Brand 


architecture
December 01, 2018
Overview

Brand
Brand Architecture
Architecture 2
Context

Internal Uber teams need design support

for how to display sub-brands, products,
organizational brands and internal teams.

Brand Architecture 3
The purpose of this project is to:

Define an interim design solution for

sub-brands, products, organizational
brands and internal teams.

Brand Architecture 4
This project does not:

Define how we name or position sub-brands,

products, and programs.

Streamline our sub-brands, product lines, or

define our product line categorization.

Brand
Brand Architecture
Architecture 5
Current State

We do not have a system in place to design

sub-brands, products, features, or teams.

So our customers see:

18K
Product variations/ Naming
conventions we have globally

1. Little to no visual consistency across our

brand and product portfolio

2. Unclear differentiation across brands and

products in our portfolio

3. The proliferation of the word “Uber” in

front of every product and brand

This means:

1. Missed opportunity to build equity

across our portfolio
2. A confusing customer experience. It’s
unclear how brands are similar to, or
different from each other
3. Inefficient use of time

600 Hours
To develop a unique brand Uber Ai

Brand Architecture 6
Principles for success

We are going to become a public

company, we need build a strong brand
consistency across our sub-brand, and
do this in a more efficient way.

Leverage the master brand Build equity into the master brand   Simplify the consumer experience
Uber enjoys 38% overall unaided Value must be placed where it will derive
 Ultimately all decisions should be rooted in
the most impact for our business long term. how they make the experience clearer and
more understandable for the end user.

Brand Architecture 7
What we did?

System elements

A simple and
Logo Composition Typography Iconography

The Uber brand system is

Move
comprised of nine core elements.
Move
functional system. Move
Move
Color Motion Photography Illustration Tone of voice

Hello

Brand Architecture 8
Uber Move

Uber Move is one of the most powerful assets of

our identity, leading the hierarchy of our brand
architecture.

Brand
Brand Architecture
Architecture 9
Visual framework.

Brand
Brand Architecture
Architecture 10
 Hierarchy Overview

There are four different hierarchy styles to Primary Lockup
 Secondary Lockup
 No lockup

build lockups for sub-brands, organizational 
 
 

brands, products, teams, etc.
 The primary lockup consists of pairing Uber The secondary lockup consists of pairing In some cases, there is no need for a

 Move Display Medium with our logo, which our logo with the light weight of Uber Move lockup, just the name of the team or
To see criteria of where to use each is also written in Uber Move Display Display. campaign in Uber Move Display Medium. 

lockup, see next page. Medium. 

There is one variation to this lockup. For
product names, remove the space between
the logo and the product name

Uber Primary Uber Secondary Internal Team

Display 
 Display 
 Display 
 Display 
 Display 


Medium Medium Medium Light Medium

Product Name

Uber Product
We also include a space
for products.

Brand Architecture 11
Hierarchy
Definition Criteria How it’s written Example

Sub-Brand
The unique opportunities we offer: -Unique entry point and customer workflow
distinct lines of business that service (i.e standalone app); and
the needs of unique audiences. -Gross Bookings (GB) > $50M OR ELT Approval

Organizational Brands

Teams within Uber that build up an
external brand. (e.g. innovative fields of
-Provides positive equity to the master brand; and
-At least $2M committed to branding annually; and
→ Uber Primary Uber Freight
study, specialized disciplines, or unique
communities within our organization)
-Significant external presence (at least 3 major
conferences per year); and
-Brand + ELT Approval
Uber AI
*Exception
Employee Resource Groups (ERGs) will be
written as “XX at Uber” to distinguish from
Able at Uber
our current naming convention for
products and sub-brands.

Branded Program
A collection of features that collectively
-Unique customer experience; and
-Spans across products; and
Uber Secondary Uber Rewards
→ Uber Product
provide a distinct opportunity

UberX
-Long-term, ongoing initiative

Product/ Service

-Distinct audience and feature set; and

UberAir
The entry point for the offering and
-GB > $10M OR approved by sub-brand manager
the option available

Feature

Tools and technologies that 

support products

Campaign

Series of advertisement messages that share

a single idea and theme with make up an
integrated marketing communication → Internal Team Internal Team
Internal Team

A non public-facing team name

Brand Architecture 12
Logo dont’s

� Bold � Regular �

Don’t pair Medium and Bold weights. Don’t pair Medium and Regular weights. Don’t create icons, symbols or pair any other
iconography with the logo.

� ALLCAPS � Regular � Medium

If your name is not an acronym, use title case, never all caps. Restricting use to only black or white affords us the highest contrast The lockup should stay the same size as the logo.
ratio, aiding accessibility.

Brand
Brand Architecture
Architecture 13
Visual examples

Brand
Brand Architecture
Architecture 14
Sub Brand

Definition
The unique opportunities we offer:
distinct lines of business that service the
needs of unique audiences.

