Overview: What is Uber?
Uber Technologies Inc. is a peer-to-peer ridesharing, taxi cab, food delivery, bicycle-sharing, and transportation network company headquartered in San Francisco, California, with operations in 785 metropolitan areas worldwide. A tech startup turned global mobility platform in eight short years deserves a holistic brand system that’s instantly recognizable, works around the world and is efficient to execute.
Ref.01: Uber Official Website
Story: The first Uber experience
I used Uber in L.A. in May 2018. It was truly a great experience. The user interface, you can see where the taxi is in the iPhone, was amazing. Uber Pool which shares a taxi with someone who goes to the same direction is an unbelievable idea. This is one of the services to change the world, such as Facebook, Amazon, and Airbnb. I also noticed that the United States hasn’t been developed public transportation, especially train. The United States is totally relying on a car. I understood the reason why Uber born there. My first visiting to Silicon Vally was shocking.
Analyze: How different?
Before
After
At first, please check if you haven’t seen it yet. → Rebrand 2018
I didn’t have much information about Uber. In November 2018, Uber still hasn’t provided a service in Vancouver, Canada yet. So, Uber didn’t build any brand image to me. As background, Uber did rebranding because the previous CEO resigned by scandal, sexual misconduct.
I compared the logo, before and after. To be honest, both are great. It looks clean, simple, but unique enough. I feel the previous logo is very cool compare current logo which is more friendly. The page of branding details above is world class. It is a great presentation page, messaging, layout, image, and animation.
Opinion: Frontline of tech industry
What I’m impressed:
– Simple, but stand out custom typeface, Uber Move.
– Resolutely black as a primary color, compare to taxi standard, yellow, orange, red and green.
– U-Frame guidance, logical and consistent.
– Motion, photography and illustration. Created Uber world. The 1 million work.
According to my research, Wolff Olins which is a brand consultancy, based in London, New York City and San Francisco (Founded in 1965), a rebranding of Uber. Art director leads quite strong and right direction to Uber. You may realize that Uber expands their business so rapidly. This branding project is under the huge pressure. It doesn’t allow to fail, like a GAP. It would be much loss for the business.
Lyft is often compared with Uber. I don’t know their service differences, but I prefer Uber’s style. I am not sure Lyft logo. Look at typography, y looks thicker than other letters. Off-balance, I feel. Website and social media gives me a different impression. Lyft may be a small team yet and doesn’t focus on branding.
Impact: Shown the tone of voice
Our global tone of voice focuses on the mindset we share with our users: we see the world as it could be and work to make it a reality. Beyond word choice and style choices, our tone of voice focuses our belief in putting our audience first.
Guiding principles
01. Audience-first communication
02. Straightforward and easy to understand
03. Recognizability through consistency
Recap: What did I learn?
1. Animation amplify graphic emphasis
2. Human center art direction improves an engagement.
3. Original typography, Uver Move, stands out.
Reference:
Uber: Earn Money by Driving or Get a Ride Now
Lyft: A ride when you need one | Be a Lyft driver
Wolff Olins: We’re strategists, designers, programme managers, and technologists.
