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Uber's rebrand tries to be 'substantial,' ends up closer to 'confusing'

By dkpope
Feb 2, 2016
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  1. [parsehtml]<p><img src="https://www.techspot.com/images2/news/bigimage/2016/02/2016-02-02-image-20.jpg" /></p> <p>Update your Uber app and you&rsquo;ll notice the icon looks...different. The <a href="https://newsroom.uber.com/celebrating-cities-a-new-look-and-feel-for-uber/">well-known &ldquo;U&rdquo; logo is gone</a>, and it&rsquo;s replaced with something that&rsquo;s harder to describe. It&rsquo;s a shape with a &ldquo;bit&rdquo; in the center (as Uber calls it) &ndash; and there are separate designs of the logo for the Rider (green) and Driver (red) apps.</p> <p><img src="https://www.techspot.com/images2/news/bigimage/2016/02/2016-02-02-image-5.png" /></p> <p>The &ldquo;bit&rdquo; will be something that now appears through the company&rsquo;s site and app design. As Uber introduces new products, they say you&rsquo;ll always see the bit in the center and know that it&rsquo;s part of Uber. The company has recently been expanding into services like food delivery, so the one bit to rule them all explanation is (mostly) understandable.</p> <p><img src="https://www.techspot.com/images2/news/bigimage/2016/02/2016-02-02-image-6.png" /></p> <p>In addition to changing the logo, there&rsquo;s a new &quot;substantial&quot; typeface and different color schemes depending on region (gone is the harsh black and white look.) The typeface is most notable when it comes to the &ldquo;U&rdquo; where the stylized curls on the top are gone. So the typeface is pretty much a basic sans serif font. Kalanick says the typeface change &quot;will help you see Uber from afar.&quot;</p> <blockquote class="twitter-tweet" data-lang="en"> <p dir="ltr" lang="en">The only thing I can&#39;t see in the logo is what I need to see &quot;U&quot; for Uber. <a href="https://t.co/U2yzlhO7rN">https://t.co/U2yzlhO7rN</a></p> &mdash; Om Malik (@om) <a href="https://twitter.com/om/status/694608462840397824">February 2, 2016</a></blockquote> <blockquote class="twitter-tweet" data-lang="en"> <p dir="ltr" lang="en">this is some real liking-the-smell-of-their-own-farts **** from uber right here <a href="https://t.co/NRmvM8Dnrx">https://t.co/NRmvM8Dnrx</a></p> &mdash; dan seifert ([USER=300984]@dcseifert[/USER]) <a href="https://twitter.com/dcseifert/status/694603062397255686">February 2, 2016</a></blockquote> <blockquote class="twitter-tweet" data-lang="en"> <p dir="ltr" lang="en">WTF is this new <a href="https://twitter.com/Uber">@uber</a> icon?</p> &mdash; Harry Heymann (@harryh) <a href="https://twitter.com/harryh/status/694607938497961985">February 2, 2016</a></blockquote> <blockquote class="twitter-tweet" data-conversation="none" data-lang="en"> <p dir="ltr" lang="en">Fav if you expected the new Uber logo to be a fleet of taxis crushed under the boot heel of capitalism</p> &mdash; Casey Newton (@CaseyNewton) <a href="https://twitter.com/CaseyNewton/status/694607097330176000">February 2, 2016</a></blockquote> <p>The press release that announced the changes, written by CEO Travis Kalanick, is filled with branding hoopla that is easy to giggle at: &ldquo;The first thing you&rsquo;ll notice is that our logotype is at once more grounded and elevated.&rdquo; Grounded and elevated? Maybe I&rsquo;m not elevated enough to understand that.</p><p><a rel='alternate' href='https://www.techspot.com/news/63685-uber-rebrand-tries-ubstantial-ends-up-closer-confusing.html' target='_blank'>Permalink to story.</a></p><p class='permalink'><a rel='alternate' href='https://www.techspot.com/news/63685-uber-rebrand-tries-ubstantial-ends-up-closer-confusing.html'>https://www.techspot.com/news/63685-uber-rebrand-tries-ubstantial-ends-up-closer-confusing.html</a></p>[/parsehtml]
  2. Squuiid

    Squuiid TS Enthusiast Posts: 44   +16

    Wow, this is almost as bad as what Foursquare did to their app several years ago. Where's Foursquare now?
  3. umbala

    umbala TS Maniac Posts: 197   +176

    Sounds like the top brass at Uber sat together in a circle jerk to come up with this *****ic idea.
  4. davislane1

    davislane1 Inquisitor Posts: 4,503   +3,500

    Some of the worst rebranding I've seen. Can't tell if I'm launching the Uber app or Implosion: Never Lose Hope

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