Have you ever seen somebody you know with a massive hair redo and thought ‘Oh my Lord, what have you done?’ Well, if not for a person, there is high probability you are going to say it when you view Uber’s new company logo design. Uber has gone under a radical rebranding phase where they have replaced the face of the organization - the iconic black and white ‘U’. If you have updated the app on your phone, you will no longer see the ‘U’ there! According to an Uber’s spokesperson, the organization has changed its company logo design as it is aggressively expanding into new product markets such as food delivery with other segments to follow. The spokesperson explained that the square at the centre of the logo is termed as ‘atoms and bit’ and this ‘bit’ will be used in all expanding business units of Uber. This will enable the organization to make the logo ‘universal’ in nature representing multiple business units as they expand. With presence in over 400 cities spanning across 68 countries, this is a huge call to take! Scientists for years have emphasized on the fact that the human brain takes shortcuts while processing information. The quicker the human brain is able to recognize a company logo design, the more comfortable the individual would be to take a decision. Making any changes within this developed comfort zone will disrupt that feeling and create a feeling of anxiety and panic among existing customers. Due to this reason, the most loyal customers are often the most disturbed when an organization, with which, they have developed a close relationship changes their outlook. However, this chain of thought does not necessarily imply that Uber should not have changed their company logo design. In majority of the corporate cases, the motive behind rebranding the outlook of an organization is to breathe new life into it. According to industry experts, there was no such need for Uber to take such a radical decision unless for three major reasons; the logo was not being well received, the company had changed its business operations or the current image was damaged. A logo serves as the face of an organization and its primary purpose is to differentiate itself from its competitors and create meaningful relationships in the minds of its customers.
Unfortunately, the new, circle-hexagon-square logo falls short of fulfilling either of these criteria’s. Unlike the iconic look of Uber, this new company logo design makes it difficult for customers to instantly develop a ‘connect’ by confusing it for a biotech, chemical or a communications company. It creates multiple thoughts, of which, none relate with Uber. However, whether this radical approach will have a positive lasting impact on the organization or will it face resistance in terms of acceptability, only time can be the judge of this decision!
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AuthorPixels Logo Design is a digital marketing agency based in California that offers branding solutions for small and large businesses worldwide. Founded in 2006, Archives
March 2017
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