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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. Its name: Uber Move.

Uber Move

Uber Move is a key element in our brand. It works to maintain consistency, create clarity, and provide equity to the brand as a global leader in multi-modal transportation.

Pairings

It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.

Hierarchy

It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.

Awareness

Consideration

Action

Headline

Uber Move Display Medium

Cap height = 1.5× base unit height

1.0/100% leading

0 tracking

6 words or more

Subhead

Uber Move Display Light

½ headline point size

1.1/110% leading

0 tracking

Logo

Logo height = base unit height (refer to grid setup section of this site)

Headline

Uber Move Display Bold

5 words or less

Cap height = 1.5× base unit height

1.0/100% leading

0 tracking

Subhead

Uber Move Display Regular

½ headline point size

1.1/110% leading

0 tracking

Headline

Uber Move Display Medium

6 words or more

Cap height = 1.5× base unit height

1.0/100% leading

0 tracking

Subhead

Uber Move Display Light

½ headline point size

1.1/110% leading

0 tracking

Body copy

Uber Move Text Regular

⅓ subhead point size

1.2/120% leading

0 tracking

Headline

Uber Move Display Medium

2× body copy point size

1.0/100% leading

0 tracking

Subhead

Uber Move Text Regular

½ headline point size

1.2/120% leading

0 tracking

Headline

Uber Move Text Regular

1× subhead point size

1.2/120% leading

0 tracking

Subhead

Uber Move Text Regular

1× headline point size

1.2/120% leading

0 tracking

Calls to action

There are 2 ways to create and identify calls to action for brand communications. Use Uber Move Text Bold for action and Uber Move Display Bold for buttons.

Construction

Construction

Inactive

Hover/active

Inactive

Hover/active

Iconography should be treated like glyphs within the typeface. Aligning typography with iconography should follow the same rules as partnership lockups. Whether for digital or physical mediums, allow for typography to work in horizontal and vertical format.

Vertical lockup

Horizontal lockup

Imagery

Typography should either be black on light imagery or white on dark imagery. When aligned with the logo, typography and logo should be the same color.

Guidance

Do not use colored typography (black or white only).

Do not use all caps.

Do not adjust kerning or tracking.

Do not make different levels of hierarchy the same weight.

Do not make any level of hierarchy the same size or scale as another.

Do not separate chunks of text.

Applications

Driver guide

Email

Summary

01

Our typeface is a pillar of our brand

02

Aim for contrast across type hierarchies