At one point in time Google was called BackRub back when Larry first met Sergey to show him around Stanford. Now it is called Alphabet and just yesterday over took Apple as the world's most valuable company at a $560 billion valuation. Throughout the years we have seen Google refine and even rename it's brand. It has come a long way from the small startup company that only operated a Search Engine using their initial $25 million dollar investment from Sequoia Capital and Kleiner Perkins.  

Brand refinements can allow a company to take on much, much more. The Google of 2016 is a much different company than it's original search engine business. At a even higher level the Alphabet rebrand has solidified the company's new reorganization as an official conglomerate. Alphabet now owns the individual companies of Google, Calico, GV, Google Capital, X, Google Fiber, Nest Labs, and Verily.

I think we just saw the first step in this direction from Uber. Meet Uber the conglomerate. The company has just released a new logo and brand direction. 

"We leave no bit or atom unturned to create industries that serve people"

- Uber

While Uber is still the same company and no reorganization has been announced the new high level branding of the "bits and atoms" logo from Uber feels very similar to the move Google made with rebranding as Alphabet. Uber no longer just focuses on being everyone's private driver. The new vision of Uber focuses on the much larger goal of combining bits and atoms to create industries that serve people. While the company has yet to IPO, it's $60 Billion dollar valuation certainly shows the company has reached a scale at which it can start exploring other business models. For example, Uber Eats, delivering kittens, and Uber Rush are early looks at some of these potential other business models.

For now this is just a simple rebrand. But as with all rebrands the goal is to change the way in which think about a company. As customers, and employees, become accustomed to the new way of thinking about Uber I am really excited about the potential possibilities the company seems destined to explore. 

Alphabet, meet Uber. Another future conglomerate.