back to article Uber rebrands to the sound of whalesong confusion

Gun-toting driver on demand app thingy Uber has announced a radical overhaul of its brand frontage, involving a "more grounded and elevated" logotype, new app icons and a range of "authentic identities for the countries where Uber operates". The reworked Uber font First up, check out the reworked "Uber", which apparently " …

  1. Graham Marsden
    Meh

    Rearrange the following words...

    ... to get a well known phrase or saying:

    Toss Couldn't A Give

    1. DropBear
      Pint

      Re: Rearrange the following words...

      Go home, Yoda. You're drunk!

      1. Fungus Bob

        Re: Go home, Yoda. You're drunk!

        Shitfaced you are, Yoda. Home must you go!

        There, FTFY

    2. Anonymous Coward
      Anonymous Coward

      Re: Rearrange the following words...

      or describing their corp-speak Old A Load Bollocks What Of

  2. TRT Silver badge

    Looks like...

    Pac Man with a mouth ulcer trying to eat a pineapple cube in a Moroccan brothel.

    1. Anonymous Coward
      Gimp

      Re: Looks like...

      It reminded me of the time I^H a friend of mine tried to get a kilo of resin from Ceuta to Algeciras.

      :O

    2. allthecoolshortnamesweretaken

      Re: Looks like...

      Why Morocco? I see all the other bits, but why Morocco?

      1. TRT Silver badge

        Re: Looks like...

        Geometric art. Quite common in places like Morocco.

  3. DavCrav

    "The norms of modern online journalism require that at this point we embed a few tweets from the unwashed masses* decrying Uber's descent into branding anarchy, as if anyone really gives a tinker's what people are gobbing off about in 140 characters or less."

    Ah, so you've seen the Guardian recently.

    1. Anonymous Coward
      Anonymous Coward

      If you take a look at the average Daily Fail user comment, you might conclude that a 140 character limit is a mercy. And probably about 120 characters longer than necessary to fully communicate their thoughts.

    2. Charlie Clark Silver badge
      Pint

      I'm beginning to wonder if Twitter is actually for this kind of clickbait.

      Anyway, a pint for Lester for calling out this pathetic trend!

  4. Snivelling Wretch
    Headmaster

    There/their

    "Were there video available"

    1. DavCrav
      FAIL

      Re: There/their

      "There/their

      "Were there video available""

      And your problem is? "Were there" = "If there were". Subjunctive of "there is".

      1. TRT Silver badge

        Something to chew on...

        the "were there" original sentence.

    2. JudeKay (Written by Reg staff)

      Re: There/their

      Don't know what to say, Snivelling.... We're in a subjunctive mood.

      1. DavCrav

        Re: There/their

        "Don't know what to say, Snivelling...."

        And don't call me 'Snivelling'.

  5. disgruntled yank

    rebranding

    Meanwhile, in New York City, Uber drivers are furious about their rates being cut, and some have been sitting it out and protesting.

    1. Anonymous Coward
      Anonymous Coward

      Re: rebranding

      Meanwhile, in São Paulo, taxi drivers are (physically) fighting Uber drivers.

  6. disgruntled yank

    rates

    From CNN's article:

    “Uber used to charge $3 a mile. There used to be 10 percent commission,” said Uber driver Inder Parmer. “They dropped the price to $2.55. The commission was increased to 20 percent. Now the commission is getting increased to 25 percent, and the price is getting dropped by another 15 percent. I would just ask American public if their salary is decreased by 45 percent in two years, how will they feel?”

    1. Holleritho

      Re: rates

      Oh, you mean Uber's millionaire owners want to peonise the drivers while putting 100% of the risk on them while trousering yet more billions? But isn't this what grass-roots, non-hierarchical 'sharing' services do? Isn't that what the new world of web is delivering? Vast bloated corporations living off walmarted employees' degradation while coining it to the tune to Croesus while paying as little tax possible because they are smart enough to?

      1. Alistair
        Windows

        Re: rates

        @ Holleritho:

        "Uber's millionaire owners want to peonise the drivers while putting 100% of the risk on them while trousering yet more billions?"

        "Ubers VC controllers want to peonise the drivers while putting 100% of the risk on them while trousering yet more billions?"

        FTFY.

        You don't think that the *owners* actually have that much cash in hand do you?

    2. TeeCee Gold badge
      WTF?

      Re: rates

      Hang on.....this is an interwebs thing, right?

