{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#FFFFFF",
    "surface": "#F6F6F6",
    "ink": "#000000",
    "ink_muted": "#4A4A4A",
    "accent": "#FFFFFF",
    "on_accent": "#000000",
    "accent_secondary": "#06C167",
    "night": "#000000",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "black",
        "hex": "#000000",
        "role": "Core color: the wordmark, app icon, page ground of every dark band, primary buttons on white. CMYK 0,0,0,100, PMS Black 6 C",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "name": "white",
        "hex": "#FFFFFF",
        "role": "Core color: wordmark on dark, primary buttons on black, the Eats and Uber One bands. CMYK 0,0,0,0",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "name": "uber-eats-green",
        "hex": "#06C167",
        "role": "Uber Eats core color (RGB 6,193,103, CMYK 75,0,85,0, PMS 7480 C). Only for Eats logo badges, app icon, bags, gift cards and gifs. Never an Uber (rides) accent",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-eats-co-marketing-guidelines"
      },
      {
        "name": "card-grey",
        "hex": "#292929",
        "role": "Explore cards on the black hero band (8px radius desktop, 12px tiles on phones)",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "nav-pill",
        "hex": "#111111",
        "role": "Nav pills, utility pills and footer social / language buttons on black; also the text color inside light pills",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "pill-text",
        "hex": "#FCFCFC",
        "role": "Text inside #111111 nav pills",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "field-grey",
        "hex": "#F6F6F6",
        "role": "Pickup / dropoff fields, Schedule ahead pill, city selector pill, carousel next button",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "pill-grey",
        "hex": "#EFEFEF",
        "role": "\"Pickup now\" time selector pill in the hero",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "hover-grey",
        "hex": "#E2E2E2",
        "role": "Hover fill of the white Sign up pill",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "disabled-grey",
        "hex": "#E0E0E0",
        "role": "Disabled carousel previous button (at 60% opacity) with #C4C4C4 chevron",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "disabled-chevron",
        "hex": "#C4C4C4",
        "role": "Chevron in the disabled carousel button",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "placeholder",
        "hex": "#4A4A4A",
        "role": "Placeholder text in the pickup / dropoff fields",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "underline-track",
        "hex": "#CBCBCB",
        "role": "Second 1px line under text links (white line drawn over it): the link underline track",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "legal-grey",
        "hex": "#AFAFAF",
        "role": "Copyright line and Privacy / Accessibility / Terms links in the footer",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "focus-blue",
        "hex": "#276EF1",
        "role": "Keyboard focus ring: 2px outer ring outside a 2px inset ring of the ground color",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "earn-blue",
        "hex": "#276EF1",
        "role": "Not a CSS color: the 4px blue frame is baked into the Earn with Uber photos",
        "prov": "inferred",
        "why": "sampled by eye from the supplied images; same family as the focus blue"
      }
    ]
  },
  "typography": {
    "display": {
      "family": "Outfit",
      "weight": 660,
      "tracking": 0,
      "line_height": 1.22,
      "fallback_stack": "system-ui, \"Helvetica Neue\", Helvetica, Arial, sans-serif",
      "google_fonts": "Outfit:wght@100..900",
      "real": "Uber Move (proprietary, Wolff Olins with MCKL, 2018)",
      "stand_in": true
    },
    "body": {
      "family": "Public Sans",
      "weight": 400,
      "line_height": 1.5,
      "scale": 1,
      "fallback_stack": "system-ui, \"Helvetica Neue\", Helvetica, Arial, sans-serif",
      "google_fonts": "Public+Sans:wght@100..900",
      "real": "Uber Move Text (proprietary)",
      "stand_in": true
    },
    "calibration": "uber.com loads UberMove 400 and 600 files only, so its CSS weight 700 headings render from the 600 file, and UberMoveText 400 and 500. Calibrated on 2026-10-29 by rendering the same lines on uber.com and in 16 open candidates (canvas measureText width, then ink per px of width, then x-height). Display: \"Go anywhere\" 52px real 317.7px wide, ink 16.58/px, x-height 26.9; Outfit 660: 314.8px (-0.9%), ink 16.59 (0.0%), x-height 25.3. \"Explore what you can do with Uber\" 36px real 565.9px, ink 11.11; Outfit 660: 564.8px (-0.2%), ink 11.24 (+1.2%). Outfit is the only candidate that matches both width and ink on both lines, and its round bowls match; its x-height runs 6% short. Body: \"Enter your destination on Uber.com or in the Uber app.\" 16px real 398.2px, ink 3.22, x-height 8.4; Public Sans 400: 399.9px (+0.4%), ink 3.51 (+9%), x-height 8.3. Medium labels: \"Get matched with a driver\" UberMoveText 500 18px real 218.6px, ink 4.68; Public Sans 600: 217.5px (-0.5%), ink 4.97 (+6%). The body stand-ins run a little darker on purpose: graded builds with ink-matched Manrope and Instrument Sans read lighter and less firm than the real face in titles, nav pills and buttons (rounds 1-3). So: Uber Move 700 (as rendered) = Outfit 660; Uber Move Text 400 = Public Sans 400; Uber Move Text 500 = Public Sans 600. Tracking 0 everywhere (letter-spacing normal on every measured element)."
  },
  "style": {
    "button_shape": "rounded (8px buttons, pill nav and selectors)",
    "motion": "functional only: 0.2s linear background washes on controls, 0.5s ease-out underline; brand motion lives in video and gifs"
  },
  "voice": {
    "tone": [
      "Plain",
      "Helpful",
      "Brief"
    ],
    "notes": [
      "The homepage speaks in short functional imperatives and product names; the campaign voice (\"On our way\") is warmer and about showing up for people.",
      "A landing page follows the homepage voice: a two-to-four-word headline, one plain sentence, one action."
