Lyft Brand Guidelines Overview

Brand guidelines
overview and toolkit

VERSION 5.8
OVERVIEW THE WHOLE POINT BRAND GUIDELINES
ANOTHER MANIFESTO
Oh, hey there. We believe in adventure. We believe in asserting It’s the millions of people connecting
in rides across North America every
ourselves. We believe in no limits. We believe in doing it first — and single day. It’s the countless, unique
(maybe) asking for permission later. We believe in not being another connections between people of all
walks of life. It’s the endless proof that
sheep in the crowd. We believe in creating and relishing in your own different people can get along — even
personal brand. We believe in living by your own manifesto. We if it’s just for a 5-minute ride.
believe in not being scared to say, “Oh, fuck.” We believe in all that
and more. We believe in making as much noise as possible. We
believe in the fact that there’s so much more to life than your 9-to-5,
all your daily toil, your 401k, and your 40-year mortgage. We believe
in putting away the three-piece suit for an evening of really, really
bad/awesome reality television. In short — we believe in beliefs.
Need we say more? To know yourself, to know the mission, to know
what’s behind, to know what’s ahead: Stay together, move together.
Be … together. But this isn’t about us, or the app, or splashes (okay,
lots of splashes) of fluorescent pink. It’s about you.
OVERVIEW THE WHOLE POINT BRAND GUIDELINES
That’s why we’re It’s rooted in some familiar elements,

but we’re introducing a rich, vibrant
So thanks for showing up. And reading
this thing. And giving a fuck about this
releasing a brand color system where unique and seemingly rando word barf, or how to
complementary colors come together properly use our color palette that’s as
new look for Lyft.

in varied, unexpected ways (kinda like eclectic and expressive as you are.
the Lyft experience).
Because when every single thing
These guidelines were created to fill matters, Lyft is more enjoyable and
you in on the new look, detail how it more people hop in.
works, and inspire all of us to make
the best work possible. Thanks for riding shotgun.
SECTION ONE BRAND GUIDELINES
Design principles
DESIGN PRINCIPLES BRAND GUIDELINES
Simplify. Be clear.
Be concise.
Be direct.
Simplicity is the whole reason Lyft exists in the first
place. If our experience is more difficult than taking a
bus, then there’s no point in doing it. Designs should be
easy to understand and free of unnecessary clutter.
Busy is bad.
Give it Be bold.
contrast. Be thoughtful.
Be tenacious.
Lyft sits at the cross-section of technology and
humanity. Contrast is woven into the DNA of our
origin story and throughout our most successful and
enduring ideas. This clash of opposing forces will be
a gauge for anything from materials and finishes  
to physical experiences and beyond.
Stay a Be expressive.
rebel. Be unapologetic.
And, uh, do have
a sense of humor.
This company was formed through rebellion, and
we continue to move in our own direction. We should
always strive to maintain that unique Lyft spirit, and
never be stodgy, arrogant, or mean.
SECTION TWO BRAND GUIDELINES
Voice and tone

VOICE & TONE HOW WE SPEAK BRAND GUIDELINES
What’s the What’s that? Voice and tone sound like

they’re the same, exact thing?
Your tone may adapt according to your
audience, or even how your audience is
difference between
feeling — you just wouldn’t write for a
Voice refers to one’s overall speaking and happy crowd the same way you would
writing style, while tone actually changes for an angry crowd.
voice & tone? depending on the situation.
For more specifics around voice, tone,

grammar, and Lyft-specific language, visit
the official Lyft Editorial Style Guide.
The Lyft voice That being said: The voice of Lyft is casual
and conversational, and we speak with
The Lyft voice is:
everyone as equals. We always remember • informative but not pedantic 

people first.
• convincing but not saccharine 
Lyft’s voice is like that of a good friend.  
We give a damn about the neighborhoods • authentic but not sloppy  
around us, and the people who thrive
within those communities. • smart but not stuffy
Our main priority is explaining Lyft and  

its initiatives and products in a clear,  
easy-to-understand manner. We want  
to educate both drivers and passengers
without sounding patronizing.
We have fun without going over the top

and getting into cringe-worthy territory.
Writing goals These principles lay at the heart of

everything we share with riders and
In order to achieve these goals, we make
sure our content is:
and principles drivers. Whether it’s a promoted post on

