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 ...

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 ...

Uber scored 18.7 out of 100. Why might consumers’ relationship with the ride-hailing brand be so troubled? There are plenty of reasons. While the company’s history of scandals and privacy ...

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 ...