Uber’s New Logo Divides Designers

Uber’s New Logo Divides Designers
SHARE
THIS



In case you missed it, ride-sharing app Uber went to the hairdressers and had a fresh chop on its look to stay fresh and relevant.

The refresh takes away the black and white U and instead features a ‘bits’ and ‘atoms’ approach to the branding with two new look designs for the app depending on whether you’re a passenger or a driver.

Untitled

Image sourced via CNN.

Image sourced via CNN.

While Simon Bell, executive director of strategy at branding agency Landor, said it’s a smart move for the company to stay relevant, Ant Donovan, group creative director at design company Frost*collective reckoned it feels “generic”, “agnostic” and really isn’t sold on the logo.

“I think they’ve confused something that was incredibly simple and straightforward,” Donovan told B&T. “The ‘U’ is a symbol for Uber – I totally got that, but now – what does it mean?” It’s a similar questions a number of news sites have been asking, such as Gizmodo’sWhat’s up with Uber’s new logo?’ and Gawker’sUber’s got a new logo. Which doesn’t mean shit’.

However, Landor’s Bell said: “It’s a smart and savvy move by the company to avoid becoming stale in today’s world. We live in an agile age and with the sharing economy quickly growing, businesses and brands will rapidly change to capitalise on opportunities in their market.”

The logo is apparently a reflection of the CEO and his personality, according to The Verge, with Frost*collective’s Donovan saying it shouldn’t be a reflection of just one man and what it wants. “It should be a reflection of the actual product offer itself and what’s in it for the consumer.

“It’s more a symbol than a logo. It should help the consumer understand what the service is offering, what it’s about. If you saw this in isolation you’d have absolutely no idea what it meant. They’ve taken the meaning out of it, for me.”

Creative director at Designworks Clinton Duncan said the ‘bits’ and ‘atoms’ approach is brilliant for a geeky guy like him, and while it may not resonate with all consumers, it’s not affecting the overall offering or experience for Uber customers.

The ‘bits’ and ‘atoms’ approach refers to the look and feel of the aspects of Uber’s new branding. The ‘bits’ help to showcase Uber’s technology, the various squares and sections on the company’s website for example, with the ‘atoms’ being the humanly aspect – the changing colours depending on which country the app is in.

Aside from the app logo, the word Uber has been sharpened slightly which Designworks’ Duncan said will “take up less real-estate” and is a vast improvement.

“It’s narrower, it’s bolder, it’s got more strength. It’s going to be a much more usable asset to just whack on heaps of stuff.”

Top: Before and bottom: after

Top: Before and bottom: after

Landor’s Bell reckons people will get used to the logo. “Just like consumers fell in love with the original clean and simple ‘U’ logo, consumers will come to understand the reasons for Uber to stay present and change the look and feel from time to time,” he said.

“This is a far bigger move for Uber’s brand as it aims to stay relevant and the market leader in ride sharing.”

Still, Frost*collective’s Donovan said he can’t fault the PR the new logo has generated. “When Google rebranded they were on the front cover of newspapers. Why do people care about it so much? Yep, a great PR stunt.”

Latest News

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!
  • Media

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!

Nine has unveiled its 2019 line-up of shows at its gala upfronts in Sydney on Wednesday night. A mix of old and a few new, probably the biggest surprise was news that the network had snared Aussie drama SeaChange – starring Sigrid Thornton and John Howard – that was last seen on the ABC in […]

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

Nine Launches 9Voyager To Attract Small To Medium Advertisers
  • Media

Nine Launches 9Voyager To Attract Small To Medium Advertisers

Nine today unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners. 9Voyager, released at the media company’s 9Upfront event in Sydney, will allow Nine to better […]

Nine Sets Sights On Lucrative Premium Partnership Space
  • Marketing
  • Media

Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening. In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable […]

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport
  • Media

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport

Nine has used its upfronts to reveal its plans for Wide World of Sports for 2019. Nine’s Director of Sport, Tom Malone, used the Nine Upfront event to talk about the acquisition of tennis and the strategic rationale and power of Nine’s cross-platform suite of properties – tennis, rugby league, cricket, netball, basketball and golf. “It has been […]

Nine Reveals Its News & Current Affairs Plans For 2019
  • Media

Nine Reveals Its News & Current Affairs Plans For 2019

Nine has used Wednesday night’s Upfronts to reveal to media and advertisers its news and current affairs plans for 2019. From 5.00am, we present Nine News Early Edition with the latest in overnight breaking news from around the world. At 5.30am Today, hosted by Karl Stefanovic and Georgie Gardner. In 2019, Australia’s longest running breakfast […]

Bold Adshel Campaign Pays Off For SA Tourism Commission
  • Media

Bold Adshel Campaign Pays Off For SA Tourism Commission

South Australian Tourism Commission (SATC) has achieved outstanding results from a daring, unbranded ‘teaser’ campaign across the Adshel network. The campaign highlighted seven little-known parts of South Australia, repositioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, […]

How Nike Missed The Mark On Digital
  • Marketing
  • Opinion

How Nike Missed The Mark On Digital

Nike may be the brand held up by pretty much every marketer, but as digital marketing consultant, Tam Al-Saad (pictured below), says in this guest post, when it comes to digital, the sports behemoths still needs to just “do it”… By now you should have seen or heard of the Nike “Dream Crazy” campaign. It’s the one […]

Opinion

by B&T Magazine

B&T Magazine