One of the big topics in branding right now is Uber’s re-brand. Like all the other design nerds out there, at Nurenu we were really interested to see what the new logos, type and visual identity would look like. And for them it’s certainly a change- they’ve gone from two colors to almost infinite combinations, and from one logo to unique identities for each of their services and audiences.
The process Uber went through has been talked about in the news and online, and we wanted to weigh in- as a brand marketing firm with extensive experience in the field, here are four pieces of advice we would’ve given them.
1) Know who you are
Uber expanded really quickly- from one service to many, from one city to worldwide. If we had been working with them on the rebranding, we would have sat down to talk about what their central message was. Emphasizing what their services have in common, and what their overall goal as a company is, helps to clarify branding.
2) Take care, take time
Ever hear the adage “Marry in haste, repent at leisure”? The same thing can definitely be applied to making decisions about your brand. We’re not saying that everything needs to take weeks, months, or years, just that before you commit to an image, logo, or visual path, you should stop to consider carefully why you’re choosing that particular direction, and what that direction will appear to your market.
3) Consider your history
The place where most of Uber’s clientele see their branding is in the app icon. Their new icons are so different from their old that there is nothing to tie them together, and it’s confusing for the user. New branding is wonderful, but if you’re building on past success, you definitely want to remain recognizable.
4) Don’t try to be everything to everyone.
Consistency, coherency and on-target messaging are central tenets at Nurenu. Uber’s choice to create a different color palette for each market, as well as a different icon for each side of their business, was a really cool idea. But that can lead to so much diversity in their brand any chance for a strong, memorable impact is lost.
So anyway, if you’ve read all the way to here, you’re clearly as much of a branding nerd as we are. Or maybe branding is something you’re thinking about right now. Either way, we hope this helps! And remember: friends don’t let friends brand alone.
