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According to Fast Company (This article and its images were originally posted on Fast Company September 12, 2018 at 01:10PM.)
Uber is slowly rebuilding its reputation after ousting CEO Travis Kalanick who built a successful, but hostile, corporate culture. The company has released ads with new CEO Dara Khosrowshahi riding an Uber to promote a fresh start. And now, through a rebranding led by global brand consultancy Wolff Olins, we’re seeing what Uber looks like if it’s not built upon the iconography of Silicon Valley bravado, but a new set of ideals: safety, accessibility, and global ambitions.
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