    ],
    "rules": [
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence"
      },
      {
        "id": "uber-not-noun",
        "kind": "guidance",
        "text": "Uber is never a noun or a verb: say \"request a ride\", \"your Uber ride is here\", never \"call an Uber\" or \"Uber to the event\"",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "id": "platform",
        "kind": "guidance",
        "text": "Describe Uber as a platform that connects people with independent drivers and couriers",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "id": "approved-ride",
        "kind": "guidance",
        "text": "Approved: Request a ride, Book a ride, Your ride is here, Your driver, Savings with Uber Cash",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "id": "no-localized-logo",
        "kind": "guidance",
        "text": "Translate the tagline if needed, never the logo",
        "prov": "published",
        "source": "https://assets.uber.com/document/431#/-/end-cards"
      },
      {
        "id": "short-ctas",
        "kind": "guidance",
        "text": "Buttons and links are two or three words: See prices, Sign up now, Learn more",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/"
      }
    ],
    "approved": {
      "words": [
        "Request a ride",
        "Request an Uber ride",
        "Book a ride",
        "Your ride is here",
        "Your Uber ride is here",
        "Your driver",
        "Uber Cash"
      ]
    },
    "banned": [
      "Call an Uber",
      "Book an Uber",
      "Uber is here",
      "Uber savings",
      "Uber purchases",
      "Uber to the event"
    ]
  },
  "spec": {
    "source": "https://www.uber.com/us/en/",
    "how": "computed styles, bounding boxes and hover/focus states at 1440 and 390 in headless Chromium, 2026-10-29; images downloaded from their original tb-static.uber.com files",
    "provenance": "observed",
    "layout": {
      "container_max": 1152,
      "page_margin": {
        "desktop": 144,
        "phone": 24,
        "note": "content box 1152px centered at 1440 (x 144-1296). The nav alone runs wider: 1280px, x 80-1360"
      },
      "nav_margin": {
        "desktop": 80,
        "phone": 24
      },
      "nav_height": 64,
      "section_padding": {
        "desktop": 64,
        "phone": 40
      },
      "columns": 12,
      "columns_phone": 1,
      "two_up": {
        "width": 558,
        "gutter": 36,
        "xs": [
          144,
          738
        ]
      },
      "three_up": {
        "width": 360,
        "gutter": 36,
        "xs": [
          144,
          540,
          936
        ]
      },
      "explore_cards": {
        "width": 372,
        "height": 160,
        "gutter": 18,
        "row_gap": 18,
        "xs": [
          144,
          534,
          924
        ]
      },
      "split_text_max": 459,
      "hero_media": {
        "width": 459,
        "height": 459,
        "x": 738
      },
      "card_gap": 18,
      "gutter": 36,
      "gutter_phone": 16,
      "prov": "observed",
      "source": "https://www.uber.com/us/en/",
      "date": "2026-10-29"
    },
    "type": [
      {
        "role": "Hero headline (h1)",
        "face": "display",
        "size": {
          "desktop": 52,
          "phone": 36
        },
        "line_height": 1.23,
        "tracking_px": 0,
        "weight": 660,
        "prov": "observed",
        "note": "52/64 desktop, 36/44 phone; Uber Move 700, white"
      },
      {
        "role": "Section headline (h2)",
        "face": "display",
        "size": {
          "desktop": 36,
          "phone": 28
        },
        "line_height": 1.22,
        "tracking_px": 0,
        "weight": 660,
        "prov": "observed",
        "note": "36/44 desktop, 28/36 phone"
      },
      {
        "role": "QR card title",
        "face": "display",
        "size": {
          "desktop": 24,
          "phone": 24
        },
        "line_height": 1.33,
        "tracking_px": 0,
        "weight": 660,
        "prov": "observed",
        "note": "24/32"
      },
      {
        "role": "Item title",
        "face": "body",
        "size": {
          "desktop": 18,
          "phone": 18
        },
        "line_height": 1.33,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "note": "18/24, Uber Move Text 500: titles under photos and footer column heads"
      },
      {
        "role": "Body",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "16/24"
      },
      {
        "role": "Button label",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "note": "16/20, Uber Move Text 500"
      },
      {
        "role": "Location label",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 14
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "note": "\"NW Indiana, US\": 16/20 desktop, 14/16 phone"
      },
      {
        "role": "Explore card title",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 12
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "note": "16/20 desktop; phone tile label 12/16"
      },
      {
        "role": "Explore card description",
        "face": "body",
        "size": {
          "desktop": 12,
          "phone": 12
        },
        "line_height": 1.67,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "12/20"
      },
      {
        "role": "Pill label",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.14,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "note": "14/16: nav pills, Details, city pill, pager count"
      },
      {
        "role": "Footer link",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.43,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "14/20 white"
      },
      {
        "role": "Legal",
        "face": "body",
        "size": {
          "desktop": 12,
          "phone": 12
        },
        "line_height": 1.67,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "note": "12/20 #AFAFAF"
      }
    ],
    "components": {
      "button_primary_on_dark": {
        "fill": "#FFFFFF",
        "text": "#000000",
        "radius": 8,
        "height": 48,
        "padding_x": 25,
        "font_size": 16,
        "weight": 600,
        "use": "See prices, Learn more: the one filled CTA on black bands",
        "states": {
          "hover": {
            "css": {
              "box-shadow": "inset 999px 999px 0 rgba(236,236,236,0.15)"
            },
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          "focus": {
            "css": {
              "box-shadow": "inset 0 0 0 2px #FCFCFC, 0 0 0 2px #276EF1"
            },
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          }
        },
        "transition": "background 0.2s cubic-bezier(0, 0, 1, 1)"
      },
      "button_primary_on_light": {
        "fill": "#000000",
        "text": "#FFFFFF",
        "radius": 8,
        "height": 48,
        "padding_x": 25,
        "font_size": 16,
        "weight": 600,
        "use": "Search restaurants, Stock up now, Sign up now on white bands",
        "states": {
          "hover": {
            "css": {
              "box-shadow": "inset 999px 999px 0 rgba(236,236,236,0.15)"
            },
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          "focus": {
            "css": {
              "box-shadow": "inset 0 0 0 2px #FFFFFF, 0 0 0 2px #276EF1"
            },
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          }
        }
      },
      "nav_pill": {
        "fill": "#111111",
        "text": "#FCFCFC",
        "radius": "pill",
        "height": 36,
        "padding_x": 12,
        "font_size": 14,
        "weight": 600,
        "use": "Every nav link (Ride, Earn, Travel, Business, Uber Eats, About), EN, Help, Log in. Pills sit 4px apart"
      },
      "nav_signup": {
        "fill": "#FFFFFF",
        "text": "#000000",
        "radius": "pill",
        "height": 36,
        "padding_x": 12,
        "font_size": 14,
        "weight": 600,
