Uber’s redesign includes a custom typeface, photography, illustration, and composition system for layout of advertising and promotional materials. Do you like it? Today, you'll find Uber in 400 cities in 65 countries. Uber Rebrand: Visual Identity Framework In February 2016, we launched a new dynamic visual identity to reflect the ongoing evolution of Uber. A young designer named Bryant Jow drew five boxes and popped a geometric shape around each. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture had become a poison and tarnished the brand. When you don’t really know who you are, he says, it’s easy to be miscast—as a company, or as a person. Ebi Atawodi is the general manager of Uber Nigeria, in Lagos. To reinforce their newfound dedication to a better customer experience, Uber’s brand strategy started with its most important visual element: their logo. Crow joined the mobile ride-hail company in 2014, and has since helped grow Uber's design team from 30 to nearly 200 staff. Atawodi says the office will be able to use them “to create the materials we want to create.” At launch, Uber's redesign will offer 65 country-specific color- and pattern-palettes and five global ones. The company had, by that point, assembled a more complete design team, which had grown more confident in its own ideas. Peer-to-peer ridesharing, food delivery, and transportation network. He was like, ‘that’s good.’” But the logo introduced a bigger problem; beside it, Uber’s old brand assets looked tired. The WIRED conversation illuminates how technology is changing every aspect of our lives—from culture to business, science to design. Uber’s rebrand is a powerful example of how design can influence consumer opinion. That kind of hypergrowth has a history of causing startups---Blackberry, Palm, and Twitter among them---to lose focus. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture had become a poison and tarnished the brand. The existing palette of black, white, and blue was steely, and resisted being incorporated into promotional materials for, say, Halloween or Valentine’s day. Take advantage of every branding opportunity. So, let’s look at two of Uber’s rebrands, one in 2016 and another in 2018. It felt wrong for Uber’s global and local brands to revolve around the color preferences of a rich, white guy in California---even if that rich, white guy in California is the CEO. Fast forward to May of 2018 when Uber customers received an email, ostensibly from new CEO, Dara Khosrowshahi. Image courtesy of Uber, Uber’s goal with this project was to create a cohesive brand system described as “instantly recognizable, works around the world, and is efficient to execute.”. It's about Uber’s attempt to transform its purpose and cement a new reputation---to change not only how it is perceived throughout the world, but how it perceives itself. “That happens, when you start to know who you are.”. As for Amin, he wanted to rebrand the company from the day he started in the spring of 2012. A smart and carefully considered design strategy will drive your rebrand straight to success. The old Uber logo emphasized the public’s perception of this hostility, imposing itself on customers with an all-caps, hyper-masculine aesthetic. Today, we’re a transportation network spanning 450 cities in 70 countries. “Mmmm!” he says. The need to rebrand was clear: without a complete brand overhaul, Uber risked totaling its business. Dara Khosrowshahi is the CEO of Uber, where he manages the company’s fast-growing business in 63 countries around the world and leads a global team of more than 22,000 employees. They realized they needed to understand not only the thing they no longer were, but also the thing Uber was at the time, and what it was likely to become. Most-requested assets. 3 minute read. In place of black, gray, and blue, Uber is embracing bright colors, and lots of them. Their grid formation echoed the bits aspects of their bits-and-atoms theme. Trong lần rebrand này, Uber đã nhận vô vàn sự hoài nghi và chỉ trích. They decided to sit with the idea for a couple of weeks. Here's the thing, though. This was an unusual decision. Uber had cars in fewer than 20 cities and a mere 50 employees, only two of whom were designers. Wired may earn a portion of sales from products that are purchased through our site as part of our Affiliate Partnerships with retailers. ... Third, the depth the visual rebrand goes is extremely impressive. Atawodi, 29, hired away from a local telecom operator last year, is tasked with expanding the Lagos market. “I just knew it was important, and so I wanted it to be good.”