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Brand · 2016

Uber

Client
Uber
Year
2016
Role
Identity, wordmark and color system
Services
Brand strategy, Wordmark, Color system, Localization, Guidelines

Overview

Bits and atoms, built into a global system.

Brandwith team members were Lead Brand Designer on Uber’s 2016 identity evolution, when the platform spanned 72 countries and 450 cities.

Brandwith team member, Lead Brand Designer, 2014–2017, on a team led by Uber design leadership.

01 / The challenge

What needed to change

The old brand lacked range for new services, audiences and markets. Global consistency had to leave room for local character.

Uber brand system before the identity update

02 / The approach

A clear idea to build from

‘Bits & Atoms’ paired the monochrome logic of technology with the color and material variation of the physical world.

03 / The system

Designed to work everywhere

A custom wordmark, customized typography, 22 colors across 22 values, more than 70 localization patterns and a guidelines portal for print, packaging, web and product.

Uber brand system after the identity update
Uber custom wordmark construction
Uber Bits and Atoms identity grid

04 / The outcome

A system built to last

One voice at global scale, adapted to place and service.

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Project source: rogeroddone.com