Uber’s New Identity Doesn’t Resonate With Some Who Claim It’s Too ‘Vanilla’
By Izza Sofia, 14 Sep 2018
Ride-sharing app Uber has revealed a brand new identity a mere two years after its last redesign.
The company has taken up a more amiable, rounder logo and custom typeface called ‘Uber Move’ that aims to leave its troubled reputation in the past by starting on a clean slate.
It has also introduced a revamped Uber app fronted by its fresh wordmark. Here, users will find updated graphics and colors such as a blue “safety” symbol to signify “safe” spaces.
While many have feedback positively on the redesign, others have additional comments for the overhaul.
One Twitter user commented, “Did you [see] that @uber has a new #logo? Definitely my style, I like it. But if I can bear a little: It would be nice to put some small, tiny custom letter/element somewhere or other diminutive detail.”
Another wrote, “Bold. The new Uber brand identity is bold and approachable. What are your thoughts on the rebrand?”
Several commenters on Designer News, however, didn’t particularly enjoy the redesign. One user responded, “Uber rebland.”
Another commented, “This feels as vanilla as can be. While the design of the typography is clean, and the executions definitely help sell the idea, the branding is underwhelming and forgettable. It’s quite a stretch with the U frame in the billboards and signage. It's less clever and more okayyy. [sic] I dunno. Missed opportunity here to really shine with something unique.”
See more responses below.
Did you saw that @uber has a new #logo? Definitely my style, I like it. But if I can bear a little: It would be nice to put some small, tinny custom letter/element somewhere or other diminutive detail #rebranding #branding #design #uber pic.twitter.com/gG3P0fD2ps— piotr miarka (@piotrmiarka) September 13, 2018
Wow, big Uber rebrand this morning. Goodbye weird bits and atoms logo. https://t.co/gIs0ZPJr9k— Biz Carson (@bizcarson) September 12, 2018
[via Marie Claire, opening image via Uber]
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