I think one of the best points of this piece is referencing the iconic U sticker that nearly all Uber drivers have on their windshield or passenger window. When I've taken an Uber in an unfamiliar city (the bulk of my Uber trips basically) and I'm on a busy street corner, seeing the unmistakeable black-and-white sticker lets me know quickly and simply that I'm hopping into the right car, or where to start walking if it's 100' away.
What will the new Uber car sticker look like from afar? A circuit board? A community college parking lot pass? There's no way it will be as obvious and instantly recognizable as a big U sticker. In fact I can't even imagine Uber drivers will swap their decals out, ever, so it'll create a rift in the overall brand (drivers with U stickers, website/app with the new brand) and increase overall confusion with passengers.
What will the new Uber car sticker look like from afar? A circuit board? A community college parking lot pass? There's no way it will be as obvious and instantly recognizable as a big U sticker. In fact I can't even imagine Uber drivers will swap their decals out, ever, so it'll create a rift in the overall brand (drivers with U stickers, website/app with the new brand) and increase overall confusion with passengers.