Criteria
-Unique entry point and customer workflow
(i.e standalone app); and
-Gross Bookings (GB) > $50M OR ELT

Uber

Uber
 Uber
 Uber
 Uber
 Uber


Eats Driver Lite Freight for Business

Architecture 15
Organizational Brand

Definition
Teams within Uber that build up an external
brand. (e.d. innovative fields of study,
specialized disciplines, or unique
communities within our organization)

Criteria

-Provides positive equity to the master

brand; and
-At least $2M committed to branding
annually; and
-Significant external presence (at least 3
major conferences per year); and
-Brand + ELT Approval Uber

Uber
 Uber
 Uber


AI ATG Elevate

Architecture 16
Branded Programs

Definition
A collection of features that collectively
provide a distinct opportunity

Criteria
-Unique customer experience; and
-Spans across products; and
-Long-term, ongoing initiative

Uber

Uber Rewards Uber Pro

Architecture 17
Product / Service

Definition
The entry point for the offering and
the option available

Criteria
-Distinct audience and feature set; and
-GB > $10M OR Approved by sub-brand manager

Uber

UberX UberXL Uber Select Uber Pool Uber WAV Uber Black Uber Air
Note:
UberX and UberXL are an exception to the rule.

These are two of our oldest products; many customers

understand these products; and we have trade mark
protections in place already.

Architecture 18
Internal Team

A non public-facing team name

No Lockup

Uber

Developer Design Hue Shalom Lady Eng Sage Parents

Architecture 19
Be proud of the Uber
name, you don't need a
personal identity under a
brand like that.

Brand Architecture 20
Brand Architecture 21
Uber Freight

Maria
! Fruit

David
! Water

Rohan
! Steel

You’re almost there.

Easy bookings are just ahead, but you
have a few stops to make first. Here’s
what you can expect to come your way.

Learn more →

→ Paper prep You’ll receive a formal request

for documents and Uber Freight
service terms.

→ Follow-up An Uber Freight representative

will reach out to ask additional
questions about your business.

→ Booking After we’ve received and

validated your documents, your
login instructions will provide.

Learn more >

This is a promotional email from

Uber Technologies, Inc

Brand
Brand Architecture 22
1455 Market Street, San Francisco, CA 94103
Uber.com
Architecture
Uberversity

Brand
Brand Architecture
Architecture 23
Swag

Brand
Brand Architecture
Architecture 24
Uber AI

Brand
Brand Architecture
Architecture
Lockup ≠ Info

Brand
Brand Architecture
Architecture 26
Lockup ≠ Info
It’s important to have a clear distinction
between what is lockup, and what is
information or copy.
Just use the lockup rule to make the
signature of a design piece, for body copy or
other information situation, keep the
principles and guidance of our guidelines.
Hey, this is a emotional
Info
Uber Loyalty. it is set in all
caps and bold druk text
This subhead is 1/2 the point size of the headline
and set in Uber Move Regular
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
Info magna Uber Loyalty erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendre-
rit in vulputate velit esse molestie conse-
quat, vel illum dolore eu feugiat nulla fac-
ilisis at vero eros et accumsan et iusto
Lockup
Uber Loyalty
Brand Architecture
Info
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci
Info
tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat,
vel illum dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio
Lockup
Hey, this is a emotional
Uber Loyalty. it is set in all
caps and bold druk text
This subhead is 1/2 the point size of the headline
and set in Uber Move Regular
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna Loyalty erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat,
vel illum dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio
Uber Loyalty
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat,
vel illum dolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio
27
Product & Marketing

Brand
Brand Architecture
Architecture 28
Lockups in Product & Marketing

Marketing


When using product lockups in traditional
marketing, use the lockup rules outlined in
this document.

In-App

1. In order to reduce visual complexity, use

one typeface when referring to multiple
products in the app. 


2. When referring to products in body copy,

do not shift weights. Do not use Uber
Move Display for body copy.


3. In app naming of products is different

from naming of products in marketing
environments.



In app, it’s not necessary to write “Uber"
before the product name, however, some
product names are trademarked to be
written in a specific way (e.g. “UberX"
with no space) and have built
considerable brand equity.

In-App Marketing


Use the full name of the product, program,
etc. when used in in-app marketing. If the
reference is in body copy, do not shift
weights in the name and do not use Uber Marketing In-App In-App Marketing
Move Display in body copy. Product Selection Uber Rewards marketing example.

Brand Architecture 29
How to Build

a Lockup

Brand
Brand Architecture
Architecture 30
Sub brand
Spacing and alignment guidance for Vertical lockup Vertical lockup
aligning sub brand names with the logo.

� �
Freight
Freight

Horizontal lockup Horizontal lockup

� Freight � Freight

Display 
 Display 

Medium Medium

Interim Brand Guidelines 31

Organizational brand
Spacing and alignment guidance for Vertical lockup Vertical lockup
aligning organizational brand names with

�
the logo.

�
AI
AI

Horizontal lockup Horizontal lockup

� AI
Display 
 Display 

Medium Medium

Interim Brand Guidelines 32

Branded program
Spacing and alignment guidance for Vertical lockup Vertical lockup
aligning branded program names with the

�
logo.

�
Loyalty
Loyalty

Horizontal lockup Horizontal lockup

� Loyalty � Loyalty

Display 
 Display 

Medium Light

Interim Brand Guidelines 33

Product lockup
Spacing and alignment guidance for
aligning product names with the logo.

Horizontal lockup Horizontal lockup

�X �X

Display 
 Display 

Medium Light

No Space between Uber

logo and product name

Interim Brand Guidelines 34

Thank you