Uber changed its look twice in under three years. After the first change, in February 2016, people were left wondering where the U went. The second, in September 2018, brought the U back.

February 2016: bits and atoms

The 2016 redesign was done in-house (Dezeen). The thinking behind it was abstract. Then-CEO Travis Kalanick said Uber exists "in the place where bits and atoms come together" (It's Nice That), and the new app icon was built around that idea of bits and atoms instead of the familiar U.

The new look was widely criticised. Looking back in 2018, Dezeen described people being left "wondering where the U went" (Dezeen).

Then Uber itself changed. Kalanick resigned, and Dara Khosrowshahi was appointed CEO in August 2017 (Design Week). He brought fresh priorities, including a focus on safety (Transform).

That's the part worth noticing. Between the two rebrands, the company's leadership and priorities had actually shifted. The second rebrand had something real to say.

September 2018: a wordmark and a U

Uber worked with Wolff Olins in San Francisco for 10 months on a new identity (Design Week). The result was a simple black and white wordmark and a custom typeface called Uber Move (Dezeen).

The principles behind it were written plainly: "let in the light, embrace black; invest in a wordmark, not a symbol; bring back the U" (Dezeen).

There was also a colour with a job to do. "Safety Blue" highlights pickup and support (Design Week). Under a CEO with safety high on his list, that detail matters. The new identity wasn't only cleaner. It reflected what the company now said it cared about.

What this means for your brand

The 2016 look tried to explain an idea. The 2018 one followed a real change inside the company. That difference is what we'd pay attention to if you're thinking about rebranding.

There are good reasons to change your brand. You've changed what you sell or who you sell to. Your prices have moved up a level. New people are running things, or the way you work is different. In those cases, an old identity can hold you back, because it describes a business that doesn't exist anymore.

There are weaker reasons too. You're bored of your logo, a competitor looks fresher, or you've had a rough month and want a fresh start. Those feelings are real, but they're about you, and your customers didn't ask for them.

Picture this: someone you know gets a dramatic new haircut right after a big life change. It suits the moment, and your friends aren't confused. If they changed it every few months for no reason, though, you'd start to wonder who you were looking at.

Two rebrands in under three years cost money and recognition. You could argue Uber should have got it right the first time, and we'd partly agree. That's our point, really. The 2016 version came from an idea, without a change a rider could feel. The 2018 version came after one.

One thing to do this week

Before you touch your logo, write one paragraph answering this: what has actually changed in my business since my current brand was made? Think products, customers, prices, team and the way you work.

If you can fill that paragraph with real changes, your brand may need to catch up, and the paragraph is the start of a brief for a designer. If it's really about how you feel, wait. Put that energy into using your current brand more consistently for a few months, then ask again.

Has your business changed, or just your mood?