Have you seen the new Uber rebrand? If you haven’t, well prepare to be surprised and confused. My policy on redesign and rebranding is, “If it ain’t broke, don’t fix it!” But, if you do choose to “fix it”, ensure it’s inspired by and pays homage to the existing logo design.
Uber’s redesign claims to have been inspired by “bits and atoms” and by its customers and how they’ve used the company over its five year journey. I call “bullsh!t” on that one!
For a global brand like Uber, they successfully managed to create one of the lousiest designs I’ve ever witnessed. Just when you thought the Gap rebrand was horrific, someone else comes along and outdoes that.
The logo lacks two key things:
Now let’s get serious for a moment here. Word on the street is that Uber Co-founder Travis Kalanick opted to lead the rebrand himself from a room dubbed the “War Room”, notoriously known for its poor ventilation. That explains a lot; little oxygen to the brain. As I’ve said in previous blogs and most recently highlighted in my latest Q and A interview, always hire professionals!
When you have a global brand, you can’t afraid to play games. Spend some of those millions and invest in an experience marketing team with professional graphic designers who can translate your company’s ambitions (whatever that is). Below I created a visual to communicate my disappointment.
Leave a comment. I’d love to hear what you thought about the new logos.