Brand Colors
Lyft Brand Colors
Lyft's primary brand color is Lyft Pink (#FF00BF), a vibrant magenta introduced in the 2016 rebrand by design agency Wolff Olins. It pairs with the deep #11111F dark navy used for body text and black/white for supporting surfaces.
| Color | HEX | RGB | Role | Usage |
|---|
| Lyft Pink | #FF00BF | rgb(255, 0, 191) | Primary | Logo, CTAs, brand accents |
| Lyft Dark | #11111F | rgb(17, 17, 31) | Text | Headlines, body copy, dark UI |
| White | #FFFFFF | rgb(255, 255, 255) | Background | App UI, marketing |
Lyft launched in 2012 as a spinoff of the carpooling service Zimride, founded by Logan Green and John Zimmer. The original brand featured a fluffy pink mustache attached to the grilles of driver cars — a quirky, friendly contrast to Uber's then-luxurious black-car aesthetic. The 2016 rebrand by Wolff Olins retired the literal mustache, simplified the wordmark, and shifted from the older softer pink to the more vibrant #FF00BF. The new identity was meant to position Lyft as 'human, friendly transportation' against Uber's more corporate aesthetic.
Lyft's pink is intense and meant to be used sparingly — it appears in the logo, primary CTAs, and brand moments, but rarely as a background. The deep navy (#11111F) is the main text and dark UI color. Lyft's illustration system uses a broader pastel palette (peach, mint, lavender) that radiates from the primary pink for marketing surfaces.
Frequently asked questions
What is the exact hex code of Lyft pink?
Lyft Pink is #FF00BF in HEX, rgb(255, 0, 191). This is the current primary, introduced in the 2016 Wolff Olins rebrand. The earlier softer pink is now retired.
Whatever happened to the Lyft mustache?
The fluffy pink mustache attached to driver-car grilles was Lyft's original 2012 brand mark. It was retired in the 2016 rebrand in favor of a cleaner pink 'gleam' logo — though some drivers still keep the mustache as a nostalgic touch.
Why is Lyft pink and Uber black?
The color choices reflect each brand's positioning. Lyft uses the bright pink to signal 'friendly, human, approachable.' Uber's stark black-and-white identity (post-2018 rebrand) signals 'professional, mature, premium.' Both are deliberate strategic choices, not accidents.