# Uber

> `uber@1.0.0`

Uber is a global mobility platform — rides, delivery, freight — founded in 2009. The brand identity centers on Uber Black: a flat, unadorned black wordmark set in the proprietary Uber Move typeface, dropped on white space with disciplined neutral chrome. The 2018 rebrand stripped the identity to its essentials: monochrome, geometric, durable. Base design system (base.uber.com) is Uber's public component library and codifies the same monochrome spine across the rider, driver, and marketing surfaces. The brand's accent is its absence — there is no signature chromatic color; black against white IS the brand.


**Tags:** `uber`, `mobility`, `ridesharing`, `delivery`, `brand`, `monochrome`, `base-design-system`

## Atoms

### Palette

**Uber** · `uber@1.0.0` · Proprietary — All Rights Reserved

> Uber's corporate palette is built on a disciplined monochrome spine: Uber Black (#000000) is the primary brand color, paired with white surfaces and a deep neutral ramp. The Base design system that powers Uber's marketing and rider/driver apps treats black as the dominant chrome, with white space and a small neutral scale doing the structural work. There is no chromatic "signature accent" in the corporate identity — when accent is needed, the product surfaces lean on functional greens and reds rather than a brand-owned hue. 

### Fonts

| Role | Font | License | Classification |
|------|------|---------|----------------|
| `heading` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `body` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `mono` | **JetBrainsMono Nerd Font** `(jetbrainsmono-nerdfont@1.0.0)` | OFL-1.1 | monospace |

## Swatches

| ID | Name | Value |
|----|------|-------|
| `uber-black` | Uber Black | `#000000` |
| `uber-white` | Uber White | `#FFFFFF` |
| `uber-gray-50` | Uber Gray 50 | `#F6F6F6` |
| `uber-gray-100` | Uber Gray 100 | `#EEEEEE` |
| `uber-gray-200` | Uber Gray 200 | `#E2E2E2` |
| `uber-gray-300` | Uber Gray 300 | `#CBCBCB` |
| `uber-gray-500` | Uber Gray 500 | `#757575` |
| `uber-gray-700` | Uber Gray 700 | `#3F3F3F` |
| `uber-gray-900` | Uber Gray 900 | `#1F1F1F` |
| `uber-green` | Uber Green | `#0E8345` |
| `uber-red` | Uber Red | `#E11900` |

## Mode role mappings

### Light mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `uber-white` | `#FFFFFF` |
| `surface` | `uber-gray-50` | `#F6F6F6` |
| `surface-elevated` | `uber-white` | `#FFFFFF` |
| `text-primary` | `uber-black` | `#000000` |
| `text-secondary` | `uber-gray-700` | `#3F3F3F` |
| `text-tertiary` | `uber-gray-500` | `#757575` |
| `primary` | `uber-black` | `#000000` |
| `primary-hover` | `uber-gray-900` | `#1F1F1F` |
| `accent` | `uber-black` | `#000000` |
| `accent-hover` | `uber-gray-900` | `#1F1F1F` |
| `success` | `uber-green` | `#0E8345` |
| `warning` | `uber-red` | `#E11900` |
| `error` | `uber-red` | `#E11900` |
| `border` | `uber-gray-200` | `#E2E2E2` |

### Dark mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `uber-black` | `#000000` |
| `surface` | `uber-gray-900` | `#1F1F1F` |
| `surface-elevated` | `uber-gray-700` | `#3F3F3F` |
| `text-primary` | `uber-white` | `#FFFFFF` |
| `text-secondary` | `uber-gray-200` | `#E2E2E2` |
| `text-tertiary` | `uber-gray-300` | `#CBCBCB` |
| `primary` | `uber-white` | `#FFFFFF` |
| `primary-hover` | `uber-gray-50` | `#F6F6F6` |
| `accent` | `uber-white` | `#FFFFFF` |
| `accent-hover` | `uber-gray-50` | `#F6F6F6` |
| `success` | `uber-green` | `#0E8345` |
| `warning` | `uber-red` | `#E11900` |
| `error` | `uber-red` | `#E11900` |
| `border` | `uber-gray-700` | `#3F3F3F` |