Facebook or a shiny, new landing page,   Clear: Use simple — but not patronizing —
sentences and words. Understand the
we should always:
topic you’re writing about. Use findings
Elevate: Prioritize people first by using   and metrics whenever possible.
clear, unhindered language that’s both
informative and actionable. Content   Useful: What’s our main goal with this
should be structured to help drivers and piece of content? Who’s our audience?
passengers perform whatever action is What do they need to know right now?
necessary at the time.
Appropriate: You wouldn’t write to your
Respect: Be considerate when writing for grandmother the same way you’d write to
drivers and passengers. People have places a friend. In the same way, you should flex
to go and things to do, and they use Lyft to your tone depending on audience, how
get there. Tell drivers and passengers what your audience feels, and subject matter.
they need to know — and not just what we’d
like to say. (But also avoid pandering.) Friendly: Write and speak like you would
with a friend. Proper grammar is (really)
Be humble: Understand that Lyft can play wonderful, but we always prioritize
both small and large roles in the lives of our sounding like real humans first.
drivers and passengers. Avoid dramatic
claims and never assume.
SECTION THREE BRAND GUIDELINES
The logo
THE LOGO THE MARK INTERNAL USE ONLY BRAND GUIDELINES
The logo mark

The Lyft mark is Lyft’s official logo and is used in
above-the-line marketing materials and on our
products. The Lyft mark — which is now, by the way,
pixel perfect — is the most recognizable asset of the
Lyft brand and works at both large and small scales.
A note from our legal team:

We have to authorize any and every use of our logo or name. The Lyft
logo cannot be used on merchandise, apparel, promotional, sales or
marketing materials, on your social media account, in a film, video, radio,
or anything really without our express authorization.
We typically will not authorize the use of our logo unless you are an
official partner of Lyft through a partnership or enterprise contract.
Old New
Guidelines on how to request permission
• All requests must be in English
• The name and contact information for the individual  
and company making the request
• A detailed summary of the request, placement, and the proposed use
• Requested use dates
• Intended distribution channels
• The final version of the proposed use (including script pages  
and treatment if use involves TV/film/podcast/radio)
Email brandpermissions@lyft.com to request permission.

THE LOGO THE MARK BRAND GUIDELINES
Clear space &

minimum size
x height clear space
When the Lyft mark appears in a
composition, make sure it doesn’t feel
cramped or claustrophobic — just don’t
place it too close to the edge or other
graphic elements. Respect the clear
space shown here, and you’ll be fine.
x height
To ensure legibility in every composition,

adhere to this minimum size guideline for
digital and print applications.
THE LOGO THE NO-NOS BRAND GUIDELINES
Nopes.
It’s important that the Lyft logo appears
in a consistent manner. With logos, of
course, come a set of rules we should
all abide by when it comes to usage.
We politely ask that you:
Sit still. Do not rotate the logo. Keep it simple. Do not add effects We love yoga, too. But do not
or treatments to the logo. stretch, wrap, or alter the
proportions of the logo.
No toppings, please. Outline is lame. Keep the logo in Do not add a drop shadow to
solid color. the logo.
THE LOGO LOCKUPS BRAND GUIDELINES
Partnership Main lockup
lockups
As Lyft grows, so does our list of carefully
x height
curated partnerships with other brands.
Here are some guidelines around pairing
the Lyft mark with one or more additional
logos:
• The Lyft logo works with other logos of all shapes 2x height
and sizes, from wordmarks to more awkwardly
shaped logos.
• The partnership logo should be centered on the Vertical lockup Multiple partnerships lockup
center x-height line.
• Optical sizing is sometimes necessary to create a

balance — the Lyft logo should not appear too big
or too small. x height x height
• The Lyft logo should always appear first when

paired with external partner logos. 2x height
• The dot should always remain black or white. 2x height 2x height

THE LOGO LOCKUPS BRAND GUIDELINES
lounge
Standard
lockups x height
Lyft has a number of internal teams, 0.5x height

channels, and initiatives that may require
a unique lockup. For consistency, make
business
sure these lockups follow these rules:
• Typeset the partnership name using Lyft Pro

Bold, in all lowercase, matching the x-height. x height
• Align the partnership name to the baseline 

of the Lyft mark. 
0.5x height
• The distance between the logo and the
partnership name is half x-height. 
synchronized
• For long, multi-word partnership names,  
stack the name vertically and left-align it.
x height
swim team
0.5x height
SECTION FOUR BRAND GUIDELINES
Color theory
COLOR THEORY OVERVIEW BRAND GUIDELINES
Pink is still us. It’s always been us.
It’s unique, it’s unexpected, it’s

slightly irreverent — just like us.
Pink is what people think of when
they think of Lyft (… in addition to
Lyft Pink
RGB: 255, 0, 191
HEX: ff00bf
PMS: 813 Neon U/C
affordable rides in a few quick

CMYK: 0/100/0/0
taps, *of course*).
Pink will always be Lyft.

