A company’s logo is its face, beyond just being a tool to communicate its name.

Over time, and a lot of investment in positioning, the public manages to identify and associate with a series of values that the company represents for them.

It is normal that after a few years a company decides or even sees the need to renew its image, this can happen for various reasons among which we find an expansion in other markets or areas, structural or management changes, important changes to their product or design, among others.

In each case the company can consider whether they will make a slight, medium or drastic change to their corporate identity. However, it must be considered that these adjustments should not be taken lightly as they may lose the position gained in the past.

Although these changes or adjustments may also be good in recent years we have been seeing a tendency to follow the same visual style when carrying out a brand redesign. Mainly in the technology markets.

This is very unfortunate, since companies have been losing their personality and we are finding ourselves looking at a world of many twin faces.

And well, it seems that now the time has come for Uber.