        "use": "Sign up, the only white pill in the nav",
        "states": {
          "hover": {
            "css": {
              "background-color": "#E2E2E2"
            },
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          }
        }
      },
      "time_pill": {
        "fill": "#EFEFEF",
        "text": "#111111",
        "radius": "pill",
        "height": 48,
        "padding_x": 16,
        "font_size": 16,
        "weight": 600,
        "use": "\"Pickup now\" with a clock icon left and chevron right, 174x48"
      },
      "light_pill": {
        "fill": "#F6F6F6",
        "text": "#111111",
        "radius": "pill",
        "height": 48,
        "padding_x": 16,
        "font_size": 16,
        "weight": 600,
        "use": "\"Schedule ahead\" inside the hero glass bar; the city selector (14px, pin icon + chevron, 162x48)"
      },
      "field": {
        "fill": "#F6F6F6",
        "text": "#4A4A4A",
        "radius": 8,
        "height": 56,
        "padding_x": 48,
        "font_size": 16,
        "weight": 400,
        "use": "Pickup location / Dropoff location: 396x56 at 1440 (342x56 on phones), 16px apart. Icons from assets: pickup-dot.svg (a black ring with a white center, 16px) and dropoff-square.svg (a black square with a small white square center, 16px), both at x+16, vertically centered; a 1px #FFFFFF vertical line joins their centers and stays visible across the 16px black gap between the fields; navigation-arrow.svg (24px, black) at the right end of the pickup field only (x+356). Placeholder text starts at x+48"
      },
      "details_pill": {
        "fill": "#FFFFFF",
        "text": "#000000",
        "radius": "pill",
        "height": 36,
        "padding_x": 12,
        "font_size": 14,
        "weight": 600,
        "use": "\"Details\" pill bottom-left of each Explore card"
      },
      "explore_card": {
        "fill": "#292929",
        "text": "#FFFFFF",
        "radius": 8,
        "height": 160,
        "padding_x": 16,
        "font_size": 16,
        "weight": 600,
        "use": "372x160: title 16px 600 top-left, description 12/20 white max 212px, Details pill at bottom-left (y+108), 128x128 3D illustration right-aligned at x+228, vertically centered. Phones: 106x96 tile, radius 12, illustration on top, title 14px 600 centered below, no description, no Details pill"
      },
      "text_link": {
        "fill": "transparent",
        "text": "#FFFFFF",
        "radius": 0,
        "height": 32,
        "font_size": 16,
        "weight": 400,
        "use": "Log in to check your activity, Reserve now, See prices, Send a package, Sign up to drive, Get details, Sign up",
        "anatomy": "An inline span, 16px regular, no text-decoration, padding-bottom 6px; the underline is two 1px background-image lines at the bottom edge of the span (a #CBCBCB track with a line in the text color drawn over it), so the line sits 6px below the text box and runs exactly the text width. The span measures 25px tall; it sits in a 32px tall row. On white bands the text and line are #000000",
        "transition": "0.5s cubic-bezier(0.22, 1, 0.36, 1)"
      },
      "carousel_button": {
        "fill": "#F6F6F6",
        "text": "#111111",
        "radius": "pill",
        "height": 52,
        "padding_x": 14,
        "font_size": 14,
        "weight": 600,
        "use": "52x52 circles, right-aligned, 8px apart, a \"1/2\" counter (14px 600 white) 22px to their left. The previous button at rest is disabled: #E0E0E0 at 60% with a #C4C4C4 chevron"
      },
      "glass_bar": {
        "fill": "rgba(255,255,255,0.2)",
        "text": "#FFFFFF",
        "radius": 16,
        "height": 80,
        "padding_x": 12,
        "font_size": 16,
        "weight": 600,
        "use": "Overlay on the bottom of the hero collage: 423x80 at collage x+18, y+361; \"Ready to travel?\" 16px 600 white left, Schedule ahead light pill right"
      },
      "qr_card": {
        "fill": "#FFFFFF",
        "text": "#000000",
        "radius": 0,
        "height": 198,
        "padding_x": 24,
        "font_size": 24,
        "weight": 660,
        "use": "Two 558x198 white rectangles, square corners: 150x150 QR at x+24, y+24; title 24/32 display bold at x+198 vertically centered with \"Scan to download\" 16px under it; a 24px arrow at the right edge (48px right padding)"
      },
      "social_button": {
        "fill": "#111111",
        "text": "#FCFCFC",
        "radius": 8,
        "height": 48,
        "padding_x": 0,
        "font_size": 16,
        "weight": 400,
        "use": "Footer: 48x48 squares (LinkedIn, YouTube, Instagram, X), touching, white 16px glyph centered"
      },
      "footer_select": {
        "fill": "#111111",
        "text": "#FCFCFC",
        "radius": 8,
        "height": 36,
        "padding_x": 12,
        "font_size": 14,
        "weight": 600,
        "use": "Footer language (globe + \"English\") and city (pin + \"NW Indiana\") buttons, right-aligned"
      }
    },
    "signature": [
      {
        "id": "pill-nav",
        "name": "Every control is a pill on black",
        "where": "the nav and all hero controls",
        "spec": "Nav items are #111111 pills 36px tall, 999px radius, 12px side padding, 14px semibold #FCFCFC, 4px apart; only Sign up flips to white with black text. The hero repeats the language: a #EFEFEF \"Pickup now\" pill, #F6F6F6 fields with 8px corners, a white 8px-radius See prices button. Square-cornered cards appear only for QR blocks.",
        "dont": "No outlined buttons, no colored buttons, no underlined nav links"
      },
      {
        "id": "black-white-bands",
        "name": "Black page, one white interruption",
        "where": "uber.com/us/en homepage, top to bottom",
        "spec": "Ground is #000000 from the nav to the More ways band, switches to #FFFFFF for Uber Eats and Uber One, then returns to #000000 for Earn, Business, apps and the footer. Each switch happens behind a full-width 1152x270 photo banner with 40px (Eats) corners: the ground changes color at a straight horizontal line passing behind the photo (at its middle for the Eats banner, 68px below its top for the family banner), so the photo bridges the two grounds.",
        "dont": "No grey bands, no gradients, no colored section grounds"
      },
      {
        "id": "product-colors-in-photos",
        "name": "Product color lives inside the photo",
        "where": "Eats and Earn rows",
        "spec": "Uber Eats green (#06C167) appears only as a 4px frame baked into the Eats photos and on the bags; the Earn photos carry a 4px #276EF1-like blue frame; Uber One carries a thin gold square line and its badge. The CSS never colors anything but black, white and greys. Use the supplied images as-is: never redraw the frame in CSS.",
        "dont": "Never add green or blue to buttons, type or grounds"
      },
      {
        "id": "journey-glyphs",
        "name": "Circle and square journey glyphs",
        "where": "end cards (guide) and the pickup/dropoff fields (site)",
        "spec": "A filled circle marks the start and a filled square marks the end of a trip: Uber Move glyphs on either side of the \"On our way\" tagline, sized to the tagline; on the site, a 16px black dot icon (pickup) and 16px black square icon (dropoff) joined by a 1px line.",
        "dont": "No arrows or other shapes in their place",
        "prov": "published",
        "source": "https://assets.uber.com/document/431#/-/end-cards"
      }
    ],
    "bands": [
      {
        "label": "Nav",
        "ground": "#000000",
        "content": "nav",
        "desktop": "y 0-64, black, not sticky; wordmark at x 80, six pills from x 155, four utility pills ending at x 1360",
        "phone": "64px: wordmark at x 24; Log in pill, white Sign up pill, 36px round menu button ending at x 380",
        "anatomy": [
          "Nav pills: #111111, 36px tall, 14px #FCFCFC, 12px side padding, 4px apart",
