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Lyft's Poppy, Colorful New Look, Signature Font and Icons Are Meant to Energize the Growing Brand

VP and creative director Jesse McMillin explains the thinking

lyft-rebrand-PAGE-2018 — Lyft has expanded its color palette beyond its signature pink, white and black.Lyft

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Lyft has a new look. The company created a signature font, icons and expanded its color palette—adding “a dynamic secondary palette,” according to Lyft vp and creative director Jesse McMillin—as a way to energize and elevate the growing ride-sharing company.

Created by the company’s in-house creative team, the new look is part of a broader strategy to refine how the brand goes to market at a time when the company is growing. And the team isn’t done—evolving the brand’s look and feel to make sure it is modern and relevant is a continual project.

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