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The implied - not sure it was ever stated - aspect of their branding was that the experience was about YOU. Getting the car, handling payment, not having to worry about all the details makes YOUR life easier. Their deals with Hilton and United to have a car ready whenever and wherever furthered that in my mind.

So while the "U" meant "Uber" I always interpreted it a little bit differently.

No clue what the backwards C means.

It is not a backwards C, it is an atom (circle) and a bit (square). They're trying to say they are the link between meat and cyber space.

It is the vaguest marketing device since “Visa. Love every day.”

Man. I guess they really want to get the point across that they're a business using computers to do things. They feel it's that unique.

I also liked the tagline "Everyone's private driver." It felt very luxurious just to read that when opening the app. Now it feels like a game. But all this is just fluff and will soon fade away as long as they keep up the awesome service.

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