Bloom is now Rainbrand

(Brand guidelines) // Travel and transport

Uber brand
guidelines

Uber’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from uber.com.

Download the Brand Skill
Uber wordmark in white
  • Uber Black#000000
  • White#FFFFFF
  • Safety Blue#276EF1

About Uber

Uber is a global mobility and delivery platform connecting people, businesses, and independent drivers and couriers through technology. Its brand centers on helping people move, get what they need, and earn, with a clear, forward-looking focus on practical service and human connection.

Use the Uber wordmark as the logo. Uber’s identity is built on the name rather than a symbol, so keep the wordmark intact and recognizable, in black on light backgrounds and in white on black or dark backgrounds.

Uber colors

  • Uber Black

    Signature brand color, wordmark and text on light backgrounds

    HEX
    RGB

  • White

    Backgrounds and wordmark on black

    HEX
    RGB

  • Safety Blue

    Sparing accent for support, assurance and key interactions

    HEX
    RGB

Uber fonts

  • Uber Move

    Headings · 700

  • Uber Move Text

    Supporting headings · 500, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Uber’s voice

Write with direct, active language that makes movement, convenience, and human benefit feel immediate. Pair a big-picture point of view with practical details that help people understand what to do next. Keep claims and availability specific to the place or service they describe.

  • “We reimagine the way the world moves for the better”
  • “Movement is what we power. It’s our lifeblood”
  • “Your safety drives us”
  • “Go anywhere”

Dos and don’ts

Do

  • Lead with black and white; their high contrast keeps text as legible as possible.
  • Keep Safety Blue for moments of support, assurance and other important interactions.
  • Build a clear type hierarchy with Uber Move and Uber Move Text.
  • Write in active, accessible language that connects the service to a human need, and state when availability or requirements vary by location.

Don’t

  • Don’t replace the Uber wordmark with a symbol, an app icon or a product mark.
  • Don’t introduce extra brand colors or use Safety Blue as a decorative fill.
  • Don’t imply that a service, feature, price, or offer is universal when its availability or terms vary.
  • Don’t use inflated claims where the copy can make a clear, useful promise instead.

More from the Brand Skill

Brand scenes and editorial imagery

Use Uber’s own brand and editorial photography to support stories about travel, services, people, and communities. Keep the visual subject clear and avoid letting an editorial or campaign image stand in for the Uber logo.

People and mobility imagery

Show real people in recognizable moments of travel and everyday life: meeting a ride, moving through a city, driving, delivering, or spending time together. Favor natural human connection and clear, grounded scenes over abstract depictions of mobility.

Business and advertising imagery

For Uber for Business, make tools feel useful and understandable: pair employees and work settings with clear views of travel, meals, expense management, and reporting. For Uber Advertising, use concise, purpose-led visual cues and show ads in the Uber ecosystem through its own product experience. Keep third-party marks and partner creative distinct from Uber’s own identity.

Product experience imagery

Preserve Uber’s own product interface as it appears in use. Product imagery may combine a phone or app screen with a real-world setting; keep the interface legible and the service context clear. Show trip steps, delivery details, ride choices, and useful features without inventing interface states or claims.

Safety, accessibility, and sustainability imagery

Depict safety and accessibility as practical parts of the journey: people using mobility features, receiving assistance, and moving with confidence. For sustainability, connect lower-emission travel and packaging choices to real people, vehicles, merchants, and places. Keep the visual story specific and credible.

Download Uber’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Uber’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

uber-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-brand-scenes.md

│ ├ imagery-people-and-mobility.md

│ ├ imagery-business-and-advertising.md

│ ├ imagery-product-experiences.md

│ └ imagery-safety-accessibility-sustainability.md

└ assets/logos/

├ uber-wordmark-white.svg

└ uber-wordmark.svg

Rainbrand’s Brand Agent built this Brand Skill from uber.com on 30 Oct 2026. It isn’t Uber’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Uber and its logos are trademarks of Uber Technologies, Inc. Rainbrand isn’t affiliated with or endorsed by Uber Technologies, Inc.

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