Primary palette
Our primary palette is at the core of  
our brand identity and should be used
for any static or one-off, brand-focused
executions (such as business system,
app icons, press materials). v
• Our primary palette consists of pink, white,

and black.
• We use white and black more often, and White Lyft Pink Black
use pink more sparingly.
RGB: 255, 255, 255 RGB: 255, 0, 191 RGB: 17, 17, 31
HEX: ffffff HEX: ff00bf HEX: 11111f
• This proportion lets us be more precise   PMS: N/A PMS: 813 Neon U/C PMS: Black C
CMYK: 0/0/0/0 CMYK: 0/100/0/0 CMYK: 0/0/0/100
with how and when we use pink.
• It makes the use of pink more meaningful

and important.
• Simply put: We’ll no longer default to  

all-pink-everything.
Proportion and ratio

COLOR THEORY SECONDARY COLOR COMBOS USAGE BRAND GUIDELINES
Black?! Get an Get a

affordable late night
Yeah, that’s right. Black. We use black now. ride in ride in
However, we have to be careful with how   minutes. minutes.
we use it. It works best for copy on white
backgrounds, and it’s great to use to call
attention to specific items (promo code and
buttons, for example). In general, we avoid
flooding large fields in black. But sometimes,
when paired with the right copy, it just makes
the most sense.
01 02
01 02
We use black mostly for text Black backgrounds make Get an Get an
affordable affordable
on white backgrounds. the most sense when the
messaging is about Lux
ride in ride in
and Lux Black rides, or
late–night in general.
minutes. minutes.
03 04
Avoid combining Lyft pink We are steering away from
and Lyft black. using pink as a large flood
of background color.
03 04
But life isn’t always black and white and pink. Think of the secondary palette as
the supporting cast of a movie —
the Gayle to your Oprah. The Timon
and Pumbaa to your Simba.
That’s why we’ve created our secondary

color palette. It’s inspired by the real world
and all the people and places we connect.
The introduction of this secondary color

palette gives us much more flexibility, variety,
and personality.
COLOR THEORY SECONDARY PALETTE BRAND GUIDELINES
Secondary palette
Gray Dusty Rose Desert Orange Sunshine
Gray 1 Dusty Rose 1 Desert 1 Orange 1 Sunshine 1

RGB: 249, 249, 250 RGB: 255, 214, 229 RGB: 255, 198, 197 RGB: 255, 220, 192 RGB: 255, 242, 189
HEX: f9f9fa HEX: ffd6e5 HEX: ffc6c5 HEX: ffdcc0 HEX: fff2bd
PMS: 670 U PMS: 2337 U PMS: 2015 U PMS: 2001 U
CMYK: 1/15/0/0 CMYK: 0/31/24/0 CMYK: 0/13/30/0 CMYK: 0/3/31/0

HEX: efeff1 HEX: ffb8d8 HEX: ff8f8f HEX: ffa481 HEX: ffd952
PMS: 516 U PMS: 2339 U PMS: 1625 U PMS: 120 U

HEX: d6d9db HEX: e281bf HEX: ff4c4d HEX: ff7545 HEX: ffb13b
30% Black PMS: 514 U PMS: 1785 U PMS: 2024 U PMS: 129 U

HEX: 7f7f7f HEX: 8d3a7f HEX: c60638 HEX: e0533b HEX: ed690e
50% Black PMS: 2070 U PMS: 1935 U PMS: 1665 U PMS: 166 U
COLOR THEORY SECONDARY PALETTE BRAND GUIDELINES
Secondary palette
Green Aqua Sky Ultramarine Violet
Green 1 Aqua 1 Sky 1 Ultramarine 1 Violet 1