## Brand semantic roles

### Colors

| Role | Swatch | Hex |
|------|--------|-----|
| `identity` | `uber-black` | `#000000` |
| `on-identity` | `uber-white` | `#FFFFFF` |
| `primary` | `uber-black` | `#000000` |
| `primary-hover` | `uber-gray-900` | `#1F1F1F` |
| `accent` | `uber-black` | `#000000` |
| `accent-hover` | `uber-gray-900` | `#1F1F1F` |
| `mark` | `uber-black` | `#000000` |
| `success` | `uber-green` | `#0E8345` |
| `warning` | `uber-red` | `#E11900` |
| `error` | `uber-red` | `#E11900` |
| `background-light` | `uber-white` | `#FFFFFF` |
| `background-dark` | `uber-black` | `#000000` |
| `surface-light` | `uber-gray-50` | `#F6F6F6` |
| `surface-dark` | `uber-gray-900` | `#1F1F1F` |
| `text-primary-light` | `uber-black` | `#000000` |
| `text-primary-dark` | `uber-white` | `#FFFFFF` |
| `text-secondary-light` | `uber-gray-700` | `#3F3F3F` |
| `text-tertiary-light` | `uber-gray-500` | `#757575` |
| `border-light` | `uber-gray-200` | `#E2E2E2` |

### Typography

| Role | Font role key |
|------|---------------|
| `display` | `heading` |
| `prose` | `body` |
| `code` | `mono` |

## Rules

### 🛑 error (5)

#### `colorChoice` → `logo.wordmark.fill`

- **allowed:** uber-black, uber-white
- **forbidden:** uber-green, uber-red, uber-gray-500, uber-gray-700

> The Uber wordmark renders in Uber Black on light surfaces or Uber White on dark surfaces. The functional green and red on product surfaces are NOT brand-accent colors and must never fill the wordmark. Gray tones are interactive-state values, not wordmark fills. 

#### `forbiddenTreatment` → `logo`

- **treatments:** stretched, rotated, recolored, drop-shadow, gradient-fill, on-busy-photo, placed-without-clearspace

> The 2018 rebrand resolved Uber's mark to a flat, unadorned wordmark. Gradients, shadows, and recolorings reintroduce the visual noise the rebrand deliberately removed. Per Uber's brand discipline, the wordmark stands on its own with generous clearspace. 

#### `contrastRatio` → `text-primary`

- **against:** `background`
- **minRatio:** `7`
- **standard:** `WCAG-AAA`

> Uber Black (#000000) on Uber White (#FFFFFF) gives 21:1 — the maximum contrast achievable. Uber's monochrome identity makes AAA the natural floor rather than the AA minimum; new foreground/background pairings on Uber surfaces should clear 7:1. 

#### `contextRestriction` → `roles.colors.warning`

- **forbiddenContexts:** brand-accent, call-to-action, marketing-hero
- **allowedContexts:** error-state, destructive-action

> Uber Red (#E11900) is a functional color reserved for destructive and error states on product surfaces. Using it as a brand accent or marketing CTA fill conflicts with Uber's monochrome identity and creates a false-error signal in the product. 

#### `accessibilityRequirement` → `*`

- **standard:** `WCAG-AA`
- **criterion:** `1.4.3`

> WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. Uber's mobility surfaces are used in motion, often outdoors, on a variety of devices; AA is the floor for any text on any Uber surface. 

### ⚠️ warning (1)

#### `enumMembership` → `typography.heading.fontWeight`

- **allowed:** 400, 500, 700

> Uber Move ships in Regular (400), Medium (500), and Bold (700) cuts for marketing and product headlines. Lighter and heavier extremes are not part of the standard Base design system specimen. 

### 💡 recommendation (1)

#### `compositionConstraint` → `roles.colors.identity`

- **pairsWith:** uber-white, uber-gray-50, uber-gray-100
- **doesNotPairWith:** uber-green, uber-red

> The Uber Black identity reads cleanest against white or the lightest neutral surfaces. Placing it adjacent to the functional success or error hues introduces a chromatic conflict and dilutes Uber's deliberate monochrome voice. 

## Provenance

- **Source:** <https://raw.githubusercontent.com/simple-icons/simple-icons/13.0.0/_data/simple-icons.json>
- **License:** `Proprietary — All Rights Reserved`
- **Attribution:** Uber Technologies, Inc. — Uber, the Uber wordmark, and Uber Move are trademarks of Uber Technologies, Inc. Uber's brand black (#000000) is verified via the simple-icons brand database (v13.0.0). The Base design system at base.uber.com is Uber's publicly available design-system surface and is the reference for the role mappings here. 
- **Imported:** `2026-05-19`
- **Notes:** Uber Move is a proprietary corporate typeface and is not publicly distributed. This atom references Inter@1 as the open-source rendering substitute for the sans roles. The neutral ramp in the referenced palette is authored to mirror Base design system conventions rather than copied verbatim from a single Uber-published token table; see the palette atom notes for detail. 

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*Generated by the brand-atoms converter. Source: `uber@1.0.0` from the encyclopedia.*