Uber isn’t standing still, having only just had a rebrand in 2016, followed by some inescapably bad press, they are moving onwards and upwards with a complete overhaul of their brand and as a result their marketing materials at large. Click through to learn more about the history of Uber and how we came to be. It attracted a lot of negative press,and Uber wanted to rectify this. The reaction to Uber’s rebrand has been generally positive. The need to rebrand was clear: without a complete brand overhaul, Uber risked totaling its business. As you’ve probably seen by now, that internet/tech/taxi impersonator app giant Uber has had a rebrand. Think about why they use the app to begin with and how you can tweak the interface to enhance their overall user experience. Uber’s previous logo from their 2016 rebrand. Image courtesy of Uber. Uber’s rebrand is a powerful example of how design can influence consumer opinion. A pretentious design team, full of ego, won't got in detail since it's inappropriate to do this publicly. Wolff-Olins summed up the project goals on their case study site: The brand needed to work around the world. Uber's rebrand, says Kalanick, is about helping every person in its ecosystem---riders, partners, and employees---grok the company's culture and ambitions. Teams in diverse markets can make it relevant to their audiences with culturally specific content. Uber’s 2018 rebrand. Why did Uber rebrand once again in 2018? An ex-employee documented and published cases of sexual advances from a … Uber's latest rebrand isn't about beauty - it's deeper than that. Listen to your customers. Uber had a rash of negative news stories centering around the toxic culture in their head office. Not only did Uber spend thousands of hours on this rebrand, they’re going to have to spend millions of dollars to put the branding in place and make new brand collateral. This rebrand may represent a step in that direction. Simply put, they understand that good branding is an investment. Image courtesy of Uber. Image courtesy of Uber, Uber’s goal with this project was to create a cohesive brand system described as “instantly recognizable, works around the world, and is efficient to execute.”. Respected design sites like UnderConsideration note the brand’s success at distancing itself from what came before: This new design is the most clear-cut example in recent memory of a company introducing a new logo to signal change and move away from very recent, very scandalous press. Introduce your rebranding efforts thoughtfully and methodically. When will you learn? But at the same time, rebranding too frequently may raise questions of credibility and instability. Let’s take a look at why Uber rebranded, the lessons you can learn from their rebrand, and how smart businesses can do the same to protect their brand’s health and success. Woiff Olins is the brains behind this rebranding endeavor. But if you feel that your brand isn’t keeping up with the times or you’re not able to grow your business as fast as you want, consider a rebrand. Uber, Uber, Uber. Uber’s rebrand in use in New York’s Times Square. New Uber rebrand of 2018. The overall consensus seems to be one of confusion; people don’t really get it, and it’s seen as a wasted opportunity, from a design point of view. To reinforce their newfound dedication to a better customer experience, Uber’s brand strategy started with its most important visual element: their logo. Ride-sharing juggernaut Uber is all too familiar with checking on brand health. A great brand starts with a good, memorable company name and professionally designed logo. The Uber brand became associated with negative attention rather than a positive brand experience, and its existing branding was undermining Uber’s marketing efforts. The clean visual break from Uber’s previous brand identity broke ties with their former CEO and toxic culture, pushing the company forward into a new era. That’s exactly what happened with Uber when it rebranded for the second time in three years. This time they had a simpler focus: movement. Uber’s lackluster brand experience. But there’s more to creating a great brand experience than a flashy new logo as explained here: A brand is the sum total of the experience your prospects and customers have with your company. You may already know of them from the 2012 Olympics logo. The timeline about Uber tells a handful of stories regarding the logo and its impacts. Not surprised that it translated into their rebrand. Significance of Uber rebranding. 