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Somewhere uber the rainbow | Roads-2-Roam.com

Somewhere uber the rainbow


Left: Rider Uber icon. Right: Partner Uber icon

Dahlings, Back on 2nd February, those sharing revolutionaries Uber changed their  flag logo. From a “U”, it is now a square-dot-plus-squiggle that communicates the meaning of Uber.

What the heck – this looks almost like the hieroglyphics I used a few centuries before texting was invented. It is a clear as their fare policy.

From a complete puff piece by wired:

The company updated its logo, and new rider- and partner-app icons reflect the individuality of Uber’s local markets. In place of black, gray, and blue, Uber is embracing bright colors, and lots of them. Each of 65 launch countries will receive a toolbox of new brand assets that include tailored colors and patterns, new midcentury modern illustrations, and guidelines for photography. Uber hopes to develop a more flexible brand that can grow with the company as it develops new products and attracts new customers.

The story of how Kalanick and his design team came to replace the ubiquitous “U” logo is about more than a corporate re-branding effort. It’s a coming-of-age tale. It’s about Uber’s attempt to transform its purpose and cement a new reputation—to change not only how it is perceived throughout the world, but how it perceives itself.

Ok, Travis. Really- A coming of Age tale? When I think of ‘coming of Age’ tales I think more about movies like “Dazed and Confused” but that is a good way to summarize these logos. And there’s more to this story.

On February 6th, Uber’s design boss (is there such a thing?) was given the opportunity to do something else where he was fired after the public backlash. [Daily Mail]

Andrew Crow explained that he is ‘using our recent successes as a chance to take time off to rest, reflect, and recharge. ‘

‘Today, I am moving on from Head of Design & Brand at Uber,’ he wrote. ‘I leave an amazing team who works to create great experiences, shaping the way people and things move through the world.  The new logo aims to reflect ‘what Uber actually is – a transportation network’, the company said.

..‘The old Uber was black and white, somewhat distant and cold,’ Travis Kalanick, Uber’s CEO and co-founder, wrote in a blog post.  ‘This belied what Uber actually is – a transportation network.’

The iconic ‘U’ is now a circle with a square in the middle set on a colourful background for riders. If you’re a driver, you will see a hexagon with a square in the center and again set on a colourful background.

.. During their brainstorming, the team focused on a blog post Kalanick wrote in 2013, ‘Bits & Atoms’, which compared Uber to bits and atoms. Bits is the firm’s technology – Uber’s mapping and dispatch software.

Which reminds me of another story about re-branding and bits. Who can forget about AirBnB’s rebranding effort that I wrote about back in July 2014 ” BITS IN PIECES : AIRBNB’S LOGO CAUSES SNIGGERS “.. their new logo was widely considered to look like a ladies’ hootie-hoo.

Ciao for now ,


Previously Queen of Egypt and being romantically linked to both Julius Caesar and later Mark Antony, Cleo is master of social politics.. No stranger to courting scandal, Cleo is Roam’s commentator on society and travel. Her Unique 'BC' viewpoint and friends of everybody, Cleo brings a fresh 'AD' way of looking at travel that stodgy old travel media cannot bring.