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 expanded its color palette beyond its signature pink, white and black. Lyft

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.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.