Is there more to the new Uber branding than a wordmark?
If something's struck you as '“a little off” on you phone's home screen this morning, here's why: Uber just launched its second new logo design in under three years, and it's making waves, both good and bad.
At first glance, the new Uber logo looks like it's following the recent design trend for wordmarks in custom fonts. It's the work of Wolff Olins (who fyi, designed the 2012 Olympics logo and the Met rebrand) along with the Uber Brand Experience Team. Of course, it includes a custom font, Uber Move – a sans serif by MCKL Type Foundry, which was inspired by typefaces usually associated with transportation, and designed to look friendlier than the previous, more aggressive typeface.
If you paused reading this post to go find the new logo on your phone, and you’re just now coming back, you might be finding it a little hard to be pumped up about this new design. After all, it's the word 'Uber' in white on a black background, a style we've seen a lot of over the past year or so.
However, there's more to this rebrand than just a wordmark. It’s part of a much larger design system that's built to give a sense of mobility and to look good and be understood in any of the 660-plus cities in the world that Uber operates.
As Wolff Olins explains:
instead of pursuing a complex system to be localized through colors and patterns, we moved towards a universal 'beyond-simple' global brand that teams on the ground could localize with content relevant to their audiences.
Naturally, a rebrand like this is never going to please everyone, and reaction to this new Uber redesign has been mixed, ranging from resounding approval to graphic designer rage. We lean more towards the ‘resounding approval’ side of the fence.
What about you, what are your thoughts on Ubers second rebrand in under 3 years?
You can take a closer look at the new logo and design system over at Uber.design.