HEX: e3f6c1 HEX: c3eae3 HEX: def3ff HEX: d1d7f4 HEX: c8cbfc
PMS: 2253 U PMS: 317 U PMS: 290 U PMS: 2708 U PMS: 2705 U
CMYK: 11/0/30/0 CMYK: 18/0/10/0 CMYK: 11/2/1/0 CMYK: 26/10/1/0 CMYK: 27/25/0/0

HEX: 6bdfab HEX: 82d9d7 HEX: aed8f7 HEX: 648fff HEX: 8f91ff

HEX: 0dc98b HEX: 10aeba HEX: 81bef0 HEX: 036aff HEX: 785ef0

HEX: 0e753a HEX: 128994 HEX: 0f7abc HEX: 1850a5 HEX: 5245c2
COLOR THEORY COLOR COMBOS BRAND GUIDELINES
Combining colors
light
Light
cool
Warm warm
Cool
dark
Dark
HOW TO USE The color palette is divided into Start by choosing your color Pick its partner color by choosing  
quadrants defined by light/dark,   combination by picking one color  a color from the quadrant directly
as well as warm/cool. from any quadrant. diagonal from it.
Keep it simple Get an Qui blandit Ut wisi enim

praesent ad minim
affordable lupt veniam
We want to stand out by choosing two different ride in
hues that come together in contemporary minutes.
combinations. Keep it simple and stick to only
two. Do not call out information with a third color.
For larger design items, (for example, trifolds) use
only one color combination per object.
01 02
01 02
Use only two colors, Color combos in more robust
chosen from diagonally design materials should be
opposed quadrants from
the color spectrum.
used to highlight or break
apart sections. Get an
Get an
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affordable
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03 04 ride in
ride in
Do not introduce a
third color.
Color combos are intended
to support the core palette,
minutes.
minutes.
do not combine multiple
color combos in one
execution, do not allow color
to overpower the design.
03 04
Give it contrast Qui blandit Ut wisi enim Qui blandit

praesent ad minim praesent
lupt veniam lupt
Some colors in diagonal quadrants don’t work
perfectly together. Make sure your combination
has enough contrast so it’s legible.
01
Color combinations are a nice
contrast from a simple black and
white layout. When necessary,
draw contrast between two
colored sections by using the 01
inverse relationship.
02 03 Get an Get an
Two hues that are too close Do not use two hues that are affordable affordable
in vibrancy create vibrating
boundaries, which are hard
too close in value. There’s not
enough contrast to ensure ride in ride in
to look at. legibility.
minutes. minutes.
02 03
Primary palette only Primary/secondary palette
The primary palette should be The secondary palette may be  

used to make a first impression used in supportive impressions
on audiences who may be — any follow-up interactions the
interacting with Lyft for the first audience may have with Lyft. Use it
time. Use it for long-lasting or for event-focused materials that
brand-focused materials. are refreshed often (or have a
short lifespan).
For example, a PUDO structure is Other examples: For example, email that functions as user Other examples:
frequently the first Lyft-branded - Driver handbook engagement is sent out to people who - Event referral cards
object people see. It’s designed to - Brand advertising already have a Lyft account and are - Social media campaigns
be made once and used for a long - Evergreen materials familiar with the brand. These emails are - Illustration, animation,
period of time, and it’s primarily - Corporate collateral often focused on a specific event or photography
focused on our brand. promotion, and are distributed fairly often. - Branded swag
Color palette usage
Brand advertising and large media buys should always use the primary palette.
Color palette usage
Corporate collateral, such as

driver onboarding materials,
should use the primary palette.
The secondary palette may be

used for additional support
within content that uses the
primary palette.
Color palette usage
Growth/engagement emails may use either the primary or secondary palette. Ambassador T-shirts may use the secondary palette. Usually, people will
own more than one shirt, and may switch between them often.
Logo & color usage

Primary application: 
pink logo
Use the pink logo on only
white backgrounds.
Monotone application: 
black / white logo
Use black logos on light

backgrounds and white logos on
dark backgrounds or images.
Secondary application: 
color logo
For more information on how to

use logos with the secondary
palette, please refer to the color
section on page 28 for details. Note: Please obtain permission before altering partner logos.
SECTION FIVE BRAND GUIDELINES
Typography
TYPOGRAPHY LYFT PRO BRAND GUIDELINES
bold
The brand typeface:
Lyft Pro
semibold
Lyft Pro is confident and playful,
while retaining readability and its
own unique personality.  
We have customized a handful of
medium
characters to ensure legibility at all
sizes and in all weights.
regular
TYPOGRAPHY LYFT PRO BRAND GUIDELINES
Hierarchy Eyebrow HEY FUTURE DRIVER OF SAN FRANCISCO
and weights
Make $35 an
Font-weight: Bold
Letter spacing: -20pt
Case: All caps
Headline
hour cruising
Go big. (But keep it small, too.) Font-weight: Bold
Case: Sentence case
To establish a visual hierarchy, use
the Mission.
both font size and font weight as tools
for readability, impact, and rhythm.
Subheadline Start being your own boss

and sign up to drive today.
Font-weight: Bold
Case: Sentence case
Body copy Lorem ipsum dolor sit amet, consectetur

