Uber completely changes its logo, branding

PanARMENIAN.Net - Uber on Tuesday, February 2, completely changed its logo, ditching the "U" and replacing it with a circle, the Verge reports.

Uber describes the square at the center of the new logo as the "bit," something that will appear throughout the design of the company's site and redesigned app. Uber wants to focus on that bit, which it says will make it easier to add additional products to its portfolio over time — you'll always see that bit at the center, the theory goes, and you'll identify it as an Uber product.

Uber says that the new branding "celebrates our technology, as well as the cities we serve," and gets rid of the stark black-on-white appearance in favor of muted colors that vary depending on region.

"The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates," CEO Travis Kalanick says.

There's also a new typeface, which covers the "Uber" wordmark, among other things. Gone is the stylized curl on the "U" — it's just a basic sans serif font now, which Kalanick says will "will help you see Uber from afar."