Typography

Our typography is as unique and easy to use as we are. Inspired by the world’s best used transportation examples, 
it was designed to maximize its impact across all applications while keeping it easy to read, ownable, 
and highly recognizable. Its name: Uber Move.





Uber Move 

Uber Move is a key element in our brand. 
It works to maintain consistency, create clarity, and provide equity to the brand as a global leader in multi-modal transportation.


UberMove

https://images.ctfassets.net/37l920h5or7f/5tzU2y6wTY0CGAiE0euu2C/13799ac289846690478c2c70fe7edb34/Uber_BrandSystemGuide_09012.001.jpeg?fm=jpg&q=70&w=1600

https://images.ctfassets.net/37l920h5or7f/10xfd12M3muqQCyaS8uimc/b440856d0f2463f4f8ffa1a771046359/Uber-Asset-Type-1.jpg?fm=jpg&q=70&w=1600


Pairings 

It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.

Options

https://storage.googleapis.com/slite-api-files-production/files/253eb2b4-9bd3-40b0-92ef-daf6c1f34e04/Frame%252023.png


Hierarchy 

Examples

It is important to organize typography in 
a hierarchical system according to relative importance or inclusiveness through scale 
and function depending on communication.


https://storage.googleapis.com/slite-api-files-production/files/d004fe8e-089d-43c0-aa6a-88e37f9d4d1a/Frame%252024.png
  • Awareness
  • Consideration
  • Action


https://images.ctfassets.net/37l920h5or7f/3omQgHgEq8nkzNKEAtJNQO/5ebb0f736437d883134ce1abf7c2d3e8/hiearchy-example-01__1_.jpg?fm=jpg&q=70&w=1600

Headline

Uber Move Display Medium
Cap height = 1.5× base unit height
1.0/ 100% leading
0 tracking
6 words or more


Subhead

Uber Move Display
Light½ headline point size
1.1/110% leading
0 tracking


Logo

Logo height = base unit height
(refer to grid setup section of this document)



https://images.ctfassets.net/37l920h5or7f/2yOnOcraByi8eeIkueYKsA/ac542046bfa8ca55ebc55d2231e62df7/hiearchy-example-02__1_.jpg?fm=jpg&q=70&w=1600

Headline

Headline Uber Move Display Bold
5 words or less
Cap height = 1.5× base unit height

1.0/ 100% leading
0 tracking


Subhead (optional)

Uber Move Display Regular
½ headline point size
1.1/110% leading
0 tracking



https://images.ctfassets.net/37l920h5or7f/5hK0QnbPdY8c2WYwsqIi8u/2a7e63bfb9cdba325b6b92070639d1bb/hiearchy-example-03__1_.jpg?fm=jpg&q=70&w=1600

Headline

Uber Move Display Medium
6 words or more
Cap height = 1.5× base unit height

1.0/ 100% leading
0 tracking


Subhead

Uber Move Display Light
½ headline point size
1.1/110% leading
0 tracking


Body copy

Uber Move Text Regular
⅓ subhead point size
1.2/120% leading
0 tracking



https://images.ctfassets.net/37l920h5or7f/gAfCGVGoakYuIceMEacQ0/1fb8acc4a08a0771e44167b6d1184d27/hiearchy-example-05__1_.jpg?fm=jpg&q=70&w=1600

Headline

Uber Move Display Bold
3× body copy point size
1.0/100% leading
0 tracking


Body copy

Uber Move Text Regular
⅓ headline point size
1.2/120% leading
0 tracking



https://images.ctfassets.net/37l920h5or7f/Wh8V4wex0IwoSQc0yQegS/deaee0e9d1864746c5b32ddb9ff399b7/hiearchy-example-06__1_.jpg?fm=jpg&q=70&w=1600

Headline

Uber Move Display Medium
2× body copy point size
1.0/100% leading
0 tracking


Body copy

Uber Move Text Regular
½ headline size point size
1.2/120% leading
0 tracking



https://images.ctfassets.net/37l920h5or7f/1cAq5m71Qeyi4MMGSwAO2I/a8f8ba55dc1007eb06cb2d43fb5dbc61/hiearchy-example-07__1_.jpg?fm=jpg&q=70&w=1600

Headline

Uber Move Text Regular
1× subhead point size
1.2/120% leading
0 tracking


Body copy

Uber Move Text Regular
1× headline point size
1.2/120% leading
0 tracking



Calls to Action 

There are 2 ways to create and identify call-to-actions for brand communications.
Use Uber Move Text Bold for Action and Uber Move Display Bold for Buttons.


Construction


https://storage.googleapis.com/slite-api-files-production/files/90c73905-d178-4de8-aba9-22eb533f9bb7/Frame%252025.png

Inactive & Hover/Active


https://storage.googleapis.com/slite-api-files-production/files/973a3794-7c3a-4053-8222-de97c85babb7/Frame%252026.png

Inactive & Hover/Active


https://storage.googleapis.com/slite-api-files-production/files/afabc14c-457e-41a4-8cf8-eb97151b65a8/Frame%252027.png

Iconography should be treated like glyphs 
within the typeface. Aligning typography with iconography should follow the same rules as partnership lockups. Whether for digital or physical mediums, allow for typography to 
work in horizontal and vertical format.

  • Vertical Lockup

https://images.ctfassets.net/37l920h5or7f/509ABXXC7u2y0CeQiyA6ao/b76878fc665d35fafbe67011110ec86f/Uber-Asset-Type-7.jpg?fm=jpg&q=70&w=1600

  • Horizontal Lockup

https://images.ctfassets.net/37l920h5or7f/5nnH1FIsAEUEwGaw8a6Qo/401e50ce6c62ab393f1661d95a9d4d05/Uber-Asset-Type-8.jpg?fm=jpg&q=70&w=1600


Imagery 

Typography should either be black on 
light imagery or white on dark imagery.

When aligned with the logo, typography 
and logo should be the same color.


Light image / Dark image


https://storage.googleapis.com/slite-api-files-production/files/268dc491-4f86-482b-a375-98172e3fd942/Frame%252029.png


Typography Guidance 



https://storage.googleapis.com/slite-api-files-production/files/40149197-4c45-4629-80c7-b0e969996df1/Frame%252030.png
  • Do not use colored typography (black or white only)
  • Do not use all caps
  • Do not adjust kerning or tracking


https://storage.googleapis.com/slite-api-files-production/files/50ec5a5f-2449-4acb-9c00-d2a2c5267635/Frame%252031.png
  • Do not make different levels of hierarchy the same weight
  • Do not make any level of hierarchy the same size or scale as another
  • Do not separate chunks of text


Typography Applications 

Driver guide & Email


https://storage.googleapis.com/slite-api-files-production/files/fbb41390-0cb3-4d04-8a46-fd88e890579e/Frame%252028.png






Typography Summary

    Our typeface is a pillar of our brand
    Aim for contrast across type hierarchies