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(Brand guidelines) // Travel and transport

Uber brand
guidelines

Uber’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from uber.com.

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About Uber

Uber is a global mobility and delivery platform connecting people, businesses, and independent drivers and couriers through technology. Its brand centers on helping people move, get what they need, and earn, with a clear, forward-looking focus on practical service and human connection.

Use the Uber wordmark as the logo. Uber’s identity is built on the name rather than a symbol, so keep the wordmark intact and recognizable, in black on light backgrounds and in white on black or dark backgrounds.

Uber colors

  • Uber Black

    Signature brand color, wordmark and text on light backgrounds

    HEX
    RGB

  • White

    Backgrounds and wordmark on black

    HEX
    RGB

  • Safety Blue

    Sparing accent for support, assurance and key interactions

    HEX
    RGB

Uber fonts

  • Uber Move

    Headings · 700

  • Uber Move Text

    Supporting headings · 500, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Uber’s voice

Write with direct, active language that makes movement, convenience, and human benefit feel immediate. Pair a big-picture point of view with practical details that help people understand what to do next. Keep claims and availability specific to the place or service they describe.

  • “We reimagine the way the world moves for the better”
  • “Movement is what we power. It’s our lifeblood”
  • “Your safety drives us”
  • “Go anywhere”

Dos and don’ts

Do

  • Lead with black and white; their high contrast keeps text as legible as possible.
  • Keep Safety Blue for moments of support, assurance and other important interactions.
  • Build a clear type hierarchy with Uber Move and Uber Move Text.
  • Write in active, accessible language that connects the service to a human need, and state when availability or requirements vary by location.

Don’t

  • Don’t replace the Uber wordmark with a symbol, an app icon or a product mark.
  • Don’t introduce extra brand colors or use Safety Blue as a decorative fill.
  • Don’t imply that a service, feature, price, or offer is universal when its availability or terms vary.
  • Don’t use inflated claims where the copy can make a clear, useful promise instead.

Uber imagery

193 images from uber.com, in 5 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand scenes and editorial imagery

37 images

Use Uber’s own brand and editorial photography to support stories about travel, services, people, and communities. Keep the visual subject clear and avoid letting an editorial or campaign image stand in for the Uber logo.

