significant changes came in 2012, when Aramark introduced the current logo featuring the red “Star Person,” a highly recognizable emblem designed to reinforce the company’s commitment to people, performance, and passion.
The Aramark logo is a combination mark that includes both a stylized text-based logotype and a bold, symbolic icon.
Wordmark: The name “aramark” is presented in all lowercase using a clean, bold, geometric sans-serif typeface. This conveys approachability, confidence, and professionalism. The simplicity of the font allows it to pair harmoniously with the dynamic symbol next to it.
Icon (The Star Person): To the right of the text is the brand’s signature symbol—a red human figure in motion with an abstract star-shaped form. This icon is affectionately known as the “Star Person,” and it conveys:
Action and momentum: The figure appears to be leaping or soaring forward.
Service and vitality: A visual metaphor for Aramark employees’ dedication to helping others.
Human-centered values: At its core, the logo emphasizes people over process, showing that Aramark’s strength lies in its workforce.
Red (Star Person): Bold, energetic, and passionate, red is a powerful brand color. It symbolizes urgency, action, and care, aligning with Aramark’s fast-paced, service-driven industry. It also draws immediate attention and enhances brand memorability.
Black (Text): The dark, solid text color balances the vibrancy of the red, offering a sense of stability, strength, and clarity.
The contrasting color scheme gives the logo strong visibility and makes it effective across various media and environments, from digital platforms to uniforms and vehicles.
The choice of lowercase, sans-serif typography reflects modernity and inclusivity. It distances the brand from overly corporate or rigid perceptions, instead portraying Aramark as flexible, people-focused, and innovative.
The wide letter spacing ensures clarity and readability, particularly important for uniforms, signage, and large-scale deployments.
The Aramark logo is a powerful visual metaphor that speaks directly to the company’s core values:
People at the Heart: The human figure highlights the importance of employees in delivering service excellence.
Energy and Progress: The motion of the Star Person suggests forward momentum, growth, and innovation.
Empowerment and Passion: With open arms and upward movement, the icon captures the optimistic spirit of the brand.
It aligns with Aramark’s brand messaging around enriching and nourishing lives through thoughtful service and dependable performance.
As a versatile and memorable combination mark, the Aramark logo works well in a wide range of applications:
The “Star Person” symbol can be used alone as a brand shorthand—on uniforms, app icons, or merchandise.
The full logo is highly effective on corporate materials, digital assets, fleet branding, and hospitality environments.
The strong contrast and simplicity make it highly legible in both small-scale and large-scale applications.
The Aramark logo is available for free download on logowik.com in industry-standard file formats including SVG, PDF, AI, and transparent PNG, making it suitable for both web and print use.
The Aramark logo is a well-executed, human-focused identity that captures the brand’s essence: dynamic service, operational excellence, and people-first values. The iconic red figure evokes passion and purpose, while the strong, clean typography anchors the brand in professionalism. As a visual identity, it communicates Aramark’s mission to empower its employees and enrich the lives of the people and organizations it serves every day.
