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

By Geoff Weiss

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.

Editor's Pick

Related Topics

Living

The Coolest Way to Commute Is Less Expensive Than Ever

Gift yourself a better commute with $1,500 off this eBike.

Business Ideas

55 Small Business Ideas to Start in 2023

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2023.

Growing a Business

How an Executive Coach Can Help You Set Better Goals — And Transform Your Business

Ways to enhance your competitive advantage — and psychological wellbeing — with the assistance of a seasoned, results-focused professional.

Living

How to Start a 'Million Dollar' Morning Routine

Restructure your morning with a few simple steps that may help to amplify your energy.

Side Hustle

Anyone Can Start a Passive Income Side Hustle For Easy Money — But Only If You Know These 5 Essential Tips First.

The rise of digital automation technology has made starting a passive income side hustle easier and more accessible than ever before.