Uber’s Brand Refresh

Uber has spent the past year trying to convince customers that it has put its problematic reputation in the past. And what better way to usher in a new era than with a complete rebrand?

Uber has unveiled an entirely new look that will eventually feature a fresh, custom-made typeface, new colors, a redesigned in-app look including animations and more.

The company says this rebrand reflects Uber’s transition from “San Francisco startup to a global company,” particularly one that’s become a “platform of mobility.”

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The company is doing away with the symbol that’s been featured on its app icon for the past two years. Through the aforementioned internal research, the team discovered that most consumers don’t actually associate the symbol with Uber, and that drivers would even turn around the decal that featured it to the other side, which read “Uber,” so passengers could have an easier time recognizing their cars.

Uber found its strength in three things: Its name, the U and the color black. So in creating a new logo, they leaned into those features.

That new logo is a simple wordmark that (naturally) reads “Uber,” with a capital U, in Uber Move, a typeface that was custom-designed for the brand. Previously they’d been using Clan Pro font, which, though they licensed it, they still had to share with other brands that did the same.

In terms of color, Uber is zeroing in on black and white in its new branding. However, there are several secondary colors, all of which take inspiration from transportation, and feature bold-but-soft hues of purple, green, red, yellow, orange and brown. A bright shade of blue is the “safety color,” inspired by the associations of blue with security in everyday life: The United Nations, for example, as well as the blue safety lights that are omnipresent on college campuses. This blue will feature more heavily in the app, as an accent color.

The hope is that this rebranding will make Uber’s presence is a bit clearer to riders, drivers and potential customers. Uber’s No.1 imperative in the redesign is “seeing Uber and knowing Uber,”

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Podcast: LinkedIn’s Fundraising Power

LinkedIn as a fundraising powerhouse? Um, Yeah.

From finding highly engaged volunteers to donor cultivation to an offering of several NPO specific tools, it’s one of the best social media platforms to support individual giving efforts. I had a blast chatting it up with Taylor Shanklin of Pursuant about, “How to use LinkedIn for Your Nonprofit.”

Take a listen:

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Kaepernick Campaign Created $43 Million in Nike Buzz

The controversy surrounding Nike Inc.’s new Colin Kaepernick ad is a surprise to no one. And in spite of the backlash, it’s probably pretty good for the brand. In less than 24 hours since Kaepernick first revealed the spot on Twitter, Nike received more than $43 million worth of media exposure, the vast majority of it neutral to positive, according to Apex Marketing Group. That far outweighs the risk of alienating some customers, said Bob Dorfman, a sports marketing executive at Baker Street Advertising.

The campaign is just the first step in Nike’s new partnership with Kaepernick, an extension of a deal he’s had with the company since he entered the NFL in 2011. The ad features his face along with the slogan, “Believe in something. Even if it means sacrificing everything.” Kaepernick hasn’t been on a roster since 2016, after he started kneeling for the national anthem to protest racism and police brutality in the U.S.

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The company also knows its customers. Two-thirds are younger than 35, and it’s an ethnically diverse consumer base, according to NPD Group.

As part of the new campaign, the company plans to release a Kaepernick-inspired shoe and t-shirt and will donate money to the quarterback’s “Know Your Rights” educational campaign, according to the New York Times.

The quarterback is currently suing the league, accusing its owners of colluding to keep him out of the league. Last week an arbitrator said Kaepernick had enough evidence to take the suit to trial.

The NFL has responded by saying it is committed to “dialogue, understanding and unity.”

“The social justice issues that Colin and other professional athletes have raised deserve our attention and action,” the league said in a statement.

This Is You At The US Open, Serena

Have you ever wanted to see how a young Serena Williams played tennis? Spoiler alert: She was remarkable even then and Nike has the footage to prove it.

A new Nike advertisement shows Williams taking to the tennis court, long before became an international tennis champion. She was nine years old in the footage, according to ESPN reporter Darren Rovell.

Williams’ father, Richard Williams, provides the voice-over, encouraging his daughter to be her best.

“This is you at the U.S. Open,” Richard says to his young, focused daughter as she bounces a tennis ball on a court in a home movie. When young Serena hits the ball, the video cuts to footage of the player at various years of the U.S. Open that she competed in.

The rest is enough to make your eyes sweat.

