Uber 77 Things
In 2018, Uber unveiled a new brand positioning and a comprehensive visual identity system. To coincide with this launch, Michael Gough, Uber's Head of Design, authored the book "77 Things." This book presents 77 design principles aimed at those working with Uber Design and individuals aspiring to collaborate with Uber's design team.
The book served as a platform to explore the boundaries of Uber's fresh visual identity system, particularly showcasing examples of how to leverage the specially crafted typographic family designed for Uber. The book's design was directly inspired by its content, maintaining a consistent pattern and rule-based approach throughout.
Full case Here
© 2018 Uber Technologies Inc.
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. 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.
Still Photography: Katie Bernarding & Braz de Pina