Our Brand Redesigned
Looking Toward the Future

Overview

Uber began six years ago as a way for 100 friends in San Francisco to get luxury rides — everyone’s private driver. Today, we’re a transportation network spanning 450 cities in 72 countries. That network delivers food and packages as well as people, all at the push of a button.

Team Department

Brand Team

Team Members / Roles

  • Shalin Amin - Creative Director
  • Roger Oddone - Lead Designer
  • Bryant Jow - Designer
  • Donald Wong - Designer
  • Mirtho Prepont - Designer
  • James Bamford - Designer
  • Catherine Ray - Designer
  • Launched

    Jan 2016

    Close

    Team Members / Roles

    • Shalin Amin - Creative Director
    • Roger Oddone - Lead Designer
    • Bryant Jow - Designer
    • Donald Wong - Designer
    • Mirtho Prepont - Designer
    • James Bamford - Designer
    • Catherine Ray - Designer

    The challenge

    Uber’s original premise was simple: “Push a button, get a ride.” You didn’t need to set your destination, you didn’t need to select a product, you just hit a button or two and you were off.

    Old and new brand

    As Uber evolved into a global company with a wide range of products, our visual identity no longer represented the company we’d become. We set out to create a dynamic, expressive new identity, one that will grow with us.

    Bits

    Technology

    Atoms

    Physical world

    Bits & Atoms is the core idea that inspired our new visual identity

    With the push of a button, Uber offers reliable, affordable rides and food and delivery services. We exist in the space where bits and atoms come together, using technology to help move the physical world. Not just technology, but technology that makes cities move.

    Our Process

    Just like our products, we are always revising, testing, and evolving the components of our visual identity. This exercise helps keep our communications fresh, inspiring, and relevant for our audiences.

    01/03

    Visual identity system

    Primary components

    These are the foundation of our visual identity. They lean close to the Bit, our logical side, and create consistency across our brand visual expressions.

    Logotype

    Bit

    Black and white

    Grid

    Typography


    Secondary components

    These provide flexibility and allow for localization, keeping the system fresh and dynamic. Secondary components lean closer to the Atom, representing the physical world.

    Color

    Pattern

    Photography

    Illustration

    Iconography

    01/03

    Primary components are the foundation of our visual identity

    Logotype

    At this point we were happy with the overall look we’d arrived at, but it was tedious and slow to create a single map visualization. Next we needed a way to accelerate the process and scale it up.

    Before

    After


    Bit

    The Bit represents technology and our logical, ordered side. The consistent use of the Bit creates brand recognition. The Bit can be used to create hierarchy, highlight information, or act as a call to action. It can also include bite-sized copy or UI elements.

    Logo Bit

    Sub-Brand Bit

    CTA Bit


    Black and white

    Since the bit is binary, we represent technology with two colors: black & white. These colors act as grounding elements, reflecting Uber’s past and providing consistency within our variable visual identity.

    Black

    #000000

    R0 G0 B0

    C60 M40 Y40 K1000

    Pantone Black 6C

     
     

    White

    #FFFFFF

    R255 G255 B255

    Grid

    The grid is the foundation for organizing all the design components. You don’t see it, but it’s always there. It is as invisible and powerful as our technology, keeping the disparate components of our visual identity clear, cohesive, and beautiful.

    Typography

    Clan Pro for Uber is used to reinforce our identity and guarantee excellent legibility in all media. Our customized Clan Pro type is unique to Uber. We modified it to increase legibility in body copy while still preserving its personality.

    Before

    After

    We moved away from uppercase to sentence case, bringing more approachability to our messaging.

    Secondary Components

    Color & pattern

    Our color spectrum allows unique combinations that can speak to specific locations, holidays, and partnerships. Inspired by the colors of the physical world, we created a broad spectrum: 22 different colors and 22 values, 484 unique hues in total.

    More than 70 unique patterns were created­—one for each of the countries we serve. Unique patterns are used to add flavor and flexibility. Like colors, they can speak to specific locations, holidays, partnerships, or global themes.


    Photography

    We use photos to create local stories about the daily lives of our riders.

    01/03

    Natural light

    Our photographs use natural light and capture candid moments.

    Color and focus

    The color style of our photographs is a bright, dynamic look at the real world around us.


    Illustration

    Incorporating Art Deco elements into a Bits & Atoms world, we created visuals uniquely our own.

    01/03

    Find the Perfect Fit

    We’re looking for talented creatives from all disciplines. Our team is focused on creating beautiful, functional designs that fit people’s lives. We’d love for you to join us.

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    © 2017 Uber Technologies Inc.