Overview
Uber is a transportation-and-delivery super-app — ride, eats, freight, the whole urban logistics layer — and the brand's web surface signals that scale through restraint: no third colour, no accent palette, no illustration that fights the headline. The page is structurally a black-and-white duet, where black `{colors.primary}` is the conversion anchor (every CTA pill, every nav login button, the footer fill) and `{colors.canvas}` white carries everything else. The only consistent decoration is a body of editorial 4:3 illustrations — riders, drivers, parking lots, cars-on-highway — that ground the marketing without leaking accent colour into the system.
Type is the second decisive voice. Two custom faces carry every page: `UberMove` at weight 700 for headlines (32 – 52 px display sizes with tight 1.22 – 1.25 line-height, never letter-spaced), and `UberMoveText` at weights 400 / 500 for body, button, and link. The pairing reads as engineering-grade — no italic, no decorative weight, no tracking flourish. Headlines are sentence-case; eyebrows are uppercase only when used as the section eyebrow ("WHY BECOME"); buttons are sentence-case.
The single shape signature is the pill. Every interactive element rounds to `{rounded.pill}` 999 px — primary CTA, secondary CTA, subtle gray pill, white floating pill, category chip, app-download badge. Cards and surfaces round to `{rounded.xl}` 16 px; the larger "Go Get 2026" annual-showcase card uses the same 16 px shape, just at scale. The tab-toggle on the hero ride-request form uses an off-shape `{rounded.pill-tab}` 36 px — barely-pill, deliberately tighter than the canonical 999 px pill.
**Key Characteristics:**
- A two-colour CTA hierarchy: black `{colors.primary}` pill for primary conversion targets; white `{colors.canvas}` pill (sometimes with a soft drop shadow) for secondary; subtle gray `{colors.canvas-soft}` pill for tertiary or chip variants.
- The pill is the single signature shape — `{rounded.pill}` 999 px on every interactive element except the tab-toggle (`{rounded.pill-tab}` 36 px) and the larger product cards (`{rounded.xl}` 16 px).
- Every headline is sentence-case in `{typography.display-xl}` / `{typography.display-xxl}` weight 700; no all-caps display.
- Editorial 4:3 illustrations of riders / drivers / cars are the only consistent decorative system; no gradients, no atmospheric backdrops, no shadows that aren't card-elevation hints.
- A signature alternating-band rhythm: white feature card → black promo card (with white text and white CTA) → white feature card → black footer. The black bands are NOT hero-only; they appear mid-page as promo callouts.
- A signature ride-request form card on the hero: pickup pin input + destination input + date/time chip + black "See prices" pill, all stacked inside a `{rounded.xl}` shadowed card.
Colors
Brand & Accent
- **Ink Black** (`{colors.primary}` — `#000000`): The brand's only conversion colour. Every primary CTA pill, the footer fill, every dark promo band, every nav login button. The system has no secondary accent.
- **Surface Pressed** (`{colors.surface-pressed}` — `#e2e2e2`): The pressed-state fill for white pills — a soft grey that's used only in active / pressed states.
- **Black Elevated** (`{colors.black-elevated}` — `#282828`): A near-black used on hover for the translucent white tab-toggle pill. Documented as a system colour because it appears on a recurring brand control.
Surface
- **Canvas** (`{colors.canvas}` — `#ffffff`): The default page background.
- **Canvas Soft** (`{colors.canvas-soft}` — `#efefef`): The soft gray fill for category chips, form-input rows inside the ride-request card, and subtle pill buttons.
- **Canvas Softer** (`{colors.canvas-softer}` — `#f3f3f3`): A slightly lighter gray used as a nested-input fill on white surfaces.
Text
- **Ink** (`{colors.ink}` — `#000000`): Every heading and body paragraph on light surfaces.
- **Body** (`{colors.body}` — `#5e5e5e`): Secondary text — captions, sub-headings, supporting copy.
