The new branding system incorporates nine different elements:
- Tone of Voice
Some feel more contrived than others.
The logo has a strong focus on the company’s status as a household name which has passed the test of transitioning from noun to verb, much like hoover or google. As such any kind of graphic mark has been eschewed leaving the stark, black on white wordmark. The name is so short and the company can get away with this, however it's a bold choice for what is yet another minimal, sans serif logo.
The new logo therefore is obviously tied inextricably to the newly developed typography. It is overwhelmingly practical, incredibly legible at different sizes and easily translatable to different languages. Its conventions are incorporated into a travel-inspired set of icons which has plenty of applications across its multilingual marketing materials and in-app digital graphics.
Icon sets for an international company with a huge range of employees from a wide variety of backgrounds is essential. Uber now have both a filled and outlined set of clear, clean icons to give maximum flexibility in their usage. The arrow icon from the set seems to have been given particular significance. Plastered over Uber’s example poster ads, it indicates a company trying to move forward and not just in the literal sense of getting its users from A to B.
With the decision to utilise unfussy typography comes a relatively unfussy colour palette, largely keeping to black and white they have included a new ‘safety blue’, used to emphasise aspects in marketing materials which relate to Uber’s care and safety, also highlighting any key interactions with users. A broader muted colour palette is also available for use within Uber’s marketing illustrations.