About Uber 2024
Uber's post-2018 identity, forged by Wolff Olins, compresses ride-hailing into three values: Uber Black, white text, and a single green go-button. The custom Uber Move typeface replaced decorative flourishes with wayfinding clarity at ETA-counter scale.
The result is a dark-first, map-centric system built around one proposition — *your ride is 3 minutes away*. No warmth, no ornament, no competing accents. Just a pill of #06C167 on a matte black surface, confidently waiting to be tapped.
- Origin
- San Francisco, California / global
- Era
- 2009 founded; 2018 Wolff Olins rebrand; current visual 2020–2024
- Key figures
- Travis Kalanick · Dara Khosrowshahi · Wolff Olins · Michael Gough
- Movements
- On-demand economy · Mobility-as-a-service · Map-centric UI
Uber 2024 design spec
Colors
Background
Surface
Primary
Secondary
Accent
Text
Typography
InterHeadings
JetBrains MonoMono
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