# uber Brand Identity

A complete profile of **uber**'s visual system — colors, typography, components, and personality — extracted from [https://uber.com](https://uber.com/). Built for designers, agents, and AI tools.

## Color Palette

Brand palette extracted from https://uber.com.

- **primary**: #1A73E8 (rgb(26, 115, 232))
- **secondary**: #9DCDD6 (rgb(157, 205, 214))
- **accent**: #000000 (rgb(0, 0, 0))
- **background**: #FFFFFF (rgb(255, 255, 255))
- **textPrimary**: #000000 (rgb(0, 0, 0))
- **link**: #0000EE (rgb(0, 0, 238))

## Typography

Each font links to its Google Fonts page where available.

- **primary**: UberMoveText
  - [UberMoveText on Google Fonts →](https://fonts.google.com/specimen/UberMoveText)
- **heading**: UberMove
  - [UberMove on Google Fonts →](https://fonts.google.com/specimen/UberMove)

UberMove, UberMoveText, system-ui, Helvetica Neue, Helvetica, Arial, sans-serif

## Visual Assets

Favicon

Social Card

## UI Components

Live previews rendered using uber's actual button styles.

- **Input**: 
    - background: transparent
    - textColor: #000000
    - borderColor: null
    - borderRadius: 0px
    - shadow: none

- **Button Primary**:
    - background: #000000
    - textColor: #FFFFFF
    - borderRadius: 8px
    - shadow: none

- **Button Secondary**:
    - background: #F3F3F3
    - textColor: #000000
    - borderRadius: 999px
    - shadow: none

## Brand Personality

- **Tone**: modern
- **Energy**: medium
- **Audience**: urban commuters and travelers

## uber Brand in the Wild

1. 
   - Source: [jobs.uber.com](https://jobs.uber.com/en/what-moves-us/)
2. 
   - Source: [jobs.uber.com](https://jobs.uber.com/en/what-moves-us/how-we-hire/)
3. 
   - Source: [uber.com](https://www.uber.com/gb/en/blog/)
4. 
   - Source: [uber.com](https://www.uber.com/us/en/freight/)

## Frequently Asked Questions

- **What is uber's primary brand color?**
  - uber's primary brand color is #1A73E8. It anchors the visual identity across their website, product UI, and marketing materials.
- **What accent color does uber use?**
  - uber uses #000000 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
- **What font does uber use?**
  - uber uses UberMoveText for body text and UberMove for headings. Fonts were detected on https://uber.com as part of their live design system.
- **Does uber use a light or dark theme?**
  - uber's primary site uses a light color scheme, with a background of #FFFFFF.
- **How was this brand profile generated?**
  - This profile was extracted from https://uber.com using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by uber.

## Methodology

Brand data on this page was extracted from [https://uber.com](https://uber.com/) on 2026-07-27 using the [Firecrawl](https://firecrawl.dev/) branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by **CharacterQuilt** and is not affiliated with or endorsed by uber.

## Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "UberMoveText",
      "role": "body"
    },
    {
      "family": "UberMove",
      "role": "heading"
    },
    {
      "family": "Arial",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Open Sans",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#1A73E8",
    "secondary": "#9DCDD6",
    "accent": "#000000",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "UberMoveText",
      "heading": "UberMove"
    },
    "fontStacks": {
      "heading": [
        "UberMove",
        "UberMoveText",
        "system-ui",
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "UberMoveText",
        "system-ui",
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "52px",
      "h2": "36px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#000000",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#000000",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#F3F3F3",
      "textColor": "#000000",
      "borderRadius": "999px",
      "borderRadiusCorners": {
        "topLeft": "999px",
        "topRight": "999px",
        "bottomRight": "999px",
        "bottomLeft": "999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "favicon": "https://www.uber.com/_static/99c4bc580c8b57b7.ico",
    "ogImage": "https://tb-static.uber.com/prod/udam-assets/6b65f287-0bee-44e7-868a-e26b8722364e.png"
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "urban commuters and travelers"
  }
}
```