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.