By Mark Ritson

At the start of February, Uber launched a new corporate identity along with a nonsensical video (below) to explain the move.

The response has been uniformly negative with most critics rejecting the logo for the usual reasons. Its too abstract. It looks too much like the Death Star. It looks mysteriously similar to Circle CI’s logo – a company that shares an office with Uber. These, and many more criticisms quickly appeared.

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Source: Marketing Week