Logotype

Guidelines

Version 1.0
01.31.16
Logotype Guidelines 2

Our logotype is the cornerstone

of our brand identity and
design framework.

The Uber logotype has evolved with Uber. Its simplicity

denotes quality and elegance, and it’s meant to stand
alone. The logotype creates immediate brand recognition
and builds equity with every impression.
Logotype Guidelines 3

Logotype
Logotype Guidelines 4

Logotype
The combination of straight and curved
lines denotes both the confidence and
approachability of our brand.

68º

60º

The amount of space between the The logotype is always horizontal. It’s The logotype is never paired with the Individual letters do not stand alone.
characters is never altered. never rotated in any direction. app icon.
Logotype Guidelines 5

Logotype specifications

Follow these specifications when creating

any design.

Logotype color variations

The logotype is either black or white and

always contrasts with the background. For
optimum reproduction quality in all media,
the logotype is provided in 4 color modes:
HEX, RGB, CMYK, and Pantone.
Black White

Use the black version of the logotype on light backgrounds. Use the white version of the logotype on dark backgrounds.

Black HEX: #000000 White HEX: #FFFFFF

RGB: 0/0/0 RGB: 255/255/255
CMYK: 60/40/40/100 CMYK: N/A
Pantone: Black 6U Pantone: N/A

The logotype is always white or black. No gradients or artificial textures are Drop shadows are never added to the The logotype is always flat. It does not
added to the logotype. logotype. appear three-dimensional.
Logotype Guidelines 6

Logotype specifications

Clear space

The clear space around the logotype allows it to

stand out from surrounding elements.
x
Clear space is proportional to the height of the
logotype. Whenever possible, allow more clear
space around the logotype than the minimum x
specified.

x x

Lorem ipsum Lorem ipsum

dolor sit amet, dolor sit amet,
SIGN UP SIGN UP
consectetur consectetur
adipiscing. adipiscing.

Elements are outside the clear space. Elements are outside the clear space. Other elements are never placed inside Other elements are never placed inside
the clear space. the clear space.
Logotype Guidelines 7

Logotype specifications

Minimum sizes

To preserve legibility, the logotype never

appears smaller than the following sizes:

Digital – 12px high

Print – 0.2in / 5mm high

X
Logotype Guidelines 8

Logo Bit
The Logo Bit combines the Uber logotype
and the Bit. The Bit represents technology and
our logical, ordered side.

1.25x 1.25x

The amount of space between the The logotype is always horizontal in The logotype is never paired with the Individual letters do not stand alone in
characters is never altered in the Logo the Logo Bit. It’s never rotated in any app icon in the Logo Bit. the Logo Bit.
Bit. direction.
Logotype Guidelines 9

Logotype usage

Standard neutral backgrounds

The logotype requires a sufficient level of con-

trast with the background.

Grey 1 HEX: #F8F8F9 Grey 2 HEX: #F1F1F1 Grey 4 HEX: #D6D6D5 Black HEX: #000000
RGB: 248/248/249 RGB: 241/241/241 RGB: 214/214/213 RGB: 0/0/0
CMYK: 7/6/3/1 CMYK: 9/8/6/3 CMYK: 17/14/13/4 CMYK: 60/40/40/100
Pantone: N/A Pantone: N/A Pantone: N/A Pantone: Black 6U

Grey 1 HEX: #F8F8F9 Grey 2 HEX: #F1F1F1 Grey 4 HEX: #D6D6D5 Black HEX: #000000
RGB: 248/248/249 RGB: 241/241/241 RGB: 214/214/213 RGB: 0/0/0
CMYK: 7/6/3/1 CMYK: 9/8/6/3 CMYK: 17/14/13/4 CMYK: 60/40/40/100
Pantone: N/A Pantone: N/A Pantone: N/A Pantone: Black 6U
Logotype Guidelines 10

Logotype usage

Color background

The black logotype or black Logo Bit is used on

light colored backgrounds. The white logotype
or white Logo Bit is used on dark colored The black logotype is used on light The black Logo Bit is used on light The white logotype is never used on The white Logo Bit is never used on
backgrounds. backgrounds. backgrounds. light backgrounds. light backgrounds.

The white logotype is used on dark The white Logo Bit is used on dark The black logotype is never used on The black Logo Bit is never used on
backgrounds. backgrounds. dark backgrounds. dark backgrounds.

Photography background

The black Logo Bit or white Logo Bit is used on

noisy background photography to ensure the
logotype is legible.

The black logotype is never used on The black Logo Bit is used on noisy The white logotype is never used on The white Logo Bit is used on noisy
noisy background photography. background photography. noisy background photography. background photography.
Logotype Guidelines 11

Logotype sizes For digital For print

Dimensions will be determined by the size

Canvas (W) Logotype (H) Logo Bit (WxH) Canvas (W) Logotype (H) Logo Bit (WxH)
of your canvas. Use the following logotype
or Logo Bit dimensions:
Up to 320 px 12 px 64 px Up to 4x6 in 0.2 in 0.625 in
0.8 in
Up to 768 px 16 px 96 px
20 px Up to 8.5x11 in 0.25 in 1.00 in

Up to 1280 px 24 px 128 px Up to 12x18 in 0.30 in 1.25 in

Up to 1960 px 28 px 160 px Above 12x18 in 0.40 in 1.50 in

32 px 0.60 in 2.00 in
0.80 in 3.00 in
Logotype Guidelines 12

Improper logotype Don’t tread on the logotype Don’t trash the logotype Don’t harm the logotype

usage Rugs, doormats, and other floor Our logotype doesn’t belong in Our logotype shouldn’t be placed
applications may get a lot of the trash, but napkins, coasters, anywhere that could degrade

The Uber logotype is a representation of our traffic, but they also get muddy, and plastic cups do. Don’t put the our brand, like on a urinal or

brand and should be treated with respect. When torn, and stomped on. Don’t put logotype on anything that will be a dartboard.

creating promotional collateral or anything the logotype on the floor where thrown away immediately or on

that includes the Uber logotype, consider the people will step on it. the trash can itself.

connotations of where you’re placing it.

Don’t consume the logotype Don’t violate the logotype

Placing the Uber logotype on We love our brand but it doesn’t

food, like cakes or cookies, puts it belong in the bedroom. Don’t
in a precarious position. It will be place the logotype on underwear,
sliced, broken, bitten…and think condoms, or anything else that
about what happens after you would link Uber and sexual
eat it. situations.