Levi Strauss teams up with gun control group

Levi Strauss & Co. has announced it is launching a series of new initiatives to benefit groups working to prevent gun violence.

Levi Strauss’s CEO and President Chip Bergh wrote in Fortune on Tuesday that the company “simply cannot stand by silently when it comes to issues that threaten the very fabric of the communities where we live and work.”

“You may wonder why a company that doesn’t manufacture or sell guns is wading into this issue, but for us, it’s simple,” Bergh wrote. “Americans shouldn’t have to live in fear of gun violence. It’s an issue that affects all of us — all generations and all walks of life.”

He added that he is not advocating to repeal the 2nd Amendment nor calling gun owners irresponsible.

“We can’t insulate ourselves from every threat,” Bergh wrote. “We can’t ‘harden’ every place we gather — whether it be our schools, workplaces, shops, churches, or entertainment venues. But we can take common-sense, measurable steps — like criminal background checks on all gun sales — that will save lives.”

Levi’s, therefore, announced a new three-tiered initiative to support gun violence prevention.

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The company will donate more than $1 million over the next four years to nonprofits and youth activists that work to end gun violence, establishing the “Safer Tomorrow Fund.”

The blue jean manufacturer also partnered with gun control group Everytown for Gun Safety and other executives to form Everytown Business Leaders for Gun Safety.

Bergh called the group a coalition of business leaders who “believe, as we do, that business has a critical role to play in and a moral obligation to do something about the gun violence epidemic in this country.”

Levi’s will also double all donations made by their employees to the Safer Tomorrow Fund.

Bergh acknowledged that the decision to advocate for gun control is a controversial one.

“While taking a stand can be unpopular with some, doing nothing is no longer an option,” he wrote.

Steph Curry Rallies for Women’s Equality

NBA superstar Steph Curry has been surrounded by “incredible and fiercely principled” women his whole life. Now, that he is the father to two daughters, Riley and Ryan, he fit it high time to speak out about women’s equality and closing the gender pay gap. On Sunday, The Players’ Tribune published “This Is Personal,” an essay written by the two-time MVP about wanting his daughters to grow up in a world that treats them fairly.

“I’d be lying if I didn’t admit that the idea of women’s equality has become a little more personal for me, lately, and a little more real,” Curry wrote. “I want our girls to grow up knowing that there are no boundaries that can be placed on their futures, period. I want them to grow up in a world where their gender does not feel like a rulebook for what they should think, or be, or do. And I want them to grow up believing that they can dream big, and strive for careers where they’ll be treated fairly.

Curry’s essay comes on the heels of many prominent figures in the WNBA and NBA speaking about the growing gender pay gap between the two leagues. Former NBA star Jalen Rose spoke up about WNBA players being treated as “second-class citizens,” and Skylar Diggins-Smith blasted the low earnings female players receive for the same amount of work as NBA players.

The three-time NBA champion called for all people, “not just fathers of daughters,” to fight for equality. “I’m feeling more driven than ever — to help out women who are working toward progress, in any way that I can,” Curry wrote.

He continued, “Let’s work to close the opportunity gap. Let’s work to close the pay gap… I mean, ‘women deserve equality’ — that’s not politics, right?”

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Last week, Curry hosted his first all-girls basketball camp and vowed to help make a change for women across all platforms.

 

 

 

Nike Supports Serena Williams’ Superpowers

Nike has responded to the French Open’s decision to ban the catsuit Serena Williams wore during the 2018 tournament.

The apparel giant tweeted an image of Williams, who was wearing the outfit on the tennis court, with a message of support for the 23-time Grand Slam champion:

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Bernard Giudicelli, French Tennis Federation president, told Tennis Magazine the dress code was being introduced because “sometimes we’ve gone too far.” He added that “one must respect the game and the place.”

The nerve.

Williams responded to the decision Saturday, via ESPN, saying, “I had a lot of problems with my blood clots and, God, I don’t know how many I have had in the past 12 months,” she said. “So it is definitely a little functionality to it. I have been wearing pants in general a lot when I play so I can keep the blood circulation going.”

Williams had numerous health problems, including a pulmonary embolism, after giving birth to her daughter last September.

This year’s French Open was Williams’ first appearance in a Grand Slam tournament after announcing her pregnancy in April 2017.