  • A split-composition graphic features a woman in a tan coat and red shirt leaning out of a car door on the left, framed within a circular portal against a…
  • The white text 'Uber' is centered horizontally and vertically against a solid, stark black background.
  • The minimalist white wordmark "Uber" is centered horizontally and vertically on a solid matte black rectangular background.
  • A close-up shot shows a hand inserting a white electric vehicle charging nozzle into a sleek black car's port.
  • This high-tech 3D digital illustration features a glowing, translucent processor core composed of glass cubes and mechanical gears.
  • A stunning top-down aerial photograph captures a massive container ship docked at a port during twilight.
  • A woman in a green apron and jeans steps out of a restaurant, placing a lime-green "Uber Eats" paper bag into an autonomous delivery robot.
  • In this wide lifestyle photo, an elegant couple in sunglasses walks toward a black sedan being held open by a valet outside a modern stone building.
  • A man in a dark suit holds open the back door of a polished black sedan for a woman on a sunny, sloped San Francisco street.
  • A minimalist abstract graphic featuring a series of layered, overlapping curved waves in a monochromatic yellow and amber palette.
  • A grid of thirty-six solid circles is arranged in four rows of nine on a clean white background.
  • A white clock icon centered in a dark circle overlays a stylized isometric illustration of city traffic.
  • A woman with curly hair reaches into the back seat of her car to grab a bright green bag branded with the Uber Eats logo.
  • A close-up photograph features a weathered, vintage world globe prominently positioned on the right side of the frame, showing detail of Africa, Europe, and…
  • A dramatic macro photograph focuses on the intricate underside of a computer processor, highlighting a cluster of metallic surface-mount components at the…
  • A smiling restaurant worker in an olive green apron holds up a green paper bag printed with the black 'Uber Eats' logo.
  • A surreal collection of items sits on the deep red leather of a car's back seat, centered by a bright yellow Funshine Bear plush and a blonde mannequin head.
  • A square graphic on a black background features the words 'GO' and 'GET' in white sans-serif font, connected by horizontal lines and three central image panels.
  • A woman in a red cardigan and jeans cheers with a golf club in hand, surrounded by four diverse friends who are laughing and raising their fists in celebration.
  • A large, glowing Uber billboard is mounted on a stone building in a dark city at night.
  • A close-up photograph shows a woman with long, dark curly hair sitting in the backseat of a car, buckled in with a seatbelt.
  • A square abstract graphic features overlapping, fluid waves in varying shades of amber, ochre, and pale yellow.
  • A high-angle drone photograph captures a winding two-lane mountain road cutting through a rocky, scrub-covered landscape with a single white car traveling…
  • An older man with gray hair and a content expression gazes out the window while seated in the back of a car.
  • A black Ford Mustang Mach-E equipped with a roof-mounted sensor rig drives through a narrow, sunlit London street toward the camera.
  • A vibrant abstract graphic featuring a series of overlapping curved bands in warm tones of orange, red, and deep maroon.
  • A smiling merchant in an olive-green apron hands a green Uber Eats paper bag to a courier at a shop counter.
  • A smiling young man leans into the open door of a car, looking down at the screen of a green smartphone in his hand.
  • A medium shot captures a middle-aged woman with shoulder-length wavy brown hair laughing joyfully as she stands in an attic-like room with a skylight.
  • A person in a vibrant green and blue patterned cardigan unpacks groceries from a green paper bag with the black "Uber Eats" logo.
  • A minimalist monochromatic graphic features flowing, organic waves stacked horizontally in various shades of grey.
  • A minimalist flat graphic depicts a light blue hand holding a black smartphone with a vibrant blue screen.
  • A minimalist, geometric graphic of a waving flag attached to a slanted black pole.
  • A minimalist flat graphic depicts a file folder with a black back flap and a light blue front cover.
  • A minimalist black graphic banner featuring white sans-serif text that reads "On our way" centered horizontally.
  • A single, perfectly vertical thin line divides the frame.
  • A polished black Cadillac Escalade is parked on a city street with its rear passenger door open, attended by a chauffeur in a dark suit.

People and mobility imagery

38 images

Show real people in recognizable moments of travel and everyday life: meeting a ride, moving through a city, driving, delivering, or spending time together. Favor natural human connection and clear, grounded scenes over abstract depictions of mobility.

