The new Uber branding, according to CEO Travis Kalanick, celebrates the company's technology, as well as the cities it serves.
Uber has grown to be a food and package delivery service and is no longer just the ride hailing service that it was when it began. It is that the company CEO points towards as the reason for the branding change.
The new look Uber has been in the works for two years and the intention is to make it represent what Uber is going to become in the future and not only what it is now...
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