Uber Rebrand: Visual Identity Framework
Working as a Lead Brand Designer at Uber, Roger Oddone was part of the team responsible for the 2016 rebrand.
Creative Director: Shalin Amin
Lead Brand Designer: Roger Oddone
Designers: Bryant Jow, Catherine Ray, Donald Wong, James Bamford, Lian Ng, Matt Riley, Mirtho Prepont
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Designer: Catherine Ray
Art Director: Jeremy Perez-Cruz
Designer: Jessica Duong
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, it is 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. It became clear that a limited set of visual identity components was not enough for Uber to engage with its different audiences.
01. Update Uber’s visual identity to reflect its evolving brand
02. Create a more robust and dynamic visual identity
- Luxury rides
- Moving people
- Serving a handful of markets
- A range of economy and luxury options
- Moving people, food, and packages
- Serving 72 countries and 450 cities
Just like with its products, Uber is always revising, testing, and evolving the components of its visual identity. This exercise helps keep Uber’s communications fresh, inspiring, and relevant for its audiences.
With a push of a button, Uber offers reliable and affordable rides, as well as food and delivery services. Uber’s technology (Bits) helps move the physical world (Atoms). Uber exists in the place where Bits & Atoms come together. That is Uber. Not just technology, but technology that moves cities. That’s the story of Bits & Atoms.
Bits & Atoms is the core idea that inspired Uber’s new visual identity
Visual identity components
Connecting Bits & Atoms to create a dynamic visual identity system
The visual identity caters to Uber’s complex needs as a brand at every touch-point. It’s made up of primary and secondary design components.
These are the foundation of the visual identity. They lean close to the Bit, their logical side, and create consistency across the brand visual expressions.
These provide flexibility and allow for localization, keeping the system fresh and dynamic. Secondary components lean closer to the Atom, representing the physical world.
Secondary components add flexibility to our visual identity
The secondary components provide flexibility and allow for localization, keeping the system fresh and dynamic. Secondary components lean closer to the Atom, representing the physical world.
The color spectrum allows unique combinations that can speak to specific locations, holidays, and partnerships
Inspired by the colors of the physical world, a broad color spectrum was created: 22 different colors and 22 values, 484 unique hues in total.
More than 70 unique patterns were created—
one for each of the countries Uber serves
Unique patterns are used to add flavor and flexibility.
Like colors, they can speak to specific locations, holidays, partnerships, or global themes.
Grabbing elements from Art Deco and inspiration from Bits & Atoms, Uber created something unique
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