  • A radiant Black woman laughs with wide, genuine joy as she buckles her seatbelt in the driver's seat of a car.
  • A cheerful senior Black woman with short gray hair smiles as she prepares to enter the driver's side of a vehicle.
  • A split composition features two distinct lifestyle photos side-by-side.
  • A collage of six photos illustrates a modern travel journey, featuring various scenes of departure and exploration.
  • A wide-angle photograph framed through a rustic stone archway shows a sunlit Tuscan-style villa courtyard overlooking a lush vineyard.
  • A high-angle, brightly lit tabletop photo captures a takeout breakfast spread from Jack's Wife Freda.
  • A bright countertop displays an assortment of dog supplies, led by a tall pink and white bag of Kind 'Beef & Vegetable Recipe' dog food.
  • A high-angle photo shows a woman in a burnt-orange striped dress waving while stepping out of a grey Uber car, as a man in a white shirt and glasses follows…
  • A close-up UI graphic for a ride-sharing app shows a white modal labeled "Set pickup order" overlaid on a screen titled "Brian's group ride." The modal…
  • A stylized, colorful illustration captures the transition of travel, featuring a split-screen perspective between a dark terminal and a bright outdoor…
  • A flat-style digital illustration depicts a woman in a white blouse and red trousers stepping out of a light blue car on a sunny city street.
  • A vibrant digital illustration shows a woman with red hair in a ponytail working at a desk, viewed from behind.
  • A side profile photo of a young woman with long curly hair riding a green bicycle along a city street.
  • A side profile photo captures an Uber Eats courier riding a black scooter at dusk, their motion blurred against a dim city street.
  • A close-up photograph shows a person in a green button-down shirt lifting a green Uber Eats paper bag filled with fresh leeks and groceries out of a car's…
  • A high-angle bird's-eye view captures a lush, rectangular city park densely packed with vibrant green trees and a small turquoise pond at its center.
  • A high-angle aerial photograph captures the complex geometry of a multi-lane highway overpass intersecting with a local street.
  • A smiling bald man in a black blazer and maroon trousers stands on a small wooden stage, giving a presentation in front of a large white screen with the word…
  • A diverse group of four office workers collaborates around a laptop and sticky notes in a modern, gray-walled meeting room.
  • A minimalist flat graphic of a desktop globe rendered in shades of cobalt and sky blue.
  • A flat-style vector illustration depicts a commercial airplane coming in for a landing, seen from behind as its dark shadow stretches across the runway.
  • A vector illustration depicts a man in profile smiling as he looks out a window at a red sedan parked under a streetlamp at night.
  • This flat, graphic illustration features a brown-skinned hand holding a smartphone in front of a white calendar grid.
  • A woman with dark hair in a bun and black glasses smiles subtly at the camera while holding a white smartphone on a sunny city street.
  • A high-angle photo shows an open stainless steel refrigerator filled with fresh produce next to green Uber Eats grocery bags on a light wood floor.
  • A brown paper Uber Eats delivery bag takes center stage as it is handed over a wooden counter in a modern, industrial space.
  • A close-up photograph captured from the passenger seat shows a joyful woman with dark glasses and a green scarf driving a car while laughing.
  • A focused delivery courier in a grey and black jacket adjusts a large black thermal backpack featuring the green and white "Uber Eats" logo.
  • A white Volvo semi-truck equipped with roof-mounted sensors and cameras sits in the foreground, parked alongside a matching blue Volvo semi-truck.
  • A Black woman with a short, tapered haircut stands in a busy city, reaching for the door handle of a silver sedan while holding a smartphone.
  • A sophisticated couple in sunglasses walks toward a black sedan parked at a luxury hotel entrance, where a valet in a dark suit holds the door open.
  • A sleek black sedan drives along a winding coastal highway, its polished surface reflecting the golden light of sunset.
  • A sleek black Cadillac Escalade is parked on a city street as a chauffeur in a dark suit holds the rear passenger door open.
  • A stylish Black woman in a tan wool coat and white trousers smiles as she walks through a bright airport terminal, pulling a silver ribbed suitcase.
  • Two elegant glass water carafes with silver screw-top caps sit in the rear center console cup holders of a luxury car.
  • A sleek black SUV is parked in profile outside a modern airport terminal under a hazy golden sky.
  • A close-up photograph features two green Uber Eats paper bags sitting in the dark trunk of a vehicle alongside a colorful bouquet of flowers and personal items.
  • A side profile photo captures three smiling adults inside a modern car, framed by the vehicle's windows and B-pillar.

Business and advertising imagery

37 images

For Uber for Business, make tools feel useful and understandable: pair employees and work settings with clear views of travel, meals, expense management, and reporting. For Uber Advertising, use concise, purpose-led visual cues and show ads in the Uber ecosystem through its own product experience. Keep third-party marks and partner creative distinct from Uber’s own identity.

