19 karma · joined February 5, 2014
There certainly is a understanding problem here, even if the individual components are all familiar, because it's not at all clear what tapping a chevron on a "service fee" would do anyway, and it's certainly far from default to assume that that's how you would tip, especially if you were unfamiliar with Instacart, and didn't realize tipping is a thing.
You are not your user You are not your user You are not your user
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Beyond just that, putting things behind a chevron dramatically decreases actual usage. It's why things like hamburger menus are so bad--significantly reduces discoverability, -even when users understand the pattern-. A chevron is even worse, because it generally indicates "details", "settings", or "advanced". Nobody wants to do that.
It might be informed by the name of the company, but certainly doesn't need to achieve a one-to-one association with the visual letterforms--we don't expect the reverse after all.
Memorability and distinctiveness is the end goal, and if your brand is strong enough that a simple mark will be sufficiently distinctive, then it's to your advantage to adopt a simple mark.
No one will forget that Microsoft is four boxes, and that the Internet is a blue e, even though these marks are visually panned, and in a context-free environment, only loosely associated with their parent brands.