- **Hairline Mid** (`{colors.hairline-mid}` — `#4b4b4b`): A mid-gray used for muted link text inside footer columns and breadcrumb-style nav.
- **Mute** (`{colors.mute}` — `#afafaf`): The lightest text role — placeholder text, fine print, low-priority metadata.
- **On Dark** (`{colors.on-dark}` — `#ffffff`): All text on `{colors.ink}` surfaces (footer, dark promo bands).
Semantic
The brand does not maintain a separate error / success / warning palette in its public marketing surface. Validation cues come from the primary black or from the brand's editorial illustrations. The `#0000ee` link colour is the system's only chromatic — it's the browser-default link blue, appearing in body-copy inline links inside legal / footer text.
Typography
Font Family
Two custom faces carry the entire system:
1. **A custom geometric display sans** (extracted as `UberMove`) for every headline. Weight 700 only; no italic; no tracking variation. Sizes range from `display-sm` 20 px up to `display-xxl` 52 px on the hero. Line-heights tighten to 1.22 – 1.25 at display sizes for a poured-on-the-page look.
2. **A custom text sans** (extracted as `UberMoveText`) for body, button, link, and small headings. Weights 400 and 500 are the working pair. Used at 12 – 18 px; 24 px maximum for ride-request form labels. Tracking is always neutral.
The two faces share a family DNA but never overlap roles — the display face never carries a body paragraph; the text face never carries a hero headline.
Hierarchy
| Token | Size | Weight | Line Height | Use |
|---|---|---|---|---|
| `{typography.display-xxl}` | 52px | 700 | 64px | Hero headline ("Go anywhere with Uber", "Drive when you want"). |
| `{typography.display-xl}` | 36px | 700 | 44px | Page section headlines ("Plan for later", "Safety, simplified"). |
| `{typography.display-lg}` | 32px | 700 | 40px | Promo-card headlines. |
| `{typography.display-md}` | 24px | 700 | 32px | Card titles, illustrated-promo headlines. |
| `{typography.display-sm}` | 20px | 700 | 28px | Sub-card headings. |
| `{typography.body-lg}` | 18px | 500 | 24px | Lead paragraphs and larger body. |
| `{typography.body-md}` | 16px | 400 | 24px | Default paragraph body. |
| `{typography.body-md-strong}` | 16px | 500 | 20px | Bolded inline body and most button labels. |
| `{typography.body-sm}` | 14px | 400 | 20px | Captions, secondary metadata. |
| `{typography.body-sm-strong}` | 14px | 500 | 16px | Bold caption / chip labels. |
| `{typography.caption}` | 12px | 400 | 20px | Fine print, footer secondary lines. |
| `{typography.button-large}` | 18px | 500 | 24px | Large rounded buttons inside the ride-request form. |
| `{typography.button-md}` | 16px | 500 | 20px | Default button label. |
Principles
- **Sentence-case is the voice.** No all-caps headlines. Eyebrow tags ("WHY BECOME") are the rare exception.
- **Weight 700 is for headlines; weight 500 is for buttons and emphasis.** Don't promote button labels to 700.
- **No tracking flourish.** The display face is never letter-spaced, positive or negative.
- **Two faces, two roles.** UberMove for display; UberMoveText for everything else. Never cross the streams.
Note on Font Substitutes
The two faces are proprietary. Open-source substitutes:
- **Display sans** — *Inter* weight 700 with `font-feature-settings: "ss01"` enabled comes closest. *Geist* weight 700 is the second-best option.
- **Text sans** — *Inter* weights 400 / 500 match the geometric width and x-height. *Plus Jakarta Sans* is a softer alternative if the brand wants a less neutral feel.
Layout
Spacing System
- **Base unit**: 4 px. Most captured values are multiples of 4 with a few 6-px sub-multiples (10, 14) inside button padding.