2016 Rebrand. Why did this happen? New CEO Dara Khosrowshahi introduced himself to customers with a reassurance that he would bring the company a fresh start: I’m so excited to write Uber’s next chapter with you. Fast forward to May of 2018 when Uber customers received an email, ostensibly from new CEO, Dara Khosrowshahi. We’ve written in detail about effective rebranding strategies. Listen to … With motions, transitions, and stories, Uber is breaking all the elements of dynamism with its new rebrand. Its highest growth areas are in regions outside of the US, such as Latin America and India, where Wolff Olins has a considerable depth of experience. As a side note I do like the simplicity of this rebrand. Your brand lives in everyday interactions your company has with its prospects and customers, including the images you share, the messages you post on your website, the content of your marketing materials, your presentations and booths at conferences, and your posts on social networks. Your company’s brand is, in many ways, its personality. It’s important to equip your business with equally powerful strategies when it’s time for your own rebrand. Uber’s new composition layout. Interviewed at Uber in 016. Estimated Cost: The rebrand of the Holiday Inn hotel chain was dubbed “the $1 billion rebrand”, all in all, a lot of money to spend on such a generic solution. Uber’s redesign includes a custom typeface, photography, illustration, and composition system for layout of advertising and promotional materials. Less than three years after rebranding, Uber has a new logo and typeface called Uber Move that’s designed to evoke safety and accessibility–not masculine bravado. Here’s the 2018 logo rebrand: Why the 2018 rebrand … 9 of The Most Important Rebrands. Uber has an uphill challenge to undo the damage to their reputation. Here's the thing, though. Uber’s lackluster brand experience. Got an offer and ended up not joining. Uber’s rebrand is a powerful example of how design can influence consumer opinion. Use valuable customer feedback to keep your brand relevant and reflective of their wants and needs. 11 months ago. Nine years ago, a company called UberCab made a splash by letting you hail a car with your smartphone. Uber’s new logo is the foundation of a substantial rebranding effort – one that incorporates a sense of mobility, accessibility, and friendliness not found in previous iterations. Incorporate your new logo or a related brand message everywhere you can. The line is part of the German national anthem and, unfortunately, is kind of associated with the Nazis since it was chanted at Hitler’s rallies. All of Uber’s brand features are proprietary. It’s important to equip your business with equally powerful strategies when it’s time for your own rebrand. They’ve been working tirelessly with the Uber Brand Experience Team and MCKL Type Foundry for the past nine months on this. Copyright © 2020 Advertising Week Uber opted for a complete redesign to overhaul the brand from the ground up. Uber rebrands less than two years after its last effort Ride-hailing app Uber’s attempts to improve its public image have now extended to yet another full rebrand of the business, including a new logo which ditches the all-caps look for a simple ‘Uber’ written in a custom-designed typeface. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture had become a poison and tarnished the brand. Uber’s true rebrand. A company’s name and logo should spark immediate recognition whenever and wherever they appear. Yesterday, Uber Rebranded. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture … Make sure you keep your customers engaged and informed while you roll out your new brand experience. The rebranding is part of a process of Uber redefining itself and transforming its purpose now that it has become a global brand, according to an Uber blog post on the news. Image courtesy of Uber. This one mainly is controversial since the last rebranding did make a lot of mess. Uber’s previous logo from their 2016 rebrand. Your email address will not be published. Design studio Wolff-Olins collaborated with Uber’s internal design team to create a brand that would easily adapt to the 660+ cities worldwide where Uber operates. Back in 2016, Uber had undergone another rebranding campaign. The old Uber logo emphasized the public’s perception of this hostility, imposing itself on customers with an all-caps, hyper-masculine aesthetic. What a well thought out and detailed style guide. “I’m so excited to write Uber’s next chapter with you,” Khosrowshahi said. It starts with new leaders, a better company culture, and improvements to our app…. Jones Lane | All Rights Reserved. It all started with a simple idea—tap a button, get a ride. And in keeping with logo design trends, Uber’s promotional materials showcased how Uber was using its new logo in the real world. While there is a lot to gain from an app design rebrand, they have to be done with a “user-first” approach if you want to be successful. If you haven't heard, the company that everyone loves (or hates, depending on which side of the fence you're on) unveiled a complete rebrand yesterday. Here are a few key branding tips that you should consider: Your business may not have to distance itself from the negative legacy Uber faced. Make sure your new branding is used consistently anywhere your customers engage with your business. They updated their logo and branding just two years ago. Contact me to schedule your brand strategy consultation. Uber wanted to create a full brand experience, and they considered a broad spectrum of elements to craft