Uber has elevated its brand to reflect its evolving business and growth goals. Its brand refresh highlights Uber’s expanding range of services, which now includes pharmacy, grocery, and convenience delivery options.
Jones Knowle Ritchie (JKR), a global branding agency, helped enhance Uber’s brand system – transitioning it to a mobility brand. Tosh Hall, CEO at JKR, said the rebrand back in 2018 was exactly what the business needed at that moment. “Our job was to evolve it to reflect the business Uber is today, building a brand architecture that would echo its position as a full-scale mobility brand.”
He pointed out that JKR had to establish what set Uber apart, its distinction. “We looked at the journey map and found the original graphic language: the circle, the line, and the square. Then we brought it to life, designing a flexible system that could grow and change with their expansion.”
As such, JKR created a brand language that inspires people to reimagine Uber’s potential to enhance their lives. It doubles down on what makes Uber unique, giving the brand the tools to tell engaging stories about what happens on the journey between point A and point B. JKR has expanded on the brand’s existing distinctive assets and created new ones.
“By defining what makes the brand distinct and delivering a system and toolkit to reflect that, we’re enabling any agency, whether in PR, digital, or advertising, to pick up where we left off,” Hall said. “That’s because we’re in the business of creating brands that can be present across the entire consumer experience – allowing companies to interpret, evolve, and grow in real-time; whether it’s hailing a ride, ordering food, or receiving a delivery, the refreshed brand architecture system allows users to easily identify and engage with Uber’s various services and empowers them to go anywhere and get anything.”