Guidelines

for partnership
lockups

Version 1.0
01.31.16
Guidelines for partnership lockups 2

Partnership lockups
When partnering with other brands, we connect
our logotype with the partner's logo to visually
represent the business relationship.

This document is divided into 2 parts:

Uber logotype
Partnership lockups
Guidelines for partnership lockups 3

Logotype
Guidelines for partnership lockups 4

Logotype
The combination of straight and curved
lines denotes both the confidence and
approachability of our brand.

68

60

The amount of space between the The logotype is always horizontal. Its The logotype is never paired with the Individual letters do not stand alone.
characters is never altered. never rotated in any direction. app icon.
Guidelines for partnership lockups 5

Logotype specifications

Follow these specifications when creating

any design.

Logotype color variations

The logotype is either black or white and

always contrasts with the background. For
optimum reproduction quality in all media,
the logotype is provided in 4 color modes:
HEX, RGB, CMYK, and Pantone.
Black White

Use the black version of the logotype on light backgrounds. Use the white version of the logotype on dark backgrounds.

Black HEX: #000000 White HEX: #FFFFFF

RGB: 0/0/0 RGB: 255/255/255
CMYK: 60/40/40/100 CMYK: N/A
Pantone: Black 6U Pantone: N/A

The logotype is always white or black. No gradients or artificial textures are Drop shadows are never added to the The logotype is always flat. It does not
added to the logotype. logotype. appear three-dimensional.
Guidelines for partnership lockups 6

Logotype specifications

Clear space

The clear space around the logotype allows it to

stand out from surrounding elements.
x
Clear space is proportional to the height of the
logotype. Whenever possible, allow more clear
space around the logotype than the minimum x
specified.

x x

Lorem ipsum Lorem ipsum

dolor sit amet, dolor sit amet,
SIGN UP SIGN UP
consectetur consectetur
adipiscing. adipiscing.

Elements are outside the clear space. Elements are outside the clear space. Other elements are never placed inside Other elements are never placed inside
the clear space. the clear space.
Guidelines for partnership lockups 7

Logotype specifications

Minimum sizes

To preserve legibility, the logotype never

appears smaller than the following sizes:

Digital 12px high

Print 0.2in / 5mm high
Guidelines for partnership lockups 8

Logo Bit
The Logo Bit combines the Uber logotype
and the Bit. The Bit represents technology and
our logical, ordered side.

1.25x 1.25x

The amount of space between the The logotype is always horizontal in The logotype is never paired with the Individual letters do not stand alone in
characters is never altered in the Logo the Logo Bit. Its never rotated in any app icon in the Logo Bit. the Logo Bit.
Bit. direction.
Guidelines for partnership lockups 9

Logotype usage

Standard neutral backgrounds

The logotype requires a sufficient level of con-

trast with the background.

Grey 1 HEX: #F8F8F9 Grey 2 HEX: #F1F1F1 Grey 4 HEX: #D6D6D5 Black HEX: #000000
RGB: 248/248/249 RGB: 241/241/241 RGB: 214/214/213 RGB: 0/0/0
CMYK: 7/6/3/1 CMYK: 9/8/6/3 CMYK: 17/14/13/4 CMYK: 60/40/40/100
Pantone: N/A Pantone: N/A Pantone: N/A Pantone: Black 6U

Grey 1 HEX: #F8F8F9 Grey 2 HEX: #F1F1F1 Grey 4 HEX: #D6D6D5 Black HEX: #000000
RGB: 248/248/249 RGB: 241/241/241 RGB: 214/214/213 RGB: 0/0/0
CMYK: 7/6/3/1 CMYK: 9/8/6/3 CMYK: 17/14/13/4 CMYK: 60/40/40/100
Pantone: N/A Pantone: N/A Pantone: N/A Pantone: Black 6U
Guidelines for partnership lockups 10

Logotype usage

Color background

The black logotype or black Logo Bit is used on

light colored backgrounds. The white logotype
or white Logo Bit is used on dark colored The black logotype is used on light The black Logo Bit is used on light The white logotype is never used on The white Logo Bit is never used on
backgrounds. backgrounds. backgrounds. light backgrounds. light backgrounds.

