Ride-sharing service Uber is still fighting to get over the negative stories that have plagued the company in recent months. In an effort to move forward, Uber has rolled out a brand new logo and font. The logo was created by brand consultancy agency Wolff Olins.

On the surface Uber’s competition with lift has been compared to Coke vs Pepsi according to Wolff Olins, Forest Young.

In a recent interview he also shared, “Unfortunately, with all the communications being so focused on this competitive mind-set, a lot of people are blind to the impact of Uber in other parts of the world. We tried to tell a global mobility story.”