Uber Rebrand: Logotype

Peer-to-peer ridesharing, food delivery,
and transportation network

Peer-to-peer ridesharing, food delivery,
and transportation network

As part of our new visual identity redesign in February 2016, we launched a new logotype to reflect the ongoing evolution of Uber. In 2010, Uber launched as a way for 100 friends in San Francisco to get luxury rides—everyone’s private driver. Today, we’re a transportation network spanning 450 cities in 70 countries. That network delivers food and packages, as well as people, all at the push of a button. And thanks to services like uberX and uberPOOL, we’ve gone from a luxury option to an everyday transportation option for millions of people.

Credits

Created while working at Uber USA, 2016

Logotype

Creative Director: Shalin Amin
Lead Brand Designer: Roger Oddone
Design Manager: Strahan McMullen
Designer: James Bamford

Business cards

Designer: Catherine Ray

Cycling Gear Artwork

Designers: Donald Wong, Casey Edgeton

Environmental

Designer: Karen Chiu

Uber Autonomous Vehicle Artwork

Design Director: Didier Hilhorst
Art Director: Mirtho Prepont
Designer: Richard Donnelly

Challenges

Update Uber's logotype to reflect our evolving brand, as well as increase the visual weight of our previous logotype, which wasn’t legible at smaller sizes.

Before

  • Luxury rides
  • Moving people
  • Serving a handful of markets

New

  • A range of economy and luxury options
  • Moving people, food, and packages
  • Serving 72 countries and 450 cities

Build

Logotype variations

Our logo is presented in two versions: the logotype or the Logo Bit. Their use is interchangeable.

Uber Rebrand: Logotype

Color

To create consistency, our logotype is always used in either black or white. Grey is used with our sub-brands.

Uber Rebrand: Logotype

Applications

Website

Uber Rebrand: Logotype

Business cards

Uber Rebrand: Logotype
Uber Rebrand: Logotype

Cycling gear

Cycling gear

Uber Rebrand: Logotype

Environmental

Uber Rebrand: Logotype

Uber Autonomous
Vehicle Artwork

Uber Rebrand: Logotype