There is one caveat to notice in the Uber rebrand.
They’re calling this:
Rebrand 2018
That is telling.
In 2016, Uber had a “radical rebrand” where ousted founder/ CEO Travis Kalanick spent the previous 2.5 years leading/ meddling with their design team to create all these colors based on country, hexagonal and circular patterns depending on riders and drivers, etc.,
And, one purpose - “shedding Uber’s elitist” image as they battled regulators.
It was a mangled mess of overlapping visual languages.
There is one caveat to notice in the Uber rebrand.
They’re calling this:
Rebrand 2018
That is telling.
In 2016, Uber had a “radical rebrand” where ousted founder/ CEO Travis Kalanick spent the previous 2.5 years leading/ meddling with their design team to create all these colors based on country, hexagonal and circular patterns depending on riders and drivers, etc.,
And, one purpose - “shedding Uber’s elitist” image as they battled regulators.
It was a mangled mess of overlapping visual languages.
https://www.wired.com/2016/02/the-inside-story-behind-ubers-colorful-redesign/
The “2018 Rebrand” - seems more like an outright purge of the ghosts of Travis and is a complete contrast to the previous mangled mess of a brand.