Check your phone – Uber has a new logo

You might wonder what that strange looking app is on your iPhone homescreen, it’s in a prime location but you don’t remember putting it there. Yes, it’s the new Uber logo (which is no longer a prominent “u”) and it’s now a…well…it looks like a circle with a square in it, and there’s a little sliver cut out of it.


While it might seem arbitrary to you, there’s a lot that goes into branding a company like Uber and they shared some great insights in a press release earlier today announcing the new look-and-feel:

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. (Source – Uber)

Uber also hinted at the fact that while they now tend to drive people, foods, and some goods, there’s more to come:

One of the big changes over the years is that Uber no longer moves just people; we’re now moving food, goods, and soon maybe much more. (Source – Uber)

These are exciting times and there’s now doubt that the Uber we once knew is turning into something much bigger, and I think this is the beginning of more change that is yet to come. I know how much time and energy goes into branding, however I can’t even imagine how it’s done with a brand at this scale covering so many different corners of the earch.

You can read more about Uber’s new logo and refreshed branding in their press release from earlier today.

{ 4 comments… add one }

  • DonnyM February 2, 2016, 10:59 pm

    Interesting logo. I see those lines as roads going all over. If you look even further you may see like a bird flying with in those lines ? The square box is odd almost like an old taxi drop flag?
    The white ball could be an eye. Tons of stuff going on with this logo.

  • jana hashem February 3, 2016, 12:27 am

    is their official website:
    i did not see it there.

    • Morgan February 3, 2016, 9:32 pm

      @jana – official website is

  • frank schilling February 3, 2016, 6:09 am

    Big mistake .. this logo reminds me of the confusing Unilever or Fortis bank logos. If a five year old can’t take a stab at drawing it, then you made a branding mistake. What other bad decisions lurk inside this co?


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