Uber unveiled an unrecognizable logo and branding strategy on Tuesday, and consumers were not digging it.
The San Francisco rideshare company explained the changes in a blog post written by CEO Travis Kalanick, who personally helped to design the new logo. He said the look and feel "celebrates [Uber’s] technology, as well as the cities we serve."
The company appeared to have given several media outlets a look into its rebranding process, with sites including Wired, The Verge, Fast Company, and Mashable touting sneak peek stories on Tuesday afternoon.
So Wired, Verge, FastCompany and Mashable are all claiming "first look" at the new Uber logo. Who had the first appointment on PR day?— Rafat Ali (@rafat) February 2, 2016
Consumer outrage on Twitter came thick and fast, with an almost unanimous vote against Uber’s changes. Check out tweets below to see what people are saying.
I majorly dislike the new @Uber logo. When will people learn - if it ain't broke, don't fix it.— Victoria Ellis (@MrsEllis4Eva) February 2, 2016
Uber changing its app logo to this. Dropping what must be the most recognisable U on the planet. Madness? pic.twitter.com/rtBcg1UNpz— Dave Lee (@DaveLeeBBC) February 2, 2016
Since you asked: <3 the="" new="" uber="" branding="" colors="" patterns="" and="" think="" icon="" is="" weak="" af="" looks="" like="" a="" corporate="" square="" version="" of="" href="http://twitter.com/spot" data-mce-href="http://twitter.com/spot">@spot— Michael ? Galpert (@msg) February 2, 2016
Poor Uber, didn't learn the lesson from AirBnB which never recovered from changing its logo.— Joel Andren (@joelandren) February 2, 2016
if uber’s name was ober than the new logo would make total sense— Chris Ziegler (@zpower) February 2, 2016
The old Uber logo was good.— Jay Yarow (@jyarow) February 2, 2016
The new @Uber logo looks like Pac-Man with a tooth ache.— Nick McCann (@nickmccann) February 2, 2016
Wow the new Uber logo looks terrible. Was just a "WTH is that" moment for me— Edwin Lau (@EdKensington) February 2, 2016
I mean, I can't even tell it's a logo for uber. https://t.co/XGU2hJRdug— Jana Kasperkevic (@kasperka) February 2, 2016
Uber has a new logo. It's basically a bank now. pic.twitter.com/cuA56eHKnq— Brian Solomon (@Brian_Solomon) February 2, 2016
Serious question: Is the uber branding video a parody?— Jordan Bouvier (@jbouvier) February 2, 2016
The only thing I can't see in the logo is what I need to see "U" for Uber. https://t.co/U2yzlhO7rN— Om Malik (@om) February 2, 2016