Brand guidelines

(tl;dr version)
VERSION 5.6
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.
 MISSION STATEMENT

Improve people’s lives with the

world’s best transportation.
Design 01

principles Simplify Be clear.

Be concise.
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

Be direct.
understand and free of unnecessary clutter. Busy is bad.

02

Give it Be bold. Lyft sits at the cross-section of technology and humanity.

Contrast is woven into the DNA of our origin story and
Be thoughtful.
contrast
throughout our most successful and enduring ideas. This

Be tenacious.
clash of opposing forces will be a gauge for anything from
materials and finishes to physical experiences and beyond.

03

Stay a Be expressive. This company was formed through rebellion, and we

continue to move in our own direction. We should always
Be unapologetic.
rebel
strive to maintain that unique Lyft spirit, and never be

And, uh, do have

stodgy, arrogant, or mean.

a sense of humor.
The Lyft The voice of Lyft is casual and These principles lay at the heart of everything we share with riders

voice
conversational, and we speak and drivers. Whether it’s a promoted post on Facebook or a shiny, new
with everyone as equals. We landing page, we should always:
always remember people first.
Elevate: Prioritize people first by using clear, unhindered language that’s both
informative and actionable. Content should be structured to help drivers

the Lyft voice is:

For more specifics around voice, and passengers perform whatever action is necessary at the time.
tone, grammar, and Lyft-specific
language, visit the official Lyft
Editorial Style Guide. Respect: Be considerate when writing for drivers and passengers. People have
places to go and things to do, and they use Lyft to get there. Tell drivers and
passengers what they need to know — and not just what we’d like to say.
Informative but not pedantic (But also avoid pandering.)

Convincing but not corny Be humble: Understand that Lyft can play both small and large roles in the lives of our
drivers and passengers. Avoid dramatic claims and never assume.

Authentic but not sloppy

Smart but not stuffy In order to achieve these goals, we make sure our content is:

Clear: Use simple — but not patronizing — sentences and words. Understand 

the topic you’re writing about. Use findings and metrics whenever possible.

Useful: What’s our main goal with this piece of content? Who’s our audience?
What do they need to know right now?

Appropriate: You wouldn’t write to your grandmother the same way you’d write to a
friend. In the same way, you should flex your tone depending on audience,
how your audience feels, and subject matter.

Friendly: Write and speak like you would with a friend. Proper grammar is (really)
wonderful, but we always prioritize sounding like real humans first.
Logo Master logo Partnership lockup

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 x height
perfect — is the most recognizable
asset of the Lyft brand and works at
both large and small scales.
2x height

A note from our legal team:

We have to authorize any and every use of our logo or
x height clear space Standard lockup
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

business
x height
you are an official partner of Lyft through a partnership
or enterprise contract.
x height
Guidelines on how to request permission
• All requests must be in English
• The name and contact information for the 

x height
individual and company making the request
• A detailed summary of the request, placement,


and the proposed use

• Requested use dates
Minimum height Digital / 16px Print / 0.3”
• 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.

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).

• Our primary palette consists 


of pink, white, and black.
White Lyft Pink Black
• We use white and black more 
 RGB: 255, 255, 255 RGB: 255, 0, 191 RGB: 17, 17, 31
HEX: ffffff HEX: ff00bf HEX: 11111f
often, and use pink more sparingly. 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
• This proportion lets us be more
precise with how and when we 

use pink.
Proportion & ratio
• It makes the use of pink more
meaningful and important.

• Simply put: We’ll no longer 


default to all-pink-everything.
Secondary
palette
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

Gray 2 Dusty Rose 2 Desert 2 Orange 2 Sunshine 2

The secondary palette may be used 
 RGB: 239, 239, 241 RGB: 255, 184, 216 RGB: 255, 143, 143 RGB: 255, 164, 128 RGB: 255, 217, 82
in supportive impressions — any HEX: efeff1 HEX: ffb8d8 HEX: ff8f8f HEX: ffa481 HEX: ffd952
follow-up interactions the audience
may have with Lyft. Use it for event-
focused materials that are refreshed Gray 3 Dusty Rose 3 Desert 3 Orange 3 Sunshine 3
RGB: 178, 178, 178 RGB: 226, 129, 191 RGB: 255, 76, 77 RGB: 255, 117, 69 RGB: 255, 117, 59
often (or have a short lifespan). HEX: d6d9db HEX: e281bf HEX: ff4c4d HEX: ff7545 HEX: ffb13b

Other examples:
• Event referral cards Gray 4 Dusty Rose 4 Desert 4 Orange 4 Sunshine 4
• Social media campaigns RGB: 127, 127, 127 RGB: 140, 158, 127 RGB: 198, 6, 56 RGB: 224, 83, 59 RGB: 237, 105, 14
• Illustration, animation, photography HEX: 7f7f7f HEX: 8d3a7f HEX: c60638 HEX: e0533b HEX: ed690e
• Branded swag

Green 1 Aqua 1 Sky 1 Ultramarine 1 Violet 1

RGB: 227, 246, 193 RGB: 206, 242, 235 RGB: 222, 237, 247 RGB: 209, 215, 244 RGB: 200, 203, 252
HEX: e3f6c1 HEX: c3eae3 HEX: dcf3ff HEX: d1d7f4 HEX: c8cbfc

Green 2 Aqua 2 Sky 2 Ultramarine 2 Violet 2

RGB: 107, 223, 171 RGB: 130, 217, 215 RGB: 175, 217, 248 RGB: 100, 143, 255 RGB: 143, 145, 255
HEX: 6bdfab HEX: 82d9d7 HEX: aed8f7 HEX: 648fff HEX: 8f91ff

Green 3 Aqua 3 Sky 3 Ultramarine 3 Violet 3

RGB: 13, 201, 139 RGB: 16, 174, 186 RGB: 129, 190, 240 RGB: 3, 106, 255 RGB: 120, 94, 240
HEX: 0dc98b HEX: 10aeba HEX: 81bef0 HEX: 036aff HEX: 785ef0

Green 4 Aqua 4 Sky 4 Ultramarine 4 Violet 4

RGB: 14, 117, 58 RGB: 18, 137, 148 RGB: 15, 122, 188 RGB: 24, 80, 165 RGB: 82, 69, 194
HEX: 0e753a HEX: 128994 HEX: 0f7abc HEX: 1850a5 HEX: 5245c2
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 13 for details. Note: Please obtain permission before altering partner logos.
Brand Font weights Hierarchy and weights

Typeface:
Lyft Pro bold Eyebrow HEY FUTURE DRIVER OF SAN FRANCISCO

Make $35 an
Font-weight: Bold

semibold Letter spacing: -20pt

Case: All caps

medium
Headline

hour cruising
Lyft Pro is confident and playful,
while retaining readability and its regular Font-weight: Bold
Letter spacing: -40pt
own unique personality. 
 Case: Sentence case

the Mission.
We have customized a handful of
characters to ensure legibility at all
sizes and in all weights.

Subheadline Start being your own boss

and sign up to drive today.
Font-weight: Bold
Letter spacing: -40pt
Case: Sentence case

Body copy Lorem ipsum dolor sit amet, consectetur

Font-weight: Regular
Letter spacing: -20pt
Case: Sentence case
adipiscing elit, sed diam nonummy nibh euismod
tincididunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullam suscipit lobortis nisl.
Any questions?
brandstandards@lyft.com