Uber has just rolled out a new company logo, mobile app icon, and brand reboot that reflect CEO Travis Kalanick, but can be tweaked in the 65 countries the company does business in. The ride-sharing company's co-founder's personal preferences were key in the new design that replaces black, silver, and blue hues with a less aggressive palette that will be easier to adjust with bright colors during the holiday season.

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The new Uber app includes a hexagon shape for drivers, and a circular shape for riders. Both geometric shapes surround a small square.

Each country will have a different color and pattern, such as dark teal in the United States, red in China, and turquoise in India, according to Wired. The app also opens with an animation that welcomes Uber users to the new and improved company.

Uber's design director Shalin Amin told Wired that Kalanick evaluated colors and pixels based on his unique preferences. They include pastels and bright colors.

There will be five global color and pattern palettes, according to The Verve. In addition, every country where Uber operates will have the option to select one.

Wired points out that Kalanick will turn 40 years old this year, so the rebranding is an act of "self-exploration" for the middle-aged man. The Uber CEO explained that that the new look and feel of the logos resulted from him discovering who he is.

However, Kalanick told Wired five days before launching the rebranding that he was unsure how people would respond to the new logo and branding. He thinks the general reaction will be positive even if it takes a while.

Uber was founded in 2009. Since then it has skyrocketed in popularity and several private investors believe it has a higher value than FedEx and For Motor Company.

Wired points out tthe main goals of the company's rebranding does not just include changing how it is perceived around the world. It also wants to change how the company sees it itself. The app has changed from a way wealthy people could hail a ride, to a multi-billion dollar empire that claims to be the future of logistics.

This video explains how Uber works: