{"id":16911,"date":"2016-02-03T13:31:50","date_gmt":"2016-02-03T13:31:50","guid":{"rendered":"https:\/\/www.zilliondesigns.com\/blog\/?p=16911"},"modified":"2026-04-10T12:27:21","modified_gmt":"2026-04-10T12:27:21","slug":"uber-logo-redesign","status":"publish","type":"post","link":"https:\/\/www.zilliondesigns.com\/blog\/uber-logo-redesign\/","title":{"rendered":"The Missing Element in Uber\u2019s Logo Redesign"},"content":{"rendered":"<p>What\u2019s round and hexagonal in teal and maroon? Definitely not Uber app\u2019s logo, or is it?<\/p>\n<p><center><a href=\"https:\/\/newsroom.uber.com\/celebrating-cities-a-new-look-and-feel-for-uber\/\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-9322 lazyload\" data-src=\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/img-min.png\" alt=\"img-min\" width=\"590\" height=\"220\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 590px; --smush-placeholder-aspect-ratio: 590\/220;\" \/><\/a><\/center><\/p>\n<p>When Uber launched its new logo \u2013 circular for riders and hexagon app icons for partners &#8211; I bet it didn\u2019t expect such negative responses. Apart from causing confusion for loyal users, it has downright lost its unique \u201cU\u201d (interpret it whichever way you want). Two words come to mind when I first looked at the new Uber app icons \u2013 busy, nondescript. And to be honest, I didn\u2019t like it. It seems like I\u2019m not the only one.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Uber changed their logo and it makes no sense to me. You changed from a &#8220;U&#8221; to a backwards &#8220;C&#8221;&#8230;? <a href=\"https:\/\/t.co\/RKvBNJtvtr\" class=\"broken_link\">pic.twitter.com\/RKvBNJtvtr<\/a><\/p>\n<p>\u2014 TmarTn (@TmarTn) <a href=\"https:\/\/twitter.com\/TmarTn\/status\/694850290198171648?ref_src=twsrc%5Etfw\" class=\"broken_link\">February 3, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Uber changing its app logo to this. Dropping what must be the most recognisable U on the planet. Madness? <a href=\"https:\/\/t.co\/rtBcg1UNpz\" class=\"broken_link\">pic.twitter.com\/rtBcg1UNpz<\/a><\/p>\n<p>\u2014 Dave Lee (@DaveLeeBBC) <a href=\"https:\/\/twitter.com\/DaveLeeBBC\/status\/694618255881691136?ref_src=twsrc%5Etfw\" class=\"broken_link\">February 2, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">The new <a href=\"https:\/\/twitter.com\/Uber?ref_src=twsrc%5Etfw\" class=\"broken_link\">@Uber<\/a> logo is bad, but it\u2019s still a huge improvement over the previous one. Yeesh. <a href=\"https:\/\/t.co\/4W3o1VMi9s\" class=\"broken_link\">https:\/\/t.co\/4W3o1VMi9s<\/a> <a href=\"https:\/\/t.co\/1g2kWG83nJ\" class=\"broken_link\">pic.twitter.com\/1g2kWG83nJ<\/a><\/p>\n<p>\u2014 Daniel Bremmer says wear a mask &amp; wash your hands! (@danieldantastic) <a href=\"https:\/\/twitter.com\/danieldantastic\/status\/694685768632123392?ref_src=twsrc%5Etfw\" class=\"broken_link\">February 3, 2016<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>Reasons for Redesigning the Logo<\/h2>\n<p>There are several reasons why a company needs to redesign its logo which could range from the need to revive a brand, to updating the brand identity to reflect business model, to having a new look that reflects current business philosophy. In the case of Uber, <a href=\"https:\/\/newsroom.uber.com\/celebrating-cities-a-new-look-and-feel-for-uber\/\" target=\"_blank\" rel=\"noopener noreferrer\" class=\"broken_link\">CEO Travis Kalanick<\/a> has termed it as \u201cwe were a fundamentally different company\u201d.<\/p>\n<p>Uber originally was an elite ride booking app. Today, the company is no longer catering to a group of wealthy individuals but rather has become a network of transportation in 400 cities in 65 countries. In this context, it makes sense to redesign a logo to reflect an evolved and matured business model.<\/p>\n<h2>Concept Behind Uber\u2019s Logo Design<\/h2>\n<p>Thus began the process of redesigning an iconic brand identity. Kalanick had become so involved that some may say he\u2019d micromanaged the whole redesigning process. Nevertheless, to his credit he studied colors, design elements, textures, cultures etc. and has been able to transcribe them into his company\u2019s new logo:<\/p>\n<p>\u201cThe old Uber was black and white, somewhat distant and cold. This belied what Uber actually is\u2014a transportation network, woven into the fabric of cities and how they move. To bring out this human side\u2014the atoms\u2014we\u2019ve added color and patterns. The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates.\u201d \u2013 Travis Kalanick<\/p>\n<p>Study the new logo in their constituents, and you\u2019ll notice that Kalanick has nailed logo designing to the \u201cT\u201d if nothing else.<\/p>\n<p>&#x2714; An iconic logo that reflects the two aspects of the business, riders and partners \u2013 check<br \/>\n&#x2714; A scalable logo that can be used in large or small branding spaces \u2013 check<br \/>\n&#x2714; A sophisticated color to reflect the company\u2019s business \u2013 check<br \/>\n&#x2714; A pattern that resonates the company\u2019s culture and environment \u2013 check<br \/>\n&#x2714; A graphic logo that reflect current design trends &#8211; check<\/p>\n<p>Given these elements being in place, Kalanick seemed to have gotten the perfect logo redesigned.