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Uber Reveals Unexpected New Logo, To Be Customized For Different Countries
By Yap Yen, 03 Feb 2016
Uber used to be a car service for an elite few, but the company now announces their new branding in an effort to evoke a more connected world.
The most stark change is its app icon, where the once minimalist black and silver “U” has been replaced by “the atom”, which speaks to the company’s goal of becoming more than an app: “[The atom] is a transportation network, woven into the fabric of cities and how they move.”
Despite the negative reactions to it, Fast Company suggests that the brand strategy makes sense for Uber, who is moving away from a company that is defined by private black cars and shared rides to include other services like laundry or food delivery.
The identity is also customized by country, with the design team spending months researching textiles, art, fashion, architecture and other aspects to come up with authentic identities for the countries in which Uber operates. For instance, Ireland gets hues of green and red, while India is symbolized with pink, yellow and orange shades.
What do you think of this new branding? Find out more by visiting and watching their video explanation on their website.
[via Fast Company, images via Uber]
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