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Uber has another rebrand, and a stunning website to present it.

Last week, the ride-sharing taxi app, Uber, unveiled a new identity, only two years since its previous re-brand. It’s most recent, aimed to revitalise the company after a difficult period. Allegations of sexual harassment, discrimination, departures of senior staff and having their London licence revoked all happened in the space of a year.

As a way to refresh, Uber focuses its new image on accessibility and safety to reinforce their customers that they are improving in these areas. To do this, Uber hired global design consultancy Wolff Olins to assist their in-house team. Re-introducing the company name is an obvious development, but there is a more complex system in place.

A new 'U-Frame' system is demonstated clearly by using video and animation. Credit: Uber
A new ‘U-Frame’ system is demonstated clearly by using video and animation. Credit: Uber

Through its case study, you can explore an extensive website which takes you through every design element of the re-brand. We think this is a great new identity for Uber, and the designers have done a fantastic job, but we simply cannot get over the case study page itself.

Credit: Uber
Just one example of the use of dynamic gifs to demonstrate the new brand. Credit: Uber

The detail that the webpage goes into is just right, the way that the user can interact with certain elements on the page is also a triumph. Animations and gifs are used in a way that clearly displays how the new system works and how it relates to other aspects on the page. This is a prime example of web interactivity used perfectly to convey an idea or design. We think that everyone should take a leaf out of Uber’s case study book…

View the case study here.