A little less than three years ago, Uber rebranded as the cab-service of choice for dystopian sci-fi pac-man fans. It was a move reportedly intended to recast the startup as the choice of every day people; it actually stripped the brand of all personal connections.
This week, a little less than three years longer than it should have waited, Uber have unveiled a far more coherent, far more appealing identity.
Designed by the “Uber Brand Experience” team alongside Wolff Olins, the rebrand does an excellent job of correcting the obvious deficiencies in the previous identity.
As a corporation—they’re really no longer a startup—Uber is globally recognized; from name-drops in Netflix series, to street signs in Rome (mis)informing potential customers of heavy fines for using the service, you’ll struggle to find anyone who doesn’t have some idea of what Uber is, and what Uber does.