You can be on Entrepreneur’s cover!

Uber's New Logo Aims to Showcase Its 'Human Side' Roughly speaking, it's a square inside of a circle.

By Geoff Weiss

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

UBER

Uber just unveiled a brand new look, saying it is "a fundamentally different company" than when it traded in its red, magnet-shaped founding moniker for a sleek black badge four years ago.

The company's new app icon logo -- featuring a square inside of a circle -- aims to synthesize Uber's technological feats with the people and cities it serves. The square represents what Uber calls "the bit" (its technology), while the circle within represents "the atom" (humanity).

"We leave no bit or atom unturned to create industries that serve people," reads a tagline in a promo video. "And not the other way around."

Related: Bud Light Introduces New Label, But How Effective Can It Actually Be?

The redesign -- which follows a two-year development process led by co-founder and CEO Travis Kalanick and design director Shalin Amin -- also includes a new logotype that is "more grounded and elevated" as well as easier to see from afar, Kalanick describes in a blog post announcing the change.

Uber the bit

"The old Uber was black and white, somewhat distant and cold," writes Kalanick. "This belied what Uber actually is -- a transportation network, woven into the fabric of cities and how they move."

The local versions of each app will feature colors and patterns specific to their respective regions across the globe. Mexico's logo was inspired by pink tiles, for instance, while Ireland's alludes to lush greens.

He also teased that beyond chauffeuring people, the company is "now moving food, goods, and soon maybe much more."

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business News

'Wildly Inappropriate': Woman Says She Was Denied a Job Because She Didn't Wear Makeup During the Interview

Melissa Weaver was applying for a VP of HR job at a tech company via video.

Business News

From Tom Brady to Kevin O'Leary – See Who Lost Big in the Wake of the FTX Crypto Collapse

The crash exposed an $8 billion hole in FTX's accounts, leaving investors and customers scrambling to recoup their funds.

Business News

This Highly-Debated Piece of Cinematic History Just Sold For Over $700,000 at Auction

The wood panel from "Titanic" is often mistaken as a door. Either way, he couldn't have fit. (Sorry.)

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.