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Uber Just Completely Changed Its Logo and Branding

The familiar "U" is gone, replaced by ... something else.

Uber

If you update your Uber app today, you might notice something is a little different: Gone is the “U” logo, replaced with a … circle thing. Uber describes the square at the center of the new logo as the “bit,” something that will appear throughout the design of the company’s site and redesigned app.

Uber wants to focus on that bit, which it says will make it easier to add additional products to its portfolio over time — you’ll always see that bit at the center, the theory goes, and you’ll identify it as an Uber product. Uber has been aggressively expanding into adjacent services like food delivery lately, so that explanation makes some sense.

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This article originally appeared on Recode.net.

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