. Uber wanted to create a full brand experience, and they considered a broad spectrum of elements to craft it. They kept getting stuck. Along the way, he studied up on concepts ranging from kerning to color palettes. The team worried it was too minimalist—a user wouldn’t make the connection to the larger Uber brand. But in July of that year, the company launched UberX. The Uber brand became associated with negative attention rather than a positive brand experience, and its existing branding was undermining Uber’s marketing efforts. Only a bit. But there’s more to creating a great brand experience than a flashy new logo. WIRED is where tomorrow is realized. Your company’s brand is, in many ways, its personality. Before Uber, he was a global brand and design director at … One of the most well-known startups in the world, and not always for the right reasons—with allegations ranging from unfair business practices, to assaults on customers—it’s essential for the company that it establishes a positive brand message. “I didn’t know any of this stuff,” says Kalanick. Give your employees easy-to-use tools and resources to make it easy to follow your new branding guidelines to the letter. It’s a coming-of-age tale. Dara was previously CEO of Expedia, which he grew into one of the world’s largest online travel companies. The atoms represented people. “That’s where we came from, but it’s not where we are today.”. “But Uber had already changed; we weren’t really just one app anymore.”. “We’d made this assumption that one app could represent Uber,” said Jow, 27. They updated their logo and branding just two years ago. It's a question Kalanick is beginning to answer for himself. 26 September 2018. All of Uber’s brand features are proprietary. To succeed, Uber must build driver networks in cities worldwide, and each city is unique. It can take time for people to come around to something so new, he says, “but I feel that it’s going to be good.”. Uber understood it faced a critical mission: it had to persuade customers that its lousy reputation left the building when its former CEO was replaced. Even now, Kalanick strides over to the poster board bearing the new logo and points to it, then lifts all ten fingers to his mouth and squints his eyes. Accelerate revenue with good design. As part of our new visual identity redesign in February 2016, we launched a new logotype to reflect the ongoing evolution of Uber. If you haven’t noticed already, Uber has completely revamped their look: out with the old black and white “U,” and in with a totally … Not Kalanick. Any design process has a way of dragging on as designers make endless small adjustments in pursuit of perfection. But if you feel that your brand isn’t keeping up with the times or you’re not able to grow your business as fast as you want, consider a rebrand. Log in, register or subscribe to save articles for later. He challenged the designers to develop not just an image, but a concept. Amanda Bowman is best known for her work in art, design, helping strangers at the grocery store, and her extensive knowledge of X-Files canon. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture had become a poison and tarnished the brand. He narrowed it to two—a tight, blocky font and a thicker one with rounded corners. The concept stuck: Bits and atoms gave the team a frame on which to hang the redesign. Make sure you keep your customers engaged and informed while you roll out your new brand experience. They landed on the bright colors of the traditional Nigerian fabric, approving of the navies and reds and yellows the team in San Francisco had selected, and bringing them images to inspire their work. The colors and patterns will vary from country to country---red in China, turquoise in India, dark teal in the United States---but everywhere, the app will open with an elegant, patterned animation, welcoming users to the new Uber. She stared at it. Go check for yourself, if you haven't already. Introduce your rebranding efforts thoughtfully and methodically. It’s important to equip your business with equally powerful strategies when it’s time for your own rebrand. Uber’s lackluster brand experience. As we explained: A brand is the sum total of the experience your prospects and customers have with your company. What's the story behind it? It was before Kalanick raised more than $10 billion---valuing the business at close to $65 billion---on the promise that it would become the future of logistics. New CEO Dara Khosrowshahi introduced himself to customers with a reassurance that he would bring the company a fresh start: I’m so excited to write Uber’s next chapter with you. Your brand lives in everyday interactions your company has with its prospects and customers, including the images you share, the messages you post on your website, the content of your marketing materials, your presentations and booths at conferences, and your posts on social networks. Uber had two key goals when they created their new brand: simplicity and global usage. This, of course, was before Uber ran afoul of regulators and got hit with lawsuits alleging it misclassifies drivers as private contractors. