So Uber has rebranded again. Uber partnered up with agency Wolf Ollins to create a custom typeface, fresh colour pallets, and an updated app UI. The new identity took around 9 months to create.
Uber has created a website that details their new branding, it’s really slick: https://www.uber.design
- The reasoning: To reflect Uber’s transition to a global compnay. The new design work gives a more complete overall look and feel. More synced. Bringing their different services together.
- Type: The identity shows off a new custom typeface inspired by transportation signs. Types like Transport and Helvetica have had a heavy influence.
Designed to maximise the impact, and readability of the custom typeface is also something Uber want to make their own. Something that can be recognised as Uber.
The new type has been designed by Jeremy Mickel and agency Wolf Ollins.
- Icons: The icons in this brand guide are bold, powerful and most importantly you instantly know what they are. Without having to think about them or have supporting text. I’m loving these and hope to see more of them.
- Colours: Black and white seem to be the overarching tones, portraying a simple, clean and easy to use feel to the brand. They have also added a couple of more playful colours. Including a blue that hopes to be a point of recognition for the brand. Many brands have their own colour, for example, Coca-Cola - Red, Selfridges - Yellow. Uber is looking for that blue.
- Ads: Really smart. Contrasting imagery and text with the big white frames, this draws your eye into the vibrant picture and then onto the logo below.
The ads used a flexible U shaped grid for the adverts. The minimal look of them reflects that Uber is more of a lifestyle brand, something to use on the daily.
Overall this is a very clear, concise and easy on the eye rebrand. I’m looking forward to seeing more simplicity in Ubers approach.
Check out the video above for more analysis.