So you’re at work and updating all of your apps, because you ain’t using your mobile data when it’s free in the office. Later today, after a few post-work beverages to spice up midweek you open Uber to zoom home safely and yowzers, what the hell is going on here?

It’s true, Uber have completely changed their logo and branding so we’ll soften that blow later with more from the Verge:

…gone is the “U” logo, replaced with a… circle thing. Uber describes the square at the center [sic] of the new logo as the “bit,” something that will appear throughout the design of the company’s site and redesigned app. Uber wants to focus on that bit, which it says will make it easier to add additional products to its portfolio over time — you’ll always see that bit at the center, the theory goes, and you’ll identify it as an Uber product.

Uber’s press release describing the changes — written by CEO Travis Kalanick himself — says that the new branding “celebrates our technology, as well as the cities we serve,” and gets rid of the stark black-on-white appearance in favor of muted colors that vary depending on region. “The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates,” Kalanick says.

There’s also a new typeface, which covers the “Uber” wordmark, among other things. Gone is the stylized curl on the “U” — it’s just a basic sans serif font now, which Kalanick says will “will help you see Uber from afar.”

Perhaps the most exciting thing here is the bit about adding additional products to their portfolio over time. They’ve completely changed the game with regards transport, we can only wonder what other treats might they have in store for us.

Bring it on, and if you still haven’t signed up for Uber don’t be a tool and get on board HERE.

[source:theverge]