it. A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility with your prospects and customers. Give your employees easy-to-use tools and resources to make it easy to follow your new branding guidelines to the letter. Get started. “It starts with new leaders, a better company culture, and improvements to our app…” Creating an effective brand strategy for your business means you must consider how your brand connects you with your customers: A brand is a living document of not only what your company represents it also acts as a vital connection between your customers and your business. Uber had two key goals when they created their new brand: simplicity and global usage. The Uber rebrand is an example of using rebranding as a tool to navigate out of a public relations crisis. The result is a clean, fresh look that translates well in any medium or locale. The vibe I got from the company culture is exactly that. While your company’s latest rebrand might not receive global fanfare or a heavily publicized unveiling, it’s still a crucial part of maintaining a … Most redesigns we have seen in recent years are part of positive momentum and while Uber surely has some of that going in its favor, this logo’s primary job is trying to get as many people as possible to put as much of Uber’s past in the past. Why did they do that if they know it was going to be so costly? They integrated that into their logo, brand assets, and images on their site. It’s certainly clearer, less confusing, and more visible. This helped the company soar, but it also tarnished its image. This month, taxi app Uber revealed a drastic rebrand, ditching its former circle-within-a-square icon for a simpler wordmark. Uber's new logo reflects the company's new-found focus on safety as much as it does the trouble late-night travellers had recognising its previous 'bits and atoms' icon. Uber’s former CEO Travis Kalanick built a hugely successful business, but an increasingly toxic culture had become a poison and tarnished the brand. Take advantage of every branding opportunity. Image courtesy of Uber. Fast Company’s Mark Wilson described the harsh impression the old logo left on customers: The word UBER was a visual manspread, evoking the members-only corporate club from Uber’s roots as an on-demand black car service for Silicon Valley’s elite. A smart and carefully considered design strategy will drive your rebrand straight to success. We’ve written in detail about effective rebranding strategies . Why did Uber rebrand once again in 2018? And Revealed Everything That's Wrong With Uber Published on February 3, 2016 February 3, 2016 • 758 Likes • 116 Comments The syrup that many of us grew up with is about to disappear from shelves, as Quaker is going to rebrand its Aunt Jemima syrup over what it admits is a racial stereotype: NBC NEWS – The Aunt Jemima brand of syrup and pancake mix will get a new name and image, Quaker Oats announced Wednesday, saying the company recognizes that “Aunt Jemima’s origins are based on a racial stereotype.” Founded in 2010, the start-up looked to revolutionise the taxi and ride-sharing industry, by allowing passengers to book a cab at the click of a button, while being able to track their own route and log their driver’s details for safety and convenience purposes. The 2016 effort wasn’t a disaster, but That was only the beginning for Uber. Use a style guide. Specifically, Uber has developed something of a “take no prisoners” corporate culture over the years. For why it sounds evil, possibly from the phrase “Deutschland über alles” (“Germany above all”.) Roy Kim. Successful businesses know that checking on brand health is critical if they want to stay profitable. Brand identity constantly evolves and changes in public opinion and bad press can tarnish a company’s brand. Kraft When they revealed their new brand identity in 2009, the design community went crazy and eventually, the food giant relented and six months later, pretty much reverted to their original concept. The ride-for-hire app that now operates in 400 cities across 68 countries, with a market valuation close to $65 billion, completely revamped its branding from the mobile app icon to the look and feel of the app itself. Uber understood it faced a critical mission: it had to persuade customers that its lousy reputation left the building when its former CEO was replaced. About. The rebrand was focused around the idea of moving forward (and, aptly, forgetting the past). If you opt to use any trademarks, logos, designs, and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines. Instead of pursuing a complex identity system, localized through color and pattern, we moved towards a universal ‘beyond-simple’ global brand. All Rights Reserved, The Secret to Great Media Plans – Don’t Hesitate, Why Post-Cookie Digital Marketing Can’t Rely On Solutions From One Single Entity, A Vote for Digital: Marketing Lessons From Alexandria Ocasio-Cortez, Upgrading Non-Alcoholic Drinks to First Class, AW360 Live Podcast: Ashwin Navin, CEO & Co-Founder, Samba TV. Follow. by Meg Prater . Uber’s previous logo from their 2016 rebrand.