  • An interface collage displays the Uber for Business 'Insights' dashboard, featuring data cards for 'Total spend' of $14,581 and bar charts for program spending.
  • A man with short dark hair smiles while working at a computer in a warm, circular-cropped photo collage.
  • A vibrant blue graphic icon featuring two parallel horizontal lines with circular ends, resembling simplified slider toggles or switch controls.
  • A vibrant blue graphic logo consisting of a thick, broken circular outline surrounding a central solid dot.
  • A vibrant blue minimalist icon of an unlocked padlock.
  • A circular photo depicts a smiling Black man in a white dress shirt and green patterned tie working at a laptop while holding a smartphone.
  • A bright blue minimalist icon representing a group of three people.
  • A vibrant blue graphic icon resembling a vertical bookmark or a rectangular tag with a serrated, pinked bottom edge.
  • A vibrant, sky-blue five-pointed star icon with a soft, blurred glow radiating from its edges.
  • A woman with dark curly hair and glasses leans over a desk in a circular lifestyle photo, looking intently at a computer screen.
  • A vibrant blue, flat-style icon of a traffic cone.
  • A vibrant blue minimalist icon representing a stack of database cylinders or coins.
  • A vibrant blue icon of a stylized human figure standing with arms outstretched horizontally in a welcoming or encompassing gesture.
  • A circular photo of a man in a professional grey suit and pink tie is surrounded by floating UI elements.
  • A vibrant blue icon depicting a calendar with a slightly rounded bottom.
  • A vibrant blue circular information icon featuring a bold white lowercase letter 'i' centered within the disc.
  • A close-up photograph shows a hand holding a smartphone displaying the Uber app interface with ride options like UberX, VIP, and UberXL.
  • A man with a gentle smile and medium-length dark hair leans forward to enter the back seat of a dark car.
  • A professional woman with wavy brown hair and a white blouse is seen through a rear car window as she prepares to enter an Uber.
  • A smiling Black woman with short, curly hair sits comfortably on a hotel bed, talking on her smartphone.
  • A minimalist, black digital icon is centered on a light blue, rounded-square background.
  • A minimalist profile icon featuring a bold black line drawing of a person's head and shoulders.
  • A minimalist location pin icon rendered in bold black lines centered on a peach-colored, rounded-square base.
  • A minimalist black silhouette of a fork and spoon sits centered on a soft, pale lavender square with rounded corners.
  • A minimalist black shopping cart icon is centered within a soft, pastel peach-colored rounded square graphic.
  • A minimalist black pictogram of a person walking while carrying a briefcase is centered on a light blue square with rounded corners.
  • A minimalist graphic icon featuring a stack of three horizontal black bars that taper downward in width.
  • A minimalist, thick-lined black megaphone icon is centered on a soft mint green square with rounded corners.
  • A minimalist black line-art icon of a handbag or shopping bag is centered on a light cyan-blue rounded square tile.
  • A minimalist graphic icon featuring a black solid heart centered within the thick black outline of a classic crest shield.
  • A vertical UI screenshot of a rideshare application featuring a map of Oak Lawn Park and a dropoff notice for San Francisco International Airport.
  • A digital UI screenshot of the Uber Eats mobile app interface, presented on a smartphone frame centered against a pale lavender background.
  • A vertical photo features two women laughing outdoors at an Uber Eats pop-up event, with one holding a gold-colored cup and a large green sign above them.
  • A close-up photograph of a smiling man in a grey cardigan and collared shirt is framed within a large circular cutout.
  • A close-up graphic overlay features a man in a white dress shirt and green patterned tie working at a laptop while holding a smartphone.
  • A close-up photograph of a woman wearing a light blue striped sweater, looking thoughtfully off-camera in a warmly lit home office.
  • A close-up graphic overlay features a financial dashboard card showing "Current month spending" at "$10,306.00" and "Credit limit remaining" at "$15,000.00"…

Product experience imagery

46 images

Preserve Uber’s own product interface as it appears in use. Product imagery may combine a phone or app screen with a real-world setting; keep the interface legible and the service context clear. Show trip steps, delivery details, ride choices, and useful features without inventing interface states or claims.

