Last night, Uber completely revamped its logo and branding. Gone is the grey ‘U’ on the black background, and Uber has replaced it what seems like a white circle with a square ‘bit’ in the middle. Looking at the logo, it is little wonder that social media was less than impressed. Also Read - Uber cab service resumed in 31 cities in India with new Lockdown 4.0 guidelines
Uber’s CEO Travis Kalanick refers to 90’s outdated hairstyle when explaining the reason behind giving the company a makeover. He also calls the old logo as ‘distant and cold’, which is why they wanted to overhaul the design and introduce different colors in different cities around the world. Also Read - Uber launches 'Uber Connect' package delivery service to rival Dunzo and Swiggy Genie
“With the potential for many apps with many app icons, we needed one approach that connected them all. So we came back to our story of bits and atoms,” Kalanick wrote on the company’s blog. Also Read - Uber to operate 'Essential' cab service to hospitals and pharmacy stores in 4 cities
The colors used in the logo will differ from city to city and are inspired from aspects like ‘architecture, textiles, scenery, art, fashion, and people’ among others. “You’ll see that both rider and driver icons have the bit at the center, and then the local colors and patterns in the background. This is a framework that will also make it easy to develop different icons for new products over time,” Kalanick writes.
The concept for the new logo is a tad difficult to digest, and not even the WIRED’s puff piece on ‘Uber’s Radical Rebranding’ helps in getting to terms with the new design. Not surprisingly, many have taken to social media to express their disappointment, calling it confusing and downright ugly, with Gizmodo going a step further by pointing out the logo looks an asshole.
Following are some selected tweets about Uber’s new logo.
Uber changed its logo, and now drunk me is going to be very, very confused 😰
— Megan Stokes (@megstokess) February 3, 2016
The ‘real’ inside story of Uber’s radical rebranding. 😀 pic.twitter.com/9qyYlWBE6H
— Gokul (@gokulns) February 3, 2016
— Keyur Shah (@igujju) February 3, 2016
Can we just talk about how ugly the new @Uber logo is?
— Jason Dominy (@jasondominy) February 3, 2016
— Michael Creasy (@crsy) February 2, 2016
— Marc Forrest (@MarcForrest) February 3, 2016