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Uber Unveils New Logo... Again

Sept. 13, 2018
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3 min read
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Uber Unveils New Logo... Again
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Ride-sharing giant Uber was only established in 2009, but it's changed its logo almost as many times as years it's been in business.

After a year of trying to improve its image under new CEO Dara Khosrowshahi, Uber unveiled a new logo on Wednesday. You'll see the logo after updating the Uber app on your smart phone.

The logo, which is simply the company's name in white font against a black background, replaces the image of square embedded in a circle. That logo was in use from February 2016 until now, and before that it used a stylized "U" that was introduced in 2012. Before that, it changed its logo multiple times while it still referred to itself as Uber Cab.

As the company explains, it redesigned its logo because as it expands into products outside of cars like Scooters, bikes and even air transport, it wants to make sure its branding represents all of those options.

“As we expand our reach into our other markets and modalities, it’s super important that it’s very clear that when you’re getting into an Uber car or on an Uber scooter, you know that is an Uber product,” Peter Markatos, Uber’s executive director of brand told Adweek. “We weren’t achieving that with our current system.”

Uber's internal research team found that most consumers didn't associate the old symbol with Uber. Drivers would even sometimes turn around a decal in their car to show the word "Uber" instead of using the old logo.

“It doesn’t make sense to build more equity into something that people don’t understand,” Markatos said.

The branding team actually created it's own typeface, called Uber Move, which was inspired by other fonts like the one used by the London Underground, and Highway Gothic, which is used on American road signs.

The company also introduced a new mission statement: “We ignite opportunity by setting the world in motion,” which it changed from: “Make transportation as reliable as running water, everywhere, for everyone.”

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The change in mission statement makes sense, especially after a TPG investigation showed there's a real issue with reliability — Uber drivers have been forcing riders to cancel their rides and pay a fee if the driver isn't happy with the rider's destination.

The app redesign prominently features bright blue, which Uber says is a "safety color." Uber's put an increased focus on security, and last week, it revealed a slew of new safety features for both riders and drivers. It wants the redesign to help riders "see" and "know" Uber better.

“Making sure that when an Uber shows up, then that’s very clear," said Markatos. "This has implications when it comes to safety, when it comes to accessibility, so we took this very seriously."

H/T: Adweek

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  • Intro Offer

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  • Annual Fee

    $325

  • Recommended Credit

    Excellent to Good

Why We Chose It

There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)

Pros

  • 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
  • 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
  • Packed with credits foodies will enjoy
  • Solid welcome bonus

Cons

  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
  • Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.