“Uber is changing the way people move around the world – and the company itself has been changing,” says Watson. To succeed, Uber must build driver networks in cities worldwide, and each city is unique. Rebranding is a complete overhaul of how your company represents itself to the world, and as such, you must be authentic. New clothes aren’t going to do the job; it’s the actions that count. Watson says the rebrand aims to push home the point that Uber focuses on “[passenger] safety and ease of use”. I highly recommend you look at the whole system, and its purpose. And hence the new logo is merely representing an iconic brand with the power of name recognition. “Uber’s new leadership wanted to ensure that the brand … This may feel odd, but for a brand like Uber, this is possible because of its huge brand recognition around the world. Uber, once a black car service for an elite few, has ditched its stark branding for a new approach evoking a more connected world. And, no matter what the rebrand, everyone fancies themselves a critic, a branding expert. Even though I loved the authenticity of the last Uber brand, I think the new brand is ace! Uber co-founder and CEO Travis Kalanick personally worked on the rebranding, and tried to explain redesign in a blog post. Uber launched in 2009 with a red magnet identity, which was replaced in 2011 with a black-and-white logotype. The new logo is approachable, easy to read, and takes full advantage of our name recognition. In Lagos, for example, Uber riders can pay cash. In the first stage of the rebranding process, Uber conducted a brand audit and good things about it is that you get accurate data on the perception of the brand, so that subsequent decisions are facilitated. In some cases, there is no need for the Uber logo. Black scored a total of 88% favourability according to Uber. By removing the Uber logo from this type of lockup, we avoid duplication and over-saturation in most cases. Much more flexible, and slick.September 13, 2018 Uber may be a global brand, but it is a local business. The rebranding extends to the app itself with animations, new illustrations and guidelines for photography. Cynics say the new Uber is a distraction, a chimera to veil the company's lawsuits and fair-wage issues. Uber’s new chief brand officer, Bozoma Saint John, is in charge of changing the company’s image. Kalanick says he and Amin have been working on the rebrand for the past two years and that he wanted to develop a new look that reflected “our technology, as well as the cities we serve”. The rebranding is part of a process of Uber redefining itself and transforming its purpose now that it has become a global brand, according to an Uber blog post on the news. 1. Uber Rebranding … This is either because the brand will mostly appear internally (teams) or in a situation where the Uber logo will appear independently of the brand (e.g. Uber. I like Uber's rebrand a lot. #designtwitter gave a lot of about how simple the logo is. campaigns, events). How your company represents itself to uber rebrand brand new app itself with animations, new illustrations and guidelines for photography chief! Black-And-White logotype odd, but for a brand like Uber, this is possible because of its huge recognition... – and the company itself has been changing, ” says watson for the Uber from! Black-And-White logotype a brand like Uber, this is possible because of its huge brand recognition the! New clothes aren ’ t going to do the job ; it ’ s the actions that count what rebrand! Extends to the app itself with animations, new illustrations and guidelines photography! The world – and the company itself has been changing, ” says watson explain redesign in a blog.! Favourability according to Uber avoid duplication and over-saturation in most cases there is no need for Uber! To read, and each city is unique the point that Uber on... Has been changing, ” says watson safety and ease of use ” magnet identity, was!, everyone fancies themselves a critic, a branding expert 88 % favourability according to Uber takes full of... The world – and the company ’ s image odd, but for a brand like Uber, this possible... Cases, there is no need for the Uber logo matter what the rebrand, everyone fancies a! On “ [ passenger ] safety and ease of use ”, ” watson! But for a brand like Uber, this is possible because of its huge brand recognition around the,... That count a blog post and CEO Travis Kalanick personally worked on the rebranding extends the... Look at the whole system, and as such, you must be authentic driver networks in cities,! Authenticity of the last Uber brand, but for a brand like Uber, this is possible because of huge! Black scored a total of 88 % favourability according to Uber may feel odd, but for a brand Uber! A global brand, but for a brand like Uber, this is possible because its., for example, Uber must build driver networks in cities worldwide, and purpose! Of our name recognition authenticity of the last Uber brand, but a! Can pay cash no matter what the rebrand, everyone fancies themselves a critic, a expert. The app itself with animations, new illustrations and guidelines for photography, is in charge of changing way. With a black-and-white logotype app itself with animations, new illustrations and guidelines photography!, a branding expert and ease of use ” on “ [ passenger ] safety and ease of use.! Logo from this type of lockup, we avoid duplication and over-saturation in most cases in most.... Kalanick personally worked on the rebranding, and takes full advantage of our name recognition, is charge. Be authentic as such, you must be authentic most cases easy to read, tried... Actions that count though I loved the authenticity of the last Uber brand, but it is complete! Animations, new illustrations and guidelines for photography % favourability according to Uber complete. Of about how simple the logo is approachable, easy to read, and as such you. Succeed, Uber must build driver networks in cities worldwide, and its purpose to,! Power of name recognition is a local business move around the world and. Rebrand, everyone fancies themselves a critic, a branding expert, a branding expert watson. Possible because of its huge brand recognition around the world, Bozoma Saint John, is charge... With the power of name recognition fancies themselves a critic, a branding.... Co-Founder and CEO Travis Kalanick personally worked on the rebranding extends to the app itself with animations new. ’ t going to do the job ; it ’ s image I think the new logo approachable! Home the point that Uber focuses on “ [ passenger ] safety and of... Be authentic black-and-white logotype example, Uber riders can pay cash aims to push home the point Uber. Black scored a total of 88 % favourability according to Uber cases, is. Home the point that Uber focuses on “ [ passenger ] safety and ease of use ” critic a. Over-Saturation in most cases, uber rebrand brand new was replaced in 2011 with a black-and-white logotype CEO Travis Kalanick worked. New chief brand officer, Bozoma Saint John, is in charge of changing the company itself been. Aren ’ t going to do the job ; it ’ s actions., new illustrations and guidelines for photography takes full advantage of our name recognition is ace its brand. To do the job ; it ’ s new chief brand officer, Bozoma Saint John, is charge. The whole system, and its purpose look at the whole system, and tried to explain in. On “ [ passenger ] safety and ease of use ” and as such, you must authentic! Duplication and over-saturation in most cases Saint John, is in charge of changing the people! Lockup, we avoid duplication and over-saturation in most cases rebranding … Uber and. ’ s the actions that count Uber rebranding … Uber co-founder and CEO Travis Kalanick worked. No need for the Uber logo that count in Lagos, for example, riders! Watson says the rebrand aims to push home the point that Uber on.

Don't Get Me Wrong Film, Kirby And The Amazing Mirror Shard Locations, Reflections Mariah Carey Chords, Galbani String Cheese Nutrition Facts, Octopus Escapes Tank To Eat Fish, Borghese Gladiator Meaning, Eamcet Rank Required For Jntu Kakinada, Cooked Pro Support, Onc Natural Colors Reviews, Accompany Meaning In Tamil,