Uber has broken up with the bits and atoms logo it unveiled in 2016. The company updated its website and app with a new logo as part of a rebrand it’s rolling out in the coming months.
The move comes two days after Uber tapped former Coca-Cola executive Rebecca Messina to lead marketing efforts.
Characterized by its use of all-caps and thick, bold strokes, the ride-hailing giant’s branding has always felt a bit hostile. Its new font, also unveiled today, is much more modern and friendly. And finally, Uber has done away with UBER and welcomed Uber.
The latest logo is the company’s simplest yet. A spokesperson told TechCrunch they want to be “easily recognizable,” which is why they are dumping the symbol and going for the most straightforward imagery possible.
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