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Uber rebrands itself with a new logo

Uber just gave itself a new look. The popular car service app rebranded itself Tuesday when it unveiled a new logo, dispensing with the recognizable "U" against a black background, and replacing it with a backwards "C" with a square inside it called a "bit."

In a blog post, Uber CEO and co-founder Travis Kalanick said as the company grew from a car service that serviced "100 friends in San Francisco" into a "transportation network" that extends throughout 400 cities in 68 countries, it needed a new look to encapsulate its changing mission.

Kalanick says the company now aspires "to make transportation as reliable as running water, everywhere and for everyone." Along the way, it has won millions of enthusiastic users, annoyed some with surge pricing, and also antagonized many others by elbowing out competition and trying to undercut established taxi businesses.

While the old Uber app logo was black and white -- "somewhat distant and cold," Kalanick admitted -- the new branding adds a bit of color and pattern.

"The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates," he wrote.

Early reviews on Twitter were mixed.

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