The Uber logo debacle highlights the importance of a strong communication plan

Uber has changed its logo and the social media world went mayhem. Even though I don’t use the app, I’m familiar with the iconic black-and-white U. So getting rid of such an iconic logo, which even drunk people could easily find on their phone, is radical rebranding to me. Uber itself states that the new logo represents their new identity: a place where “bits and atoms come together”. Without reading the inside story in Wired, I didn't even understand what that's supposed to mean. A good logo tells a brand’s story and expresses its identity – without further explanation needed. However, Uber has failed miserably at that.

The idea for change came from CEO Travis Kalanick, who's hated the previous U since 2012 and wanted to change it though he never felt it was the right time. He and his design team put a lot of thought in it, they've worked about 3 years on the logo to perfect it but made one essential mistake. Uber never cared to get an outside opinion from another creative team nor did it do a market research. Now the logo reflects what Kalanick and the design team were thinking, how they feel the new corporate identity is supposed to be, and expresses so many hidden meanings no one else seems to get.

CEO and Co-Founder Travis Kalanick

The new logo signals a transition of Uber. The company wants to be seen as more than a taxi service. However, what isn't communicated at all is what is Uber's new vision and purpose? The reason for the transition might’ve been obvious to Kalanick and his team but it's certainly not for the public, especially if Uber wasn’t having any real severe reputation problems. It didn’t need to get rid of its image. So far, and I know this because I’ve read the multi-page long inside story in Wired, the only valid reason for rebranding was that Kalanick didn’t like the U logo. Is that valid enough? Well, no. A clear explanation should be part of such radical rebranding. If Uber feels it wants to be more than a taxi service then explain it to the broad public. Make us feel what you feel about the brand. The lack of story behind the change makes it seem as if the company isn’t really sure about its new identity either, where it’s going and where it wants to be. The communication plan hasn’t been thought through properly. However, managing what you actually communicate to the public is a vital part of changing a corporate identity. It’s not enough to just present a new logo, provide a new cryptic corporate message, which no one else understands, and do one inside story. Not many will read it. Corporate change shouldn’t need further explanation and make it necessary for customers to research it more independently. It should be communicated when the change is happening, by the respective corporation itself.  Thus, Uber's rebranding seems rather premature.

Uber missed a great opportunity to promote itself and there is no way to remedy this besides admitting the mistake. The company shouldn't pretend as if this never happened or try to push the reset button. Uber needs to address its issue and work with experts to come up with a strong communication strategy that clearly communicates its new identity and purpose.

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