03 February 2016

[logo] Uber's New Look Is Very Nice, Thank You.

Contrary to what you may have heard, Uber hasn't changed its logo. It's changed its logotype. The old icon, with the U in the square, has been ashcanned; but in an attempt to portray it as the serious, grown up company it sees itself as, the wordmark has been beefified.

Basically, they've tightened the tracking, eliminated the curly bits, and put some fillets into the joints while making some of the terminals more like a chisel. You know, so as to generate some disruption, or excitement, or something. Does it move you? Make your own decision; a graphic comparing the old (top) to the new (bottom) can be seen at right. EXCITEMENT! I'm feelin' it.

The U-icon has been eliminated from the app. You'll see one of two things if you use Uber; users will see a circle with a square in the center and a line connecting the square to the edge of the circle; the drivers ("partners") will see a square in the middle of a hexagon with lines extending up and down to the perimeter of the hex. Each one of these is on a background with a fine tracery of lines whose colors are drawn from a palette inspired by each city in which Uber uberates … er, operates. The center square is called the 'bit', and the outer shape is called the 'atom', because Uber is a place where bits and atoms come together, or maybe they just meet kind of awkwardly.

The entire whale-song and joss stick sonata can be seen in Uber's newsroom, if one is so inclined, but for sheer commentary value, my favorite remark so far is at the end of this article at The Next Web:
Again, this all comes via an update, and is a rebranding effort; nothing about your Uber experience has changed, which may be the biggest oversight.
Oh, snap, you.

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