Nearly two years since its last redesign, Uber has decided to change its identity once again. It has teamed up with brand agency Wolff Olins to give the brand a fresh start.
Built upon an updated set of ideals—safety, accessibility and ambition—the redesign highlights how Uber has made a positive impact in different areas around the world.
Speaking about the rebrand, Forest Young, creative director at Wolff Olins, said it aims to tell a “global mobility story” instead of solely focusing on the competition in this ride-sharing economy and about automobiles.
Wolff Olins partnered with design studio MCKL to create a custom typeface and logo for Uber. The new logo breaks away from the former design, which “evoked the history of cars,” with a capital “U” and the remaining letters in lower case.
The redesign wordmark has become more accessible worldwide, can be easily visualized, and looks more amiable overall with its rounded letters.
A new typeface called ‘Uber Move’ has also been introduced. The font is inspired by old typefaces of transportation such as ‘Highway Gothic’ and ‘DIN’.
The rebrand also comes with a new Uber app, where the Uber wordmark is emphasized against a black background. With these updated strategies, Uber wants to be “the way you move into the future.”