Uber Gets a 'New Look and Feel'

— -- The black and white Uber "U" logo is now a relic of the past.

The company debuted new branding today that CEO Travis Kalanick said represents a maturation for the multi-billion dollar company, celebrating "our technology, as well as the cities we serve," Kalanick wrote in a blog post.

When users now open the updated Uber app, they'll see a circle with a square at the center instead of the old logo. The central square -- what Uber calls "the bit" -- will be integrated into all of the company's branding, allowing for some consistency as Uber branches out into other services, such as food delivery.

"One of the big changes over the years is that Uber no longer moves just people; we’re now moving food, goods, and soon maybe much more. With the potential for many apps with many app icons, we needed one approach that connected them all," Kalanick wrote.

In certain cities, Uber will also add muted colors celebrating the region -- such as greens in Ireland.

"The team has spent months researching architecture, textiles, scenery, art, fashion, people and more to come up with authentic identities for the countries where Uber operates," Kalanick wrote.

One other key change: The old Uber U with the curly ends will be replaced with a basic sans serif font.

"This will help you see Uber from afar, and when it’s in small places," Kalanick said. "It also reflects a more substantial look as we too have matured as a company."

Founded in San Francisco in 2009, Uber today is a transportation network spanning 400 cities and 68 countries, letting Users simply open an app to request a ride.