The white logotype is used on dark The white Logo Bit is used on dark The black logotype is never used on The black Logo Bit is never used on
backgrounds. backgrounds. dark backgrounds. dark backgrounds.

Photography background

The black Logo Bit or white Logo Bit is used on

noisy background photography to ensure the
logotype is legible.

The black logotype is never used on The black Logo Bit is used on noisy The white logotype is never used on The white Logo Bit is used on noisy
noisy background photography. background photography. noisy background photography. background photography.
Guidelines for partnership lockups 11

Logotype sizes For digital For print

Dimensions will be determined by the size

Canvas (W) Logotype (H) Logo Bit (WxH) Canvas (W) Logotype (H) Logo Bit (WxH)
of your canvas. Use the following logotype
or Logo Bit dimensions:
Up to 320 px 12 px 64 px Up to 4x6 in 0.2 in 0.625 in
0.8 in
Up to 768 px 16 px 96 px
20 px Up to 8.5x11 in 0.25 in 1.00 in

Up to 1280 px 24 px 128 px Up to 12x18 in 0.30 in 1.25 in

Up to 1960 px 28 px 160 px Above 12x18 in 0.40 in 1.50 in

32 px 0.60 in 2.00 in
0.80 in 3.00 in
Guidelines for partnership lockups
Improper logotype
usage
The Uber logotype is a representation of our
brand and should be treated with respect. When
creating promotional collateral or anything
that includes the Uber logotype, consider the
connotations of where youre placing it.
Dont tread on the logotype
Rugs, doormats, and other floor
applications may get a lot of
traffic, but they also get muddy,
torn, and stomped on. Dont put
the logotype on the floor where
people will step on it.
Dont consume the logotype
Placing the Uber Logotype on
food, like cakes or cookies, puts it
in a precarious position. It will be
sliced, broken, bittenand think
about what happens after you
eat it.
12
Dont trash the logotype Dont harm the logotype
Our logotype doesnt belong in Our logotype shouldnt be placed
the trash, but napkins, coasters, anywhere that could degrade
and plastic cups do. Dont put the our brand, like on a urinal or
logotype on anything that will be a dartboard.
thrown away immediately or on
the trash can itself.
Dont violate the logotype
We love our brand but it doesnt
belong in the bedroom. Dont
place the logotype on underwear,
condoms, or anything else that
would link Uber and sexual
situations.
Guidelines for partnership lockups 13

Partnership
lockups
Guidelines for partnership lockups 14

Brand hierarchy

Sponsored by Uber

When Uber is the primary brand in a

partnership, the Logo Bit should appear to
the left of or above the partner logo. This
hierarchy is determined by the partner's
product being incorporated within the core
Uber experience. In such instances, the look
and feel of communications rely heavily
on the Uber design system and the customer
experience is driven by our standards.
Guidelines for partnership lockups 15

Brand hierarchy

Supported by Uber

When Uber is the secondary brand in a

partnership, the Logo Bit should appear to
the right of or below the partner logo. Uber
is the secondary brand when our product is
nested within the partners experience. As
a result, the partner logo is featured more
prominently and the design is geared toward
their visual system.
Guidelines for partnership lockups 16

Lockup versions

There are 2 versions of the partnership lockups.

Linear lockups are preferred. Stack lockups are
used when horizontal space is restricted.

Linear lockups

When combining the Logo Bit with one or more

partner logos, all logos have the same visual
weight and are separated by a vertical bar. All
other rules that apply to a lockup with a single
partner brand hold true for multiple brands.
Guidelines for partnership lockups 17

Lockup versions

Stack lockups

When horizontal space is restricted, the stack

lockup is used. The Logo Bit has the same visual
weight as the partner logos and is separated by
a horizontal bar. All other rules that apply to a
lockup with a single partner brand hold true for
multiple brands.
Guidelines for partnership lockups 18

Lockup specifications
Follow these specifications when creating
lockups to maintain brand consistency.

