Uber is once again rebranding and changing its logo to rebuild its reputation.
Fast Company reveals that the company released ads with new CEO Dara Khosrowshahi riding an Uber to promote a fresh start. The new rebranding, logo and typeface are part of Uber’s larger rebranding strategy led by global brand consultancy Wolff Olins to present new set of ideas: safety, accessibility, and global ambitions.
The Uber app will also see a makeover and will simply be the Uber word mark on a black background.
This is Uber’s second major brand overhaul in less than three years. The Uber logo, in particular, has been tweaked over time, but it was still an imposing, all-caps monolith. The word UBER was a visual manspread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite. The app icon was a confounding, highly controversial circuitboard thing that seemed only tangentially related.