Lyft has introduced a new logo and branding elements designed by Koto, featuring a broader color spectrum and custom typeface. This change is intended to strengthen the brand's identity as it ventures into autonomous driving and repositions against Uber. The redesign focuses on enhancing legibility for digital contexts by separating the ligature between the 'f' and 't' while retaining the bold character of the original logo. Lyft's market share increased from 26% to 31% under CEO David Risher, underscoring the importance of the updated branding.
Lyft's new logo, developed by Koto, features a broader color palette and custom typeface, enhancing the brand's identity with maturity and structure.
The changes in Lyft's branding aim to reflect its evolution as it tests autonomous driving and competes with Uber, increasing its U.S. market share from 26% to 31%.
Arthur Foliard emphasized the importance of approaching Lyft's recognizable logo carefully, optimizing it for digital contexts while maintaining its core character and legibility.
The updated design includes breaking the ligature between 'f' and 't' for better legibility, while keeping the bold, swooping style that users recognize.
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