Last week, popular transportation app Uber confused some of its users, both drivers and riders, by changing up its branding. It replaced the old “U” logo with two new designs. So what do people think about the new Uber logos compared with the old branding? And how might this change impact Uber’s business in the future?
Uber Logos
In Ask Your Target Market’s latest survey, 21% of respondents said they had a positive opinion of Uber’s old logo. Just 8% said they didn’t like it. And 71% were neutral about it. Opinions about the new logos are a bit worse, with just 18% of respondents saying they have a positive opinion of Uber’s new branding. 23% dislike the new logos. And 59% are neutral about them.
Uber Riders
Overall, just 6% of respondents said that they’ve used Uber many times. 12% have used it at least once. And 82% said they’ve never used Uber. And although there’s been some backlash over the new logos, 8% said that they would actually be more likely to use Uber now, after the rebranding. And just 6% said that they are less likely to use Uber now. 86% said that the new logos should have no impact on their decision of whether or not to use Uber.
Rebranding
In general, 37% of respondents said that they like when companies update their branding regularly. And 50% said that a company’s new branding or logo can really help in grabbing their attention. However, another 50% said that it can be confusing for them when brands they’ve dealt with change up their logo or branding.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: Uber launch Party from Flickr
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on February 4 via AYTM’s online survey panel.