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast. Eventually, they agreed on the pattern that would represent the global brand. Fast Company’s Mark Wilson described the harsh impression the old logo left on customers: The word UBER was a visual manspread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite. This bits-and-atoms framework provided a north star as the team started considering new colors, patterns, photographs, and illustrations. Uber’s previous logo from their 2016 rebrand. Are you freaking out? The result is a clean, fresh look that translates well in any medium or locale. Uber definitely went against the branding grain with its new look. “If you don’t hear from me in 48 hours,” he remembers telling Amin, “We’re good.” Amin watched the clock and his email box alternately for 24 hours, and then locked down the final-final-final design on January 19. Uber may be a global brand, but it is a local business. Uber’s lackluster brand experience. But now that task is exponentially harder. Their intention with this rebranding was to reposition themselves in the marketplace as more than just a ride-sharing company. Meanwhile, a set of patterns emerged organically. Jow went home and began animating the shapes. Use valuable customer feedback to keep your brand relevant and reflective of their wants and needs. By Dan Rule. New mid-century modern illustrations are part of Uber's new brand. Logo này được phát triển và thiết kế bởi chính đội ngũ design in-house của Uber vào năm 2016, với mục tiêu để thể hiện cho “bit” – viết tắt của binary digit, đơn vị dữ liệu nhỏ nhất trên máy tính. When will you learn? They returned to the war room with this conceptual framework for building a toolbox of materials. Uber 2016 trip average price in US – $14; Uber 2015 most expensive city – New York ($24 plus / trip) In August of 2015 Uber internal documents were leaked and it gave general public a rare opportunity to see how the company had been doing financially. It took them 18 months to agree on five pillars they thought best described the company Uber aspires to be: grounded, populist, inspiring, highly evolved, and elevated. Nothing seemed right. Does Uber's rebrand move me? Kalanick stared at it, slapping red Post-Its on his favorites. In Lagos, for example, Uber riders can pay cash. The dust has settled, the commentary has been published, and almost everyone—from branding experts to the average Twitter user can agree—Uber’s rebrand leaves much to … Learn more. Either an agency would have great ideas and poor execution, or its designers wouldn’t understand what Kalanick and Amin wanted to do. Back in 2016, Uber had undergone another rebranding campaign. To bring out this human side—the atoms—we’ve added color and patterns. Jow presented the idea to Kalanick, who loved it. At least once a week they’d invite Kalanick to the war room for jam sessions that could last up to four hours. Most redesigns we have seen in recent years are part of positive momentum and while Uber surely has some of that going in its favor, this logo’s primary job is try to get as many people as possible to put as much of Uber’s past in the past. The reaction to Uber’s rebrand has been generally positive. Transport company Uber has launched a new identity, which has been developed in-house by the company’s chief executive and co-founder Travis Kalanick working with its design director Shalin Amin. And they’d made great progress. Working with a few other designers, Amin and Kalanick started trying to articulate new brand pillars, company principles they could distill into simple words and phrases. By the end of the week, they were going to decide whether to keep the icon they had or land on a new, better concept. Uber's Powerful Rebrand and What Your Business Can Learn From It - crowdspring Blog. A company’s name and logo should spark immediate recognition whenever and wherever they appear. In early January, while Kalanick was traveling in India, he jumped on the phone with Amin to talk through the last of the app’s refinements. Anyone can draw an icon, he told them. Subscribe to the crowdspring newsletter and never miss a beat. Bits represented the machine efficiency involved in Uber’s mapping and dispatch software. In June, after sketching hundreds of icons without landing on a good lead, Amin invited them over for a week-long retreat. To revist this article, visit My Profile, then View saved stories. Two-and-a-half years after Kalanick began thinking about how to help Uber’s brand grow up, its new apps were ready. He, Amin and six others spent more than two hours guiding me through the choices the designers had made along the way, and the various points at which they’d wrestled with the question who exactly are we? Today, millions of people around the world will turn on their smartphones and scan their screens for the black-and-white Uber icon, only to find it missing. It was an elegant, elitist way for Kalanick, his friends, and people like them to "roll around San Francisco like ballers." That’s when they hit on the idea of designing different color palettes for different regions. Light smirks ripple across the room. It is his attempt to define who he is, and to give himself the flexibility to evolve alongside the company he started. Wrong turn in Uber rebrand. The designers mocked up mood boards for individual cities, regions and countries, piecing together