          "Only Sign up is a white pill with black text"
        ]
      },
      {
        "label": "Hero: Go anywhere",
        "ground": "#000000",
        "content": "hero",
        "desktop": "y 64-651: ride request form left (x 144), 459x459 photo collage right at x 738, y 128",
        "phone": "y 64-496: form only, no collage, no Pickup now pill",
        "anatomy": [
          "Location line, 52px headline, Pickup now pill, two #F6F6F6 fields, See prices button + underlined Log in link",
          "Glass bar (rgba 255,255,255,0.2, 16px radius) over the bottom of the collage with Schedule ahead pill"
        ]
      },
      {
        "label": "Explore what you can do with Uber",
        "ground": "#000000",
        "content": "explore",
        "desktop": "h2 y 651 (no gap after the hero band); six #292929 cards, 3x2, 372x160, 18px gaps, y 725-1081",
        "phone": "h2 y 516; 3x2 grid of 106x96 tiles at y 611 and 723",
        "anatomy": [
          "Card: title 16px, 12/20 description, white Details pill, 128px 3D illustration at right",
          "Illustrations are full-color 3D renders on transparent ground: car, calendar, luggage, key fob, teen, courier"
        ]
      },
      {
        "label": "Journey line",
        "ground": "#000000",
        "content": "image",
        "desktop": "1152x270 image at x 144, y 1145-1415 (64px below the cards)",
        "phone": "342x80 at x 24, y 839-919",
        "anatomy": [
          "A single animated green line; no text"
        ]
      },
      {
        "label": "How to request a ride",
        "ground": "#000000",
        "content": "steps carousel",
        "desktop": "h2 y 1543 (128px below the journey image); images y 1623; pager buttons y 1974-2026",
        "phone": "h2 y 1019; one card; pager 1/5",
        "anatomy": [
          "Each step image (supplied) has the photo and a white icon tile baked in",
          "Step title 18/24, body 16/24, 354px wide, 12px between title and body"
        ]
      },
      {
        "label": "Planning your next getaway?",
        "ground": "#000000",
        "content": "split",
        "desktop": "video 558x318 at x 738, y 2154; text block (h2 2181, body 2293, pill 2397) vertically centered on it",
        "phone": "h2 y 1560, body, pill y 1776, video y 1860",
        "anatomy": [
          "City pill: #F6F6F6, pin icon, \"NW Indiana\", chevron, 162x48"
        ]
      },
      {
        "label": "More ways to use Uber",
        "ground": "#000000",
        "content": "three-up",
        "desktop": "h2 y 2600; three 360x240 images at y 2680; titles y 2940; links y 3044",
        "phone": "h2 y 2137; carousel, one card, pager 1/3",
        "anatomy": [
          "Images have a grey product-tile composite baked in"
        ]
      },
      {
        "label": "Eats banner (black to white)",
        "ground": "#000000 above, #FFFFFF below",
        "content": "image",
        "desktop": "1152x270 photo at y 3186-3456; ground switches black to white at y 3322 (the photo middle)",
        "phone": "hidden; hard switch from black to white at y 2726",
        "anatomy": [
          "The photo has rounded corners baked in (transparent PNG)"
        ]
      },
      {
        "label": "Uber Eats two-up",
        "ground": "#FFFFFF",
        "content": "two-up",
        "desktop": "two 558x372 photos with a baked 4px green frame at y 3567; titles y 3960; buttons y 4051",
        "phone": "stacked, first photo y 2766, second y 3214",
        "anatomy": [
          "Buttons: black fill, white 16px, 8px radius, 48px"
        ]
      },
      {
        "label": "Uber One",
        "ground": "#FFFFFF",
        "content": "split",
        "desktop": "photo 558x372 at x 738, y 4163; text block (h2 4229, body 4341, button 4421) vertically centered on it",
        "phone": "h2 y 3666, body, button y 3834, photo y 3918",
        "anatomy": [
          "Black Sign up now button"
        ]
      },
      {
        "label": "Family banner (white to black)",
        "ground": "#FFFFFF above, #000000 below",
        "content": "image",
        "desktop": "1152x270 photo at y 4663-4933; ground switches white to black at y 4731",
        "phone": "hidden; hard switch from white to black at y 4186",
        "anatomy": [
          "Same banner geometry as the Eats banner"
        ]
      },
      {
        "label": "Earn with Uber",
        "ground": "#000000",
        "content": "three-up",
        "desktop": "h2 y 5029; three 360x203 photos at y 5109; titles y 5331; links y 5441",
        "phone": "h2 y 4206; carousel, pager 1/3",
        "anatomy": [
          "One underlined link per card"
        ]
      },
      {
        "label": "Uber for Business",
        "ground": "#000000",
        "content": "split",
        "desktop": "image 558x558 at x 144, y 5531; text (h2 5666, body 5778, button 5906) at x 837, vertically centered on it",
        "phone": "image y 4760 first, then h2 y 5138, body, button y 5378",
        "anatomy": [
          "White Learn more button"
        ]
      },
      {
        "label": "It’s easier in the apps",
        "ground": "#000000",
        "content": "qr cards",
        "desktop": "h2 y 6153; two white 558x198 QR cards at y 6232",
        "phone": "h2 y 5466; two stacked 342x118 cards at y 5538 and 5692",
        "anatomy": [
          "QR title 24/32 bold black, \"Scan to download\" 16px, arrow right"
        ]
      },
      {
        "label": "Footer",
        "ground": "#000000",
        "content": "footer",
        "desktop": "y ~6494-7536: policy links and wordmark row, Help, four link columns, socials, store badges, legal",
        "phone": "single column from y 5850 to 7872",
        "anatomy": [
          "Four columns at x 144, 441, 738, 1035 (297px apart)",
          "Legal 12px #AFAFAF"
        ]
      }
    ],
    "responsive": {
      "measured_at": [
        390,
        1440
      ],
      "source": "https://www.uber.com/us/en/",
      "date": "2026-10-29",
      "prov": "observed",
      "rows": [
        {
          "what": "hero headline",
          "values": {
            "390": "36px / 44px",
            "1440": "52px / 64px"
          }
        },
        {
          "what": "section headline",
          "values": {
            "390": "28px / 36px",
            "1440": "36px / 44px"
          }
        },
        {
          "what": "side margin",
          "values": {
            "390": "24px",
            "1440": "144px (nav 80px)"
          }
        },
        {
          "what": "band padding",
          "values": {
            "390": "40px",
            "1440": "64px"
          }
        },
        {
          "what": "explore cards",
          "values": {
            "390": "3x2 tiles 106x96, label only",
            "1440": "3x2 cards 372x160 with copy and Details"
          }
        },
        {
          "what": "three-up rows",
          "values": {
            "390": "carousel, one card, pager",
            "1440": "three columns 360 wide"
          }
        },
        {
          "what": "photo banners",
          "values": {
            "390": "hidden",
            "1440": "1152x270"
          }
        },
        {
          "what": "nav",
          "values": {
            "390": "wordmark, Log in, Sign up, menu",
            "1440": "wordmark, 6 pills, 4 utility pills"
          }
        }
      ]
    },
    "breakpoints": {
      "all": [
        600,
        1136
      ],
      "phone_max": 599,
      "prov": "observed",
      "note": "measured by resizing uber.com in 8px steps on 2026-10-29: below 600 the phone layout (tiles without descriptions); 600-1135 cards gain descriptions but the nav collapses and the hero collage is hidden; 1136 and up the full desktop layout"
    },
    "motion": [
      {
        "name": "button-press",
        "easing": "cubic-bezier(0, 0, 1, 1)",
        "duration_ms": 200,
