It’s a strategy.
It may appear like simply a bid to shed an old persona when the old one no longer serves, but there is a method to it.
“We tried to kick out all the micro-moments where trust was eroded,” says Forest Young, Creative Director at Wolff Olins, the agency who did the rebrand. This meant every moment where a rider couldn’t reconcile the old, atomic logo with the vehicle in front of them had to go. They had to re-create trust with customers in a tangible way, not from a high tower.