Uber’s new logo represents fundamental difference as a company

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Have you noticed a change on you Uber app? Suddenly atoms are moving across my screen but that is just about it for an unobservant user like me. According to Uber, the new change is meant to bring out a human side using multi-colored atoms and patterns.

The company has put together architecture, textiles, scenery, art and fashion to give authentic identities for countries it operates in. The team has been in works for the last six months to change the former logo that was black and white, somewhat distant and cold.

Uber has made clear its intention of localizing the application across cities through inspiration by city and country characters. Through the mantra “We leave no bits and atoms unturned to create industries that serve people”, uber has put together different colours and patterns for different cities.

In Mexico, we were inspired by Mexican pink and the patterns in the local tiles; in Ireland, from the Georgian architecture and the lush greens; and in Nigeria, from the ankara, which came up again and again because of its bright colors and beautiful geometric patterns.

Uber will eventually rollout the new look capturing the way of living and relations in the various countries.

The approach also follows its diversification in services apart from the initial personal driver service. Uber began life as a black car service for 100 friends in San Francisco—everyone’s private driver.

Today, the transportation network spans 400 cities in 68 countries that delivers food and packages, as well as people, all at the push of a button. Through services like uberX and uberPOOL we’ve gone from a luxury, to an affordable luxury, to an everyday transportation option for millions of people.

“Today we aspire to make transportation as reliable as running water, everywhere and for everyone. Our new brand reflects that reality by working to celebrate the cities that Uber serves. We’re excited to share it with you.” Said Travis Kalanick,CEO and Co-Founder.

 

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Melissa Daniels
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