Primary components are the foundation of our visual identity
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.
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.
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.
R0 G0 B0
C60 M40 Y40 K1000
Pantone Black 6C
R255 G255 B255
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.
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.
We moved away from uppercase to sentence case, bringing more approachability to our messaging.