Uber rebrand: Will clean logo usher in good times for the brand?

The redesign process took nine months to conclude and was aided by brand consultancy Wolff Olins together with type foundry MCKL

In a bid to spruce up its public image, ride-hailing app Uber has recently undergone yet another rebranding exercise. This includes a new logo sans the all-caps look. The new logo is a simple ‘Uber’, written in a custom-designed typeface.
The clean design will appear everywhere that the Uber icon currently appears including its Twitter account, website and mobile app.
The redesign process took nine months to conclude and was aided by brand consultancy Wolff Olins together with type foundry MCKL, say reports.
To create further harmony between its divisions, Uber will also rebadge its Uber Eats division with the same lower-case look in the Uber Move font.
Interestingly, Uber’s last rebrand was just over two years ago, in February 2016.
In a statement, an Uber spokesperson told Mashable: “We’re excited to unveil a new, simplified logo for the Uber app that brings back the U, is easily recognisable, and is scalable across the 660 plus cities we serve.”
Rebranding is not just the one thing Uber is looking at in an attempt to undergo a brand clean-up. Earlier this year, Uber appointed Ruby Zefo as its first chief privacy officer following accusations of hiding a data breach that affected almost 57 million users. Uber’s chief legal officer Tony West had reportedly then told employees in an email that Zefo would fill "a critical global role responsible for the development and implementation of privacy standards, procedures, and processes" in every market Uber operates. For more updates, be socially connected with us on
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