Calming colors in a high-intensity industry
Nathan Fey

To me, the Uber’s new logo looks like circuitry. In fact, the white icon in the middle looks similar to that of a power button. It seems like a TRON-esque color scheme would mainly be in cool colors because computers perform better in cool environments and computer circuits are often represented in blue and green.

I’m absolutely confused by the logo. I’m not sure what Uber has to do with circuitry, but I’m also not sure if this was the intent of the designer. When I think of Uber, I think of cars. Is this too obvious?

I don’t like the icon at all. Why isn’t it a ‘U?’ The designer could have at least rotated the current icon 90 degrees clockwise and widened the opening a little. How are users to associate this logo with Uber?

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