Uber unveils revamped branding, mission statement

Two days after Uber hired its first chief marketing officer, the company has unveiled a new logo and mission statement, according to Fortune.

The rebranding coincides with the appointment of Rebecca Messina as global CMO, but Wolff Olins, the Uber Brand Experience Team and MCKL Type Foundry have been working on the effort for nine months. The company's new logo, which is set in its custom typeface, is meant to convey approachability, safety and accessibility.

Uber's old mission statement was "Make transportation as reliable as running water, everywhere, for everyone" and is now "We ignite opportunity by setting the world in motion."

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