One of the largest and most valuable apps on the market right now, Uber, unveiled a radical rebranding that has sparked some passionate critiques from industry experts and users alike. Featuring two new logos, a circular shape for riders and a hexagon for partners/drivers, the new design takes a big step away from the brand’s familiar “U” we’ve all come to recognize. Both new logos are centered around a singular computer “bit” – the most basic component of any digital content or software. A recent video announcing the rebrand explained, “For Uber, the bit represents our technology. It’s complex, precise, and advanced. But when it’s expressed, it’s effortless and refined.” Very well said, I’m sure our more marketing savvy readers can appreciate the copyrighter’s work in coming up with that little winner. But for the average consumer, is the bit and abstract design going to create more brand confusion than recall?

Some of the most critical conditions in any good brand image are that it is distinguishable and clearly communicable. While the bit is very aspirational and tells an interesting story, without watching explanatory videos or press releases the average user might never figure out its intended meaning. Yet, internally, the new logo and manifesto could help Uber break away from simply being “that ridesharing app” – a goal that founder and CEO, Travis Kalanick, has held since its creation. So, as a brand strategist, I understand their desire to break out of their ridesharing pigeonhole and motivate their employees for more ambitious ventures. But as a frequent user of the app and a bit of a brand loyalist myself, I am sorely disappointed with the new design and style of the app. Granted that the new vibrant colors do add a very much needed facelift, the seemingly unrelated and abstract logo left me searching all over my phone screen just to try and find the app. Yet, as time goes on it is undoubted that the massive company will continue to grow and innovate their business – what exactly they do and how their story develops will be a big indicator of their new “bits” implications

How do all of you feel? Love it, hate it, or indifferent? Or maybe, you’ll be heading back over to Lyft sooner than later? Comment and let us know your thoughts!

Author – Quinn Hutchings, Brand Strategist