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 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.