Uber Changes its Logo as it Looks to Diversify its Branding

Uber recently underwent major branding changes that reflects their new approach to moving toward a more connected world. Many know Uber through the app’s infamous icon — a stark U. But now, Uber has ditched their once-simplistic lettering for an entirely different symbol, instead using an atom in its place.

According to a representative at Uber, the new icon more aptly speaks to the company’s goals of transcending the capabilities of a mere app:

“[The atom] belied what Uber actually is — a transportation network, woven into the fabric of cities and how they move. To bring out this human side — the atoms — we’ve added color and patterns. The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates.”

And while the aesthetic change in icon is at first jarring, the company’s ultimate branding strategy makes a great deal of sense. In a world of mass communication and diversity, moving towards a more diverse brand that’s defined by more than exclusive black vehicles or shared rides seems like both an understandable and clever move. Now, the app aims to move towards a more expansive level of services, including laundry and food delivery.


And considering the company’s recent expansion of services in the food world in Toronto, this shift isn’t entirely surprising. Research shows that repeat customers spend 67% more than new ones, so it’s never a bad idea to diversify services.

Uber’s new icon and branding suggests that the company is interested in transcending their initial role as an innovative startup and instead is looking to become a more diversified and progressive brand.

As far as the company’s logo goes, Uber has changed the the font, making it more basic san serif from its once stylized curl. The basic font suggests an air of accessibility, which, according to Uber CEO Travis Kalanick, “will help you see Uber from afar.”

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