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