When asked about the (old) Uber logo yesterday, the CEO and co-founder Travis Kalanick commented : “Have you ever looked at someone’s hairstyle and thought ‘Oh my, you peaked in the 1990s?'”

The company had got a new brand identity and has updated the App icons. The new logo as described by the CEO Mr. Kalanick, himself, is “at once more grounded and elevated.” Compared to the previous logotype, there’s tighter text spacing, heavier letter weights and the curves at the left tip of the letter U and the right tip of letter R is gone. “Some might say it’s less fussy (in part because we have cut the curls, our 1990s hairstyle),” Mr. Kalanick wrote.

Our new look and feel celebrates both our technology and the cities we serve.
This updated design reflects where we’ve been, and where we’re headed. The Uber you know isn’t changing, our brand is just catching up to who we already were.
Travis Kalanick, CEO

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The bolder, more substantial logo is meant to make it more visible from afar and reflect Uber’s maturity as a company.

Along with the new wordmark, the company has dropped the “U” from its app symbol, replacing it with a white circle that partially encloses.

Uber_Rebranding_Whyletz_Blog2     Uber_Rebranding_Whyletz_Blog3The design has philosophical origins: the square represents a “bit,” while the circle depicts an “atom”. “The unique aspect of Uber is that we exist in the physical world,” Mr. Kalanick explained. “We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens.”

That “bit” will also be a running theme in Uber’s partner apps, as seen in the hexagonal shape that encloses a square for the driver logo.

The new identity also introduces much more colour to the brand. Whereas before it was simply black and white a lil bit of blue, it now features a more vibrant palette and patterns, all of which will be localized and tailored to each country Uber serves. Uber, being a transportation network woven intot he fabric of cities, there is a drastic change from the black and white Uber. After months researching on textures, art, fashion, architecture, people and a lot more, specific to the cities, Uber came up with attractive geometric patterns and bright colours.

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China

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India

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Ireland

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Mexico
Uber on!

The International Advertising Association (IAA) India chapter marked its 25 years of existence and our own Kochi hosted its 3-day summit – the biggest marketing and communications summit in the country.

IAA Summit

 

Here’s a doggy bag of takeaways from IAA India’s Silver Jubilee Summit held at le Meridien Hotel, Kochi.

1. “Branding is not about advertising… It’s important to build a brand that converges with what’s on ground,” said Amitabh Kant, Secretary, Industrial Policy and Promotion, Government of India. “Brand India will rise if India continues to grow.”

2. “I’d like to thank you for my learnings, and I can’t thank you enough for my earnings,” said the King of Bollywood, SRK. Adding to it, “my belief is that the next big star will not be from the film world or TV world, but will be from the digital world.”

3. Focus on Solutions. Take that extra step. Don’t give up: Sachin Tendulkar (excerpts from Prasoon Joshi‘s interview of Sachin Tendulkar)

COHTnp-VEAAKOze

 

4. Advertising needs a new business model. A new world order is where you make money because you do good. Today’s marketing is about co-creation; tomorrow’s marketing is about co-action. Cindy Gallop, Founder and former Chair of BBH, USA and founder of the MakeLoveNotPorn, New York

5. Put your best in what you do and people reach out themselves to work for you: Ritesh Agarwal, 21-year-old founder of OYO Rooms

6. Think of relevance instead of disruption. Online companies will have limited reach. Only one can become #1: Fernando Ortiz-Ehmann, Senior Strategist, Saffron Brand Consultants, Madrid

7. Social is set to disrupt all that we believed is gospel in marketing . All the four Ps are set to be disrupted But social media cannot make your brand better: Simon Kemp, Regional Managing Director, We Are Social, Singapore

8. It’s not easy for an Indian company to build globally acceptable brands. Understanding the equity of tradition is critical: Sanjiv Puri, President FMCG, ITC Ltd.

9. Engagement and conversation is the essence of a social network like Twitter: Parminder Singh, Managing Director, Twitter (South East Asia/ India/ MENA).

10. Content is no longer about newspapers and magazines. It’s about creating properties that are exclusive. It’s important to be in the Content Business and not the Advertising Business: Rahul Welde, Vice President – Media, Unilever Asia, Africa, Middle East, Turkey & Russia

 

IAA Summit
Whyletz CEO, Mr. Ahmad Vaseem at the WHAT’S COMING NEXT on the second day of the IAA Summit.

The IAA, headquartered in New York, is an integrated advertising trade association with membership representing advertising agencies and the media. It comprises of corporate members, organisational members and educational affiliates, as well as 56 chapters with individual members and young professionals from 76 countries.

 

Sources :
Twitter (#IAASummit) | AFAQS | CAMPAIGNINDIA | DNA

Building Brands People Love.