About Lyft
Lyft started in San Francisco in the summer of 2012 as a peer-to-peer ride service. Drivers were regular people, the car wore a fuzzy pink mustache on its grille, and you sat up front and got a fist bump.
This system takes that period at face value: a white page, LyftPink saved for the moments that matter, teal buttons from the 2013 site, Montserrat set heavy and round, and pill shapes everywhere. It should feel like a friend's car, not a taxi.
- Origin
- San Francisco, California, USA
- Era
- 2012 launched; carstache visual 2012–2015 (mustache retired for the Amp in 2015)
- Key figures
- Logan Green · John Zimmer · Ethan Eyler · Frank Yoo
- Movements
- Early-2010s sharing economy · Friendly startup branding · Mobile-first on-demand apps
Lyft design spec
Colors
Background
Surface
Primary
Secondary
Accent
Text
Typography
MontserratHeadings
DM MonoMono
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