Uber unveils new logo and brand narrative…

How a company brands itself tells you more about how it wants to be seen than how it currently is. Uber has refreshed its logo and produced a new company narrative based around “bits and atoms” – in other words the merging of the physical and the digital worlds. This reflects where the company is going over the next few years – towards becoming an increasingly automated logistics platform for all kinds of goods and services, not just human passengers in the back of a cab.

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