Browse
Uber Logo Change: What Churches Can Learn

Uber Logo Change: What Churches Can Learn

Posted February 10, 2016 by Jerod Clark

When major companies with loyal fans undergo significant logo changes, there is often a crowd forming ready to hurl negative reactions. Car-sharing service Uber finds itself on the receiving end of the critical dismay after recently launching a new brand identity that was quickly dissed by artists and Uber drivers alike.

As the new look launched, Wired published a behind the scenes look at the two and a half year process that ended with the company’s lead designer leaving (even though he says it was because the launch went well).

While there are plenty of lessons to learn from Uber in what not to do, there were some surprisingly good aspects as well. Rebranding is a common struggle for churches, too. Here are some of the key lessons from Uber’s experience that will help you handle the process better.

 

First, the bad.

Closed, in-house process, led by a non-designer. Uber is Travis Kalanick’s obsession. As founder and CEO, he was the only person he trusted to lead the design process. Yet he’s an engineer and not a designer. Outside branding firms weren’t meeting the company’s expectations, so Kalanick assembled a small internal team, which did include graphic designers, that met periodically for two and a half years behind closed doors in the “war room.”

There is nothing inherently wrong with doing brand redesigns in house with a select group of people. After all, design by committee, where too many people with the wrong skills are at the table, rarely works. But a closed process like this can lead to a group think mentality where perspective is lost, procedures don’t allow for true creativity and processes are drawn out too long.

Uber lost focus on the end user. I’ve seen the process mentioned above first hand in a church I previously attended (and I bet you’ve experienced it, too). The lead pastor had a small group working on a new logo where there wasn’t respect for the opinions of marketing folks in the room. The church ended up with a logo the pastor wanted, but it felt dated. It didn’t represent the church’s culture and worst of all, it didn’t share the right message with the community the church wanted to reach.

By many accounts, the voice of the customer was lost in the Uber process as well, especially in the first 18 months of the process. The managers involved in the redesign kept fine tuning the new branding into something they liked with symbolism they believed represented users. It turns out, the public doesn’t see it. Your personal design aesthetics are not necessarily those of the people you serve. Always keep your end-user in mind and test your concept with a select group of them. I guarantee you’ll find ways your design isn’t communicating the way you expected.

 

Now, the good.

Uber found a theme for why they designed what they did. Many times a rebranding process starts with the notion that it’s time for a new logo without much thought on what comes next. While Uber execs had a bit of the same blindness, they did eventually land on a concept for guiding what the new design should be. They developed a concept of “bits” representing the technical side of Uber logistics and “atoms,” representing the people the company served.

While a bit abstract, the bits and atoms guidepost made it easier for the design team to say yes to the right ideas and no to others. It was a framework that lead to an app icon design with a textured background (atoms/technology) with a solid shape on top (bit/Uber user).

Uber localized their content. In the later stages of the project, when the group realized they shouldn’t be designing just for the CEO, the design team realized that’s tough for a global company to create one look to appeal to all of their diverse customers. Consequently, Uber created 65 different mood boards with specific colors and images that would be used in different parts of the world.

Churches have fragmented audiences as well. While it’s best practice to have a single church brand, there are various audiences where you will tweak your message. You’ll communicate differently to men and women, youth and adults or long time members and new guests.

Filed under: Branding, Logo, Communications, Leadership

About the Author

Jerod Clark

Jerod joined ReFrame Media in 2007 and built Church Juice from scratch. He poured all his passion for branding, marketing, and messaging into the ministry, publishing e-books, blog posts, and speaking at conferences to help churches energize their communications. He also served as ReFrame’s in-house graphic designer. Before beginning his work at Church Juice, Jerod was a local TV news reporter. In 2016, Jerod stepped away from the ministry to pursue interests in marketing and communications on new horizons.

Don't miss a post

Join our email list

Comments (0)

Leave a Comment

Share your thoughts about this blog post with us.
All fields are required.

Recent Posts

Death by a Thousand Cuts
Death by a Thousand Cuts
2

Posted April 17, 2019 by Owen Scott

Communications ministry is an always-flowing stream of demands—on your time, energy, and heart. If you’re not careful it could kill you, not in a big show of force, but slowly over a thousand cuts. Take time to set yourself up to thrive in communications ministry.
Podcast: What to do When Your Attendance Drops at Easter
Podcast: What to do When Your Attendance Drops at Easter
0

Posted April 15, 2019 by Bryan Haley

We’re talking with a pastor of a growing church that sees their attendance drop on Easter. What do they do instead?
Clarifying Your Message
Clarifying Your Message
0

Posted April 10, 2019 by Bryan Haley

We’re all busy. What you communicate needs to be clear, concise, and compelling to be as effective as possible.
Podcast: Partnering With Your Community
Podcast: Partnering With Your Community
0

Posted April 8, 2019 by Bryan Haley

Easter is a great time to find new ways to partner with your community. Here’s the story of how one church partnered with their community for an Easter egg hunt.
We’d Love Your Feedback
We’d Love Your Feedback
0

Posted April 3, 2019 by Bryan Haley

Your feedback will help make Church Juice an even-better resource for your church.
The Ultimate List of 25 Free Stock Photo Sites for Churches
The Ultimate List of 25 Free Stock Photo Sites for Churches
4

Posted March 27, 2019 by Bryan Haley

Sometimes stock photos are needed to fill gaps or spark creativity. Here are 25 websites with completely free photos for your church.
Podcast: Knowing Who You Are
Podcast: Knowing Who You Are
0

Posted March 25, 2019 by Bryan Haley

How to pull off an excellent Easter service while being true to who you are.
Talk the Talk: Basics To Developing A Communications Strategy
Talk the Talk: Basics To Developing A Communications Strategy
0

Posted March 20, 2019 by Sherri Jones

Effective communication is the key to keep people connected and move them to action.
Podcast: Advertising Easter
Podcast: Advertising Easter
0

Posted March 18, 2019 by Bryan Haley

What are the best ways to advertise your Easter services and events?
“But No One Told Me!” Tips on Improving Staff Communication
“But No One Told Me!” Tips on Improving Staff Communication
3

Posted March 13, 2019 by Kristen Eleveld

Trying to keep your team in the loop can be overwhelming and frustrating. How do you give people the information they need without overloading their inbox? Read on for some ideas on how to keep your staff up to date—and your day running a little smoother.