Uber Rolls Out New Logo, Introduces Custom Design Framework

According to some online sources, Uber’s move to rebrand its logo is part of the marketing strategy in response to its rival MyTeksi which is now formally known as GrabTaxi.

What’s more radical are Uber’s two new app badges: Riders who update their app will now see a notched white circle on a patterned dark blue background, while drivers will see a hexagon on a dark red background.

Anyway, if you’re into marketingspeak, Uber have done a video about their fondness for atoms. The firm wants to continue this “bit” theory throughout its current and future products, so that consumers can identify them as Uber products.

Uber has grown to be a food and package delivery service and is no longer just the ride hailing service that it was when it began. Rebranding agencies didn’t design Uber’s new logo, nor branding agencies, the task was tackled by Uber’s communication designer in collaboration with Travis himself. “Uber started out as everyone’s private driver“.

The team at Uber spent months researching architecture, textiles, scenery, art, fashion, people and more. Your new logo is very bad and useless.

The new designs were inspired by “the story of bits and atoms”, respectively the building blocks of technology and the world, Uber’s chief executive and co-founder Travis Kalanick wrote in a press release on Uber’s website. Then for the next couple of brain storming sessions, the idea of an atom and a bit combining the digital and the physical worlds of Uber set the foundation for the rest of their “design process”.

Besides embracing the new look; the company will also be celebrating the technology involved.

In Kalanick’s vision, Uber is more about connecting and “moving cities and their citizens”. According to spokesman from the company, Uber’s new logo will have a unique color scheme in each of the 68 countries that the company operates in. ‘I didn’t know any of this stuff.’ says Kalanick. Instead, they’ll see a colorful geometric shape-hexagonal if they drive, circular if they’re a rider-surrounding a small, bit-like square.

“The new logo is an absolute fail”, wrote Facebook user Aaron M. “No brand recognition”.