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Uber rolls out radical rebrand to show it’s now a 'fundamentally different' company

Uber wants people to know that it’s not just about moving people, but food, goods and “maybe much more” in a brand overhaul that has seen the ride sharing app scrap its black and white U logo.

The rebrand includes two new app icons to represent riders and partners, a new logotype, and the introduction of ‘the bit’, the square in the centre, which aims to represent technology, provide consistency, highlight information and make the brand easy to recognise.

In a statement on the Uber website CEO and Co-Founder Travis Kalanick said Uber’s old look was akin to looking at someone’s hairstyle and thinking “Oh my, you peaked in the 1990s?

He added: “The first thing you’ll notice is that our logotype is at once more grounded and elevated. Some might say it’s less fussy (in part because we have cut the curls, our 1990s hairstyle). This will help you see Uber from afar, and when it’s in small places. It also reflects a more substantial look as we too have matured as a company."

Uber also took inspiration from the architecture, textiles, scenery, art, fashion and people around the world to create more “authentic identities” for the countries where Uber operates.

“Uber started out as everyone’s private driver. Today we aspire to make transportation as reliable as running water, everywhere and for everyone. Our new brand reflects that reality by working to celebrate the cities that Uber serves. We’re excited to share it with you. And oh yes… hopefully this haircut lasts a bit longer than the last,” added Kalanick.

However, the new logo has caused some controversy online with Twitter users voicing their dislike.

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