New look: As part of the rebranding move, cities and countries will gradually receive different colours and palette within the app.
If you updated your Uber app, chances are you would have noticed that the icon has changed from a black and white “U” to a blue icon a reversed “C” surrounded by patterns.
The change is part of its globally rebranding effort. “Uber started out as everyone’s private driver. Today we aspire to make transportation as reliable as running water, everywhere and for everyone” said CEO and co-founder Travis Kalanick.
“Our new brand reflects that reality by working to celebrate the cities that Uber serves. We’re excited to share it with you.”
Travis says the old icon was somewhat distant and cold. To bring out its “human side” it has added colour and patterns. He also claims that the new logo will make it easy to spot Uber from afar.
“The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come with authentic identities for the countries where Uber operates,” says Travis.
The logo change is just a start and it will gradually introduce different colour palettes and patterns for different cities and countries.
The service network now spans 400 cities in 68 countries, and it has also introduced new services such as food and package deliveries.
Uber’s rebranding comes a week after Singapore-based rival MyTeksi, also known as GrabTaxi, rebranded into Grab.
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