  • A dynamic 2D graphic of several tan and orange price tags tumbling through the air diagonally from bottom left to top right.
  • A minimalist, pixelated gold shopping bag icon rendered in a low-resolution digital style.
  • A minimalist, flat graphic of a car's front view using a bold yellow and black color palette.
  • A vibrant golden-yellow price tag icon, angled diagonally with a subtle black drop shadow that gives it a 3D effect.
  • A minimalist flat graphic depicts a side profile of a golden-yellow car silhouette layered over a large yellow circle.
  • A flat, simplified graphic of a double bed presented from a straight-on, eye-level perspective.
  • A low-resolution, pixelated golden gift box icon with a prominent yellow ribbon and a black bow on top.
  • A minimalist, flat graphic of a storefront rendered in shades of golden-yellow and mustard.
  • A flat, stylized graphic of a brown price tag with a pointed top, featuring a large white percent symbol centered on its body.
  • A flat, circular graphic representing a stylized globe in a two-tone palette of mustard gold and pale cream.
  • A flat, stylized golden-yellow calendar icon features a grid of six white squares on its front.
  • A shimmering gold-textured price tag graphic sits at a diagonal angle on a black background.
  • A square black icon with rounded corners featuring the word "Uber" in a white sans-serif font across the top.
  • A square black and white QR code is defined by three large corner squares and a dense grid of geometric patterns.
  • A 3D graphic illustration of a modern white sedan angled toward the right.
  • A 3D stylized calendar icon with a thick white body and a rounded orange top bar.
  • Two sleek, glossy white hardshell suitcases stand side-by-side in a 3D digital rendering.
  • A high-fidelity 3D illustration of a silver and dark gray car key fob angled toward the upper left.
  • A 3D stylized illustration of a young man with brown hair standing while looking down at a gray smartphone.
  • A 3D-styled illustration of an elderly woman with short white hair and blue-rimmed glasses walking confidently toward the right.
  • A square mobile app icon with rounded corners features a solid black background.
  • A square black and white QR code features the Uber logo as a central anchor point.
  • A flat, 3D-style isometric illustration depicts a meal of brown meatballs, light-colored rice, a red tomato slice, and a green leaf in a light blue bowl.
  • A sleek white electric sedan with a black roof and a lightning bolt icon on the rear side panel drives along a winding coastal road.
  • A close-up photograph encased in a blue circular frame shows a hand reaching to touch an 'Accept' button on a smartphone mounted to a car dashboard.
  • A close-up photograph of a person's hands holding a smartphone while standing next to a bright blue car with a visible "Uber" decal in the windshield.
  • A close-up photograph of a hand holding a single red apple, nestled in a white foam protective net, against a backdrop of similar apples in a grocery display.
  • A digital graphic showcases a mobile app interface featuring a 'Work Hub' header and an illustration of a courier holding a green Uber Eats bag.
  • A clean, flat graphic depicts a delivery app interface overlaying a vibrant blue circle.
  • A close-up graphic of a smartphone interface centered against a large blue circular background.
  • A close-up graphic of a smartphone screen displaying an 'Earnings' interface set against a vibrant blue circular backdrop.
  • A flat vector illustration shows a person in a blue suit holding a smartphone and opening the door of a black car with a white 'Uber' decal on the window.
  • A close-up digital illustration shows a first-person view of a hand holding a smartphone displaying the Uber app interface against a bustling airport…
  • A vibrant, flat-style illustration shows the perspective from the backseat of a car as a dark-haired man drives while a hand interacts with a smartphone…
  • A vibrant digital illustration from the perspective of a driver inside a car, looking out at a passenger waving from the sidewalk.
  • A vibrant digital illustration shows a woman in business casual attire smiling as she exits the back of a blue sedan parked on a busy city street.
  • A digital illustration features a close-up of a smartphone held by a dark-skinned hand, showing a ride-sharing app interface.
  • A vibrant digital illustration shows two people coordinating a trip across a laptop and a smartphone against a bold blue background.
  • A close-up photograph of an autonomous vehicle's rooftop sensor array, featuring a prominent cylindrical LiDAR unit and multiple integrated cameras.
  • A circular map graphic displays a navigation route with a bold black line connecting a circle starting point and a square destination.
  • A circular photo crop captures two excited fans celebrating with raised arms and joyful expressions under vibrant green neon lights.
  • A close-up product shot of a digital interface screen inside a vehicle, displaying a dark-themed Uber navigation map.
  • A digital graphic showcasing an app interface with ride-sharing options on a dark circular background.
  • A circular photograph captures a white Avride autonomous vehicle parked on a city street with skyscrapers in the distance.
  • A circular graphic overlay displays a rider in an orange sweater and lavender pants entering a dark Uber vehicle.
  • A stylized map interface graphic features a high-angle view of city streets like 'N TRYON ST' and 'W 4TH ST' populated with numerous white vehicle icons.

Safety, accessibility, and sustainability imagery

35 images

Depict safety and accessibility as practical parts of the journey: people using mobility features, receiving assistance, and moving with confidence. For sustainability, connect lower-emission travel and packaging choices to real people, vehicles, merchants, and places. Keep the visual story specific and credible.

