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Earlier this month, Uber unveiled a huge new redesign that seems meant to portray the company as friendlier. Gone is the sleek — but a bit intimidating — silver and black. Here is a more colorful and softer Uber.
2016-02-10
But this isn't the first time Uber has changed its look. Since it debuted as UberCab in 2010, Uber has gone through design phases that show how different values and issues have become important to the company.
Jacinthe Busson, who runs the site UX Timelines, has compiled a timeline of Uber's website changes from 2010 to present. See how the look of the company has evolved as Travis Kalanick and co. built it into a juggernaut valued at over $60 billion.
2010: Uber launches in San Francisco as UberCab. This was its initial logo.
Jacinthe Busson
At the time, it cost about 1.5 times as much as a cab, but you could request a car in San Francisco by sending a text or pressing a button.
Jacinthe Busson
In this shot you can see the rudiments of the first iPhone app for UberCab.
Jacinthe Busson
Then Uber dropped the "cab" from its name. Cleaner.
Jacinthe Busson
"Everyone's private driver" started to look a bit more sleek.
Jacinthe Busson
As you can see, not everyone in 2010 had given up on flip phones, even in San Francisco.
Jacinthe Busson
2011: Can you spot the difference? Uber was now available in multiple cities.
Jacinthe Busson
Here is the login screen on desktop.
Jacinthe Busson
2012: Uber gets a luxe new logo.
Jacinthe Busson
The website stayed pretty similar though, with TechCrunch's review and a quote from investor Chris Sacca prominently displayed.
Jacinthe Busson
This is what the app looked like back then.
Jacinthe Busson
And the notification on iPhone.
Jacinthe Busson
2013: Uber gets a major artistic upgrade.
Jacinthe Busson
The app also takes on a more black-and-white, sharper design.
Jacinthe Busson
Uber is luxury.
Jacinthe Busson
Uber is empowerment.
Jacinthe Busson
Uber is global.
Jacinthe Busson
Meet the company: Travis Kalanick loves Wii Tennis.
Jacinthe Busson
Uber introduces you to some of its drivers, humanizing them.
Jacinthe Busson
2014: Hello Uber for businesses.
Jacinthe Busson
Safety becomes a concern.
Jacinthe Busson
2015: Color is back, making it friendlier. Perhaps less sleek, but warmer.
Jacinthe Busson
Regular guy: not in a rakish suit.
Jacinthe Busson
A focus on women's jobs.
Jacinthe Busson
And a focus on freedom.
Jacinthe Busson
Safety is expanded.
Jacinthe Busson
Here's the sign-up page.
Jacinthe Busson
Uber now has its own newsroom.
Jacinthe Busson
2016: The big logo redesign, ditching any semblance of intimidation.
Uber
Very friendly.
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Even the cartoons feel more inviting.
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Uber wants everyone to just get along.
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Uber works for the common good...
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...and is taking over the world.
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Nathan is the media and advertising editor for Business Insider and was previously the entertainment editor, as well as an editor and reporter for the tech section.He runs BI's media business team, which primarily covers the creator economy and the business of social media, the evolution of streaming, and the future of advertising.He edits the CMO Insider newsletter, which features exclusive reporting on marketing and the creator space.He has overseen several award-winning projects at BI.He coedited Jason Guerrasio's feature on the rise and fall of MoviePass, which won a New York Press Club Award and a National Arts & Entertainment Journalism Award from the Los Angeles Press Club.BI's reporting on MoviePass served as the basis for the HBO documentary "MoviePass MovieCrash." Nathan is interviewed in the documentary and was a consultant during production.He's worked on other stories that have won or been finalists for NAEJ Awards from the LA Press Club.They include:
He mainly edits the work of reporters Lucia Moses, Lara O'Reilly, Dan Whateley, Sydney Bradley, and James Faris.Nathan graduated from Syracuse University's S.I. Newhouse School of Public Communications with a master's degree in journalism in 2015, and from Columbia University in 2011.
