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Color

Our colors take advantage of our existing strong—and globally positive—association with black. A shift to more white and a manageable range of distinctive secondary and tertiary colors lets our premium black continue to work for us while letting us embrace a lighter feel. We also have a distinctive blue to add tight focus on important moments.

Primary brand colors

Our primary brand colors are white and black. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.

White

RGB — 255 255 255

CMYK — 0 0 0 0

HEX — FFFFFF

PMS — White

Black

RGB — 0 0 0

CMYK — 70 35 40 100

HEX — 000000

PMS — Black 6 C

Safety color

Safety blue is an important color that is unique to Uber and should be used sparingly for moments of support, assurance, and delight at times of interaction between a user and the brand.

Safety Blue

RGB — 39 110 241

CMYK — 84 54 0 0

HEX — 276EF1

PMS — 2174 C, 3005 U

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.

Uber green

RGB — 58 167 109

CMYK — 93 0 63 0

HEX — 05A357

PMS — 2416 C, 3405 U

Uber yellow

RGB — 255 192 67

CMYK — 0 21 76 0

HEX — FFC043

PMS — 135 C, 121 U

Uber red

RBG — 212 67 51

CMYK — 0 82 80 0

HEX — E11900

PMS — 7417 C, 2347 U

Uber brown

RGB — 153 00 77

CMYK — 13 56 61 82

HEX — 99644C

PMS — 7525 C, 2021 U

Uber orange

RGB — 237 110 51

CMYK — 0 64 75 0

HEX — FF6937

PMS — 164 C, 2018 U

Uber purple

RGB — 115 86 191

CMYK — 80 74 0 0

HEX — 7356BF

PMS — 2102 C, 2098 U

Usage proportions

White plays a very important role in all brand communications and should provide balance with black. Safety blue is only used for critical moments that warrant care between Uber and the user. The secondary colors are only used reasonably for illustrations and within product.

Specialty colors

The specialty colors are designated only for illustrations that require tone-on-tone pairings and product designs that require variations of tone and opacity.

Guidance

Avoid improper use of safety blue (U-frame compositions).

Do not create color effects or new colors.

Do not cover surfaces with safety blue.

Do not use too many secondary colors (in one composition).

Do not use wrong color proportions.

Text should never be colored.

Applications

Ways to incorporate color

Color in photography

Color in illustration

Typographic compositions

Action

Primary brand colors + safety blue

Primary brand colors + safety blue

Primary brand colors + secondary colors + safety blue

Safety

Physical

Primary brand colors + safety blue

Product

Primary brand colors + safety blue

Illustration

Primary brand colors + secondary colors + safety blue

Product

Safety toolkit

Ridecheck

Follow my ride

911 assistance

Safety onboarding

Summary

01

Embrace the power of black and white

02

A little blue goes a long way

03

Bring in color through imagery

04

Use secondary colors sparingly