<\/p>\n<h2>What\u2019s Missing in Uber\u2019s Logo?<\/h2>\n<p>So what\u2019s missing in Uber\u2019s logo and why don\u2019t we like it?<\/p>\n<p>While Kalanick and his design team may have nailed the concepts behind redesigning a perfect brand identity, there are a few things missing.<\/p>\n<p>Creating an iconic logo that stands the test of time is difficult; and may even bite back if not done correctly. Examples such as Airbnb, Medium, Merck, and Google comes to mind. It\u2019s the reason why most companies, large and small, hesitate to change their brand identities even when these <a href=\"https:\/\/www.zilliondesigns.com\/blog\/predict-logo-redesigns-2016\/\" target=\"_blank\" rel=\"noopener noreferrer\">brands ought to redesign their logos<\/a>. Those which are brave enough, like Uber, change their logos because they feel they ought to stay current; to improve their brand\u2019s look; and impress their current and new target audience. In this context Uber may have \u201cmissed\u201d the mark.<\/p>\n<p>Uber\u2019s redesigned logo just shows that a technically sound logo doesn\u2019t necessarily \u201cclick\u201d with the audience. The element of \u201cappeal\u201d may have been missed in this case, and hence hasn\u2019t impressed much.<\/p>\n<p>Moreover, while the pattern denotes the network of transportation, the iconic \u201cU\u201d which makes Uber stands out from the crowd shouldn\u2019t have been dropped. Instead, it\u2019s been replaced by a suspiciously flipped \u201cC\u201d (the riders app icon). So there you have it \u2013 a recipe for a disastrous logo redesign.<\/p>\n<p><strong>Do you want great a new brand identity?<\/strong> <a href=\"https:\/\/www.zilliondesigns.com\/logo-design-contest\" target=\"_blank\" rel=\"noopener noreferrer\">Get a custom logo redesign.<\/a><\/p>\n<h2>Update 14\/09\/2018<\/h2>\n<p>What&#8217;d we miss?<\/p>\n<p>Two years after the logo redesign, <a href=\"https:\/\/brand.uber.com\/brand-story\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\">Uber has revealed yet another brand design<\/a> and we hope they stick with this one. They&#8217;ve even got a new custom typeface called Uber Move for the wordmark logo, which is of course minimal like many other redesigns these days.<\/p>\n<p><center><img decoding=\"async\" class=\"aligncenter size-large wp-image-18067 lazyload\" data-src=\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/new-uber-logo-768x429-1.png\" alt=\"new-uber-logo\" width=\"648\" height=\"362\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 648px; --smush-placeholder-aspect-ratio: 648\/362;\" \/><br \/>\nImage Screenshot: <a href=\"https:\/\/www.uber.com\/in\/en\/\" class=\"broken_link\">Uber Design<\/a><\/center><\/p>\n<p>Well, no offense but the letter &#8220;U&#8221; seems rather awkward especially because it is (the only one) capitalized and perhaps we were accustomed to seeing the brand name in all caps. Uber has spent over nine months on the new design in an attempt to convince people that it&#8217;s changed both as a brand and as a company.<\/p>\n<blockquote><p>Explore: <a href=\"https:\/\/www.zilliondesigns.com\/blog\/videos\/timeless-wordmark-logos\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Timeless Wordmark Logos And Their Story Of Success<\/a><\/p><\/blockquote>\n<p>The Uber typeface draws a subtle connection between the letters and roads. With the new design, Dara Khosrowshahi, Uber CEO, wants to emphasize that the brand is a &#8220;mobility platform&#8221; and it&#8217;s not limited to car hailing. Sasha Lekach of Mashable reports that the company wants to be the &#8220;Amazon of transportation&#8221;. We&#8217;ll just have to wait to see this happen.<\/p>\n<p>While Uber wants to uplift its reputation, it came as a surprise (really) that the brand decided to visually transform again. To an extent, this shows the shaky decision-making ability of the company, the fact that it remained undecided for long. We&#8217;d love to see how they defend their logo design this time; considering it was a disaster last time.<\/p>\n<p><strong>What do you think about this indecisive nature of the brand?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What\u2019s round and hexagonal in teal and maroon? Definitely not Uber app\u2019s logo, or is it? When Uber launched its new logo \u2013 circular for riders and hexagon app icons for partners &#8211; I bet it didn\u2019t expect such negative responses. Apart from causing confusion for loyal users, it has downright lost its unique \u201cU\u201d [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[293],"tags":[],"class_list":["post-16911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo-identity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Missing Element in Uber\u2019s Logo Redesign<\/title>\n<meta name=\"description\" content=\"When recreating a logo, make sure you make an improvement unlike Uber&#039;s logo redesign disaster you want to make a winning logo design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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