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Uber Unveils New Logo And Custom Typeface Two Years After Its Last Redesign
By Izza Sofia, 13 Sep 2018
Nearly two years since its last redesign, Uber has decided to change things up once again. It has teamed up with brand agency Wolff Olins to give the brand a fresh start with its new CEO Dara Khosrowshahi.
Built upon an updated set of ideals—safety, accessibility and ambition—the redesign highlights how Uber has made a positive impact in different areas around the world.
Speaking about the rebrand, Forest Young—creative director at Wolff Olins—said it aims to tell a “global mobility story” instead of solely focusing on the competition in this ride-sharing economy and about automobiles.
Wolff Olins partnered with design studio MCKL to create a custom typeface and logo for Uber. The new logo breaks away from the former design, which “evoked the history of cars,” with a capital “U” and the remaining letters in lower case.
The redesign wordmark has become more accessible worldwide, can be easily visualized, and looks more amiable overall with its rounded letters.
A new typeface called ‘Uber Move’ has also been introduced. The font is inspired by old typefaces of transportation such as ‘Highway Gothic’ and ‘DIN’. Since these typefaces carry a “functional quirkiness” and are unique, the team inherited both characteristics and made it legible at high speeds in transit.
The rebrand also comes with a new Uber app, where the Uber wordmark is emphasized against a black background. With these updated strategies, Uber wants to be “the way you move into the future.”
Preview the redesign below and check out more videos and images of the case study on Wolff Olins.
New logo (top) and old logo (bottom)
[via Fast Company, opening image via Wolff Olins]
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