- **Tokens**: `{spacing.xxs}` 4 px · `{spacing.xs}` 6 px · `{spacing.sm}` 8 px · `{spacing.md}` 12 px · `{spacing.lg}` 16 px · `{spacing.xl}` 20 px · `{spacing.2xl}` 24 px · `{spacing.3xl}` 32 px.
- **Section padding**: marketing bands sit at `{spacing.3xl}` 32 px top/bottom on tighter pages and `{spacing.3xl} {spacing.3xl}` for hero bands; promo cards inset at `{spacing.2xl}` 24 px.
- **Card interior padding**: content cards sit at `{spacing.2xl}` 24 px; the ride-request form uses `{spacing.lg}` 16 px to keep the form compact.
- **Inline gap**: button rows, category chip rows, app-store pill rows use `{spacing.md}` 12 px between siblings.
Grid & Container
- **Max width**: ~1200 px container; centred with horizontal gutters of `{spacing.3xl}` 32 px on desktop, `{spacing.lg}` 16 px on mobile.
- **Column patterns**:
- Promo-card rows: 2-up at desktop (image left + content right, alternating sides), 1-up at mobile.
- Category chips: horizontal flex with wrap.
- FAQ rows: full-width single-column.
- App-download pills: 2-up at desktop (Rider + Driver), 1-up at mobile.
Whitespace Philosophy
Card-to-card spacing carries the rhythm — between two stacked promo cards there's roughly a full `{spacing.3xl}` 32 px gutter; inside a card the headline / paragraph / CTA stack is tight (`{spacing.sm}` 8 px between siblings). The black promo bands and the footer have no internal hairlines — content sits on flat ink with white text.
Responsive Strategy
#### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 600px | Nav collapses to hamburger; promo cards stack; ride-request form becomes full-width. |
| Mobile-Large | 600–767px | Same as Mobile; chip rows enable horizontal scroll. |
| Tablet | 768–1119px | 2-up promo grid at upper widths; nav stays horizontal until ≥ 1120 px. |
| Desktop | 1120–1135px | Full nav row visible; promo cards 2-up. |
| Desktop-Large | ≥ 1136px | Container caps at ~1200 px; bands stay edge-to-edge while content centres. |
#### Touch Targets
The pill `button-primary` renders at ~44 px tall (10 px vertical padding + 24 px label line-height); the larger `button-large-rounded` at ~56 px. Both meet WCAG AAA at all breakpoints. Category chips inflate to ≥ 44 px tall through extra padding on touch viewports.
#### Collapsing Strategy
- **Nav**: full link row + Help / Log in / Sign up pills at desktop. Collapses to logo + hamburger at mobile; menu overlays full-screen with the same link list stacked.
- **Ride-request form card**: at desktop, the form sits inside a max-490-px `{rounded.xl}` card with shadow. At mobile, full-width with edge-to-edge.
- **Promo cards**: at desktop, image-left + content-right (or alternating). At mobile, image always above content.
- **Annual showcase card**: scales from a 2:3 desktop frame to a 4:3 mobile frame; date text resizes proportionally.
#### Image Behavior
- **Editorial illustrations**: 4:3 or 16:9 hard-edge rectangles; never cropped to a circle, never tilted. Aspect preserved.
- **Photography**: same — square or landscape; framed inside `{rounded.xl}` card chrome.
- **Maps in ride-request flow**: full-bleed inside a card; rounded corners follow the parent card.
- **Logo bar**: SVG vector, monochrome, consistent height.
Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Level 0 — Flat | No shadow, no border. | Default — most cards and surfaces lean on hairline-of-canvas contrast. |
| Level 1 — Subtle Drop | `rgba(0, 0, 0, 0.12) 0px 4px 16px 0px` | Card-elevated frames around promo cards on light bands. |
| Level 2 — Card Drop | `rgba(0, 0, 0, 0.16) 0px 4px 16px 0px` | The ride-request form card on the hero; large content cards with embedded forms. |
| Level 3 — Pill Float | `rgba(0, 0, 0, 0.16) 0px 2px 8px 0px` | The floating white pill button (the one that floats over hero photography). |
Decorative Depth
- **Black bands as polarity-flip depth**: the brand uses pure black `{colors.primary}` mid-page bands to break the white-on-white rhythm. The polarity shift IS the depth cue.
