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uber77Jan 24, 2025 - In 2018, Uber launched its new brand positioning along with a complete new visualidentity system. On this ocasion Michael Gough, Uber's head of Desn, wrote the bookIn 2018, Uber unveiled a new brand positioning and a comprehensive visual identity system. To coincide with this launch, Michael Gough, Uber's Head of Desn, authored the book 77 Things.