In the first stage of the rebranding process, Uber conducted a brand audit and good things about it is that you get accurate data on the perception of the brand, so that subsequent decisions are facilitated.
The new logo is approachable, easy to read, and takes full advantage of our name recognition.
The exercise led them to build a "simple, flexible and globally recognizable" brand system.
The new redesign moves Uber into a more positive and accessible aesthetic that puts functionality and practicality first.
“We moved towards a universal ‘beyond-simple’ global brand. Teams in diverse markets can make it relevant to their audiences with culturally specific content” – Wolf Olins.
The new identity was designed by Wolff Olins in collaboration with the Uber’s Brand Team.