Sascha BrossmannIt is extremely interesting to note what is _missing_ in this snazzy re-brand. Notably: VALUES. PRINCIPLES. PURPOSE. Last but not least: PRODUCT – theirSee more primary touchpoint, mind you! This brand system looks excellently executed (well, of course: Wolff Olins are top-notch professionals) for what it is. But it also seems completely designed with an outside-in perspective and focused on _static_ _one-way_ visual communication. This re-brand is all about how Uber want to _appear_ – not about who they _essentially are_ and how they consequently _behave_. A very 20th century agency/marketing mindset. (I might err, but if it wasn't it should get differently communicated.) In other words: _IF_ I am right this re-brand would be a high-gloss _epic fail_. All surface, no substance. But then again, this might be the perfect and most truthful expression of Uber's soul: an inanimate well-dressed void.
George KaoWell said, Sascha! However I wonder if this website is just to discuss the visuals. The Uber website itself does seem to be infused with its stated values of "opportunity/innovation".