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Brand Guidelines

How to use this guide

All of Uber’s brand features are proprietary. If you opt to use any trademarks, logos, designs, and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.

The logo consists of a customized wordmark that has been carefully crafted and balanced. It is an assembly of letters which have a dynamic and rhytmic quality that gives it movement, even when still. Its styling with serifs, paired with our brand colors gives it a retro feel.

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Clear Space: Always maintain the minimum clear space around the logo. The minimum protective space is ×, where × is equal to the height of the ‘s’ in the logo.

Keep in mind, this is a minimum, and additional space is typically beneficial.

This space is required around all sides of the logo—including background edges and trims.

Our logo is created in monochrome for universal fit. There is a light and dark version, to be used where appropriate.

Note: In smaller square settings, just the isolated “m” in the logo can be used.

Consistency is important in identity application across all channels. As a general rule, do not alter the logo from the original other than scaling up or down proportionally. Below are some examples of what not to do.

Colors

Our primary brand color palette consistent of shades of green. This should be used most often and lay the foundation for our brand.

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Primary Green

HEX #3DA864
RGB 61 / 168 / 100
CMYK 42 / 0 / 27 / 34
HSL 141.87 / 0.47 / 0.45

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Fern

HEX #89D79B
RGB 137 / 215 / 155
CMYK 31 / 0 / 24 / 16
HSL 133.85 / 0.49 / 0.69

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Spring

HEX #B6EBC2
RGB 182 / 235 / 194
CMYK 21 / 0 / 16 / 8
HSL 133.58 / 0.57 / 0.82

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Mint

HEX #EFFFF3
RGB 239 / 255 / 243
CMYK 6 / 0 / 5 / 0
HSL 135 / 1 / 0.97

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Pale Jade

HEX #F6FCF7
RGB 246 / 252 / 247
CMYK 2 / 0 / 2 / 1
HSL 130 / 0.5 / 0.98

They are supported by our secondary colours Yellow, Purple, and Pink. These are used sparingly as accent colors, mostly in illustrations.

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Yellow

HEX #EDDC4D
RGB 237 / 220 / 77
CMYK 0 / 7 / 63 / 7
HSL 53.63 / 0.82 / 0.62

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Purple

HEX #A47EC6
RGB 164 / 126 / 198
CMYK 13 / 28 / 0 / 22
HSL 271.67 / 0.39 / 0.64

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Pink

HEX #F7CEC8
RGB 247 / 206 / 200
CMYK 0 / 16 / 18 / 3
HSL 7.66 / 0.75 / 0.88

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CTA Green

HEX #4CCB68
RGB 76 / 203 / 104
CMYK 50 / 0 / 39 / 20
HSL 133.23 / 0.55 / 0.55

Typography

Supria Sans is our primary brand typeface. It is clear with a large x-height with unique details that give it a spirited character. The detailing also gives a unique retro feeling that pairs with the logo well.

The primary weights on the website are Heavy and Bold. Heavy for main headings and Bold for secondary headings.

In app, the Black weight is introduced to for bigger headings instead of Heavy.

It is not used as body text anywhere except for in the app.

Inter is our secondary brand typeface. It is a variable font family carefully crafted & designed for computer screens. Inter features a tall x-height to aid in readability of mixed-case and lower-case text.

The primary weight are Regular and Bold. Regular for body text and Bold for emphasis.

H1: Supria Sans Heavy 50pt

H2: Supria Sans Heavy 40pt

H3: Supria Sans Bold 32pt

P: Inter Regular 18pt

Smaller: Inter Regular 16pt

Tiny: Inter 14pt

All Caps: Inter Bold 14pt

Button: supria sans bold 14pt

Tone of Voice

Moves is…

Energetic – Moves is all about enabling independence by removing obstacles. Movement, change, and challenging the status quo are in our DNA. We’re literally always on the move. It’s why we are agile, upbeat, and passionate.

Competent and Knowledgable – Like any financial product, it is essential that we earn the trust of our users by being consistent and reliable. We also demonstrate our professionalism by communicating efficiently out of respect for their limited time.

Caring and Empathetic – We exist to be a true partner to independent workers. We don’t hide our pride and respect for the work they do and the different background they come from. We always cheer them on when it’s appropriate and speak with an approachable, friendly and comprehensible voice.

Moves is not…

Erratic – Moves is trying to get somewhere, not just anywhere. Our energy and enthusiasm for our vision should never undermine the stability we aim to provide. When we communicate, we are direct, straightforward, and clear.

Corporate – We don’t believe that being professional means being cold or humourless. Moves is enthusiastic and positive. Every interaction with us should feel a little bit uplifting.

Condescending – Independent workers are the hero of our story. We seek to empower our users, not belittle them. Our supportive, empathetic nature should feel like it’s coming from a teammate, not a parent.

Illustrations

Below are some examples of how to approach illustration. Content should be a witty approach to gig-work that aligns Moves with a deep understanding of what it’s like; the good, the bad, the motivated and the grind.

Technical: The illustrations should utilize shades of the brand colors. There should be a subtle ‘grit’ texture that gives it a made/crafted quality. The illustrations can utilize the main green or any secondary colors.

Usage: Illustrations must be used at the appropriate size. Each illustration will indicate in the file name what size they are meant to be used for. As a rule of thumb, thicker lined illustrations are meant to be smaller and vice versa.

Media Assets

Photography

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Illustrations

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