World famous taxi sharing service Uber has changed its logo. And it looks somewhat like a wired circuitry with a nucleus at its centre. Perhaps this is why they are calling it ‘The Bit’. Uber says that the square at the centre of the new logo will appear across other designs of the company’s site and app.
Why the ‘Bit’? Because Uber has been diversifying into other businesses as well such as food delivery. That square in the new logo, according to Uber, is aimed at helping users link all the new products and offers to the company.
The new Uber logo.
Uber has also changed its app icons with ‘The Bit’ at the centre. CEO Travis Kalanick said, “This [logo] will put our technology front and centre, as well as provide consistency, highlight information and make our brand easy to recognize.” Kalanick said that the idea behind redesigning the logo and re-infusing a fresh feel to the world famous service was to shed its old image which was “distant and cold”.
The old Uber logo.
He says that the Uber team has worked at introducing more colours to the designs to relate with the “authentic identities for the countries where Uber operates”. India, too, has been highlighted as one such country.
Kalanick shared this gif on his blog highlighting the role India has played in the new colour theme of Uber.
One can read between the lines in Kalanick’s confession of Uber appearing “distant and cold”. The service has come in for criticism all over the world for everything from licensing disputes to unfair competition.
But Uber has been severely criticised for the behaviour of their drivers
, with at least one accused of raping a woman in New Delhi. The company has been accused of using extremely aggressive tactics to beat competitors and silence critics. Portland, Oregon’s transportation commissioner called Uber management a “bunch of thugs”.
Uber has been banned in many cities and countries
around the world for a number of violations including threatening journalists who write against them. Referring to the change in logo as a new “haircut”, Kalanick said that “hopefully this haircut lasts a bit longer than the last”, ending it with a smiley. Going by the performance of his company and its mounting criticisms, he has very reason to sound sceptical.