Lyft just got a new logo, but you probably didn’t notice it.

Over the past few weeks, Lyft has quietly rolled out an updated logo, broadened color palette, and custom typeface on its app and across its social media platforms. The new look, designed by the branding studio Koto, is meant to serve as a natural progression of the brand’s existing identity, injecting it with a subtle boost of structure and maturity.

According to Arthur Foliard, executive creative director at Koto, the changes come at a “pivotal moment” for Lyft, which is currently testing out an expansion into autonomous driving and slowly gaining on its main competitor (and dominant industry player), Uber. In an interview with Fast Company this May, Lyft CEO David Risher noted that, since he joined Lyft in 2023, the company has brought its market share in the U.S. from 26% to 31%.

Lyft’s blink-and-you’ll-miss-it new look follows a recent trend in which larger brands like Walmart and Adobe have skipped the “big rebrand” (which ruled the branding world several years ago) in favor of an understated-yet-practical........

© Fast Company