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Uber Eats: A History of Branding

Uber Eats: A History of Branding

by Wishu
1 September 2021

Founded in 2014 and originally named Uber Fresh, Uber Eats is a food-delivery subsidiary of UberTaxi company which now operates in almost twenty countries. 

In just over five years, Uber Eats has already changed its visual identity design four times, demonstrating a strive for perfection to represent the company at its best. 

2015 – 2016

From 2015-2016, the Uber Eats logo was a two-leveled inscription in the custom Uber typeface with the upper, “Uber” part in black, and the bottom “Eats” in light blue. The circular emblem with a fork was placed above the lettering, executed in the same light blue and white color palette, as the “Eats” part.

2016 – 2017

The typeface and the color palette of the logo were changed in 2016. The light blue shade was replaced by a grass-green one, the emblem became a bit smaller, while the wordmark got enlarged. The “Uber” part of the nameplate was executed in a new corporate sans-serif, with bold lines, and the “Eats” featured a more lightweight and simple font.

2017 – 2018

The redesign of 2017 completely changed the concept of the Uber Eats visual identity: the emblem was removed and now the “Eats” part of the wordmark became a star of the logo. Its chubby and enlarged green lowercase letters were placed under the black “Uber” executed in its corporate font.

2018 – 2020

In 2018 the logo was redrawn again, placing both parts of the nameplate in one horizontal line. The “Uber” was written in a light black title case, while the green “Eats” used a heavier font for its letters. The color palette was the same as in the previous version, just the green became one shade darker.

2020 – Present

The redesign of 2020 renews the Uber Eats emblem color palette, making the green brighter and lighter, replacing the black with dark gray. As for the typeface of the nameplate century, it remained untouched.



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