Insight of the week from the Harvard Friday Five – Feb 6, 2017

Uber unveils new logo and brand narrative... How a company brands itself tells you more about how it wants to be seen than how it currently is. Uber has refreshed its logo and produced a new company narrative based around "bits and atoms" - in other words the merging of the physical and the digital worlds. This reflects where the company is going over the next few years - towards becoming an increasingly automated logistics platform for all kinds of goods and services, not just human passengers in the back of a cab. If that isn’t enough then sign up for the Harvard Friday Five – five updates, insights and ideas delivered to your inbox every Friday morning – please click here.