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The company wants to be known as a 'platform of mobility'

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Uber has spent the past year trying to convince customers that it has put its problematic reputation in the past. And what better way to usher in a new era than with a complete rebrand?

Today, Uber is unveiling an entirely new look that will eventually feature a fresh, custom-made typeface, new colors, a redesigned in-app look including animations and more.

Peter Markatos, Uber’s executive director of brand, said that this rebrand reflects Uber’s transition from “San Francisco startup to a global company,” particularly one that’s become a “platform of mobility.”

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