Uber: Rebrand Fatigue Is Real… but Right.

Uber has launched a new brand mark. Again. No, not this one from three years ago…

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This is the new one.


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As members of the design industry, we certainly appreciate the rationale behind Uber’s new brand mark - the desire to reflect a more inclusive, and respectful corporate culture after serious leadership failures; the need to reassure a safer, more welcoming consumer experience after unspeakable violations of public trust.

We also appreciate and are impressed with the lengths Uber went to in designing its own typeface to maximize legibility and accessibility for all regardless of what digital device they use. But despite Uber’s many positive intentions for rebranding, we are experiencing what can only be described as “rebrand fatigue.” We were looking forward to another new Uber brand mark about as much as we were hoping Crystal Pepsi would make a comeback.

Furthermore, look at this new Uber brand mark through the lens of the average Uber customer - someone who hasn’t read the design articles we have about it; someone outside the design industry who cannot appreciate the full level of commitment it takes for a brand to develop its own typeface. For most Uber customers, the new mark is just another graphic their eyes will eventually learn to recognize among the patchwork of app icons on their phone screens.

So why did Uber bother? If we as strategy, marketing, and design professionals weren’t eagerly anticipating yet another Uber rebrand, why did they bother? If it doesn’t excite or impress existing customers - why did Uber spend the time and the considerable expense?

Because it was the right thing to do. That’s why. For company, for culture, and for customers - regardless if anyone else cares or gets it. Well done, Uber. Well done.