In place of black, gray, and blue, Uber is embracing bright colors, and lots of them. Each of 65 launch countries has received a toolbox of new brand assets that include tailored colors and patterns, new mid century modern illustrations, and guidelines for photography. Uber hopes to develop a more flexible brand that can grow with the company as it develops new products and attracts new customers.
Travis Kalanick, Uber's CEO, and a team of people spend 3 years working on the rebrand. The effort was an attempt to revisit the brand identity now that the company exists in 400 cities in 65 countries. It took a year and a half to agree on five pillars that best described the company Uber aspires to be: grounded, populist, inspiring, highly evolved, and elevated.
Does it hit the mark?