Lyft brand book

Lyft was growing up. The pink mustache and the color pink in general, of course, will always be Lyft. We still have that fun, slightly rebellious, conversational — and above all, human — voice, but it was time to elevate and energize the brand.

We needed to set the foundation, one that we could use to introduce to the rest of the company and the public at large. Brand books can get a little, uh, meticulous, so we set out to make this read as compelling as possible. I played with headlines, eyebrows, and even turned the manifesto on its head, hoping to make it a piece of content people would actually want to read. What you see above is the "tl;dr" ("too long; didn't read") version. (Want to see the full version? Just ask.)