Uber is known for it’s clean look with a modern font and iconic U, but if you look at the app on your phone, things might look a little different today. Now, there will be a unique hexagon shape for the driver app, and a cool circle shape for riders. Travis Kalanick, the company’s CEO, says that the change is about making the company more flexible, and open things up for more opportunity.
Uber has been a huge success story. Currently, the business is valued at $65 billion and are preparing to take over their own building in downtown Oakland, CA. With Uber, you can order up a nice looking car to come to your house and pick you up for an affordable price. Uber has come up with other products too like UberX, UberPool and UberCommute, which have really changed the transportation industry in just a few years. “The early app was an attempt at something luxury…but that’s not where we’re at today,” says Kalanick.
Apparently, Uber has been working on this rebrand for the past three years. Unlike other companies, they didn’t hire an agency to do this rebrand, they did it themselves, with Kalanick, who is not a designer at the helm. Kalanick admitted he did have to study color palettes and kerning, things which he really knew nothing about, to become knowledgeable enough to be useful to the team working on this project.
He worked with the design director Shalin Amin, who wanted to ameliorate Ubers confusing branding. The company has two different versions of its logo on their Android and iOS apps. To start the branding process, Amin and Kalanick did exercises to break down the key principles of Uber down to single words, and began working from that. After 18 months, they had broken things down to 5 “pillars,” or words that describe their five key principles.
In spring of 2015 the new design was finally under way. A designer with Uber, Robert Oddone, created 200 fonts for the executives to choose from, and the one they came up with is much easier to read than the previous font which was flat and stretched out. The new logo was based on the concept of “bits and atoms.” Bits stand for the technology that keeps people going, and atoms stand for people.
What do you think of the new look?
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