In February, Uber undertook a major rebrand. The results have been mixed.
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?
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?