Uber's got a new logo. Gone is the stylized "U" logo and has been replaced with a circle, with a square inside.
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.
So, what's with the square inside the logo? According to the press release, there's a reason for it.
"The unique aspect of Uber is that we exist in the physical world. When you push a button on your phone, a car moves across the city and appears where you are. We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens."
While the taxi app thinks the logo is "less fussy" because they have moved on from their 1990s hairstyle, that's not what the Internet thinks. They think it's plain confusing.
According to Uber, the new logo will help you spot it from afar. "It also reflects a more substantial look as we too have matured as a company," said CEO Travis Kalanick in the release.
The logo has been changed to show that Uber is no longer a taxi hailing app.
"One of the big changes over the years is that Uber no longer moves just people; we’re now moving food, goods, and soon maybe much more. With the potential for many apps with many app icons, we needed one approach that connected them all. So we came back to our story of bits and atoms," it said.
But not many are buying this idea.
Dear Uber: your old logo was very bad but useful. Your new logo is very bad and useless. Yours truly, Everyone. pic.twitter.com/uWHgJcSbm4— Joshua Topolsky (@joshuatopolsky) February 3, 2016
The new Uber logo looks so typically Indian that it could be a part of the next Coldplay video. pic.twitter.com/ydmsgXqHuW— Sapan Verma (@sapanv) February 3, 2016
Ah so Uber's new logo looks like a brain implant. How fitting— Natasha (@riptari) February 3, 2016
New Uber logo a misstep IMHO. Completely lost brand recognition. What's that even meant to be? Backwards "C"? pic.twitter.com/rzzpIuHRbX— Samuel Gibbs (@SamuelGibbs) February 3, 2016
Uber's new logo. pic.twitter.com/fyPC7fqYz3— Vasu (@vasudevan_k) February 3, 2016
Also On HuffPost: