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

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.