Uber’s Redesign Leaves Customers Confused and Frustrated

Uber’s attempt to rebrand and restyle with a new logo has both costumers and employees confused and displeased. The fairly new company is already attempting a redesign and for unnecessary reasons. Costumers and marketing agencies around the world have always recognized the Uber logo to be the black and white U—simple—but is this attempt to change the look trying to accomplish too much? 

Behind the Design 

Uber claims that their goal was to stray away from being “distant and cold” and create a logo that represents “bits and atoms,” a common building block technique that marketing agencies use in the digital and physical world. The company did this by adding more color and patterns to the logo. Unfortunately, this did nothing to add to the brand. This new design fails to celebrate the brand’s technology and instead is confusing their customers—not something any company would want to do.

Less is More

The saying “less is more” is a concept Uber completely missed when redesigning. The new design contains two different shaped logos: a hexagon for the driver and a circle for the rider. And if that isn’t enough, the colors of the new logo vary from country to country. Between the different patterns, shapes and colors, it’s hard to keep up with Uber’s new look. 

Uber Branding 

Every brand has a story, and throughout their history of development, a redesign of a logo in the process is not uncommon. Marketing agencies have seen brands change their logos for the better and for the worst. As for Uber, it’s safe to say that this may just be for the worse. Uber is still an up-and-coming brand, but by attempting to make big changes in logo recognition, instead of achieving the goal of ”celebrating Uber’s technology,” the company have found itself with confused and frustrated riders and drivers. 

Alyssa Koenig writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter.