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Uber Rebrand: Visual Identity Framework

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.
Created while working at Uber USA, 2016
Creative Director: Shalin Amin
Lead Brand Designer: Roger Oddone
Design Manager: Strahan McMullen
Designer: James Bamford
Designer: Catherine Ray
Designers: Donald Wong, Casey Edgeton
Designer: Karen Chiu
Design Director: Didier Hilhorst
Art Director: Mirtho Prepont
Designer: Richard Donnelly
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.
Our logo is presented in two versions: the logotype or the Logo Bit. Their use is interchangeable.
To create consistency, our logotype is always used in either black or white. Grey is used with our sub-brands.
Website
Business cards
Environmental
Uber Autonomous
Vehicle Artwork