A bold
new brand

And you get to bring it to life

A system, not assets

With our company’s growth and new direction, we need a brand identity that is efficient to use, flexible across applications, and able to feature localized content in a globally consistent way.

About this guide

These guidelines cover 9 elements: logo, color, composition, iconography, illustration, motion, photography, tone of voice, and typography.

Most-requested assets

Move the way you want

Best-in-class examples


The system

Our brand system is composed of 9 core elements

  • Logo
  • Color
  • Composition
  • Iconography
  • Illustration
  • Motion
  • Photography
  • Tone of voice
  • Typography

How to use this guide

All of Uber’s brand features are proprietary. If you opt to use any trademarks, logos, designs, and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.

© 2019 Uber Technologies Inc.