Brand Colors
Uber Brand Colors
Uber's brand identity is intentionally monochrome: black (#000000) and white (#FFFFFF). This is the result of the 2018 rebrand led by Wolff Olins, which stripped Uber of all color accents in favor of a stark, typographic identity centered on the custom 'Uber Move' typeface.
| Color | HEX | RGB | Role | Usage |
|---|
| Uber Black | #000000 | rgb(0, 0, 0) | Primary | Logo, wordmark, marketing |
| White | #FFFFFF | rgb(255, 255, 255) | Primary | Logo (reversed), marketing backgrounds |
| Uber Eats Green | #06C167 | rgb(6, 193, 103) | Sub-brand | Uber Eats only — not main Uber |
Uber launched in 2009 as UberCab and has cycled through three distinct brand identities. The original used a stylized 'U' on a red background. The 2016 'Atoms and Bits' rebrand introduced a pixel-pattern system and a blue accent — it was widely criticized as confusing. In 2018, after Dara Khosrowshahi took over as CEO, Uber commissioned Wolff Olins for a third rebrand that stripped the brand back to pure black and white with a custom typeface (Uber Move). The minimalism was meant to convey maturity after years of corporate scandal.
Uber's current identity uses only black and white in marketing — no accent colors, no gradients, no illustrations. The product UI does use functional colors (green for active rides, red for cancellations), but those are UI tokens, not brand colors. Uber Eats has its own sub-brand identity with the green (#06C167) badge, but the parent Uber brand remains strictly monochrome.
Frequently asked questions
What is Uber's official brand color?
Uber's brand colors are black (#000000) and white (#FFFFFF) only. The 2018 Wolff Olins rebrand intentionally removed all accent colors from the main Uber identity. Uber Eats uses a separate green (#06C167) as a sub-brand.
What font does Uber use?
Uber uses Uber Move, a custom typeface designed by Wolff Olins in 2018 specifically for the rebrand. It is used across all marketing and product surfaces and is not licensed externally.
Why did Uber drop its blue color?
The 2016 'Atoms and Bits' brand (which used blue) was widely seen as confusing and corporate. The 2018 rebrand under CEO Dara Khosrowshahi reset Uber to a stark monochrome identity meant to convey maturity and clarity after years of scandal.