2 Keys to Understanding Uber's Rebranding

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In marketing, it is often said that rebranding exists for a reason: to make the consumer forget something the brand rcs data greece wrong. In this case, let's see what happened with Uber and how it translated its problem into a rebranding of the brand.

Rebranding Background (2016)
The first Uber logo was the one that many of us remember:

First Uber logo.
First Uber logo.

It is a "U" in a square with rounded corners, which can give the perception of being old-fashioned. In February 2016, Uber did its last rebranding , which consisted of a change of image, which was the following:

Uber Rebranding of the Year 2018
The rebranding that Uber did in 2016. On the left the app for users, and on the right the app for drivers.

At the time, its new isotype (the icon that appeared on all of our cell phones, that is, the one on the left of the image) was highly criticized for resembling a sperm , or for not transmitting anything in particular.

Other criticisms were that it was literally an “asshole.” The real meaning of the 2016 rebranding was a mix of bits and atoms with technology.


At that time, it was the founder and CEO himself (Travis Kalanick) who was in charge of the rebranding (generally companies of this large size hire expert or specialized branding agencies).

Perhaps that is why the market was a little skeptical of the then new brand image from the beginning.

Let's keep in mind that Uber arrived in Argentina in 2016 ( I took an Uber the first day it was launched and I told about the "Uber experience" ), which is why Argentines can hardly remember a logo before this rebranding (2016).


The criticism of the 2016 rebranding, coupled with the CEO's problems (mistreatment in the company, poor work environment, etc.) lead us to our next point: the 2018 rebranding.

Current rebranding of 2018
As I said earlier, Uber’s CEO was accused of creating a “bad environment” at the company (along with some accusations of abuse by drivers in countries like Mexico).

The main issue was the accusations against Travis Kalanick due to an Uber employee who posted a blog post about what it was like to work at Uber, where gender discrimination and harassment were commonplace.

Due to these problems, Uber proposes a rebranding in 2018.

With its own and very minimalist typography, we can see the white letters on a black background: