Anyone else think that Uber’s new logo is… boring?
I actually liked the old logo because it was instantly recognizable… I wonder why they waited so long to change it. You’d think they would change it in the early stages before it was such a well known mark.
I liked the previous logo. I don’t like this one at all. It’s plain, boring, unimaginative, unmemorable and weak.
The worst part, however, isn’t the looks; it’s that this is the second major overhaul of their branding in just the last three years. It’s as though they’re oblivious to brand equity and the importance of visual consistency.
It’s difficult to deny Uber’s successes, but they’ve also made more than their share of ignorant blunders. This logo change being just more evidence that the company seems to be run by an upper management composed of amateurs.
Supposedly, it’s four letters from a custom typeface called Uber Move by MCKL Type Foundry. I think it would have been easier and cheaper for them to have just used Avant Garde.
Anyway, their new branding — beyond the typeface, I guess — was done by Wolf Olins — the same person who designed the infamously unsightly 2012 London Olympics logo. I have no idea why he made a lowercase u into the cap that begins the word. Ughh.