Been stuck recently for decent back-of-the-Prius chat with Uber drivers? Found, to your horror, that your river of stock-conversation had run dry the second you stepped into a Hackney-bound cab? Worry not: Uber have only gone and rebranded. If that doesn’t get some back and forth flowing with a driver on his 56th journey of the day, we’re not sure what will.
“So, mate,” you can say, “How do you feel about the fact that Uber have worked with Wolff Olins and MCKL to produce a new logo and a brand new safety inspired typeface to boot?”
If you’re lucky, your driver will turn LBC down and say, “Well, my employers have stated that, ‘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,’ and I agree.”
“That’s great,” you respond. “I hear that Uber were inspired by the world’s best used transportation examples, and designed Uber Move, a typeface that’s designed to maximize its impact across all applications while keeping it easy to read, ownable, and highly recognizable. Is that true?”
“Yeah. Here OK, mate?”
“Yeah, yeah,” you say, knowing full well you’re about to be dropped off half a mile from where you need to be. “Cheers mate. You enjoy the rest of the evening.”
For a full breakdown of how the campaign came to being, head to Uber’s site..