- **Editorial illustrations as in-card depth**: every promo card has a single 4:3 illustration as its left or right column. The illustration's visual weight is part of the card's elevation read.
- **Pill geometry as micro-depth**: `{rounded.pill}` 999 px applied at varying button heights creates a stack of nested pills that reads as visual hierarchy.
Shapes
Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Full-bleed hero bands, footer fill, raw image edges. |
| `{rounded.md}` | 8px | Form-input fields inside the ride-request card. |
| `{rounded.lg}` | 12px | Smaller secondary card chrome. |
| `{rounded.xl}` | 16px | Canonical card radius — promo cards, content cards, ride-request form card, annual-showcase card, large rounded buttons. |
| `{rounded.pill}` | 999px | The brand's signature interactive shape — every pill button, category chip, app-download pill, icon button. |
| `{rounded.pill-tab}` | 36px | The translucent-white tab-toggle pill on the hero (Ride / Drive). |
| `{rounded.full}` | 9999px | Identical effect to `{rounded.pill}` for circular icon containers. |
Photography Geometry
- **Editorial illustrations**: 4:3 landscape inside promo cards; 16:9 for full-width showcase frames.
- **Driver / rider portraits**: 4:5 portrait crop; framed by `{rounded.xl}` 16 px card chrome.
- **Annual showcase image**: 2:3 portrait at desktop, scaling to 4:3 at mobile. The image fills the card; the headline overlays the bottom.
- **Logo bar**: monochrome SVG vectors at consistent ~24 px height.
- **Avatars** (where used): square or `{rounded.full}` circle, never `{rounded.lg}` rounded-square.
Components
Buttons
**`button-primary`** — the canonical black pill, the brand's conversion target.
- Background `{colors.primary}`, text `{colors.on-primary}`, label set in `{typography.button-md}`, padding `{spacing.md} {spacing.md}`, shape `{rounded.pill}` 999 px.
**`button-secondary`** — the white pill paired with the black primary.
- Background `{colors.canvas}`, text `{colors.ink}`, same label and padding as `button-primary`, shape `{rounded.pill}`.
**`button-subtle`** — the gray secondary pill used for tertiary actions inside cards (e.g., "Learn more" / "Use Reserve").
- Background `{colors.canvas-soft}` (`#efefef`), text `{colors.ink}`, label in `{typography.button-md}`, padding `{spacing.md} {spacing.lg}`, shape `{rounded.pill}`.
**`button-floating`** — the white pill with a subtle drop-shadow that floats over a dark or photographic surface.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.md}`, shape `{rounded.pill}`. Carries a Level 3 pill-float shadow.
**`button-large-rounded`** — the bigger black call-to-action used inside the ride-request flow ("Yes, help me").
- Background `{colors.primary}`, text `{colors.on-primary}`, label in `{typography.button-large}`, padding `{spacing.lg} {spacing.xl}`, shape `{rounded.xl}` 16 px (not pill — the only black CTA that breaks the pill rule, used in the larger form context).
**`button-tab-translucent`** — the tab-toggle on the hero ride-request form (Ride / Drive).
- Background `{colors.canvas}`, text `{colors.ink}`, label in `{typography.body-md-strong}`, shape `{rounded.pill-tab}` 36 px (off-shape, deliberately tighter than the canonical 999 px pill).
Cards & Containers
**`card-content`** — the canonical content card.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.2xl}`, shape `{rounded.xl}` 16 px. No shadow on the default state.
**`card-elevated`** — the content card with Level 1 subtle drop.
- Background `{colors.canvas}`, text `{colors.ink}`, same padding + shape as `card-content`. Shadow at Level 1.
