Uber went black and white in the 2018 rebrand, which was a deliberate step toward premium positioning — black is the color of town cars and private drivers. Blue shows up in the app as the action color, and green is reserved for Uber Eats so the two products stay visually separate.
Uber's original palette was messy — a patchwork of colors inherited from rapid growth. The 2018 Travis Kalanick-exit rebrand under Dara Khosrowshahi stripped it all back to black and white with the goal of projecting reliability and premium positioning. Black is the color of black cars, town cars, and upscale transportation — it repositioned Uber as a step above taxis. Blue (#276EF1) is the action color in the rider app, used for the "Request" button and map pins. Green (#1CBF71) cleanly separates Uber Eats visually from the core ride business.
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