Uber Rebrand 2018

I'll be totally honest, I don't really care about Uber. All of the scandals and debacles around them over the years really soured me on supporting such a company so I tend to put my money towards other ride share services that don't come off quite as dirtbag-esque. Even with new leadership in place, I can't shake the feeling. Which I think makes me a prime target for their 2018 Rebrand.

This Case Study examining the process and thoughts behind the new logo, typeface and design system are fascinating to look through and fun to look at. As a designer, it's enjoyable to look at - no doubt about it. Even the contentious square U is worthy of a discussion - overly simplistic or strikingly recognizable?

Even after having scoured these pages, I feel absolutely zero percent different about the company but I'll give them a hearty thumbs up on their case study.