**`card-soft-tinted`** — the gray-tinted card used as a sub-region inside the page (e.g., "Plan for later" callout).
- Background `{colors.canvas-soft}`, text `{colors.ink}`, padding `{spacing.2xl}`, shape `{rounded.xl}`.
**`promo-card-illustrated`** — the 2-column promo card with illustration on one side and copy on the other.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.2xl}`, shape `{rounded.xl}`. Headline in `{typography.display-md}` or larger.
**`promo-card-on-dark`** — the polarity-flipped promo card in black.
- Background `{colors.ink}`, text `{colors.on-dark}`, padding `{spacing.2xl}`, shape `{rounded.xl}`. Used for the "Drive with Uber" mid-page band.
**`request-form-card`** — the hero ride-request form chrome.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.lg}`, shape `{rounded.xl}`. Carries Level 2 card drop shadow.
**`request-form-input-row`** — the per-field row inside the request-form card.
- Background `{colors.canvas-soft}`, text `{colors.ink}`, padding `{spacing.lg}`, shape `{rounded.md}` 8 px. Hosts an icon + label + value.
**`showcase-image-card`** — the giant "GO•GET 2026" annual showcase card.
- Background `{colors.ink}`, text `{colors.on-dark}` overlay, padding `{spacing.3xl}`, shape `{rounded.xl}`. Display-xxl headline overlays the bottom of the image.
Inputs & Forms
**`text-input`** — the canonical text input.
- Background `{colors.canvas-soft}`, text `{colors.ink}`, body in `{typography.body-md}`, padding `{spacing.lg}`, shape `{rounded.md}` 8 px.
**`text-input-on-soft`** — the nested input on a white card (slightly lighter fill).
- Background `{colors.canvas-softer}`, otherwise identical to `text-input`.
Navigation
**`nav-bar`** — the sticky top nav.
- Background `{colors.canvas}` on light pages, switches to `{colors.ink}` on the rare dark page (e.g., Uber Eats hero). Padding `{spacing.lg} {spacing.3xl}`.
**`nav-link`** — the link row inside `nav-bar`.
- Text `{colors.ink}`, set in `{typography.body-md-strong}` 500 weight.
**`footer`** — the deep-black footer band.
- Background `{colors.primary}` (the brand's only true black surface), text `{colors.on-dark}`, padding `{spacing.3xl} {spacing.3xl}`. Body in `{typography.body-sm}`; column eyebrows in `{typography.body-md-strong}`.
Signature Components
**`hero-band-light`** — the white hero with the ride-request card.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.3xl} {spacing.3xl}`. Headline in `{typography.display-xxl}` (52 px / 700) on the left; `request-form-card` on the right.
**`hero-band-dark`** — the rare black hero (used on Uber Eats and Drive landing).
- Background `{colors.ink}`, text `{colors.on-dark}`, padding `{spacing.3xl} {spacing.3xl}`. Same display-xxl headline scale; CTA inverts to `button-secondary` white pill.
**`category-button`** — the horizontal-scroll category row ("Reserve / Rentals / Teens / Group rides").
- Background `{colors.canvas-soft}`, text `{colors.ink}`, label in `{typography.body-sm-strong}`, padding `{spacing.sm} {spacing.lg}`, shape `{rounded.pill}`. An icon precedes the label.
**`faq-row`** — the FAQ accordion item.
- Background `{colors.canvas}`, text `{colors.ink}`, question in `{typography.body-md-strong}`, padding `{spacing.lg}` 0. No card chrome — hairline dividers between rows.
**`app-download-pill`** — the "Download the Rider app" / "Download the Driver app" pill.
- Background `{colors.ink}`, text `{colors.on-dark}`, label in `{typography.body-md-strong}`, padding `{spacing.md} {spacing.xl}`, shape `{rounded.pill}`.
**`icon-button-circular`** — the round icon container used in the nav and inside the ride-request card.
- Background `{colors.canvas-soft}`, dark icon, shape `{rounded.full}`. No label.
