Uber's new logo redesign has left me more confused about their positioning. They updated their logo by creating two new ones: one for drivers and one for passengers. And plan to use it with different colors for different countries... 68 different countries.
My opinion is one of a wrinkled brow and shaking head. Not sure they understand the concept of consistency. Taking the decisions out of the branding for individuals who use the logo. Making all your communications gain messaging power through the use of a single visual or audio device. (The Nike swoosh communicates so much, as does the Intel chime sound.) Sounds like it's going to be a mess.
I think that if you have to explain it for people to "get it", it probably isn't the best logo.
Here's the official announcement from Uber: The Idea at the Core of Who We Are, a blog post with a 2 minute video talking about bits, atoms and the Uber philosophy. Never really mentions the new logo or apps.
Opinions from business experts:
Wired: The Inside Story of Uber's Radical Rebranding
Fortune: Uber Explains Its Bizarre New Logo
Business Insider: Uber just got a Brand New Logo and People Don't Like It
