UBER 77 THINGS
IN 2018, UBER LAUNCHED ITS NEW BRAND POSITIONING ALONG WITH A COMPLETE NEW VISUALIDENTITY SYSTEM. ON THIS OCASION MICHAEL GOUGH, UBER'S HEAD OF DESIGN, WROTE THE BOOK 77 THINGS. A BOOK WITH 77 DESIGN PRINCIPLES FOR THOSE WHO WORK WITH UBER DESIGN AND THOSE WHO WANT TO WORK WITH UBER DESIGN.
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THE BOOK REQUIRED US TO EXPLORE THE BOUNDARIES OF UBER’S NEW VISUAL IDENTITY SYSTEM. OUR GOAL WAS TO SHOWCASE EXAMPLES OF HOW TO PLACE THE WHOLE RANGE OF OUR NEW IDENTITY TO USE.
WHAT’S INTERESTING IS THE BOOK WAS SHAPED BY ITS OWN CONTENT. AFTER ALL, IF YOU ARE GOING TO PUT FORTH 77 DESIGN PRINCIPLES, YOU’D BETTER LIVE UP TO THEM. A CENTRAL THEME OF THE BOOK IS DESIGNING FOR PATTERN. THROUGHOUT THE BOOK, WE FOLLOWED ONE OF THE PRINCIPLES MOST CRITICALLY:
“PATTERN RECOGNITION IS AN ESSENTIAL SKILL FOR CREATORS. SEE THE PATTERNS IN USER BEHAVIOR AND HOW TO CHANGE THEM. UNDERSTAND THE IMPLICIT PATTERNS OF USE, LAYOUT, AND FUNCTION IN YOUR WORK. THEN, MAKE THEM EXPLICIT.” — 77/77 THINGS
Written by Michael Gough with contributions from Eric Schlakman, Erik Klimczak, and Roy West, with support from Christopher Starr, Dana Beatty, and Lori Mann. Designed by Braz de Pina, Mason Field, and Chad Balanza, under the direction of Peter Markatos. Design production by Lori Mann. Composed in Adobe® InDesign®. Set in Uber Move, a typeface created for Uber by Jeremy Mickel / MCKL. Uber Move was inspired by the international language of transportation. Printed in California with John Litster and Echelon Fine Printing on Mohawk Superfine Ultrawhite Eggshell cover and text. Includes content and ideas from “57 Things” by Adobe Systems, © Adobe Systems 2011, written by Michael Gough with contributions by Shawn Cheris, Ethan Eismann, and Ty Lettau.