Uber is a mobile application that connects drivers (people with vehicles) to riders (people seeking to take a trip) with services in more than 300 cities of 50+ countries, all over the world. If you are reading this, you probably don’t need to be told about Uber’s introduction and work. Buzz on the streets is about the rebranding and new logo of Uber, all over the world.
The rebranding and makeover of Uber’s identity is the result of extensive research done by the company’s researchers. The company has launched new colorful logos, different for both riders and drivers. The old black and white icon of the company is gone and is replaced by the colorful hexagonals and triangles.
Image courtesy of: http://blog.curran-connors.com/the-drive-behind-ubers-new-branding/
Why Did They Do it?
Uber’s change cannot be termed as evolution because it is more of a complete makeover of their identity and logo. The need of Uber’s rebranding and new logo came from the sudden growth and popularity. The company is new and its user base primarily consists of young people. The need of fresh and new look was imminent. In order to stay in line with the consumer base, the company needed something cool and fresh to replace its old simple and colorless look and feel.
Will It Work?
It is probably too early to say that whether the new look suits the company or not, so let us look at the strengths and weaknesses of both old and new designs.
The Old Design
The old design, while lacking in colors and graphics, surely was simple and memorable. More than anything, getting into a car with a stranger is a risky thing and removing the familiar logo, they risk losing the familiarity factor.
The New Design
The new logos are catchy, in line with their target demographics (i.e. youngsters), and trendy. However, the rationale behind the rebranding is confusing. They attributed the rebranding the need for self-exploration by the founder, Kalanick. The main problems in this makeover effort are Kalanick’s level of involvement in the design, despite him not being a designer, and the rationale behind it. Experimenting with company based on your desire for self-exploration is not a very smart thing to do.
All in all, the change has potential of speaking to the young consumers and working out for right for them, but the confusing rationale behind it and over complicated design poses the threat to its success.
Featured Image courtesy of:http://www.wired.com/2016/02/the-inside-story-behind-ubers-colorful-redesign/