uber Brand Identity

A complete profile of uber's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #1A73E8
• secondary: #9DCDD6
• accent: #000000
• background: #FFFFFF
• textPrimary: #000000
• link: #0000EE

Typography

• primary: UberMoveText — https://fonts.google.com/specimen/UberMoveText
• heading: UberMove — https://fonts.google.com/specimen/UberMove

Visual Assets

• Favicon: https://www.uber.com/_static/99c4bc580c8b57b7.ico
• Social card (og:image): https://tb-static.uber.com/prod/udam-assets/6b65f287-0bee-44e7-868a-e26b8722364e.png

UI Components

• input: background=transparent, textColor=#000000, borderColor=null, borderRadius=0px, shadow=none
• buttonPrimary: background=#000000, textColor=#FFFFFF, borderRadius=8px, shadow=none
• buttonSecondary: background=#F3F3F3, textColor=#000000, borderRadius=999px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: urban commuters and travelers

uber Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• What moves us
  • Image: https://uber-careers-cdn.happydance.website/cdn-cgi/image/format=auto/media/5cupgpzi/bengaluru-office-_-white-board.jpeg
  • Source: https://jobs.uber.com/en/what-moves-us/
• How we hire
  • Image: https://uber-careers-cdn.happydance.website/cdn-cgi/image/format=auto/media/ro1mqrav/dsc06166.jpg
  • Source: https://jobs.uber.com/en/what-moves-us/how-we-hire/
• Uber's Latest News & Stories | Uber Blog
  • Image: https://cn-geo1.uber.com/image-proc/crop/resizecrop/udam/format=auto/width=407/height=0/srcb64=aHR0cHM6Ly90Yi1zdGF0aWMudWJlci5jb20vcHJvZC91ZGFtLWFzc2V0cy81YTNhNGUwZS05YmMwLTQ0NjUtOTM3ZC0wMjAxMDc4YzcxY2EuanBlZw==
  • Source: https://www.uber.com/gb/en/blog/
• Transportation & logistics solutions | Uber Freight
  • Image: https://images.ctfassets.net/ysln10zw0yzg/5tHUFpvvmmTQV1xMmkisYU/533df94efb5a0871c8de7353b01c2dcc/retail_delivery_1.jpg
  • Source: https://www.uber.com/us/en/freight/
• Paris
  • Image: https://uber-careers-cdn.happydance.website/cdn-cgi/image/format=auto/media/w3pb4lyg/tl_9b1egp.jpeg
  • Source: https://jobs.uber.com/en/locations/paris/
• Emerging Talent
  • Image: https://uber-careers-cdn.happydance.website/cdn-cgi/image/format=auto/media/gt3ouypa/ps-uber-sanfrancisco-5632_edited.jpeg
  • Source: https://jobs.uber.com/en/teams/emerging-talent/

Working with these fonts

Not found on Google Fonts? Follow this flow:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font".
3. For each captured font URL: right-click → Save As to download the file locally.
4. View the page's CSS and copy out the matching @font-face declarations.
5. Only do this if you have permission to use the brand assets.

Machine-Readable Profile

{
    "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",
            "shadow": "none"
        },
        "buttonPrimary": {
            "background": "#000000",
            "textColor": "#FFFFFF",
            "borderRadius": "8px",
            "shadow": "none"
        },
        "buttonSecondary": {
            "background": "#F3F3F3",
            "textColor": "#000000",
            "borderRadius": "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"
    },
    "designSystem": {
        "framework": "custom",
        "componentLibrary": ""
    },
    "confidence": {
        "buttons": 0.9,
        "colors": 0.95,
        "overall": 0.925
    }
}