Rebrand 2018 | Case studies | Design at Uber

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

Brand TeamJoin our team

September 2018

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.

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.

Black scored
88% favorability

People wondered
where the U went

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

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.

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

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.

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

U-Frame guidance


Full bleed


Bus shelter
Times Square

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

Uber Move in use

Driver Guide


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.

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.


Notification and activity logs

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

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

20:1Contrast ratio:
legibility for everyone

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

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.

Here to There

Multiple perspectives

Interacting with the action

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





Local Character

Hero 20%

Lifestyle 50%

Lifestyle w/ product 10%

Textural 20%

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.

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.

Driver’s Guide


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.

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

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.