“The story of how Uber came to replace the ubiquitous ‘U’ logo is about more than a corporate rebranding effort. It’s a coming-of-age tale.” If you’ve ever wanted a glimpse into how companies (and the other companies that help them) think about design, logos, and branding, then this piece by Jessi Hempel is for you: The Inside Story of Uber’s Radical Rebranding.