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# Uber Design: Visual Theme & Atmosphere

Uber's design language is confident minimalism — a black-and-white universe where every pixel serves a purpose. The entire experience is built on stark duality: jet black (`#000000`) and pure white (`#ffffff`), with virtually no mid-tone grays diluting the message. This isn't sterile minimalism — it's the deliberate restraint of a brand so established it can afford to whisper.

The signature typeface, UberMove, is a proprietary geometric sans-serif with a distinctly square, engineered quality. Headlines in UberMove Bold at 52px carry billboard authority — direct, unapologetic. UberMoveText handles body copy and buttons with a slightly softer, more readable character at medium weight (500). Together they create a typographic system like a transit map: clear, efficient, built for scanning at speed.

What makes Uber's design distinctive is full-bleed photography and illustration paired with pill-shaped interactive elements (999px border-radius). Navigation chips, CTA buttons, and category selectors all share this capsule shape — a tactile, thumb-friendly interface language that's unmistakably Uber. Warm, slightly stylized illustrations of drivers, riders, and cityscapes inject humanity into what could otherwise be a cold, monochrome system. The site alternates between white content sections and a full-black footer, with card-based layouts using whisper-soft shadows (rgba(0,0,0,0.12-0.16)) to create subtle lift without breaking the flat aesthetic.

## Key Characteristics

- Pure black-and-white foundation with virtually no mid-tone grays in the UI chrome
- UberMove (headlines) + UberMoveText (body/UI) — proprietary geometric sans-serif family
- Pill-shaped everything: buttons, chips, nav items all use 999px border-radius
- Warm, human illustrations contrasting the stark monochrome interface
- Card-based layout with whisper-soft shadows (0.12-0.16 opacity)
- 8px spacing grid with compact, information-dense layouts
- Bold photography integrated as full-bleed hero backgrounds
- Black footer anchoring the page with a dark, high-contrast environment
