Uber rebland

Good execution but the tone is so pretentious… "As a brand, we believe movement ignites opportunity.". "Our typography is as unique and easy to use as we are". This bland corporate-speak takes away any goodwill the otherwise very nice case study might have generated in me. Reading this it sounds like they think they invented the letter U and the color black…

In response to all the Meh reactions: this an atonement re-brand.

Imagine they had come out with a really exciting concept and bold execution. The reception would be all about their shady business practices and dreadful company culture. This design shows they are taking a low profile.

They shed the visual flourishes of the previous identity as a stand-in for their past transgressions. And they kept only black and a pared down word mark which stands for the service value proposition, nothing more.

Expect another re-brand in a few year. And don't be fooled, their strategy is still to kill any competition by subsidizing rides until they are the only one standing.

The U Frame is a pretty clever idea.

Heroku application error. Wah wah.

This feels as vanilla as can be. While the design of the typography is clean, and the executions definitely help sell the idea, the branding is underwhelming and forgettable. It's quite a stretch with the U frame in the billboards and signage. It's less clever and more okayyy.

I dunno. Missed opportunity here to really shine with something unique.

Love the presentation! Great job!

Last redesign from 2016: https://www.behance.net/gallery/44248007/Uber-Rebrand-Logotype

Something about the type reminds me of Ebay.

Anybody else just see them going the exact same direction as Airbnb? Even using the "designing for everyone" term, the font looks just like Airbnb Cereal, and even some of the designs resemble theirs... https://pbs.twimg.com/media/Dm_k2HvVsAA9bwn.jpg

Looks nice (bit pretentious for what it is) but a brand is more than just some graphics, and the actual realities of what Uber as a brand stand for are so far removed from this it's comical.

There is one caveat to notice in the Uber rebrand.

They’re calling this:

Rebrand 2018

That is telling.

In 2016, Uber had a “radical rebrand” where ousted founder/ CEO Travis Kalanick spent the previous 2.5 years leading/ meddling with their design team to create all these colors based on country, hexagonal and circular patterns depending on riders and drivers, etc.,

And, one purpose - “shedding Uber’s elitist” image as they battled regulators.

It was a mangled mess of overlapping visual languages.

https://www.wired.com/2016/02/the-inside-story-behind-ubers-colorful-redesign/

The “2018 Rebrand” - seems more like an outright purge of the ghosts of Travis and is a complete contrast to the previous mangled mess of a brand.

I can see the reason to rebrand, but now we're moving into an era similar to how iOS went completely flat with it's design. It's the removal of any character from the brand and while it's easier to read, it feels dull.

A big Meh. I feel like the previous rebrand they did with Kalanick actually had some form of meaning to it, with the Uber Bit. This new rebrand doesn't seem to have any real character to it at all.

The design is not earth shattering, unique, or even interesting. It's flat-out uninspiring and could have been achieved with 20 seconds of pressing the down arrow while in the font explorer.

This shit is lazy.

Meaningless waste of money and resources. I guess their design team had nothing else to do? They should have worked on the UX of the app.

Why? Just why? Uber is a young brand, all that it needed was a small logo update, not a totally new style. Logos should be for lifetime. This is just following google sans etc...boring, dull...and Uber is not the first case...a big MEH.

Would have loved to see something less linear - maybe emphasize the curvature of the U, compositionally, to suggest a change of direction without being quite so brutally straightjacketed and blocky. The humanist vibe of the photography and vector illustration clash with the heavy black box minimalism, but i agree with others here that it's a functional palate cleanser.

That animated table of typographic characters is kinda neat.

Awful, reminds me of the shitty eBay logo as an app icon.

Nothing wrong with the last one

Good to see they’ve regressed their ambitions. The last rebrand was only just over 2 years ago. Remember when they were trying to unite ‘bits and atoms’

This is not a rebrand—this is a repositioning with an extension of the current visual language.

Those capitals are too high...

Re-rebrand.

Why do they need to rebrand almost every year?!