Uber Inspired

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

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

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

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

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.