Uber changes its logo, drops the ‘U’, causes massive talk online

US: All-conquering American firm reveal the new flag its mammoth car fleet will fly under - and people are very confused about its design decisions

Some people are saying it looks like "Pacman having a dental X-ray", whilst others reckon it looks an evil corporate logo from the film Robocop.

But according to Uber, its decision to stop using the letter 'u' in its corporate logo reflects its development into a "more grounded and elevated" company.

The controversial taxi app will now use a bizarre, back to front letter 'c' as its corporate logo - a move which has provoked confusion across the internet.

"The old Uber was black and white, somewhat distant and cold," said Travis Kalanick, CEO and co-founder of Uber.

"This belied what Uber actually is—a transportation network, woven into the fabric of cities and how they move."

Uber is now conquering British cities street by street, muscling out traditional minicabs and black taxis as it goes.

In response to the news that Uber's forward guard will now fly under a very different flag, hundreds of people took to social media to mock Uber's decision.

Some people claimed the Uber emblem looked like the logo of Omnicorp, which created Robocop.

"Dropping what must be the most recognisable U on the planet," wrote BBC tech correspondent Dave Lee.

"Madness?"

Uber recently claimed no-one should "bother" buying a car anymore, because it's easier just to call a cab.

In a statement likely to anger the petrolheads of Britain, an Uber boss claimed its app was so good that it would discourage people from owning their own automobile.

Jo Bertram, regional general manager of Uber in the UK, said: "We believe UberPool can become a credible alternative to car ownership."