ABOUT US 2-13 Brand History 4-5 Mission 6-7 Brand Statement 8-9 Brand Values 10-11 Target Group 12-13
OUR VISUAL IDENTITY 14-23 Logo 16-17 Tagline 18-19 Color 20-21 Type 22-23
HOW WE HAVE BEEN USING THE BRAND 24-27 Movember 26-27
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Before there was Lyft and before there were mustaches, there was Zimride, founded in 2007 by Logan Green and John Zimmer. This ridesharing company gained great attention and laid the foundation for Lyft to emerge from. The mustaches grew – and so did the movement. Today, Lyft operates in 19 cities and connects thousands of people every week.
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Travelling from place to place should not just be easy – but fun. Helping people who need a ride pair with people who have a car should not just be simple – but personal.
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Lyft is the cooler version of a carpool. It’s a heartier version of a ridesharing company, and it has the base for the foundation in its belief in community and progression.
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Friendliness. Tolerance. Fun. Cutting edge of technology and business – but staying personal. Meeting people. Making friends.
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We are all different. We are tech-savvy. We are students, programmers, teachers and cooks. We are anywhere between 18 and 50. But what we have in common is that we are friendly and love trying new things.
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Lyft wants to express playfulness and friendliness as well as coming across as a serious and modern company. With this is mind, we made our logo look like this:
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Your friend with a car.
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At Lyft, we want to enhance warmth, friendliness and equality in every aspect – in our way of conducting business as well as in our visual communication. Our color palette is developed to convey these keystones.
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PANTONE 7716 C
PANTONE 7423 C
PANTONE 325 C
PANTONE 197 C
PANTONE 324 C
PANTONE 699 C
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Lyft’s typefaces are developed to express both clarity and playfulness. Accidental presidency is used for headings and subheadings Arial is used for body copy and informational copy Lyft Handwritten is used for illustrations.
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ARIAL REGULAR Arial is used for body copy and informational copy ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvxzy
ACCIDENTAL PRESIDENCY Accidental presidency is used for headings and subheadings
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxzy LYFT HANDWRITTEN Lyft Handwritten is used for illustrations.
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Movember is a month-long awareness event for male cancers taking place throughout the whole month of November every year. Men all over the world let their mustaches grow to show their support for this charity. We at Lyft hate cancer and love mustaches – and that’s why we will run a campaign supporting this cause during the month of Movember. All the tips that is given by Lyft riders in the app will go straight to the Movember Foundation charity, helping raise awareness for the fight against male cancers as well as strengthening Lyft’s brand image and visibility among both target groups and potential customers.
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