{"id":36186,"date":"2023-10-20T14:42:37","date_gmt":"2023-10-20T14:42:37","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/why-ubers-complete-design-overhaul-was-two-and-a-half-years-in-the-making-startupsmart\/"},"modified":"2023-10-20T14:42:37","modified_gmt":"2023-10-20T14:42:37","slug":"why-ubers-complete-design-overhaul-was-two-and-a-half-years-in-the-making-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/why-ubers-complete-design-overhaul-was-two-and-a-half-years-in-the-making-startupsmart\/","title":{"rendered":"Why Uber\u2019s complete design overhaul was two and a half years in the making &#8211; StartupSmart"},"content":{"rendered":"<div class=\"td-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"445\" height=\"352\" itemprop=\"image\" class=\"entry-thumb\" src=\"\/wp-content\/uploads\/2016\/02\/l_ubericon.jpg\" alt=\"Uber Icon\" title=\"ubericon\"\/><\/div>\n<p>Uber has had a \u201chaircut\u201d that was two and a half years in the making.<\/p>\n<p>\u00a0<\/p>\n<p>The now iconic \u2018U\u2019 logo is no more, with the startup giant launching a complete redesign which centres on a new logo and different backgrounds and colour palletes for each of the 65 countries it now operates in.<\/p>\n<p>\u00a0<\/p>\n<p>In a <a href=\"https:\/\/newsroom.uber.com\/celebrating-cities-a-new-look-and-feel-for-uber\/\" target=\"_blank\" rel=\"noopener\">blog post detailing the reasons behind the big changes<\/a>, Uber CEO Travis Kalanick likens it to getting a haircut.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cHave you ever looked at someone\u2019s hairstyle and thought \u2018oh my, you peaked in the 1990s?\u2019\u201d Kalanick writes.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWell that\u2019s a bit how I feel about Uber\u2019s look today.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Kalanick was working on the changes, along with a 12-person team, for two and a half years, over which Uber has expanded to 400 cities in 65 countries and is now worth well over $US60 billion.<\/p>\n<p>\u00a0<\/p>\n<p>He says the ride-sharing startup is a \u201cfundamentally different company\u201d from when it first launched as an up-market limousine service, and the design change is aiming to reflect the place in society that Uber wants to hold.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cToday we aspire to make transportation as reliable as running water, everywhere and for everyone,\u201d Kalanick writes.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cOur new brand reflects that reality by working to celebrate the cities that Uber serves.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>According to Kalanick, Uber\u2019s old black and white design didn\u2019t properly convey the company\u2019s motivations.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cThis belied what Uber actually is \u2013 a transportation network, woven into the fabric of cities and how they move,\u201d he says.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cTo bring out this human side we\u2019ve added colour and patterns.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Uber has lofty goals for how it wants to be deeply immersed in society.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWe exist in the place where bits and atoms come together. That is Uber,\u201d Kalanick writes.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWe are not just technology but technology that moves cities and their citizens.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>The design has been customised for each country, with a branded \u201cidentity\u201d, and a long-term goal of having unique designs for each specific city.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cHopefully this haircut lasts a bit longer than the last,\u201d Kalanick says.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><i>Follow\u00a0StartupSmart\u00a0on <\/i><a href=\"https:\/\/www.facebook.com\/StartUpSmart\" target=\"_blank\" rel=\"noopener\"><i>Facebook<\/i><\/a><i>, <\/i><a href=\"https:\/\/twitter.com\/startupsmartnow\" target=\"_blank\" rel=\"noopener\"><i>Twitter<\/i><\/a><i>, and <\/i><a href=\"https:\/\/www.linkedin.com\/company\/startupsmart\" target=\"_blank\" rel=\"noopener\"><i>LinkedIn<\/i><\/a><i>.<\/i><\/p>\n<p><b> <\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uber has had a \u201chaircut\u201d that was two and a half years in the making. \u00a0 The now iconic \u2018U\u2019<\/p>\n","protected":false},"author":2,"featured_media":62163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/36186"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=36186"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/36186\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/62163"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=36186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=36186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=36186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}