Uber’s New Brand Revamp - "Platform of Mobility"

"Uber is unveiling an entirely new look that will eventually feature a fresh, custom-made typeface, new colors, a redesigned in-app look including animations and more.

Peter Markatos, Uber’s executive director of brand, said that this rebrand reflects Uber’s transition from “San Francisco startup to a global company,” particularly one that’s become a “platform of mobility.” When work on the project first began nine months ago, he said that the team wasn’t sure if it would pan out to be a full rebrand. But after hours of research and discussion with riders and drivers, Markatos said they decided it was necessary.

To help clear up some of that confusion, the company is doing away with the symbol that’s been featured on its app icon for the past two years. Through the aforementioned internal research, the team discovered that most consumers don’t actually associate the symbol with Uber, and that drivers would even turn around the decal that featured it to the other side, which read “Uber,” so passengers could have an easier time recognizing their cars.

“It doesn’t make sense to build more equity into something that people don’t understand,” Markatos said.

Uber found its strength in three things: Its name, the U and the color black. So in creating a new logo, they leaned into those features. As Markatos said: “We are a household name, why would we go away from that?”

That new logo is a simple wordmark that (naturally) reads “Uber,” with a capital U, in Uber Move, a typeface that was custom-designed for the brand. Previously they’d been using Cl…

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"Uber is unveiling an entirely new look that will eventually feature a fresh, custom-made typeface, new colors, a redesigned in-app look including animations and more.

Peter Markatos, Uber’s executive director of brand, said that this rebrand reflects Uber’s transition from “San Francisco startup to a global company,” particularly one that’s become a “platform of mobility.” When work on the project first began nine months ago, he said that the team wasn’t sure if it would pan out to be a full rebrand. But after hours of research and discussion with riders and drivers, Markatos said they decided it was necessary.

To help clear up some of that confusion, the company is doing away with the symbol that’s been featured on its app icon for the past two years. Through the aforementioned internal research, the team discovered that most consumers don’t actually associate the symbol with Uber, and that drivers would even turn around the decal that featured it to the other side, which read “Uber,” so passengers could have an easier time recognizing their cars.

“It doesn’t make sense to build more equity into something that people don’t understand,” Markatos said.

Uber found its strength in three things: Its name, the U and the color black. So in creating a new logo, they leaned into those features. As Markatos said: “We are a household name, why would we go away from that?”

That new logo is a simple wordmark that (naturally) reads “Uber,” with a capital U, in Uber Move, a typeface that was custom-designed for the brand. Previously they’d been using Clan Pro font, which, though they licensed it, they still had to share with other brands that did the same.

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https://www.adweek.com/brand-marketing/get-an-exclusive-look-at-ubers-new-brand-revamp/

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