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The story behind Uber’s new logo and rebranding [pic]
Posted by on Feb 5th, 2016

If you’re a regular Uber user you will have noticed that the little icon on you smartphone has probably changed from the one you were familiar with, to one that is noticeably different. My first reaction was ‘why change something that isn’t broken’, but of course there is a very clear reason why Uber has made such a drastic change to a new geometrical design that features different colours and patterns depending on which country you are in. The new look and feel celebrates their technology and the cities they serve.

“We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens.”

new uber logo

This from Uber.

The Logotype

The first thing you’ll notice is that our logotype is at once more grounded and elevated. Some might say it’s less fussy (in part because we have cut the curls, our 1990s hairstyle). This will help you see Uber from afar, and when it’s in small places. It also reflects a more substantial look as we too have matured as a company.

The Bit

We’ve also introduced the concept of the bit throughout our design framework. This will put our technology front and center, as well as provide consistency, highlight information and make our brand easy to recognize. Here are some examples from our web site, and it’s at the heart of our new app icon as you can see below.

The Atom

The old Uber was black and white, somewhat distant and cold. This belied what Uber actually is—a transportation network, woven into the fabric of cities and how they move. To bring out this human side—the atoms—we’ve added color and patterns. The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates.

A new app icon

One of the big changes over the years is that Uber no longer moves just people; we’re now moving food, goods, and soon maybe much more. 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. 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.”

Now you know.

Lots of changes, but it’s still the same easy to use transport app we’re used to.

And if for some unexplainable reason you still havn’t signed up then use this code LL64U to get R150 off your first ride. Sign up HERE.

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