Rideshare company Uber drops iconic logo, rebrands with new one

(FOX 11) - When you book your next Uber ride, you might be a bit confused by the car that pulls up to the curb.

That's because instead of the white-and-black 'U' logo that you're used to...the car may be sporting this strange, new symbol instead.

Uber calls it the 'atom and bit', and it's getting lots of reaction on social media.

As you can guess, a lot of it is not positive - with words like 'ugly' and 'underwhelming' being thrown around.

Uber says it's part of a major re-branding effort, and the new symbol will be used worldwide, in a variety of colors and patterns in different countries.

What do you think of the new logo?