        "use": "background / inset-shadow wash on buttons and pills (hover darkens by an inset rgba(236,236,236,0.15) fill; light pills use rgba(17,17,17,0.06))",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "link-underline",
        "easing": "cubic-bezier(0.22, 1, 0.36, 1)",
        "duration_ms": 500,
        "use": "text-link underline transition",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "journey-line",
        "use": "GIF: a thin green vertical line draws down in a black 1152x270 frame between Explore and How to request a ride. In the reference screenshot the line spans the full 270px height, about 6px wide, centered, green on black. Use the gif as-is; the draw-down is animation only",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      },
      {
        "name": "getaway-video",
        "use": "autoplaying muted loop in the Planning your next getaway band (558x318). Resting state: the first frame, supplied as getaway-video-frame.jpg",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/",
        "date": "2026-10-29"
      }
    ],
    "icons": {
      "grid": "not published",
      "stroke": "filled glyphs (pin, clock, chevron, arrow, globe, square, dot) at 16-24px, black on light pills and white on black",
      "sizes": [
        {
          "name": "s",
          "px": 16
        },
        {
          "name": "m",
          "px": 24
        }
      ],
      "prov": "observed",
      "source": "https://www.uber.com/us/en/"
    },
    "page": {
      "source": "https://www.uber.com/us/en/",
      "date": "2026-10-29",
      "prov": "observed",
      "nav": {
        "summary": "A black 64px bar of dark pills: wordmark, product pills left, utility pills right, one white Sign up pill",
        "ground": "#000000, no border, no shadow, scrolls away (not sticky)",
        "height": "64px at 1440 and 390",
        "logo": "white wordmark (assets: logo.white SVG) 51x18 at x 80, y 23 (vertically centered). On phones it is smaller: 42x15 at x 24, y 25",
        "links": "6 pills in order \"Ride\", \"Earn\", \"Travel\", \"Business\", \"Uber Eats\", \"About\" (About adds chevron-down-nav.svg 18px after the label, 90x36). Widths 53, 54, 64, 83, 88, 90. Pills #111111, 36px tall, 999px radius, 12px side padding, 14/16 #FCFCFC, 4px apart, first at x 155, y 14",
        "actions": "right group ending at x 1360, 4px apart: \"EN\" pill with globe-nav.svg 16px before the label (67x36, x 1089), \"Help\" (54x36), \"Log in\" (64x36), \"Sign up\" white pill with black text (74x36, x 1286)",
        "sticky": "no",
        "phone": "wordmark at x 24; right group: \"Log in\" #111111 pill (64x36, x 198), \"Sign up\" white pill (74x36, x 266), and a 36x36 #111111 circle with menu.svg (two white bars, 16px) at x 344. No product pills",
        "menu_labels": [
          "Ride",
          "Earn",
          "Travel",
          "Business",
          "Uber Eats",
          "About"
        ],
        "utility_labels": [
          "EN",
          "Help",
          "Log in",
          "Sign up"
        ]
      },
      "hero": {
        "summary": "Black band; left: a location line, a 52px \"Go anywhere\" headline and a ride request form; right: a square photo collage with a frosted Schedule ahead bar",
        "desktop": "band y 64-651. Left column x 144. Location row y 128-152: pin.svg 14px white at x 144, \"NW Indiana, US\" 16/20 medium white at x 166, then \"Change city\" 16/24 regular white with a plain 1px text-decoration underline at the default offset (tight to the text, not the background-line link style) at x 290. Headline y 160-224 (52/64, one line). Pickup now pill y 240-288, fixed 174x48, no wrapping: clock icon at x 160, label at x 188, chevron at x 282. Pickup field y 312-368 and Dropoff field y 384-440, each 396x56. See prices y 456-504, fixed width 127px (not text plus padding); \"Log in to check your activity\" link starts at x 295, its text at y 470. Grid: the hero uses the two-up grid (558px columns at x 144 and 738, 36px gutter); the form sits in the left column (fields 396 wide, text 459 max) and the collage is a 459x459 square left-aligned in the right column at x 738, y 128-587; no CSS radius (any corner softening is in the image file). The band ends 64px below the collage (y 651)",
        "phone": "band y 64-496. Location row y 104 (pin, \"NW Indiana, US\" 14/16 medium, \"Change city\" 16/24 underlined at x 153); headline 36/44 y 136; fields 342x56 at y 212 and 284; See prices 127x48 at y 356; \"Log in to check your activity\" on its own row at y 422. No Pickup now pill, no collage. All at x 24",
        "at_rest": "Collage is a single static JPEG; the glass bar sits over its bottom. Fields are empty, showing placeholders \"Pickup location\" and \"Dropoff location\" in #4A4A4A",
        "media": "hero-travel-collage.jpg (1080x1080): six travel photos in a 2-column grid with black gutters baked in; shown at 459x459, object-fit cover",
        "type": "headline display 52/64 white; location 16/20 medium; field placeholders 16/24 #4A4A4A",
        "cta": "white See prices button (8px radius) plus one underlined text link 24px to its right. Pickup now pill: clock.svg 20px at x+16, \"Pickup now\" 16/20 medium #111111, chevron-down-small.svg 20px at the right. Field icons: pickup-dot.svg and dropoff-square.svg, 16px, at x 160, joined by a 1px #FFFFFF line from dot center to square center (visible across the black gap); navigation-arrow.svg 24px black at x 500 inside the pickup field",
        "proof": "none",
        "overlay": "glass bar: 423x80 at x 756, y 489 (18px inside the collage left edge, 18px above its bottom), rgba(255,255,255,0.2) with backdrop-filter blur(12px), 16px radius; \"Ready to travel?\" 16/20 medium white at x 768, vertically centered; \"Schedule ahead\" #F6F6F6 pill 152x48 at x 1015, 12px from the bar right edge"
      },
      "sections": [
        {
          "name": "Explore what you can do with Uber",
          "summary": "Six product cards on #292929",
          "ground": "#000000",
          "desktop": "h2 36/44 at y 651, x 144, one line; cards start y 725 (30px below the h2), columns x 144 / 534 / 924, 372x160, 18px gaps; row 2 at y 903; last card ends y 1063 and the band ends y 1081",
          "phone": "h2 28/36 two lines at y 516-588; tiles 106x96 at x 24 / 142 / 260 (12px gaps), rows y 611 and 723 (16px gap), radius 12, #292929: illustration 56x56 centered at the tile top (y+8), label 12/16 medium white centered at y+72. No descriptions, no Details pills",
          "anatomy": [
            "Order and labels: Ride, Reserve, Airport / Rental Cars, Teens, Courier",
            "Descriptions (their words): Ride \"Go anywhere with Uber. Request a ride, hop in, and go.\" Reserve \"Reserve your ride in advance\" plus a short clause about relaxing on trip day (two lines) Airport \"Request a ride to or from the airport with room for your luggage.\" Rental Cars \"Your perfect rental car is a few clicks away. Learn more about Uber Rent.\" Teens \"Teen accounts offer top-rated drivers and built-in safety tools.\" Courier \"Uber makes same-day item delivery easier than ever.\"",
            "Card: 16px padding; title 16/20 medium white at x+16, y+16; description 12/20 white at y+44, max 212px, two lines; Details pill (white, black 14/16 medium, 70x36, 999px) at x+16, y+108",
            "Illustration 128x128 at x+228, y+16"
          ],
          "components": "explore_card, details_pill"
        },
        {
          "name": "Journey line",
          "summary": "A wordless animated divider",
          "ground": "#000000",
          "desktop": "journey-line.gif 1152x270 at x 144, y 1145-1415 (64px after the last card); the next h2 starts 128px below the image",
          "phone": "the same image at 342x80, x 24, y 839-919 (20px below the tiles); the next h2 starts 100px below it, at y 1019",
          "anatomy": [
