Menu

branding Archive

The Inside Story of Uber’s Radical Rebranding | WIRED

TODAY, MILLIONS OF people around the world will turn on their smartphones and scan their screens for the black-and-white Uber icon, only to find it missing. Instead, they’ll see a colorful geometric shape—hexagonal if they drive, circular if they’re a rider—surrounding a small, bit-like square. The colors and patterns will vary from country to country—red in China,