      Surely Uber have as much right as all the other web darlings to expect their contributors to provide their shit for free? Presumably all that's happened is someone's noticed that they're paying for shit and in a fit of astonishing generosity they've decided to phase it out rather than just stopping.

    3. skeptical i
      Meh

      Re: rates

      Judging by the support presidential candidate Bernie Sanders is getting, I'd say many Americans are fairly torqued off by the economic situation so Inder Parmer is in good company (for whatever that's worth). When municipalities are officially gleeful to land a(nother) big box store that pays minimum wage for scut workers to flog future landfill crap from China -- instead of being vaguely ashamed in a "is this really the best we can do?" bit of reflection -- I don't expect much to change, R.I.P. America's middle class. I hope I'm wrong.

  7. Raumkraut

    Call a spade a shovel

    driver on demand app thingy Uber

    It's just a taxi-dispatch agency, isn't it?

    1. Anonymous Coward
      Anonymous Coward

      Re: Call a spade a shovel

      No. The whole point is evasion of that pesky taxi driver training/vetting/registration/regulation crap to thusly leverage out-of-the-box profit in an upward trajectory.

      1. Lamont Cranston

        Re: Call a spade a shovel

        I've actualised a lot of blue sky synergies from your comment, AC.

        1. Anonymous Coward
          Anonymous Coward

          Re: Call a spade a shovel

          Realigning your branding with ACs cadence

        2. Anonymous Coward
          Anonymous Coward

          Re: Call a spade a shovel

          Gratified to have reversed your neuron flow to synergystic polarity thusly effecting reconceptualisation of the paradigm to the next level of monitization, LC.

          1. Fungus Bob

            Re: Call a spade a shovel

            You can stop now, I threw up in my boss' hat.

  8. Dan 55 Silver badge
    Megaphone

    Uber - where tax evasion and whittling away workers' rights meet

    That is all.

  9. Alister

    Paradigm shift?

    However, Twitter's about to be be consigned to the dustbin of history, so we're ditching it as a news source

    Is this a promise?

    PLEASE!

    1. Jonathan Richards 1
      Thumb Up

      Re: Paradigm shift?

      ^

      What Alister said.

    2. Rafael 1

      ...so we're* ditching it as a news source...

      * For very small values of "we"

      1. Fungus Bob

        Re: ...so we're* ditching it as a news source...

        What about very large values of wee?

        1. MrDamage Silver badge

          What about very large values of wee?

          Unless you're a dialysis machine, stop taking the piss.

          1. Fungus Bob

            Re: What about very large values of wee?

            ...just marking my territory.

  10. CraPo

    "When you push a button on your phone, a car moves across the city and appears where you are."

    I hope it doesn't move across the city....I hope it comes from round the corner

  11. x 7

    I heard that part of the rebrand was to rename the company as "Under"

    mainly to match its financials........

  12. This post has been deleted by its author

  13. Stoneshop
    Mushroom

    "technology that moves cities and their citizens."

    Caterpillar? Liebherr? Komatsu?

    Or maybe Dynamit Nobel?

    1. Chris G

      Re: "technology that moves cities and their citizens."

      @Stoneshop; you could add a few airforces to that list, USAF, RAF etc could have the motto 'Moving cities and their citizens. Onwards and Upwards!'

      1. Anonymous Coward
        Mushroom

        Re: "technology that moves cities and their citizens."

        Hoisted by some distant pontificating hypocrite's petard.

    2. Swarthy

      Re: "technology that moves cities and their citizens."

      Don't forget Krupp.

  14. h4rm0ny
    Facepalm

    "The unique aspect of Uber is that we exist in the physical world"

    See title. There's nothing I can add.

    1. Joe Werner Silver badge
      Pint

      Re: "The unique aspect of Uber is that we exist in the physical world"

      .. and so do the ... products I am about to ... leave at the small room 'round the corner. With the little icon on.

      Please, have a beer for that comment! (I am having one in an airport lounge. Benefit of being a frequent flyer. Disadvantage: spending so much time at airports. I wish I wouldn't...)

    2. Keeees

      Re: "The unique aspect of Uber is that we exist in the physical world"

      "The unique aspect of Uber is that we exist in the physical world"

      Just like British Rail, then?

  15. Stratman

    "a "more grounded and elevated" logotype"

    Both grounded and elevated?

    Their bits and atoms are presumably of the quantum variety

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