From Here To There - To Everywhere

Uber’s reimagining the way we move for the better. But to grow beyond delivery into a brand that enables all mobility, Uber needed a more expansive, flexible kit of parts. So we gave it a renewed sense of direction to inspire go-getters to go anywhere—and get anything. Cue the circle, line and square.

We began with three simple icons, that set a world of possibilities in motion. By connecting these dots in bold, energetic, yet radically straightforward ways, we were able to unify a collection of apps into a brand on a mission.


Brand Architecture
Brand Identity
Motion Design


Movement and re-imagination were core to every element, whether through illustration and photography, or type, color and layout. All to transform Uber from a functional service to an emotive storyteller.