The most valuable tech startup in the world, and leading tech company, Uber, has undergone a complete rebrand today.

In a not-so-surprising move, the Company rebrand involved a change to its now famous ‘Uber’ wordmark, its rider and partner logos, and complete revamp of its app tailored to various regions of the world.

Travis Kalanick, Uber CEO and founder, made this known in a blog post yesterday, highlighting the numerous changes and aspects of the rebrand.

According to Kalanick, this rebrand has been two years in the making and will be specific to various cities and countries which the Company currently operates in.

See an excerpt of the announcement below:

“Have you ever looked at someone’s hairstyle and thought “oh my, you peaked in the 1990s?” Well that’s a bit how I feel about Uber’s look today. It’s not just that we were young and in a hurry when we replaced our red magnet logo with today’s black badge four years ago. It’s that we were a fundamentally different company.

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Uber began life as a black car service for 100 friends in San Francisco—everyone’s private driver. Today, we’re a transportation network spanning 400 cities in 68 countries that delivers food and packages, as well as people, all at the push of a button. And thanks to services like uberX and uberPOOL we’ve gone from a luxury, to an affordable luxury, to an everyday transportation option for millions of people.

This change didn’t happen overnight, but it sure feels like it did. Almost two years ago Shalin Amin and I started a journey to refresh how Uber looked so it could better represent what we were going to become. The unique aspect of Uber is that we exist in the physical world. When you push a button on your phone, a car moves across the city and appears where you are. We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens.

So today, we’re excited to roll out a new look and feel that celebrates our technology, as well as the cities we serve,” – Travis Kalanick, Uber CEO and Founder.

The changes are already visible in some of the 65 countries Uber operates in as the roll-out continues globally. This will be the first time that Uber is doing a major redesign and overhaul of its aesthetics since it began operations in 2010.