images representing architecture, textiles, fashion, and art, among other things. By combining the best elements of each and adjusting the prongs of the “e” in Uber, he came up with a wordmark that is easy to read. Company Presentation Template (Keynote) Last … This belied what Uber actually is—a transportation network, woven into the fabric of cities and how they move. — Joshua Topolsky (@joshuatopolsky) February 3, 2016. Uber, the transportation and logistics unicorn many private investors consider more valuable than Ford Motor Company or FedEx, rebranded today. Sunday, February 07, 2016 An Uber-Confusing Rebrand Not only did Uber unveil a new logo on Tuesday, but a total overhaul of their global brand and identity system—including a completely unrecognizable new app icon. A great brand identity starts with a good, memorable company name and professionally designed logo. The design incorporated Uber’s bits, a nod to high tech, and different shapes, each of which could represent a different product, and beneath them, patterns and colors that could change in local markets. Uber’s new rebrand celebrates cities BY Tate Papworth ON 3 February 2016 4 min read Uber has drastically altered the appearance of its icons and logo, as part of a new rebrand designed to better reflect the company and the cities it serves. LOGOWATCH Gun-toting driver on demand app thingy Uber has announced a radical overhaul of its brand frontage, involving a "more grounded and elevated" logotype, new app icons and a range of "authentic identities for the countries where Uber operates".. First up, check out the reworked "Uber", which apparently "reflects a more substantial look as we too have matured as a company", as … Image courtesy of Uber. The breakthroughs and innovations that we uncover lead to new ways of thinking, new connections, and new industries. Uber’s 2016 rebrand. Uber, Uber, Uber. Each of 65 launch countries will receive a toolbox of new brand assets that include tailored colors and patterns, new midcentury modern illustrations, and guidelines for photography. Image courtesy of Uber. — PR Daily (@PRDaily) February 5, 2016 Is there a lesson in Uber’s rebrand? Uber’s previous logo from their 2016 rebrand. Uber Rebrand: Color and Pattern Framework As part of our new visual identity redesign in February 2016, we launched a dynamic color and pattern framework to reflect the ongoing evolution Read More Uber opted for a complete redesign to overhaul the brand from the ground up. “I was a startup guy; I had a business to run,” says Kalanick. — Lauren Sherman (@LaurenSherman) February 3, 2016 The story of how Kalanick and his design team came to replace the ubiquitous “U” logo is about more than a corporate rebranding effort. Uber’s previous logo from their 2016 rebrand. Does it work? Uber has relaunched its brand, with a new logo, identity, app icons, and site designs. The story of how Uber came to replace the ubiquitous 'U' logo is about more than a corporate rebranding effort. At some point, Amin realized the process would be easier if the group established a set of principles other designers could follow. The easiest way to get affordable, high-quality custom logos, print design, web design and naming for your business. Published on February 3, 2016 February 3, 2016 • 17 Likes • 7 Comments. Within a month, they had a final-final design—a bit (or basically, a square) on a patterned background. Wolff-Olins summed up the project goals on their case study site: The brand needed to work around the world. They wanted to communicate their vision to … Then they met with people like Atawodi in their local offices via video conference to help edit the boards. In mid-November, everyone returned to the war room once more for a brainstorming exercise with very clear objectives. “We walked out and we were like, this is crazy---we're designing a brand for Travis,” says Amin. Image courtesy of Uber. By Christmas, the team had nearly finalized the icons for the rider and partner apps. Someone ordered Indian food, the scent of which persisted into the evening as they sketched ideas on a white board. Image courtesy of Uber. Make sure your new branding is used consistently anywhere your customers engage with your business. A Brazilian designer named Roger Oddone arrived from Google to work on the typography and came up with some 200 new fonts to replace a logo many found hard to read. Promotional reel for Uber’s new brand. For one, the company had two logos—one with a U inside a box on the Android app, and one with a U and no box on the Apple app. Uber's rebrand, says Kalanick, is about helping every person in its ecosystem---riders, partners, and employees---grok the company's culture and ambitions. Save articles for later. Design studio Wolff-Olins collaborated with Uber’s internal design team to create a brand that would easily adapt to the 660+ cities worldwide where Uber operates. February 2016, we launched a new logotype to reflect the ongoing evolution of Uber ’ s to... 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