Brand architecture
Visual Hierarchy
There are three different styles to build lockups for sub-brands, organizational brands, programs, products, teams, events, and campaigns.
Primary lockup
The primary lockup pairs Uber Move Display Medium with our logo, which is also written in Uber Move Display Medium.
Used by Sub-brands and Organizational brands.
Secondary Lockup
The secondary lockup pairs the Uber logo with Uber Move Display Light.
Used by Programs and by Products and Services.
No lockup
In some cases, there is no need for the Uber logo. This is either because the brand will mostly appear internally (teams) or in a situation where the Uber logo will appear independently of the brand (e.g. campaigns, events). By removing the Uber logo from this type of lockup, we avoid duplication and over-saturation in most cases. The name of the team, event, or campaign is set in Uber Move Display Medium.
Used by Internal Teams.
Sub-brands
Sub-brands are the distinct lines of business that service the needs of unique audiences.
Criteria
Unique entry point and customer workflow (i.e. standalone app)
Gross bookings > $50M or ELT approval
- Vertical lockup
- Horizontal lockup
Organizational brands
Organizational brands are teams within Uber that have built an external-facing brand. (e.g. innovative fields of study, specialized disciplines, or unique communities within our organization).
Criteria
Provides positive equity to the master brands; and
At least $2M committed to branding annually; and
Significant external presence (at least 3 major conferences per year); and
Brand + ELT approval
- Vertical lockup
- Horizontal lockup
Programs
A collection of features that collectively provide a distinct opportunity.
Criteria
Unique customer experience
Spans across products
Long-term, ongoing initiative
- Vertical lockup
- Horizontal lockup
Products
The entry point for the offering and the option available.
Criteria
Distinct audience and feature set; and
Gross bookings > $10M or Approved by sub-brand manager
Internal Teams
A non public-facing team name.
Partnerships
Aligning partnership logos should follow clear space rules.
The separating line between logos can be created either by
the vertical line glyph in the Uber Move Display Light at the same size as the logo.
Align partnership logos with product lockups by following same rules as brand partnerships.
- Vertical Lockup
- Horizontal Lockup
Names in copy
It’s important to have a clear distinction between what is a lockup and what is information or copy.
When referring to a product or program name within a block of copy, write the name with spacing rules applied but keep the text weight consistent with the copy style. Do not use the lockup (which changes text weight) in headline or body copy.
Applications
Brand Architecture Summary
We are one Uber
Build trust through consistency