Uber and brand redesigning

Ridesharing company Uber just recently announced a rebranding that moved away from its geometric icon in favor of a more simplistic, text-based icon. The company, whose logo sparked some controversy/confusion before when moving away from its play on the U-shape, is reverting back to a sleeker, cleaner look that uses the brand’s name more to its advantage.

The rebranding is in an effort to revert back to taking advantage of the ‘U’ and being able to connect Uber’s different branches together (i.e. Uber Eats). An interesting choice that shows when some brands are big and notable enough, logos can be forgone where the brand’s name speaks for itself.

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