            "Use the supplied gif (it holds its own resting frame); never draw text here"
          ],
          "components": "image"
        },
        {
          "name": "How to request a ride",
          "summary": "Five-step carousel, three steps visible",
          "ground": "#000000",
          "desktop": "h2 at y 1543; images 354x199 at y 1623 (36px below the h2) for x 144 / 534 / 924, steps 4 and 5 continue past the 1296 edge and are clipped; step title 18/24 medium at y 1842 (20px below the image); body 16/24 two lines at y 1878 (12px below the title); pager row: \"1/2\" 14/16 medium white at x 1138, y 1992, then the previous button (disabled) at x 1180 and next at x 1240, both 52x52 at y 1974",
          "phone": "h2 28/36 at y 1019; image 329x185 at y 1091; title y 1296; body y 1332 (two lines); pager \"1/5\" at x 207, buttons at x 250 and 310, y 1428",
          "anatomy": [
            "Steps (their words): \"Get started\" / \"Enter your destination on Uber.com or in the Uber app.\" then a three-word sentence to choose a ride and confirm; \"Get matched with a driver\" / \"A nearby driver accepts your request. You'll be notified when they're close.\"; \"Meet your driver\" / \"Verify your driver's name, vehicle details and your destination, then enter the vehicle.\"; \"Enjoy the ride\" / \"Your driver has turn-by-turn directions for the fastest route.\"",
            "Step 5 sits beyond the clipped edge on desktop and behind the pager on phones: give it the image only, never visible at rest",
            "Images howto-1..5 already include the photo, the white rounded icon tile at bottom-left and black space: place them as-is",
            "Pager buttons: chevron-left.svg / chevron-right.svg 24px; previous disabled (#E0E0E0 at 60%, chevron #C4C4C4), next #F6F6F6 with #111111 chevron"
          ],
          "components": "carousel_button"
        },
        {
          "name": "Planning your next getaway?",
          "summary": "Split: text + city pill left, autoplay video right",
          "ground": "#000000",
          "desktop": "video 558x318 at x 738, y 2154; text column x 144, 459 max, vertically centered on the video: h2 two lines at y 2181-2269, body 16/24 three lines at y 2293 (24px below), city pill 162x48 at y 2397 (32px below the body)",
          "phone": "h2 two lines y 1560, body four lines y 1648, city pill y 1776, video 342x196 at y 1860",
          "anatomy": [
            "Body (their words): \"From weekend road trip to international destination, we've got you covered.\" then \"Explore transport options, points of interest, and more with our new City Hub.\"",
            "City pill: #F6F6F6, pin-city.svg 14px, \"NW Indiana\" 14/16 medium #111111, chevron-down-city.svg 16px, 999px"
          ],
          "components": "light_pill, video"
        },
        {
          "name": "More ways to use Uber",
          "summary": "Three-up cards with underlined links",
          "ground": "#000000",
          "desktop": "h2 at y 2600; images 360x240 at y 2680 (x 144 / 540 / 936); title 18/24 at y 2940 (20px below); body 16/24 two lines at y 2976 (12px below the title); link row y 3044-3076 (20px below the body)",
          "phone": "h2 y 2137; image 331x221 at y 2209; title y 2450; body y 2486; link y 2560; pager \"1/3\" y 2634",
          "anatomy": [
            "Titles / bodies / links (their words): \"Plan your trip in advance\" / \"Book your ride up to 90 days ahead\" plus a clause naming Reserve on Uber.com or the app (two lines) / Reserve now; \"Ride in style\" / \"Travel in high-end vehicles with our top-rated drivers.\" / See prices; \"Send items within the day\" / \"Get same-day local delivery of forgotten keys, care packages, and much more.\" / Send a package",
            "Images include a light grey car tile overlapping the photo at bottom-left: place as-is"
          ],
          "components": "text_link, carousel_button"
        },
        {
          "name": "Eats banner",
          "summary": "Rounded photo banner bridging black to white",
          "ground": "split: #000000 above y 3322, #FFFFFF below",
          "desktop": "banner-eats-bags.png 1152x270 at x 144, y 3186-3456 (110px below the link row); the ground line passes behind the image at its vertical middle",
          "phone": "not shown; the black band ends at y 2726 and the white band starts with a straight edge",
          "anatomy": [
            "The PNG carries its own rounded corners (transparent): no CSS radius"
          ],
          "components": "image"
        },
        {
          "name": "Uber Eats",
          "summary": "Two-up photo cards with black buttons",
          "ground": "#FFFFFF",
          "desktop": "photos 558x372 at y 3567 (111px below the banner), x 144 and 738; title 18/24 black at y 3960 (21px below); body 16/24 one line at y 3995 (12px below the title); black button 48px at y 4051 (32px below the body)",
          "phone": "photo 342x228 at y 2766; title y 3015; body two lines y 3050; button y 3130; second photo y 3214 (36px after the button)",
          "anatomy": [
            "Titles / bodies (their words): \"Order from your favorite spots\" / \"Find local meals for delivery or pickup in the Uber Eats app or online.\"; \"Get essentials delivered\" / \"Shop for groceries and everyday items from stores near you.\"",
            "Buttons: Search restaurants (193x48), Stock up now (151x48)",
            "The 4px green frame and rounded corners are part of the photos"
          ],
          "components": "button_primary_on_light"
        },
        {
          "name": "Uber One",
          "summary": "Split: text left, photo right",
          "ground": "#FFFFFF",
          "desktop": "photo 558x372 at x 738, y 4163 (64px below the Eats buttons); text column x 144 (459 max), vertically centered on it: h2 two lines y 4229, body two lines y 4341, Sign up now (142x48) y 4421",
          "phone": "h2 y 3666; body y 3754; button y 3834; photo 342x228 y 3918",
          "anatomy": [
            "Body (their words): \"Join Uber One for member pricing and exclusive perks with Uber.\"",
            "Photo carries a thin gold square line and the Uber One badge"
          ],
          "components": "button_primary_on_light"
        },
        {
          "name": "Family banner",
          "summary": "Second photo banner bridging white back to black",
          "ground": "split: #FFFFFF above y 4731, #000000 below",
          "desktop": "banner-family-car.png 1152x270 at x 144, y 4663-4933 (128px below the Uber One photo); the ground turns black 68px below the image top",
          "phone": "not shown; straight switch to black at y 4186",
          "anatomy": [
            "Rounded corners are in the PNG"
          ],
          "components": "image"
        },
        {
          "name": "Earn with Uber",
          "summary": "Three-up earning cards",
          "ground": "#000000",
          "desktop": "h2 at y 5029 (96px below the banner); photos 360x203 at y 5109; title y 5331; body two lines y 5367; link y 5441",
          "phone": "h2 y 4206; photo 331x186 y 4278; title y 4484; body y 4520; link y 4594; pager \"1/3\" y 4668",
          "anatomy": [
            "Titles / bodies / links (their words): \"Drive and earn on your schedule\" / \"Make money with rides, deliveries, or both. Use your car or rent one.\" / Sign up to drive; \"Deliver when you want\" / \"Turn your commute into earnings. Just go online, pick up, and drop off.\" / Get details; \"Earn with your specialized skills\" / \"Turn your expertise into a remote earning opportunity with Uber AI Solutions.\" / Sign up",
            "Blue frames are baked into the photos"
          ],
          "components": "text_link"
        },
        {
          "name": "Uber for Business",
          "summary": "Split: composite image left, text right",
          "ground": "#000000",
