This is Uber’s second major brand overhaul in less than three years. The Uber logo, in particular, has been tweaked over time, but it was still an imposing, all-caps monolith. The word UBER was a visual man spread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite. The app icon was a confounding, highly controversial circuit board thing that seemed only tangentially related.
Fast Company reveals that the company released ads with new CEO Dara Khosrowshahi riding an Uber to promote a fresh start. The new rebranding, logo and typeface are part of Uber’s larger rebranding strategy led by global brand consultancy Wolff Olins to present new set of ideas: safety, accessibility, and global ambitions.
The Uber app will also see a makeover and will simply be the Uber word mark on a black background.