2010: Uber launches in San Francisco as UberCab. This was its initial logo.
At the time, it cost about 1.5 times as much as a cab, but you could request a car in San Francisco by sending a text or pressing a button.
In this shot you can see the rudiments of the first iPhone app for UberCab.
Then Uber dropped the "cab" from its name. Cleaner.
"Everyone's private driver" started to look a bit more sleek.
As you can see, not everyone in 2010 had given up on flip phones, even in San Francisco.
2011: Can you spot the difference? Uber was now available in multiple cities.
Here is the login screen on desktop.
2012: Uber gets a luxe new logo.
The website stayed pretty similar though, with TechCrunch's review and a quote from investor Chris Sacca prominently displayed.
This is what the app looked like back then.
And the notification on iPhone.
2013: Uber gets a major artistic upgrade.
The app also takes on a more black-and-white, sharper design.
Meet the company: Travis Kalanick loves Wii Tennis.
Uber introduces you to some of its drivers, humanizing them.
2014: Hello Uber for businesses.
Safety becomes a concern.
2015: Color is back, making it friendlier. Perhaps less sleek, but warmer.
Regular guy: not in a rakish suit.
Uber now has its own newsroom.
2016: The big logo redesign, ditching any semblance of intimidation.
Even the cartoons feel more inviting.
Uber wants everyone to just get along.
Uber works for the common good...
...and is taking over the world.
