Woah: Uber Has a Brand New Look & Feel [Photo + Video]

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Say goodbye to Uber as you know it. The company announced a completely new logo and new branding to go along with it.

The ‘U’ that has been so ubiquitously associated with the brand has been replaced by what the company calls the ‘bit.’ Uber says the move will make things easier when it comes to adding new products to its portfolio.

via The Verge:

Uber’s press release describing the changes — written by CEO Travis Kalanick himself — says that the new branding “celebrates our technology, as well as the cities we serve,” and gets rid of the stark black-on-white appearance in favor of muted colors that vary depending on region. “The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates,” Kalanick says.

There’s also a new typeface, which covers the “Uber” wordmark, among other things. Gone is the stylized curl on the “U” — it’s just a basic sans serif font now, which Kalanick says will “will help you see Uber from afar.”

We’re so used to the ‘U’ logo this is going to take some time to get used to.

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