Color variations

The Logo Bit is either black or white and always

contrasts with the background. The bar between
logos is set in Grey 5 regardless of background
color. The partners logo may be in their
corporate color.
White HEX: #FFFFFF White HEX: #FFFFFF
Logotype RGB: 255/255/255 Bit RGB: 255/255/255
CMYK: N/A CMYK: N/A
Pantone: N/A Pantone: N/A

Grey 5 HEX: #C0C0C0 Grey 5 HEX: #C0C0C0

Line RGB: 192/192/192 Line RGB: 192/192/192
CMYK: 28/23/20/0 CMYK: 28/23/20/0
Pantone: N/A Pantone: N/A

Black HEX: #000000 Black HEX: #000000

Bit RGB: 0/0/0 Logotype RGB: 0/0/0
CMYK: 60/40/40/100 CMYK: 60/40/40/100
Pantone: Black 6U Pantone: Black 6U
Guidelines for partnership lockups 19

Lockup specifications

Proportion

The proportion of all components in the lockup

relates to the size of the Logo Bit. The distance B B

between components is half the width of the

Logo Bit. The length of the bar is equal to the
height of the Logo Bit, and its width is 2% that
of the Logo Bit. The size of the partners logo
B 0.5 B 0.5 B 1.5 B
must be contained within a rectangle the size of
0.02 B
150% x 100% of the Logo Bit.

All these specifications are true for both linear

and stack lockups.

B 1.5 B

B 0.5 B 0.5 B 1.5 B 0.5 B 0.5 B B

0.02 B 0.02 B
Guidelines for partnership lockups 20

Lockup specifications

Proportion B B

B B

0.5 B 0.5 B

0.02 B 0.02 B

0.5 B 0.5 B

1.5 B 1.5 B

0.5 B

B 0.02 B

0.5 B

1.5 B
Guidelines for partnership lockups 21

Lockup specifications

Vertical center alignment

The center of partner logos aligns with the

center of the Logo Bit.
Guidelines for partnership lockups 22

Lockup specifications

Horizontal center alignment

The center of partner logos aligns with the

center of the Logo Bit.
Guidelines for partnership lockups 23

Lockup specifications

Clear space
0.5 B
0.5 B

Starting from the outermost edge of each side of

a lockup, the minimum amount of clear space B B

around it is equal to half the width of the Logo

0.5 B
Bit. Whenever possible, allow more than the mini- 0.5 B

mum amount of clear space around the lockup.

0.5 B
0.5 B

0.5 B B 0.5 B 0.5 B B 0.5 B

0.5 B 0.5 B
Guidelines for partnership lockups 24

Lockup specifications

Minimum size B

The Logo Bit is never printed smaller than

0.625 and is never less than 64 pixels in digital
formats. If at this size the partners logo B
appears smaller than permitted by the partners B
brand guidelines, increase the size of the entire
lockup so its within the acceptable range.

Digital B = 64 px
Print B = 0.625 in / 15.8 mm
Guidelines for partnership lockups 25

Dos and Donts

The partnership logo lockup rules should always be followed. Use The Logo Bit color should never be changed to match a partner
the black Logo Bit on white backgrounds. logo. It should always stay black or white.

The partner logo should always be center-aligned to the vertical The partner logo should never exceed 150% of the size of the Logo Bit.
or horizontal axis of the Logo Bit.
Guidelines for partnership lockups 26

Dos and Donts

The partnership logo lockup rules should always be followed. Use The Uber logotype should never be used in a partnership logo lockup.
the white Logo Bit on black backgrounds.

Lorem
ipsum dolor
sit amet,
consectetur
adipiscing.

The black Logo Bit should never be used on dark backgrounds. The clear space rule should always be followed.