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Re:Uber Rebrand by 2pointsomone on Wednesday September 12, 2018 @08:56PM (#17975012)
Thanks for that perspective, Jeremy. But I think hidden in that question was an underlying question: does changing the brand in non-radical ways change perception in people's minds?

The answer might be yes for Dara, but it seems unintuitive to me.

Re:Uber Rebrand by majewsky on Wednesday September 12, 2018 @09:43PM (#17975252)
> does changing the brand in non-radical ways change perception in people's minds?

It definitely does for me. I'm not an Uber user (doesn't exist in Germany), but I know the previous design system. When I looked through this page, I also had the impression that their new CEO has to do with this because it evokes more feminine qualities than the previous corporate design. I cannot exactly pin-point this; I'm just going by the feelings it evokes in me. It somehow feels warmer and more empathetic to me (to the extent that a tech giant can be perceived as warm and empathetic).

It's definitely what Uber needs right now on the design front. Let's see how much it helps them regain trust.