【Obscene Wife】

Because 2016 needed yet another change,Obscene Wife Uber up and switched its app icon for the second time in 10 months. The rideshare giant first overhauled the design in February.

Back then, some mocked it. Others turned the story into a longform investigation of corporate branding and identity.

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But mostly, people just kept pressing on it to hail cars when they needed a ride.

The new icon strips away the color and guidelines that were introduced in February and leaves the barebones silver logo against a black backdrop.

New @Uber app and logo is a great improvement pic.twitter.com/Qdz7HJj8UT

— JJ (@JordanJSim) November 2, 2016

After the hubbub of the last logo change, however, this new look was rolled out without much fanfare. There was no press kit, and neither the company's news room nor its social media channels have advertised the design.

When reached for comment, an Uber rep downplayed the change. She said when the app was redesigned last month, "we simplified the app's icon to better match the look and the feel of the new app's design. The rider app icon is the only thing we tweaked."

See you never, bright, busy Uber logo. RIP.

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