You know that feeling you get when you walk into an art museum and scratch your head trying to understand the abstract paintings?
Now you can have that every single time you look at your phone screen, courtesy of Uber.
The ride-hailing startup ditched its plain U-logo on Tuesday in favor of a curious design for its current apps, which looks like an ink blot for corporate ambitions.
The logo change comes at a time when Uber's valuation continues to skyrocket — most recently to $62 billion — and its ambitions drive it into countries and product categories. Uber recently expanded its courier delivery service to new retail partners like Nordstrom and is planning to release a standalone food delivery app this spring.
"Have you ever looked at someone’s hairstyle and thought 'oh my, you peaked in the 1990s?'" Travis Kalanick, Uber's CEO and cofounder, wrote in a kind of Mean Girls-y start to his blog post announcing the new branding. "Well that’s a bit how I feel about Uber’s look today."
Got it. Uber's old look: not fetch.
Is it a confused and bloated U? A drunk Pacman? A copy of a mouse pad on sale at the newly rebooted Circuit City?
No, it's... even more confusing than that.
Here's the paraphrased explanation from an Uber spokesperson we spoke with: The square center of the logo symbolizes the technology itself; the lines beyond that symbolize the service rendered.
So in the app that customers see (below, left), there is a single line representing the passenger's journey in the Uber car.
In the version of the app for drivers (below, right), there are two lines, representing the process of picking up and dropping off passengers at multiple points.
Resource: http://mashable.com
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