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Uber CareersUber Careers

The inspiration behind our brand redesign

Building off our strengths

Black scored 88% favorability

Uber is a household name

People wondered where the U went

The elements of our brand

Logo

Investing in the wordmark as the logo

Easily recognizable

Composition

Typography

Driver Guide

Signage

Iconography

Color

21:1 contrast ratio

Legibility for everyone

Safety blue in software

In hardware

In packaging

In illustration

Photography

Hero 20%

Lifestyle 50%

Lifestyle with product 10%

Textural 20%

Illustration

Hyper-efficient

Easy to understand

Inspires through metaphor

Geometric construction

Driver's Guide

Email

Tone of voice

1. Audience-first communication

2. Straightforward and easy to understand

3. Recognizability through consistency

Using what we learned