          "desktop": "image 558x558 at x 144, y 5531 (58px below the links); text column x 837 (459 max), vertically centered on it: h2 two lines y 5666, body four lines y 5778, Learn more (136x48) y 5906",
          "phone": "image 342x342 at y 4760; h2 y 5138; body five lines y 5226; button y 5378",
          "anatomy": [
            "Body (their words, two sentences, four lines at 459px; line 1 ends after \"more control,\" and line 2 after \"enterprise users.\"): first a sentence that Uber for Business gives your organization more control, deeper insights, and features built for enterprise users; then \"Manage and track business travel, meal programs, and more on one dashboard.\"",
            "The image already includes the circular photo crop and three dark icon tiles"
          ],
          "components": "button_primary_on_dark"
        },
        {
          "name": "It’s easier in the apps",
          "summary": "Two white QR download cards",
          "ground": "#000000",
          "desktop": "h2 at y 6153 (64px below the image); cards 558x198 at y 6232, x 144 and 738, white, square corners",
          "phone": "h2 y 5466; two stacked 342x118 cards at y 5538 and 5692 with a 1px rgba(0,0,0,0.12) border; 84px QR at x 41; titles 24/32 in two lines at x 141",
          "anatomy": [
            "Titles (their words): \"Download the Uber app\" and \"Download the Driver app\"",
            "Card: 150x150 QR at x+24, y+24; title 24/32 display black at x+198, y+72; \"Scan to download\" 16/24 under it; arrow-right.svg 16x25 black at x+518, vertically centered"
          ],
          "components": "qr_card"
        }
      ],
      "footer": {
        "summary": "Black footer: privacy links stacked top-right, wordmark and Help left, four link columns, socials, store badges, legal row",
        "ground": "#000000",
        "anatomy": [
          "Footer starts after ~64px of black below the QR cards",
          "Top right: \"Do not sell or share my personal information\" at y 6559 and \"Google Data Policy\" at y 6595, 14/20 white, stacked and RIGHT-aligned to x 1296 (the shorter line starts further right)",
          "Left: white wordmark 51x18 at x 144, y ~6606 (centered in a 112px row starting y 6559); \"Visit Help Center\" 16/16 white at x 144, y 6672",
          "Columns: heads at y 6789, x 144 / 441 / 738 / 1035, 18/24 medium white; links from y 6833, 14/20 white, 36px pitch",
          "Company: About us, Our offerings, Newsroom, Investors, Blog, Careers, Uber One",
          "Products: Ride, Drive, Deliver, Eat, Uber for Business, Uber Freight, Gift cards, Uber Health, Uber Advertising, Merchants",
          "Global citizenship: Safety, Sustainability",
          "Travel: Reserve, Airports, Hotels, Cities",
          "Social row y 7241: four 48x48 #111111 squares, 8px radius, touching, from x 132: linkedin.svg, youtube.svg, instagram.svg, x-twitter.svg (16px white glyphs). Right, same row: \"English\" with globe.svg (97x36 at x 1063) and \"NW Indiana\" with location-marker.svg (about 128x36 at x 1164): a tight pair 4px apart, #111111, 8px radius, 14/16 medium #FCFCFC, the pair ending about x 1292",
          "Store badges y 7341: Google Play 128x38 at x 148, App Store 128x43 at x 284",
          "Legal row: \"© 2026 Uber Technologies Inc.\" 12/20 #AFAFAF at x 144, y 7443; right: \"Privacy\" x 1089, \"Accessibility\" x 1160, \"Terms\" x 1262, all at y 7432, 12/20 #AFAFAF",
          "Page ends at y 7536"
        ],
        "phone": "one column at x 24: wordmark row y 5890, \"Visit Help Center\" y 6003, then the two privacy links y 6057 and 6093, column heads at y 6180 / 6527 / 6982 / 7149 with links on a 36px pitch, socials at y 7385 from x 12, English and NW Indiana buttons stacked (y 7481, 7527), badges, © line y 7695, Privacy / Accessibility / Terms in one row at y 7796 (x 24 / 96 / 198). Page ends y 7872"
      },
      "dark_ground": {
        "secondary_button": "none: on black the alternative to the white CTA is the underlined text link (white text, white 1px line over a #CBCBCB track, 6px below)",
        "link": "white, no text-decoration, the two-line background underline; footer links have no underline",
        "muted_text": "none in body copy: all body and descriptions are #FFFFFF; only the legal row is #AFAFAF",
        "hairline": "none: no rules or borders anywhere on black",
        "logo_variant": "white wordmark"
      }
    }
  },
  "system": {
    "fixed": [
      "Black and white core; no other brand color on Uber (rides) work",
      "The wordmark, never localized, with clear space of one U height",
      "Pill-shaped controls and 8px-radius buttons",
      "Partner logo leads, Uber second, separated by a line"
    ],
    "flex": "Photography and product color carry the variety; product sub-brands (Eats green) bring their own color but only on their own assets.",
    "traits": [
      {
        "is": "Direct",
        "not": "Clever",
        "text": "Headlines name the job: Go anywhere, Earn with Uber.",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/"
      },
      {
        "is": "Functional",
        "not": "Decorative",
        "text": "The hero is a working form; no ornament beyond photos.",
        "prov": "observed",
        "source": "https://www.uber.com/us/en/"
      },
      {
        "is": "Precise about itself",
        "not": "Casual with the name",
        "text": "Uber is a platform and never a verb or noun.",
        "prov": "published",
        "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
      },
      {
        "is": "Warm in film",
        "not": "Cold",
        "text": "\"On our way\" is about showing up for people.",
        "prov": "published",
        "source": "https://www.uber.com/newsroom/on-our-way"
      }
    ]
  },
  "proportion": {
    "note": "Not published as a ratio. Measured share of the uber.com homepage height at 1440: about 70% black ground, 15% white ground, 15% photography; no colored grounds.",
    "source": "https://www.uber.com/us/en/",
    "parts": [
      {
        "name": "Black",
        "hex": "#000000",
        "n": 70
      },
      {
        "name": "White",
        "hex": "#FFFFFF",
        "n": 15
      },
      {
        "name": "Photography",
        "hex": "#292929",
        "n": 15
      }
    ],
    "prov": "observed"
  },
  "tone_by_state": {
    "note": "Two voices. The homepage is plain and functional; campaign film and end cards (\"On our way\") are warmer. Levels are our reading.",
    "source": "https://assets.uber.com/document/431#/-/end-cards",
    "states": [
      {
        "state": "Homepage and product UI",
        "level": 1
      },
      {
        "state": "Brand campaign and end cards",
        "level": 3
      }
    ]
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 1,
      "must": "Black 64px nav of #111111 pills with one white Sign up pill; black hero with a 52px two-word headline and one white 8px-radius CTA; product bands in a 1152 column; one white interruption bridged by a rounded photo banner; black footer with four link columns",
      "flex": "which product bands follow the hero, and whether the hero has a form or a photo"
    },
    {
      "format": "Deck",
      "level": 2,
      "must": "Black slides, white bold sentence-case headlines, one photo per slide, end on the wordmark and \"On our way\"",
      "flex": "white slides for data"
    },
    {
      "format": "Social post",
      "level": 3,
      "must": "Full-bleed candid photo, short white headline, end on the wordmark",
      "flex": "square or story crop"
    },
    {
      "format": "Email",
      "level": 1,
      "must": "Black header with white wordmark, white body, black 8px button",
      "flex": "one hero photo"
    }
  ],
  "checks": [
    {
      "name": "Logo hidden",
      "text": "Cover the wordmark. It should still read as Uber: a black page, dark pills, one white button, bold sentence-case type and candid photos."
