Uber Design
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Uber Design

Where to? The journey to Uber’s iconography

In early 2018, the Uber brand team started a rebranding exercise, exploring a fresh take on what it means to be a global transportation and technology company. A new logo was developed in tandem with a bespoke sans-serif typeface called Uber Move. What followed was a natural progression towards universal symbols of iconography that could scale across all products, services, and surfaces. Here’s a glimpse into the evolution and processes.

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, own-able, and highly recognizable. Its name: Uber Move.” — Uber Brand Book 2018

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