Font-weight: Regular
Letter spacing: -20pt adipiscing elit, sed diam nonummy nibh euismod
Case: Sentence case
tincididunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullam suscipit lobortis nisl.
The letter-spacing and line-spacing values listed in this

document are based on Adobe Creative Suite. For any
other applications, please match the results accordingly.
TYPOGRAPHY TYPESET BRAND GUIDELINES
Handy guide
Hdln 100pt
Font-weight: Bold
Headline 56pt
Font-weight: Bold
Headline 32pt
Font-weight: Bold
Headline 18pt
Font-weight: Bold
Font-size: 100pt Font-size: 56pt Font-size: 32pt Font-size: 18pt
Letter spacing: -40 Letter spacing: -40 Letter spacing: -40 Letter spacing: -40
Line spacing: 88pt Line spacing: 56pt Line spacing: 32pt Line spacing: 18pt
Headline 80pt
Font-weight: Bold
Headline 48pt
Font-weight: Bold
Headline 28pt
Font-weight: Bold
Headline 16pt
Font-weight: Bold
Headline 64pt Headline 36pt Headline 24pt Headline 14pt
Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold


Handy guide
Subheadline 36pt Subheadline 18pt EYEBROW 24PT EYEBROW 14PT PROMOCODE32

Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold,
Font-size: 36pt Font-size: 18pt Font-style: All caps Font-style: All caps Font-style: All caps, underlined
Letter spacing: -40 Letter spacing: -40 Font-size: 24pt Font-size: 14pt Font-size: 32pt
Line spacing: 40pt Line spacing: 20pt Letter spacing: -20 Letter spacing: -20 Letter spacing: -20

Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold
Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold Font-weight: Bold
Subheadline 24pt Subheadline 12pt PROMOCODE14
Font-weight: Bold Font-weight: Bold Font-weight: Bold

Font-size: 24pt Font-size: 12pt Font-style: All caps, underlined
Letter spacing: -40 Letter spacing: -40 Font-size: 14pt
Line spacing: 28pt Line spacing: 14pt Letter spacing: -20

Handy guide
Body copy depends on size and length Body Copy 1 Body Copy 2 Body Copy 3
of information being designed. In
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Font-weight: Regular Font-weight: Regular Font-weight: Regular

Font-size: 16pt Font-size: 12pt Font-size: 9pt
Letter spacing: -20 Letter spacing: -20 Letter spacing: -20
Line spacing: 20pt Line spacing: 16pt Line spacing: 12pt

SECTION SIX BRAND GUIDELINES
Iconography
ICONOGRAPHY OVERVIEW BRAND GUIDELINES
Iconography
Emojis have cemented their reputation
as a native communication tool, so we
created a completely new set of icons
that are bold and confident. Inspired by
the great iconography in wayfinding and
transportation design throughout history,
these icons were created to work nicely
with Lyft Pro and carry the friendliness
that is inherent to the Lyft brand.
These icons also carry a sense of intuitive

communication — easily understood by
both native English and English as a
second language speakers.
Whether used super small and

functionally, or blown up as graphic art,
these icons are versatile assets in
completing the Lyft brand language.
ICONOGRAPHY THE SET BRAND GUIDELINES
ICONOGRAPHY THE STRUCTURE BRAND GUIDELINES
Building icons
These icons are drawn in a 100px by
100px grid. The system is built off a
multiple of 4px weight, and the shape
emphasizes 8px as the foundation.
• Bold, simple geometric shapes 
• Smart use of negative space 
• Sharp edges
Please note, if you would like to request a new icon, all

new icons must be approved by the legal department
prior to use. All icons must be vetted through the Lyft
legal team.
34 px
66 px
100 px
SECTION SEVEN BRAND GUIDELINES
Illustration
ILLUSTRATION RIDE TYPES BRAND GUIDELINES
Different types
of Lyft rides,
illustrated
LYFT SHARED SHUTTLE
When it comes to car illustration, every

illustration should make sure the vehicle
looks and feels:
• roomy and comfortable 
• clean 
• modern (no vintage cars, please!) 
• true to whichever type of ride you   LYFT XL LUX SELF-DRIVING
are featuring
LUX BLACK LUX BLACK XL

