Uber just changed its logo. According to Uber, the new logo represents bits and atoms. How does this help customers understand what Uber does, what makes it unique, or why anyone should do business with Uber? After all, bits and atoms are everywhere. They are the essential building blocks of everything in the digital and physical world. If these are the key branding elements of Uber, they fail to distinguish Uber from everyone and everything else.
This decision is reminiscent of a branding mistake the Sunshine Biscuit Company made over 100 years ago.
