Tech

Uber Unveils its new logo

Uber, the top ride-hailing app has been going through a revamp of the company’s cooperates structures and also a rebranding of the entire company. Nearly two years since the last redesign, the tech company has unveiled a new logo. Created by brand consultancy agency Wolff Olins to give the brand a clean start with its new CEO Dara Khosrowshahi.
The new logo was created with the focus on a new set of ideals in “safety, accessibility, and global ambitions.”

Speaking about the rebrand, Forest Young—creative director at Wolff Olins—said “Unfortunately, with all the communications being so focused on this competitive mind-set, a lot of people are blind to the impact of Uber in other parts of the world. We tried to tell a global mobility story.”

Wolff Olins partnered with design studio MCKL to create a custom typeface and logo for Uber. The new logo breaks away from the former design, which “evoked the history of cars,” with a capital “U” and the remaining letters in lower case. A new typeface called ‘Uber Move’ has also been introduced. The font is inspired by old typefaces of transportation such as ‘Highway Gothic’ and ‘DIN’. Since these typefaces carry a “functional quirkiness” and are unique, the team inherited both characteristics and made it legible at high speeds in transit, Design Taxi reports.

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