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Uber Rebrand: Logotype

In February 2016, we launched a new dynamic visual identity 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
Visual identity
Creative Director: Shalin Amin
Lead Brand Designer: Roger Oddone
Designers: Bryant Jow, Catherine Ray, Donald Wong, James Bamford, Lian Ng, Matt Riley, Mirtho Prepont
Thank You Cards
Designer: Catherine Ray
UberCHOPPER Tickets
Art Director: Jeremy Perez-Cruz
Designer: Jessica Duong
Business Cards
Designer: Catherine Ray
Uber began six years ago 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 72 countries. That network delivers food and packages, as well as people, all at the push of a button. It became clear that a limited set of visual identity components was not enough to engage with different audiences and price points.
Just like our products, we are always revising, testing, and evolving the components of our visual identity. This exercise helps keep our communications fresh, inspiring, and relevant for our audiences.
Our visual identity caters to our complex needs as a brand at every touch-point. It’s made up of primary and secondary design components.
These are the foundation of our visual identity. They lean close to the Bit, our logical side, and create consistency across our brand visual expressions.
Secondary components
These provide flexibility and allow for localization, keeping the system fresh and dynamic. Secondary components lean closer to the Atom, representing the physical world.
Website
Thank you cards
UberCHOPPER tickets
Billboard example
Business cards