From a logo emulating its sleek black cars to an abstract representation of “bits and atoms,” Uber’s brand identity has taken a few detours over the years. We catch up with Amanda Munilla, strategy lead at Wolff Olins, to get the inside track on how the global branding agency created the latest and most enduring rebrand for the rideshare company.

To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.

Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.