Use scalable vector graphics to create a crisp, adaptable design.Here Jerome offers five actionable tips for companies poised to make that step.
When done right - and justified by a company’s corresponding actions - a logo can be the bridge to a new identity. More generally, the case speaks to an important question: When is the right time for a new logo? Whether poised for a public exit, trying to signal a new stage of maturity or seeking to squelch the fire of a public relations fiasco, companies often refresh their logos during times of transition. Whether the rebrand has led to a genuine shift in Uber’s public perception is open to debate, but designers like Roy Kim at Google applaud the logo design as a step in the right direction. In Uber’s case, the wordmark became the anchor of a broader public relations strategy as they prepared to go public. The “U” shape served as the compositional blueprint for advertising materials and “safety blue” was added to the app’s color palette to project the company’s evolving identity. Jerome calls logos “the basic visual unit of brand,” and says they are integral to establishing a company’s identity - or reinventing it after reputational damage. Second of all, we’re really suffering in terms of trust.’” First of all, we have to change our image. “When everything went into the - a bad word is coming to my mind - they were like, ‘Oh, we’ve got to do a new logo. “There was a lot of bad feeling about them taking advantage of their drivers,” Caroline Jerome, chief creative officer and partner of the New York-based branding and marketing agency TBGA, explained to me. “They were like, ‘Oh, we’ve got to do a new logo. Guiding the redesign were three tenets gleaned from audience research: “embrace black” “invest in a wordmark, not a symbol” and “bring back the U.” These undergird a nine-element design system reflecting the ride-sharing giant’s transition from its publicly maligned past to a friendlier future, one in which the company would refocus its concern on the welfare of riders and drivers. The logo was being called on to do some heavy lifting. The soft curves of the typeface broke from the brutalist, all-capitalized logo of Uber’s past and paid homage to the geometric san serif fonts used in traffic signs. The new logo - a collaborative effort between the brand consultancy Wolff Olins, Uber’s brand experience team, and Jeremy Mickel, founder of MCKL, a type foundry and design studio - replaced a backwards “C” symbol at least one imaginative critic charged resembled an “asshole.” On a black background, the word Uber was spelled out with a capital “U” followed by white lowercase letters. Embroiled in controversy, they unveiled a new logo on Adweek in an apparent attempt to frame themselves as a more approachable brand.
Back in 2018, the ride-sharing app Uber was looking for a fresh start.
0 kommentar(er)