Links
**`link-blue`** — the system-default browser-blue link inside legal / footer fine print.
- Text `{colors.link}` (`#0000ee`), body in `{typography.body-md}`.
**`link-on-dark`** — the white link inside dark bands.
- Text `{colors.on-dark}`, body in `{typography.body-md}`.
**`link-mute`** — the muted gray link inside footer columns.
- Text `{colors.hairline-mid}`, body in `{typography.body-md}`.
**`link-mute-soft`** — the lightest gray link, used for low-priority secondary text on dark surfaces.
- Text `{colors.mute}`, body in `{typography.body-md}`.
Examples (illustrative)
> Auto-derived kit-mirror demonstration surfaces (`scripts/derive-examples-block.mjs`). Each `ex-*` entry references brand-native primitives so downstream consumers (`/preview-design`, `/generate-kit`) re-skin the same 10 surfaces consistently. `TO_FILL` markers indicate missing primitives — resolve in the LLM judgment pass.
**`ex-pricing-tier`** — Default Pricing tier card. Re-uses feature-card chrome with brand canvas-soft surface.
- Properties: `backgroundColor`, `textColor`, `borderColor`, `rounded`, `padding`
**`ex-pricing-tier-featured`** — Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode).
- Properties: `backgroundColor`, `textColor`, `rounded`, `padding`
**`ex-product-selector`** — What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery).
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-cart-drawer`** — Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart).
- Properties: `backgroundColor`, `rounded`, `padding`, `item-divider`
**`ex-app-shell-row`** — Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator.
- Properties: `backgroundColor`, `activeIndicator`, `rounded`, `padding`
**`ex-data-table-cell`** — Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm.
- Properties: `headerBackground`, `headerTypography`, `bodyTypography`, `cellPadding`, `rowBorder`
**`ex-auth-form-card`** — Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-modal-card`** — Modal dialog surface — same chrome as feature-card with elevated shadow.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-empty-state-card`** — Empty-state illustration frame.
- Properties: `backgroundColor`, `rounded`, `padding`, `captionTypography`
**`ex-toast`** — Toast notification surface — feature-card shape + medium shadow.
- Properties: `backgroundColor`, `rounded`, `padding`, `typography`
Do's and Don'ts
Do
- Reserve `{colors.primary}` (`#000000`) for every primary CTA pill. One black pill per visible viewport is the brand's whole conversion story.
- Use `{rounded.pill}` 999 px on every interactive element (buttons, chips, app pills). The pill IS the brand's geometric signature.
- Render cards in `{rounded.xl}` 16 px — promo cards, content cards, the ride-request form card, the annual-showcase card all share this radius.
- Set every headline in `{typography.display-*}` weight 700 in sentence-case. The display face never carries body copy.
- Use polarity-flipped black promo bands mid-page to break up white-on-white rhythm. The polarity shift IS the depth cue.
- Anchor every promo card with a 4:3 editorial illustration; never use generic stock imagery.
Don't
- Don't introduce a second brand accent colour (orange, blue, green). The brand's entire UI is black-and-white plus grayscale; new accents flatten the system.
- Don't render the primary CTA as a `{rounded.xl}` rectangle except inside the larger ride-request flow (where `button-large-rounded` is the documented exception).
- Don't use all-caps display headlines. Sentence-case is the voice; uppercase is restricted to rare eyebrow tags.
- Don't drop a soft drop-shadow on every card. The brand uses Level 0 flat as the default; shadow is reserved for the floating pill and the ride-request form.
- Don't reduce the brand to its illustration system alone. The pill geometry + black/white duet carries the brand even without illustrations.
- Don't tighten or loosen letter-spacing on the display face. The brand never letter-spaces; default tracking is part of the voice.
- Don't use `{rounded.full}` 9999 px for square cards — the pill 999 px and full 9999 px effects are identical for interactive elements, but cards stay at `{rounded.xl}` 16 px.