Uber Rebrand

I&#x27;m a layperson for matters related to design. But, for me, that looks like a lot of thinking and writing... just to land on a mundane font with the company name in white on black.<p>Perhaps it makes sense though, again, not my wheelhouse.

Why does a company like Uber, which tweaked it&#x27;s brand only recently, have go through a rebrand all over again? I can imagine it is an extremely expensive endeavor.<p>I have for long appreciated the business value of design, but often struggle to understand why big companies tweak their brand in small iterations?

I like all of this. As a system it&#x27;s very cohesive and makes a lot of sense. It&#x27;s fresh and at least aligns with the new image of Uber which afaik is essentially &quot;we are totally not the old uber&quot;. I do wish they would have brought back a logo alongside the logomark. The outgoing &#x27;chinese coin&#x27; logo was not doing anything for them but it is clear that the U is important and I think they could have done that justice by using it for more than the &#x27;u-frame&#x27;

Uber doesn&#x27;t need a visual refresh, they need a values refresh. People who are choosing not to use Uber now aren&#x27;t put off by the logo but by their corporate culture. Maybe, <i>maybe</i> if they got that sorted out first, they could come up with a visual identity to support the new and improved Uber that would have some value.

1. One of the goals with their original rebrand to a logo was to make the brand more accessible to people in markets that don&#x27;t use Latin scripts. Looks like this rebrand abandons that goal. 2. Why do another rebrand just two years after the last one? New team, new leader, new OKR?

Is it just me, or is this page incredible bloated and slow to load?

Isn&#x27;t that the &quot;Cards Against Humanity&quot; font? <a href="https:&#x2F;&#x2F;target.scene7.com&#x2F;is&#x2F;image&#x2F;Target&#x2F;51078183?wid=1400" rel="nofollow">https:&#x2F;&#x2F;target.scene7.com&#x2F;is&#x2F;image&#x2F;Target&#x2F;51078183?wid=1400</a><p>I can see the &quot;g&quot; is different, but it&#x27;s pretty close...

The frame design element is nice. Other than that, I find the simple branding style that a lot of companies are adopting to be very bland. I like minimalism, but there is very little to set this new branding apart from the dozens of other companies with very similar branding styles.

Is it just me, or are they slowly gravitating towards Crate &amp; Barrel&#x27;s aesthetic?

Creating your own typeface seems a bit excessive. Here are the things that I would change based on my first reaction.<p>- Remove the tail on the Uppercase &quot;U&quot;<p>- Uppercase &quot;I&quot; and lowercase &quot;l&quot; are identical.<p>- Rewrite the lowercase &quot;g&quot; as it looks like an &quot;o&quot; with a &quot;j&quot; attached.<p>- The tail on the lowercase &quot;j&quot; is cut off prematurely.<p>- The tail on the lowercase &quot;a&quot; should be straight instead of curved out. Will cause problems with tracking.<p>Would love to see the rest of the ascii chars, as typeface designers often get a bit too crazy with some of the symbols and it really makes or breaks the design.

Liking the new logo, but the rest of it just seems...ok? I really hope they tone down that motion, watching it on the screen made me go &quot;Woah&quot;, and not in a good way.

Sure, their website is slow, takes a bit to load the media, and uses up your CPU -- but I&#x27;d be lying if I said it wasn&#x27;t an aesthetically pleasing website. Their website reminds me of a musician&#x27;s website for some reason. Scrolling through the page tells you a story about the Uber brand. I especially liked the &quot;System Icons&quot; section and how they use a slider to let you transition between light and dark versions of the icons.

Uber&#x27;s customers wanted the &#x27;U&#x27; back. More than better service, low prices, and cab availability. So they gave it to them.<p><a href="https:&#x2F;&#x2F;twitter.com&#x2F;coffeeandjunk&#x2F;status&#x2F;1040097766331084800" rel="nofollow">https:&#x2F;&#x2F;twitter.com&#x2F;coffeeandjunk&#x2F;status&#x2F;1040097766331084800</a>

I&#x27;m just thinking of all the windshield stickers they&#x27;re gonna have to hand out...

Wow, I (ready for jaded-HN criticisms...) actually think its terrible. The U and the B are too closely linked, which de-stresses the syllabic bridge, undermining the emphasis on the U, and its unique and cool &quot;long&quot; pronunciation. Makes me want to pronounce it like &#x27;blubber&#x27; without the &#x27;bl&#x27;.

tl; dr: “We’ve found the color black resonates well with our brand...and our corporate soul.”

That has got to be one of the most poorly designed websites I&#x27;ve ever seen. I&#x27;m on a wired desktop and it&#x27;s barely loading. Why are there like 5-10 physical inch gaps between sections? Why is there a full page picture at the top with no text or anything?