Uber has decided to leave its broadly derided current logo ‘behind’

uber changes brand image rebrand new logo wolff olins dezeen
Uber is preparing to release a new logo (shown above), in order to cure two problems with the ridesharing company’s current logo. The new mark uses the company name in a custom typeface, so no one will be confused when they see the logo on a ridesharing car or in marketing materials. People will also likely stop referring to the company’s logo as an “asshole” symbol, according to Dezeen.

Uber worked on the new wordmark with international branding firm Wolff Olins, based in London, New York, and San Francisco.

When Uber introduced the previous logo in 2016, the circular design’s resemblance to a human anatomical orifice, especially when rotated 90 degrees counter-clockwise, drew instant derision from Gizmodo and other publications.

uber movement
gyddik/123RF

The other complaint about the square-hole-in-a-circle logo was its lack of continuity. The first two Uber logos each had a recognizable U.

uber changes brand image logo 1

The first icon looked like a red magnet.

uber ride sharing service banned in berlin
360b / Shutterstock

The company’s black and gray second graphic was more stylized than the original logo, but at least it still resembled a capital U.

Dezeen quoted an Uber statement that the 2016 design had “people wondering where the U went.”

Following market research with Uber’s target market, Wolff Olins worked in conjunction with the rideshare company to determine three guidelines for the new logo. With the new graphic, it would be important to “let in the light, embrace black; invest in a wordmark, not a symbol; bring back the U,” Dezeen noted.

The new wordmark uses high contrast black and white, with a custom typeface, Uber Move, commissioned from MCKL, a Los Angeles type foundry. A wordmark, also called a logotype, is a text-only treatment of a company name with two purposes: identification and branding. Because it has an original graphical representation of a word a wordmark can be registered and protected as intellectual property in the U.S. The wordmark becomes a visual symbol recognizable even by people who do not know the meaning of the word or words.

uber changes brand image rebrand wolff olins dezeen
Uber’s new image will be launched internationally with all Uber services.

Uber has undergone many changes in the past two years. In June 2017 co-founder and former CEO Travis Kalanick resigned his position. Uber invested in self-driving trucks and then shelved that idea to focus on self-driving cars. Earlier in 2018, Uber bought electric bicycle company Jump Bikes and made a significant investment in Lime, an electric scooter company. And now Uber has a new logo.

Mobile

Rekindled yet again, Nokia’s next-gen phones offer more than just nostalgia

HMD Global, a startup that designs and builds Nokia Android smartphones, wants to put the Nokia brand name back “where it belongs.” It helps that it’s made up of ex-Nokia employees. We go behind the scenes to see how HMD formed.
Emerging Tech

Look forward to your morning commute with one of the best ebikes available

A proper ebike is perfect for commuting or a trek along the trailhead, with most offering pedal assistance and a long-range battery. As more brands offer their own take on this innovative way to get around, it's hard to distinguish the…
Smart Home

KitchenAid’s multifunction answer to the Instant Pot debuts at CES 2019

At CES 2019, KitchenAid announced the U.S. debut of a multifunction countertop appliance giant steps removed from the brand's category-defining mixer. The KitchenAid Cook Processor Connect is an all-in-one appliance for serious cooks.
Cars

Ford’s app-based ‘Chariot’ shuttle service is offering its final rides

Chariot, the app-based crowdsourced ride service owned by Ford, is shutting down in the coming weeks. Launched in 2014, the bus-like service has apparently been unable to deal with competition from the likes of Uber and Lyft.
Cars

With 341 horsepower, the WRX STI S209 is the most powerful Subaru ever

The Subaru WRX STI S209 is the latest in a series of special editions that have never been sold in the United States before. The 341-horsepower pocket rocket debuts at the 2019 Detroit Auto Show.
Cars

China’s GAC Motor cruises into Detroit with all-electric Entranze concept

Chinese automaker GAC Motor brought its all-electric Entranze concept to the 2019 Detroit Auto Show. This is the third straight year that GAC has appeared in Detroit, and the company has established a design center in California.
Cars

2020 Ford Explorer branches out with sporty ST, efficiency-focused hybrid models

The 2020 Ford Explorer gets two variants never before seen on Ford's stalwart family hauler. The ST focuses on performance, while the hybrid aims for decent gas mileage. Both models will debut at the 2019 Detroit Auto Show.
Cars

Some of Volkswagen’s electric models will wear a ‘Made in the USA’ label

Confirming earlier rumors, Volkswagen has announced it will build electric cars in its Chattanooga, Tennessee, factory. The facility currently produces the Passat and the Atlas. Production will start in 2023, Digital Trends can reveal.
Cars

Infiniti previews its leap into one of the hottest industry segments

Infiniti will unveil the QX Inspiration concept at the 2019 Detroit Auto Show. The design study is an electric crossover shaped by Infiniti's newest design language that may point to a future production model.
Cars

Hyundai’s Veloster N hot hatchback will prove its mettle on the track

The Hyundai Veloster N will go racing to prove the credibility of Hyundai's new N performance division. Unveiled at the 2019 Detroit Auto Show, the Veloster N race car will compete in a class with other small cars.
Cars

Nissan IMs concept teases a future long-range, autonomous electric car

Debuting at the 2019 Detroit Auto Show, the Nissan IMs is an electric car with a 380-mile range, autonomous-driving capability, and a backseat designed for being chauffeured. Too bad it's just a concept car.
Cars

The 2020 Lexus RC F goes on a diet to run faster and hit harder

The Lexus RC F has been one of the heavier cars in its competitive set since its introduction. The Japanese firm's engineers set out to shed weight as they gave the model a mid-cycle update.
Cars

Lexus LC convertible concept teases a new open-air flagship

Debuting at the 2019 Detroit Auto Show, the Lexus LC convertible concept adds open-air motoring to the sleek LC's resume. But Lexus won't commit to a production version of the car just yet.
Cars

Fast and Furious fans get revved up: Toyota’s Supra sports car is back

The 2020 Toyota Supra made its long-awaited debut at the 2019 Detroit Auto Show. The resurrected sports car, famous for a role in The Fast and the Furious, goes on sale in the U.S. this summer.