Rebrand 2018

A tech startup turned global mobility platform in eight short years deserves a holistic brand system that’s instantly recognizable, works around the world, and is efficient to execute.

Members / roles
Uber Brand Experience teamWolff OlinsCustom typeface design: MCKL / Jeremy Mickel
Department
Brand TeamJoin our team
Launched
September 2018

Doing it the right way

+1000
Hours of listening

We set off to learn what the business needed globally during a period of transition. We used our learnings to drive our work of creating a brand that both served our business and engaged our audience.

Building off our strengths

One thing was clear: a truly iconic brand system would leverage the power of our name recognition. We also found an overwhelmingly positive association of our brand with the color black.

#000000
Black scored
88% favorability
“The name”
Uber is a
household name
U
People wondered
where the U went

What we learned

  1. 01Let in the light, embrace black
  2. 02Invest in a wordmark, not a symbol
  3. 03Bring back the U

Movement ignites opportunity

As a brand, we believe movement ignites opportunity. The brand system highlights movement as effortless as tapping our app to request ride and offers options to celebrate the endless opportunity movement makes possible.

Logo

Our logo is approachable, easy to read, and takes full advantage of our name recognition. Optical kerning, refined weight, and defined clear space, as well as well delineated placement in relation to other content, all help to make it as instantly recognizable as possible.

Logo in use

Investing in the wordmark as the logo, no need for a symbol.Investing in the wordmark as the logo, no need for a symbol.
Easily recognizableEasily recognizable

Composition

Our composition system is elegant in its sheer simplicity of use — plus, it creates a subtle “U” wherever it appears. By defining the grid based on the logo the system stays flexible and beyond easy to apply.

Background

  • The Bit
    The bit
  • U
    U
  • U, optimized for content
    U, optimized for content
  • The U-frame
    The U-frame

U-Frame guidance

U-Frame
Full bleed
50:50

01/03

U-frame in use

Billboard
Bus shelter
Times Square

Typography

Our typography is as unique and easy to use as we are. Inspired by the world’s best used transportation examples, it was designed to maximize its impact across all applications while keeping it easy to read, ownable, and highly recognizable.

Uber Move

01/08

Uber Move in use

Driver Guide
Signage

The Arrow

The arrow is part of our iconography, but can be used in copy as a shorthand between destinations, whether geographic or states of mind.

Iconography

Our icons are inspired by global transportation iconography and drawn from the same shapes as our typeface, creating a seamless system from text to icon.

System Icons

Outlined
Filled

Icons in use

Billboard
Notification and activity logs

Color

A tight color palette, dominated by black and white, draws on the colors used in global navigation.

Primary colors

Safety colors

Secondary colors

Accessibility

We’re a brand for everyone. The high contrast of black and white makes our text as legible as possible.

21:1Contrast ratio:
legibility for everyone

Safety blue

Safety blue is unique to Uber. We use it sparingly to call out moments of support, assurance, and other important interactions between a user and the brand.

  • Safety colors
  • RGB — 39 110 241
  • CMYK — 90 30 0 0
  • HEX — 276EF1
  • PMS — 2174 C

Motion

Our motion system expresses the simple, easy movement our company makes possible. By building out a broadcast package and looking at key motion states within the product, we’re laddering both of them up to one set of motion principles and base motion states with the goal of creating a completely own-able motion system.

Transitions

Stories

Here to There
Multiple perspectives
Interacting with the action

Title Cards

Photography

Our photography inspires our audience of young and old, partners and customers, local and global. It builds on how it feels to move from motivation at point A to the emotional payoff of arriving at point B.

Art Direction

Interaction
Compositions
Casting
Lighting
Local Character

01/05

Shot list

Hero 20%
Lifestyle 50%
Lifestyle w/ product 10%
Textural 20%

Real Driver-Partner Stories

Illustration

Our illustration draws from our logo and the transportation language inspiration of our typeface. Simple shapes, clean lines, limited color, and heightened reality give our illustration a branded feel and make it easy to understand at a glance.

Principles

Hyper efficient
Easy to understand
Inspiring through metaphor

Geometric Construction

Basic geometric shapes make up our illustrations. White is strategically used to highlight interplay between foreground and background.

Grid
No Grid

Illustration in use

Driver’s Guide
Email

Tone of voice

Our global tone of voice focuses on the mindset we share with our users: we see the world as it could be and work to make it a reality. Beyond word choice and style choices, our tone of voice focuses our belief in putting our audience first.

Guiding principles

  1. 01Audience-first communication
  2. 02Straightforward and easy to understand
  3. 03Recognizability through consistency

Summary

Built from stakeholder input from around the world and tested on the ground with creative teams, our brand system is simple, flexible, and globally recognizable.

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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© 2018 Uber Technologies Inc.