Logos don’t lie, they just Boom Shakalaka

This updated logo reflects not only where Uber have been(Everyone’s private driver), but also where Uber are headed(Expansion into logistics through its services like Uber Rush). It is trying to indicate that the Uber we know is not changing, it’s just catching up to who Uber already are(providing various transportation service for people as well as delivery of everything from kitten to burritos).

It is distinct enough, visible enough to break up with the “necessary” connection with the actual name of the company through that originally stylised U. Most importantly, the current logo design is compatible and durable enough for making it easier to add additional products to its portfolio over time. In a larger sense, it’s on the track of solving that “single product dilemma”all unicorn companies are facing: Google, Facebook, Apple, none of them are single product companies.(Brian Chesky also admits this is the most challenging challenge Airbnb is currently facing in his Blizscale session in Stanford, co-organised with Greylock Partners.)

Furthermore, the bits-atoms metaphor in the official explainer video (https://brand.uber.com/#bits-atoms), expressed an even nobler mission:

Most of us don’t think about bits or atoms much, if ever.

We leave no bit or atom unturned to create industries that serve people, not the other way around.

Logos don’t lie, they just Boom Shakalaka.

Reference: “A logo doesn’t sell, it identifies.”Logos, Flags, and Escutcheons