The Challenges of Rebranding: The Redesign of the Uber Identity

http://www.wired.com/2016/02/the-inside-story-behind-ubers-colorful-redesign/#slide-4

This is an excellent summary of the challenges and issues facing a company trying to recreate their identity. It’s complicated –  there are emotions, history, time, cost, perception, opinion, uncertainty. It take courage to do this, good for them.

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