Brand system
quick guide
October 2018
Welcome
This document is designed for Uber’s 1. Logo
partner and sponsor ecosystem. • Logo and clear space
When communicating together, in • Lock-ups - partnership & product
various partnership environments, we 2. Color
want to safeguard our brand and assist • Primary brand colours and Safety blue
you in: • Secondary colours and Usage
• featuring and referencing the Uber proportions
brand effectively and correctly 3. Typography
• providing access to the correct • Uber Move
Uber brand assets • Pairings - display
• Hierarchy examples and Call to action
All partner led creatives must be pre-
approved by the Uber brand team. 4. Assets
Logo
Logo
Logo should be white on darker
backgrounds and black on lighter
backgrounds.
Clearspace
Clearspace around the logo is
equal to the cap height of the U.
Logo Vertical lockup Horizontal lockup
Product lockup
Spacing and alignment guidance for
aligning product names with the logo.
Partnership lockup Horizontal Lockup
Aligning partnership logos should follow
clear space rules. The separating line
between logos can be created either by
the vertical line glyph in the Uber Move
Display Light at the same size as the logo.
Color White Black
RGB — 255 255 255 RGB — 0 0 0
CMYK — 0 0 0 0 CMYK — 70 35 40 100
HEX — FFFFFF HEX — 000000
PMS — White PMS — Black 6 C
Primary brand colors
Our primary brand colors are white and
black. They are used to provide
accessibility, simplicity, and consistency
throughout all brand communications.
Safety Blue
Safety blue is an important color that
is unique to Uber and should be
used sparingly for moments of
support, assurance, and delight
at moments of interaction between
a user and the brand.
Safety Blue
RGB — 39 110 241
CMYK — 84 54 0 0
HEX — 276EF1
PMS — 2174 C
Color Uber Green Uber Yellow Uber Red Uber Brown Uber Orange Uber Purple
RGB — 71 179 117 RGB — 255 192 67 RGB — 230 76 53 RGB — 153 100 77 RGB — 255 125 73 RGB — 115 86 191
CMYK — 93 0 63 0 CMYK — 0 21 76 0 CMYK — 0 82 80 0 CMYK — 13 56 61 32 CMYK — 79 59 0 0 CMYK — 80 74 0 0
HEX — 47B275 HEX — FFC043 HEX — F25138 HEX — 99644C HEX — FF7D49 HEX — 7356BF
PMS — 2416 C PMS — 135 C PMS — 7417 C PMS — 7525 C PMS — 164 C PMS — 2102 C
Secondary colors
Our secondary colors pull from the
colors of transportation. They should be
used sparingly throughout illustration,
photography, and product in order to
maintain meaning and potency.
The secondary colors are only used
reasonably for illustrations and within
product.
Usage proportions Primary colors
It is important to follow the rules of these
proportions when creating any brand
communication in order to maintain
brand consistency and remain accessible
for all people.
White plays a very important role in all Safety color
brand communications and should
provide balance with black.
Safety Blue is only used for critical Secondary colors
moments that warrant care between
Uber and the user.
Typography Uber Move Display Uber Move Text
Uber Move
Light Light
Uber Move is a key element in our brand.
It works to maintain consistency, create
Regular Regular
clarity, and provide equity to the brand
as a global leader in multi-modal
transportation.
Medium Medium
We have Uber Move Display used for
headlines and sub headlines and Uber
Bold Bold
Move Text used for body copy.
Pairings – Display Option 1 Option 2
It is important to maintain these
Medium Bold
type pairings. This allows for clarity,
consistency, and a strong hierarchy
for all communications.
Header Header
Medium weight should be paired with
Light weight, and Bold weight should
be paired with Regular weight.
Light Regular
Subhead Subhead
Typography Headline
Uber Move Display Medium
6 words or more
This headline is two
lines set in medium
1.5x logo point size (minimum)
1.0 leading
Hierarchy example 0 tracking
It is important to organize typography
in a hierarchical system according to
Subhead
Uber Move Display Light
This subhead is 1/2 the point size
relative importance or inclusiveness ½ headline of the headline and set to light
through scale and function depending 1.2 leading
0 tracking
on communication.
Logo
Logo height =
composition margin width
Calls to action
Action Button
There are 2 ways to create and
identify call-to-actions for brand
communications. Use Uber Move
Inactive
Text Bold for Action and Uber
Move Display Bold for Buttons.
Hover/Active
Assets
Logo Assets
https://drive.google.com/drive/u/1/folders/14J25RrgKwMqToxhd9AhlU-bd3V7f64jg
Logo Product Lockups
https://drive.google.com/open?id=1j6kZFsOMZ2WJBBxLT9ia2f0fJJpHIwLR
Logo Partnership Lockups
https://drive.google.com/open?id=1eiIw-EBtCsRZIoBR22BWGWlC8hp5wlQL
Color Assets
https://drive.google.com/open?id=1MAytoi_UW_YX24RgeyZKcLTIeYurCBY4
Typography Assets
https://drive.google.com/open?id=1oKKGpzCmQUyuEVao_Hx4GsZS6TLs94hT
Thank you.
