I love reading the chatter after a major brand unveils a new logo. For communications professionals, it’s like the alternative to the gladiatorial games. Everyone’s dying to give a thumbs up or a thumbs down, and oftentimes the branding firm responsible for the new design is left beaten and bloody in the arena.
Early this week, Uber announced its new logo. I empathize for those fighting to defend their work, so I’ll keep my thumb to myself. But, I was interested to know what Uber had to say about how they arrived at this new design.
A two-and-a-half minute video on the company’s online newsroom shared rationale behind the change. Here are the thoughts that crossed my mind while I watched the video:
- What does the old Uber logo even look like? I think I can picture it…maybe…
- Those bits look like a Scantron.
- Pacman! I loved playing Pacman at Pizza Inn as a kid. Wish it hadn’t closed…
- An atom – nice! Way to center your brand on the basic building block of life, Uber. Who’s gonna argue with that?
- A BLT. Random. That’s your first example of something great that atoms make up? Are BLTs the fave sandwich of Uber’s founder? There must be an inside joke here.
- “…to moms everywhere…” Really? Moms are on the same spectrum as BLTs in the glory of what atoms create?
- Aw, cute cat! Why?
- Pretty flowers! Wait…are cats and flowers considered “goods” in some parts of the world?
- Ooh, a bike. In underdeveloped countries where cars are scarce, do Uber operators transport people on their bike handlebars?
- Oh wait, there’s a basket on the bike – it’s about delivery.
- Is that a burnt loaf of banana bread?
- Nope, it’s beef.
- Self-driving cars – yes, please! But that would be yet another thing for the Uber drivers to protest.
- Aw, glowing scenes with culturally diverse happy people. Warm fuzzies achieved.
- Wait…is this the new logo?