Uber is rebranding itself with a dynamic app icon and a new logo


Be prepared to see a new icon the next time you update your Uber app, because the company announced on Tuesday that it’s rebranding itself. Not much is changing aside from the app icon and logo, but the changes being made to the icon are actually pretty interesting, because while the Uber logo in the icon itself will remain the same, the colors and shapes in the background of the icon will be different depending on which region you’re in. For example, this is what the app icon will look like in various parts of China, and this is what it’ll look like in various parts of India. 

Have you ever looked at someone’s hairstyle and thought “oh my, you peaked in the 1990s?” Well that’s a bit how I feel about Uber’s look today. It’s not just that we were young and in a hurry when we replaced our red magnet logo with today’s black badge four years ago. It’s that we were a fundamentally different company. Uber began life as a black car service for 100 friends in San Francisco—everyone’s private driver. Today, we’re a transportation network spanning 400 cities in 68 countries that delivers food and packages, as well as people, all at the push of a button. And thanks to services like uberX and uberPOOL we’ve gone from a luxury, to an affordable luxury, to an everyday transportation option for millions of people. This change didn’t happen overnight, but it sure feels like it did. Almost two years ago Shalin Amin and I started a journey to refresh how Uber looked so it could better represent what we were going to become. The unique aspect of Uber is that we exist in the physical world. When you push a button on your phone, a car moves across the city and appears where you are. We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens. So today, we’re excited to roll out a new look and feel that celebrates our technology, as well as the cities we serve.

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