ILLUSTRATION CITYSCAPES BRAND GUIDELINES
Cityscapes
Illustrated cityscapes allow us to
connect with local markets and portray
our understanding of those cities. These
illustrated cityscapes are:
• reflective of the true character of the city, not a

cliché or what a tourist might think of 
• natural, showcasing a harmonious color palette

and a realistic point-of-view 
• completely devoid of a cold, “tech” aesthetic

ILLUSTRATION SPOT ILLUSTRATION BRAND GUIDELINES
Spot
illustrations
Spot illustrations emphasize and
support a concept when copy alone
feels fragmentary. Spot illustrations
should be:
• rendered in a style that is simple, clean,  

and harmonious, in terms of shape and color 
• clear and concise in their storytelling, clever

and delightful in their animation 
• fun, rather than technical

SECTION EIGHT BRAND GUIDELINES
Photography
and videography
PHOTOGRAPHY & VIDEOGRAPHY KNOW YOUR AUDIENCE BRAND GUIDELINES
Speak to  
the audience
We have different audiences, and
our photography and videography
should engage with each of them  
in a way that they can relate to.
For our drivers, we depict their

stories and goals in a more natural
and journalistic way.
The world of the passenger is  

more focused on stylish and unique
settings that depict the fun of Lyft  
in a lively way.
Driver Passenger
PHOTOGRAPHY & VIDEOGRAPHY DRIVER POINT OF VIEW BRAND GUIDELINES
Driver
perspective
Lyft drivers are driving toward their
goals — we’re just here to help them FPO FPO
get there. Drivers should be portrayed
as real people doing real things. This
means shooting drivers in realistic,
everyday settings with a
photojournalistic style.
• Color may be added to a real-world setting

through the use of a color backdrop or prop,
FPO
but only as an accent or detail.
• Lighting should feel natural and realistic.
• Images should capture how our drivers think,

feel, and live, or depict what they do outside
•
of driving.
Images may be portrait style, meaning the

FPO FPO
subject is posed and aware the photo is
being taken, or a reportage style, meaning a
moment is captured naturally as it happens.
Photography for internal use only.

PHOTOGRAPHY & VIDEOGRAPHY PASSENGER POINT OF VIEW BRAND GUIDELINES
Passenger
perspective
Colorful and stylized studio
environments combine with talent
to tell a story about an activity,
event, or destination.
• Bright, colorful, and abstract approach to

scenarios and props.
• Usage of Lyft’s new color palette.
• Composition should feature stylized,

flattened pop sensibilities.
• Nighttime narratives should spotlight

unique, Amp-inspired lighting schemes to
indicate after-dark activities and events.
PHOTOGRAPHY & VIDEOGRAPHY CASTING BRAND GUIDELINES
Casting
direction
Part of what makes Lyft special is
the surprise and delight that
comes from pairing unique people
together. We should cast talent
that brings that to life.
• Every Lyft driver and passenger has their

own story. Aim to cast unique individuals
that exhibit a lively and friendly
personality.
• Cast a wide net when it comes to age,

ethnicity, and overall look. Our passengers
and drivers come from everywhere and
anywhere.
• Let people be themselves. Capture their

personality — don’t just use them as props.
PHOTOGRAPHY & VIDEOGRAPHY CAR SELECTION BRAND GUIDELINES
Approved Lyft/Lyft Shared
car selection
TOTOTA PRIUS SUBARU CROSSTREK VW PASSAT HIGHLANDER
In order to match the large, diverse range

of car models in the world, we have pre- Lyft XL
selected a number of real-life vehicles for
use in photoshoots and video shoots. We
prefer if the vehicle color is a neutral color,
such as gray or white, that can easily show
up in film or on video. SIENNA CHEVY TAHOE
Lyft Lux
Remember: The car should never be the
center of attention — the Lyft experience
should always be in the spotlight.
Please always make sure that you:

