Logos and brands are important. Everyone recognizes the app with the blue background, and a white, lowercase “f”: Facebook. We know the app that contains a yellow background, with an outline of a ghost in the center: Snapchat. What about the app with the grey “U” on a sleek, black background?

The dust has settled, the commentary has been published, and almost everyone—from branding experts to the average Twitter user can agree—Uber’s rebrand leaves much to be desired, and that’s putting it nicely. As Uber attempts to sail out of this latest media storm, what are the next steps it should take to remain a Silicon Valley darling, and what can other brands learn from Uber’s rebranding mistakes?