Ride-sharing platform Uber has undergone its second rebrand in less than three years, unveiling a completely new look.
Uber has done away with the all-caps typeface, opting for a custom-made font with a capital ‘U’ instead.
The company has also gotten rid of the symbol that’s been part of its app icon for the last two years, after internal research found that consumers don’t even associate it with the Uber brand.
Uber’s rebrand also includes new colours and refreshed in-app look.
Speaking to Adweek, Uber’s executive director of brand, Peter Markatos, said the rebrand reflects company’s evolution from “San Francisco start-up to a global company”, and it now wants to be known as a “platform of mobility”.
“As we expand our reach into our other markets and modalities, it’s super important that it’s very clear that when you’re getting into an Uber car or on an Uber scooter, you know that is an Uber product,” he said.
“We weren’t achieving that with our current system.”