Uber has announced the makeover of its brand identity. In a statement the company said, “This change didn’t happen overnight, but it sure feels like it did. The unique aspect of Uber is that we exist in the physical world. When you push a button on your phone, a car moves across the city and appears where you are. 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. So today, we’re excited to roll out a new look and feel that celebrates our technology, as well as the cities we serve.”
As part of this rebranding exercise, the new logo looks more prominent while the revamped app icon captures the essence of the brand vividly. The newly added colour palette is a far cry from the black and white identity of the brand and adds more appeal to the overall look and feel of Uber.
The rebranding exercise has been an exhaustive one with teams spending months researching architecture, textiles, scenery, art, fashion and people in order to come up with authentic identities for the countries where Uber operates.