  • Two Black women sit in the backseat of a car, laughing together during a bright, sunny ride.
  • A close-up digital screenshot of a driver's profile in the Uber app, framed within a black smartphone.
  • A close-up screenshot of a mobile app's 911 Assistance interface, framed within a black smartphone.
  • A close-up UI screenshot of an emergency safety feature on a smartphone screen.
  • Four white corporate logos for insurance companies are vertically stacked against a solid cobalt blue background.
  • A close-up screenshot of a mobile app interface titled 'Report Issue' in a black header.
  • A close-up graphic of a smartphone screen shows a privacy notification with a blue and white padlock icon at the top.
  • A close-up 2D illustration shows a person with a medium-to-dark skin tone holding a smartphone against a navy blue background.
  • In a close-up lifestyle photo, a young man with dark hair sits in the driver's seat of a car, reaching up to adjust the rearview mirror.
  • A close-up lifestyle photograph captures the exuberant laughter of two friends on a road trip inside a vehicle.
  • A medium shot of a Black woman with reddish-brown twisted curls wearing a vibrant royal blue blazer.
  • Two women are silhouetted from behind as they walk through a city at night, turning their profiles toward each other to chat.
  • A food delivery courier in a blue helmet and grey athletic gear rides a black bicycle directly toward the camera down a sunlit city street.
  • A close-up photograph captures the exchange of a green Uber Eats paper bag between a courier and a customer.
  • A smiling Black woman with short afro hair radiates confidence during a meeting, wearing a bold leopard-print blouse and an orange lanyard.
  • A close-up shot focuses on a green and white Uber decal stuck to the inside of a car's windshield.
  • A minimalist black graphic of a stylized leaf, tilted at a diagonal angle against a plain white background.
  • This minimalist black-on-white graphic represents an electric vehicle charging station.
  • A minimalist black and white icon depicting two stacked containers.
  • A minimalist black icon centered on a plain white background, depicting two stylized human figures standing side-by-side.
  • A man wearing a blue baseball cap and tan bomber jacket looks back with a startled expression while exiting a dark blue car.
  • A medium shot of a smiling man with a mustache, glasses, and a red baseball cap, standing in a professional kitchen.
  • A close-up shot shows a hand inserting a white and black EV charging cable into a dark, glossy car port, framed by a collage-style teal textured border and…
  • A close-up photograph of a dark-haired man in a pink button-down shirt leaning against a car, with a subtle smile.
  • A close-up photograph of a senior woman with short, silver hair looking out a car window with a hopeful expression.
  • A light blue electric crossover SUV is the focal point of this stylized vector illustration, parked on an asphalt road with yellow lane markers.
  • A minimalist blue shield icon featuring a nested design with two distinct layers.
  • A collage of four outdoor photos captures diverse individuals utilizing accessible transportation.
  • A minimalist black pictogram of a human figure shown in a frontal, static pose with arms extended straight out to the sides.
  • A minimalist black and white shield icon featuring a bold, double-outlined crest design.
  • A thick, black graphic icon featuring a bold checkmark with a small, equilateral plus sign positioned directly above its left vertex.
  • This solid black icon features a scalloped, flower-like seal with ten rounded points.
  • A minimalist black graphic features two horizontal sliders stacked vertically.
  • A minimalist black silhouette of a classical building with a gabled roof.
  • Three diverse colleagues share a meal and conversation in a brightly lit office lounge with floor-to-ceiling windows showing a city backdrop.

Download Uber’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Uber’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 202 images and the logos. The font files belong to Uber Technologies, Inc, so they’re left out.

Download the Brand SkillZIP, 8.7 MB

uber-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-brand-scenes.md

│ ├ imagery-people-and-mobility.md

│ ├ imagery-business-and-advertising.md

│ ├ imagery-product-experiences.md

│ └ imagery-safety-accessibility-sustainability.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from uber.com on 30 Oct 2026. It isn’t Uber’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Uber and its logos are trademarks of Uber Technologies, Inc. Rainbrand isn’t affiliated with or endorsed by Uber Technologies, Inc.

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