It's worth over $65 billion and has become the most recognised passenger transport service around the globe. It's original logo was the immediately recognisable Serif 'U' denoting the company's name and it was easy to recognise the App on your phone.

So why on earth has this giant of a company changed the very branding aligned with its' meteoric rise?

Written by CEO Travis Kalanick himself, the press release says that the new branding "celebrates our technology, as well as the cities we serve," and gets rid of the stark black-on-white appearance in favor of muted colors that vary depending on region. "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 says.

It all sounds nice but it took us a while to realise that the alien looking App on our phones was actually just Uber.

Don't get us wrong - it's a nice looking logo and we're sure a huge amount of time and money was spent on the creative development of this piece of design but, we haven't seen any of these new services yet.

Surely the time to consider a rebrand is when your plethora of services has become ubiquitous and it's time to get your design ducks in a row.

Just a thought...