The new Uber update has replaced the trademark ‘U’ with a new circle symbol.
Uber has officially changes its look with a new logo. Uber app users will see the new logo when they update their app. Gone is the old Uber ‘U’ which has been replaced with a sort of circle symbol.
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According to Uber, the square at the center of the new logo is the ‘bit’. The new logo will appear throughout the Uber site design and the redesigned app. Uber has stated the bit is a way for them to broaden their horizons.
Now Uber will be able to add additional products to its portfolio over time. The bit at the centre describes Uber’s position at the centre. Uber has been working hard at expanding into adjacent services.
So the change to the bit makes sense. For example Uber has been expanding into food delivery, so the bit is a perfect representation.
Uber has issued a press release describing the changes on its site. The press release is written by Uber CEO Travis Kalanick. According to Kalanick, the new branding is acelebration of their technology.
The new Uber brand also symbolises and celebrates the different cities they serve. The new brand gets rid of the stark black-on-white appearance. Instead muted colors that vary depending on region have been favoured.
The team at Uber spent months researching architecture, textiles, scenery, art, fashion, people and more. Their goal was to come up with authentic identities for the countries where Uber operates.
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The new simple sans serif font will also help people to see the Uber logo from afar. Previously the Uber logo ‘U’ had a curve.