Uber is trying too hard with its weird new logo

Uber has changed their logo in an ongoing tweak of their their brand identity and while the latter makes sense, the logo thing is kindov weird. As it was just put to me by someone else commenting on the issue: It’s like Coca Cola changing the formula because “eh… it’s been awhile”.

Why would Uber change their thin and elegant “U” on a black background to a bloated backwards “C” with a square in the middle resting in a bunch of turquoise loops.

Joshua Topolsky points out: the old logo was “very bad but useful” while the new logo is “very bad and useless”.

Looking for actual answers on what this is about doesn’t come up with much:

“This updated design reflects where we’ve been, and where we’re headed. The Uber you know isn’t changing, our brand is just catching up to who we already were,” explains Uber, referring to the company’s expansion into logistics through its UberRush service.

The company will also move from having one brand to serve its global enterprise, to an individual look for each of its 65 countries, with tailored colors and patterns, illustrations, and photos, Uber told Wired. The idea is to create more flexibility in the brand.

And the complexity goes even deeper from there…

The worst part of it all? No Uber condoms… or anything “bedroom”-related (including boxers). Not associating a logo with sex is less silly of a policy than phrasing it by specifying just condoms – but even Disney makes underwear.

The lengths of the terms of logo usage show deeper insight into the aspects of perhaps trying too hard that the company is going to in this rebranding effort. Their terms stipulate that you can’t put the logo on anything that will be stepped on (no Uber floormats) put in the trash (no Uber cups), or eaten (no Uber cookies or cakes). That last one is the dopiest. No Uber cakes because cakes get sliced up (and that could damage their brand integrity or something) and cakes get eaten and Ubers new image can’t withstand the thought of it’s logo being turned into poo.