AUDI R57 VOLVO S90 TESLA MODEL S
• keep each representation true to

whichever Lyft ride type you are
Lyft Lux Black/XL
featuring 
• highlight safety when featuring cars  
• feature the Amp placed on every

car dashboard
BMW 4 SERIES CHEVY TAHOE CADILLAC ESCALADE
(BLACK LEATHER INTERIOR)
Photography for internal use only.
SECTION NINE BRAND GUIDELINES
Motion graphics
MOTION GRAPHICS THE WAY WE MOVE - LOGO ANIMATION BRAND GUIDELINES
Lyft motion
At the core of Lyft is our shining personality. Lyft has two core logo animations, but encourages
The way we move should always emphasize original logo animations on a case-by-case basis.
that bright, eclectic personality and voice. Brand Creative approval is required to execute an
Our animations should be clear, concise, and original logo animation for a larger budget
resolve quickly. The Lyft brand animations are campaign element.
based on an ecosystem of four bold type
treatments. With the exception of the formal For more details on animation — such as type
treatment, the treatments are meant to be treatments, logo animations, and transitions —
mixed and matched. check out the Lyft Motion Style Guide.
Do not apply different presets to the same

block of text. Choose a treatment for the
eyebrow, headline, and button. The type and
image should feel like one cohesive element.
Do not animate type from left to right as it
increases read time.
Any questions?
brandstandards@lyft.com

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What are the core beliefs of the brand?

What are the core beliefs of the brand?

What are the design principles that guide the brand's visual identity?

What are the design principles that guide the brand's visual identity?

Brand guidelines

overview and toolkit

That’s why we’re It’s rooted in some familiar elements,

new look for Lyft.

Voice and tone

What’s the What’s that? Voice and tone sound like

For more specifics around voice, tone,

everyone as equals. We always remember • informative but not pedantic

Our main priority is explaining Lyft and

We have fun without going over the top

Writing goals These principles lay at the heart of

and principles drivers. Whether it’s a promoted post on

The logo mark

A note from our legal team:

Email brandpermissions@lyft.com to request permission.

Clear space &

To ensure legibility in every composition,

Partnership Main lockup

• Optical sizing is sometimes necessary to create a

• The Lyft logo should always appear first when

• The dot should always remain black or white. 2x height 2x height

Lyft has a number of internal teams, 0.5x height

• Typeset the partnership name using Lyft Pro

• Align the partnership name to the baseline

Pink is still us. It’s always been us.

It’s unique, it’s unexpected, it’s

affordable rides in a few quick

taps, *of course*).

Pink will always be Lyft.

• Our primary palette consists of pink, white,

• It makes the use of pink more meaningful

• Simply put: We’ll no longer default to

Proportion and ratio

Black?! Get an Get a

That’s why we’ve created our secondary

The introduction of this secondary color

Gray 1 Dusty Rose 1 Desert 1 Orange 1 Sunshine 1

Gray 2 Dusty Rose 2 Desert 2 Orange 2 Sunshine 2

Gray 3 Dusty Rose 3 Desert 3 Orange 3 Sunshine 3

Gray 4 Dusty Rose 4 Desert 4 Orange 4 Sunshine 4

Green 1 Aqua 1 Sky 1 Ultramarine 1 Violet 1

Green 2 Aqua 2 Sky 2 Ultramarine 2 Violet 2

Green 3 Aqua 3 Sky 3 Ultramarine 3 Violet 3

Green 4 Aqua 4 Sky 4 Ultramarine 4 Violet 4

Keep it simple Get an Qui blandit Ut wisi enim

Give it contrast Qui blandit Ut wisi enim Qui blandit

Primary palette only Primary/secondary palette

The primary palette should be The secondary palette may be

Color palette usage

Color palette usage

Corporate collateral, such as

The secondary palette may be

Color palette usage

Logo & color usage

Use black logos on light

everyone as equals. We always remember • informative but not pedantic 

Our main priority is explaining Lyft and  

• Align the partnership name to the baseline 

taps, of course).

• Simply put: We’ll no longer default to  

The primary palette should be The secondary palette may be  

• Bold, simple geometric shapes 

• Smart use of negative space 

• roomy and comfortable 

• modern (no vintage cars, please!) 

• true to whichever type of ride you   LYFT XL LUX SELF-DRIVING

• rendered in a style that is simple, clean,  

The world of the passenger is  

• highlight safety when featuring cars  