    },
    {
      "name": "Swap test",
      "text": "Put another company's name on it. If nothing but the name changed, the pill controls, black-white bands and product-colored photos are missing."
    }
  ],
  "examples": [
    {
      "chapter": "color",
      "do": {
        "ground": "night",
        "text": "See prices",
        "button": true
      },
      "do_caption": "On black, the CTA is a white 8px-radius button with black text.",
      "dont": {
        "ground": "night",
        "text": "See prices",
        "ink": "accent_secondary"
      },
      "dont_caption": "Eats green is for Eats assets only; never an Uber CTA or text color."
    },
    {
      "chapter": "logo",
      "do": {
        "ground": "paper",
        "text": "Partner | Uber"
      },
      "do_caption": "Partner logo first, a line, then Uber in black.",
      "dont": {
        "ground": "paper",
        "text": "Uber | Partner"
      },
      "dont_caption": "Uber never leads a partner lockup."
    },
    {
      "chapter": "voice",
      "do": {
        "ground": "paper",
        "text": "Your Uber ride is here"
      },
      "do_caption": "Approved phrasing.",
      "dont": {
        "ground": "paper",
        "text": "Your Uber is here"
      },
      "dont_caption": "Uber is never a noun."
    },
    {
      "chapter": "voice",
      "do": {
        "ground": "night",
        "text": "Request a ride"
      },
      "do_caption": "Approved verb phrase.",
      "dont": {
        "ground": "night",
        "text": "Call an Uber"
      },
      "dont_caption": "Not approved."
    },
    {
      "chapter": "type",
      "do": {
        "ground": "night",
        "text": "Go anywhere"
      },
      "do_caption": "Bold, sentence case, normal tracking.",
      "dont": {
        "ground": "night",
        "text": "GO ANYWHERE"
      },
      "dont_caption": "No all-caps headlines on uber.com."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are Uber's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.",
    "replace": [
      "identity",
      "purpose",
      "positioning",
      "messaging.pillars",
      "messaging.proof_points",
      "messaging.taglines",
      "messaging.boilerplate"
    ],
    "reference": {
      "purpose": {
        "mission": {
          "label": "Not published on the public guide",
          "text": "The public brand site does not state a mission; the homepage implies it: get people and things where they need to go.",
          "prov": "inferred",
          "why": "No mission block is public at brand.uber.com; the inference is from the H1 and band order"
        },
        "story": {
          "text": "Uber replaced its 2016 bit-and-atom icon with a plain wordmark in September 2018 (Wolff Olins with type studio MCKL), adding the custom Uber Move typeface and a black-and-white core. The \"On our way\" platform and Uber's first sonic identity followed on July 26, 2024.",
          "prov": "published",
          "source": "https://www.dezeen.com/2018/09/14/uber-rebrand-wolff-olins-black-white-wordmark-logo-typography/"
        },
        "values": []
      },
      "positioning": {
        "statement": {
          "text": "Uber is a digital platform connecting people with independent drivers and couriers, not a ride or delivery company (paraphrase).",
          "prov": "published",
          "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines"
        },
        "category": {
          "text": "Mobility, delivery and travel platform: rides, Uber Eats, Courier, Reserve, Rent, Uber for Business, and since GO-GET 2026 hotels.",
          "prov": "observed",
          "source": "https://www.uber.com/us/en/",
          "date": "2026-10-29"
        },
        "audience": {
          "text": "Riders, eaters, earners (drivers and couriers), businesses: the homepage serves each a band.",
          "prov": "observed",
          "source": "https://www.uber.com/us/en/",
          "date": "2026-10-29"
        },
        "promise": {
          "text": "Go anywhere, get anything: the hero line and the request form are the promise.",
          "prov": "inferred",
          "why": "The h1 \"Go anywhere\" sits on a working ride request form; every later band is a product door."
        },
        "differentiators": [
          {
            "text": "One account for rides, delivery, travel and earning (homepage band order)",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          }
        ]
      },
      "messaging": {
        "taglines": [
          {
            "text": "On our way",
            "prov": "published",
            "source": "https://assets.uber.com/document/431#/-/end-cards",
            "where": "Parent-brand tagline on every end card; campaign launched July 26, 2024"
          },
          {
            "text": "Go anywhere",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/",
            "where": "homepage H1",
            "source_note": "2026-10-29"
          }
        ],
        "attributes": [
          "direct",
          "functional",
          "everyday",
          "warm"
        ],
        "key_messages": [],
        "boilerplate": {
          "text": "Uber is a technology platform that connects people with independent drivers who drive with Uber and couriers who deliver with Uber Eats (paraphrase of the co-marketing messaging rule).",
          "prov": "published",
          "source": "https://assets.uber.com/document/468#/co-marketing-guidelines/uber-co-marketing-guidelines",
          "paraphrase": true
        },
        "pillars": [
          {
            "name": "Ride",
            "claim": "Request a ride, hop in, and go (paraphrase of the Ride card).",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          {
            "name": "Deliver",
            "claim": "Meals, groceries and same-day packages from the same app.",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          {
            "name": "Earn",
            "claim": "Drive, deliver or use specialized skills on your own schedule.",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          {
            "name": "Business",
            "claim": "Control and insight for company travel and meal programs.",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          }
        ],
        "proof_points": [
          {
            "text": "Book a ride up to 90 days ahead with Reserve",
            "prov": "observed",
            "source": "https://www.uber.com/us/en/"
          },
          {
            "text": "Hotels on Uber via Expedia Group, announced at GO-GET 2026 (April 29, 2026)",
            "prov": "published",
            "source": "https://www.uber.com/us/en/newsroom/go-get-2026/"
          }
        ],
        "claim_boundaries": [
          "Never call Uber a ride service, taxi or delivery company: it is a platform",
          "Never use \"Uber\" as a noun for a ride or as a verb"
        ]
      }
    }
  }
}