We partnered with Uber to reimagine how the world moves, creating a system that connects with all modes of transportation, in all places, for all people.
For all ways Uber went from tech startup to global mobility platform in eight short years. It had moved beyond the car ride-hailing space, embracing new and future modes of mobility — from bikes, to tuk-tuks, to flying cars. It needed a new, holistic brand system that embraced all of these different forms, and spoke equally to riders, drivers, and employees. It had to be instantly recognizable, it had to work around the world, and it had to be efficient to execute. It also needed to highlight the organization’s central belief: that movement ignites opportunity.
For all places Uber operates in 660+ cities globally. Its highest growth areas are in regions outside of the US, such as Latin America and India, where Wolff Olins has a considerable depth of experience. Instead of pursuing a complex identity system, localized through color and pattern, we moved towards a universal ‘beyond-simple’ global brand. Teams in diverse markets could make it relevant to specific audiences through content.
For all people With a new wave of leadership at Uber came a renewed commitment to safety. So far, that safety focus has been product-driven, but we took a step back and asked, “What does safety mean for different people?” We introduced Safety blue to the color palette. It is unique to Uber and used sparingly to indicate moments of support, care or assurance between the user and brand. It highlights the company’s concern for people’s physical and emotional well-being.
For all teams The decentralized nature of Uber’s operations meant the company needed a system that could be used in different digital and physical applications, and successfully implemented by a wide range of practitioners in markets around the world. The system isn’t just for marketing designers, but for product teams, customer service, and beyond. Its success depends on how useful teams find it.
See more on our website.
Let us know what you think of the work.
It’s been a big month for us here at Wolff Olins. Between launches, we won an Innovation by Design award from Fast Company for our work on Lafayette Anticipations.
It was number one in the ‘Graphic Design and Data Visualisation’ category. Alibaba Cloud also got a special mention, and in the ‘Timeless Design’ section we saw some of our old hits – USA Today and NYC.
Earlier this year we were honoured to be on their list of Most Innovative Companies, topping the list in the design sector. We were chosen because we’ve ‘helped brands create dynamic identities that respond to major technological shifts such as voice interaction and the Internet of Things’.
Thank you to Fast Company and congratulations to the teams.
Let us know what you think about the winners.
This month, the Wolff Olins team in London are excited to be setting up shop in a new spot. After many years by Regent’s Canal, and a short pause beside Hyde Park, we’re now going for skyline views in SE1.
It’s a move that puts us right in the middle of one of London’s most creative and vibrant neighbourhoods. We’ll be based at Bankside 2 on Southwark Street, where we’ve got the world-class art of the Tate Modern (a much-loved greatest hit of ours) on our doorstep, as well as the Globe, Menier Chocolate Factory, Old and Young Vic (always good for the soul), and a host of super-talented fellow Omnicom agencies, from AMV to Hall & Partners.
We couldn’t be easier to get to, between two of the city’s best-connected hubs: London Bridge and Waterloo. And for foodies, Borough Market and Flat Iron Square are just down the road.
We’re up on the top floor in a bright and flexible space with lovely views over South London. We’ll be making things, celebrating work in progress, and bringing teams together to collaborate – as we’ve always done.
We can’t wait to make great things happen here. Watch this space for more details, and do come over to see us soon.
The world’s biggest tech conference, Web Summit, is taking place at the beginning of November and our CEO Sairah Ashman will be speaking there again.
Last year she spoke about artificial intelligence and the fundamental questions it’s raising about the nature of consciousness. She argued that it’s vital we think carefully about ethics as we develop increasingly sophisticated products, services and brands. You can watch a film of the talk here. This year she’ll be imagining what brands will look like in 2050.
If you’re going to be there, look out for her session on the agenda. We’d love to see you there!