After working with brand consultancy Wolff Olins and type foundry MCKL for nine months, Uber has unveiled a new look that will feature a custom-made typeface, a primarily black-and-white presentation, and a redesigned in-app look. Peter Markatos, Uber’s executive director of brand, said the rebrand reflects the company’s transition from “San Francisco startup to a global mobility company” as well as an attempt to make the feel more friendly.
In the changeover, Uber is doing away with the symbol featured on its app icon for the past two years; the new logo is a simple wordmark, primarily used on black background, in a custom-designed typeface dubbed Uber Move. And though Uber will feature black, the rebrand allows for the use of several secondary hues derived from transportation themes — including a bright “safety blue” when security is at stake.
The number one imperative in the redesign is “seeing Uber and knowing Uber,” says Markatos. The move comes two days after the firm named former Coca-Cola executive Rebecca Messina to lead marketing activities.
