Uber Goes for a Makeover

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Uber, the app-based ride-shar­ing ser­vice, un­veiled a new logo and app icon. The fa­mil­iar black-and-white stylised “U,” maybe the most recog­nis­able U on the planet has been dropped, re­placed by a lit­tle square, called “a bit,” rep­re­sent­ing tech­nol­ogy, sur­rounded by “an atom” -the cir­cle. "We’re ex­cited to roll out a new look and feel that cel­e­brates our tech­nol­ogy, as well as the cities we serve," wrote

CEO and Co-founder Uber, in a blog post. The logo’s back­ground colour will change based on re­gion, in­cor­po­rat­ing a brighter, warmer pal­ette than the old “some­what dis­tant and cold” look, as de­scribed by Kalan­ick, who was also per­son­ally in­volved in the new de­sign. He ex­plained that the re­brand­ing ef­fort was an at­tempt to more ac­cu­rately re­flect how Uber -- worth an es­ti­mated $62 bil­lion -- has ex­panded past sim­ply be­ing a ride-hail­ing app.

Kalan­ick,

Travis

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