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Somewhere uber the rainbow

Uber-logos-582x292

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. Continue reading..