Uber, a company that many private investors consider to be extremely valuable, rebranded itself recently. It updated its logo with an array of brighter, bolder colors and by doing this, the company is hoping to develop a brand that is not only more flexible, but that will also be able to grow with the company as it attracts new clients and develops new products.


Present in 65 Countries

Although Uber is currently operating in 400 cities throughout 65 countries around the world, almost two-thirds of its people have been with them for less than a year. These types of exponential growth levels have a history of causing startups to lose focus because, while a company is still small, it’s easy to communicate with everyone. However, with Uber fast becoming a global brand, this has made brand communication more challenging. According to the company’s founder and CEO, Travis Kalanick, Uber is about helping everyone in the company to grow its culture and ambitions.

Introducing Uniformity

One of the reasons why Uber decided to rebrand was because it initially had two different logos – one with a U inside a box on the Android app and another with a U and no box on the Apple app. Overall, the logo was simply not attractive – or even downright unsightly and awkward. Additionally, the company had branched out and introduced UberCommute, UberX and UberPool, which introduced a whole new brand structure, meaning that its logos and overall appearance were in dire need of a complete refresh or makeover.

Finding the Right Designer

Although Kalanick was willing to allow an agency to assist with the rebranding process, he was not able to find an agency that understood exactly what he was looking for. However, a Brazilian designer, Roger Oddone, was able to come up with numerous new fonts to replace a logo that was initially difficult to read. He narrowed the choices to two – one which was thicker with rounded corners and the other, which was tighter and blocky. Combining elements from each of them enabled him to come up with a logo that was easier on the eyes and more attractive overall. This led to the company performing a complete rebrand instead of just a logo change.

A Little Reworking was needed

While the team eventually had a final design for the Uber icon that everyone was happy with, it had to be reworked because they discovered that it looked far too similar to one which belonged to an app that had been launched by the State Bank of India. However, a short month later, the final design – a square on a patterned background – was unveiled, but now the team thought that it might be too minimalist. As a result, they sat with the idea for a few more weeks. Afterwards though, the team decided that it was satisfied and decided to release it.

Despite the tremendous amount of second-guessing and reworking that had to be done, Uber has successfully managed to rebrand itself. However, it may take a little time for users to get used to searching for the new logo on their phones.