Topics

visual language


Uber Rational: A New Brand

Uber Rational: A New Brand

Yesterday, Uber launched a new brand identity, and it has sparked a lot of media attention. It’s amazing that an app icon update and a new website can create so much buzz, attention, and debate, but it got us thinking: What’s the real impact of changing an already established brand identity? We believe brands need to consider both rational and emotional needs when embarking on telling their story. Uber’s new identity focuses on telling a rational story about what they do. But it lacks the emotional impact of why they do it and why consumers flock to it. ‘Why’ is critical because...
Read more >