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The new logo is a modification of it's already established wordmark by taking away the serifs from the 'U' and 'R', adding thickness to the letters, adjusting the kerning, putting in rounded corners and putting slants on the ends of the 'E'. The redesign is based around 'bits and atoms' which Uber refers to as the building blocks of human life and electronics. Uber see themselves as a merging point of the two, a service using the digital age to provide a real tangible service to people. This is noted by the new Rider and Partner application logos.