Uber's branding has changed. But has its culture? (AP Photo/Gene J. Puskar, File) The company is not even ten years old, but this week, Uber unveiled its fourth attempt to reinvent its brand.

Just five years ago, Uber’s public reputation seemed like one big car wreck. Everything you heard about the brand back then—from the way it bullied its business into resistant markets and its ...

Uber messengers rode bikes in 100-degree heat, sweating through on-brand black uniforms. Many riders and drivers could not read–and the app icon was a confusing mismatch to that Uber word mark.

Uber’s actions might seem bold, but in reality they are a savvy way for Khosrowshahi to anticipate the inevitable. Regulation is coming to the large tech companies in Silicon Valley.

Today Uber unveiled a new brand identity, replacing its stodgy-looking “U” logo, aging gradients, and overall uptight feel with a new design that still feels pretty straitlaced. Let’s take a ...

As Uber readies to go public, it’s warning investors about a safety report it plans to put out this year that could negatively impact its brand. In its IPO paperwork filed Thursday, Uber ...