Eli Schiff is out there typing up a storm as we speak

When your digital business is doing well, you can do whatever you want with your brand. It just doesn't matter.

The logo itself is interesting and distinct, but the type is pretty generic and the branding is kind of Uber-ish overall. It's better than before, though, and that's still progress so I'm on board.

Nailed it, IMO. Garsh, everyone's always got their pitchforks at the ready.

Compared to the previous logo, it's so much harder to know what Unsplash is about: https://cdn-images-1.medium.com/max/2000/1*mMuDegU4A8vuo4DZnxhs1Q.jpeg

It still looks like a camera to me. The older style w the big ass flash.

I liked the rationale. The rebrand is overall stronger than the generic camera icon, but still ultimately too generic. A rare miss by Mackey Saturday.

For the icon itself the uplifted square almost looks like an i or something... but it has no adherence to a grid. And the general glyph is abstracted beyond meaning. That's why there's 6 "things" people see in it.

The brand treatment is also quite generic as a knockout over a photo. That approach actually makes sense for Unsplash (which focuses OTHERS creativity). But recently both Squarespace and Uber used this exact approach in their refreshes. The last thing you want in a big brand redesign is a "also-ran" feeling. At least this rationale wasn't claiming to embody the spirit of NYC or some bs like Squarespace tried.

Love Unsplash—and it's better than before, but ultimately still a bit too generic for me.

Is Uber the new Apple when it comes to finding someone to copy a design from?

Surely companies that have a name that starts with 'U' can do something more than making their logo a square 'U'.

People acting like Uber invented the square 'U'-symbol…

Huh

I wonder if there would be as much feigned outrage over these types of rebrands if they just switched the fucking logo and didn't write an entire story on it. It always feels like it's the empty words/meaning that upset everyone but instead of mentioning that they attack the actual visual/execution.

As usual, the most ridiculous part about this rebrand is the reaction.

You know...I'm sure, internally, the goals for a rebrand were quite clear, but in how "simplistic" and "interpretive" their new logo is, you lose any sort of meaningful communication.

"What is it?"

If I don't know who this brand is already, this new logo tells me nothing. Nothing in the App Store. Nothing on a billboard, or at an event they're sponsoring. They could just as easily be making water sealant as they could be hosting stock imagery.

It fails the central job of a logo: telling me what the hell you are.

I like it, my only criticism is, it doesn’t convey the company message as well as the original.

looks like an Ü.

Ünsplash.

Am I the only one who see cyclops?

lol. As someone said on that Squarespace post, this is Uber's best rebrand yet.

Honestly though this logo is terrible.