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What Does Uber’s New Logo Mean?

What Does Uber’s New Logo Mean?
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Dora Wang

Dora is an employee engagement reporter for TINYpulse. When she's not busy digging into and covering the latest workplace trends, she's wrangling with her three (yes, three) cats and rooting for the Seahawks.

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Logo design is a fascinating aspect of corporate branding, and there’s an incredible amount of thought that goes into it. A great logo grabs your attention and burrows into your memory, lurking there ready to instantly invoke the company it represents at a glance. A logo should also suggest something about the image the company wants to project.

For example, the classic FedEx logo makes a movement-connoting arrow out of the negative space between the “E” and the “x.”

FedEx-Logo

It’s as much an art as a science, so there are lots of opinions about which ones are the most successful. There does seem to be general agreement, though, about some of them and about the best logo ever.

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Entrepreneur has an entertaining list of recent logos that stand out as exceptional.

Uber’s original logo was designed to appeal to customers looking to hire some luxe transportation in San Francisco.

Uber-Horizontal-Logo

They’ve obviously moved way beyond those customers and into a range of services with many more planned. The company decided to make a more elemental statement with their logo.

20160202-uber-new-logo

The square at the center of the logo is a data bit, the smallest building block of computer code. The circle is an atom. Uber has made bits — representing tech, atoms, and the physical world — the central metaphors of their new branding, as described in this video they’ve released.

While logos are frequently designed by firms that specialize in branding, Uber’s CEO Travis Kalanick brainstormed the new design with Uber’s design director Shalin Amin and other Uber staffers. It took three years, according to WIRED’s account of the process.

We’re surrounded by logos. We don’t always observe them at work, often taking them in subconsciously. But they represent a throughly modern, unique marriage of psychology, advertising, philosophy, and, of course, art.

Dora Wang

Dora is an employee engagement reporter for TINYpulse. When she's not busy digging into and covering the latest workplace trends, she's wrangling with her three (yes, three) cats and rooting for the Seahawks.

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