VERSION 5.6Brand guidelines (tl;dr version)OVERVIEWTHE WHOLE POINTBRAND GUIDELINESANOTHER MANIFESTOOh, hey there. We believe in adventure. We believe in asserting ourselves. We believe in no limits. We believe in doing it first — and (maybe) asking for permission later. We believe in not being another sheep in the crowd. We believe in creating and relishing in your own personal brand. We believe in living by your own manifesto. We believe in not being scared to say, “Oh, fuck.” We believe in all that and more. We believe in making as much noise as possible. We believe in the fact that there’s so much more to life than your 9-to-5, all your daily toil, your 401k, and your 40-year mortgage. We believe in putting away the three-piece suit for an evening of really, really bad/awesome reality television. In short — we believe in beliefs. Need we say more? To know yourself, to know the mission, to know what’s behind, to know what’s ahead: Stay together, move together. Be … together. But this isn’t about us, or the app, or splashes (okay, lots of splashes) of fluorescent pink. It’s about you.It’s the millions of people connecting in rides across North America every single day. It’s the countless, unique connections between people of all walks of life. It’s the endless proof that different people can get along — even if it’s just for a 5-minute ride.Improve people’s lives with the world’s best transportation. MISSION STATEMENTBe clear. Be concise. Be direct.SimplifyBe bold. Be thoughtful. Be tenacious.Give it contrastDesign principles01Be expressive. Be unapologetic. And, uh, do have a sense of humor.Stay a rebel0203Simplicity is the whole reason Lyft exists in the first place. If our experience is more difficult than taking a bus, then there’s no point in doing it. Designs should be easy to understand and free of unnecessary clutter. Busy is bad.Lyft sits at the cross-section of technology and humanity. Contrast is woven into the DNA of our origin story and throughout our most successful and enduring ideas. This clash of opposing forces will be a gauge for anything from materials and finishes to physical experiences and beyond.This company was formed through rebellion, and we continue to move in our own direction. We should always strive to maintain that unique Lyft spirit, and never be stodgy, arrogant, or mean.The Lyft voiceThe voice of Lyft is casual and conversational, and we speak with everyone as equals. We always remember people first. These principles lay at the heart of everything we share with riders and drivers. Whether it’s a promoted post on Facebook or a shiny, new landing page, we should always: In order to achieve these goals, we make sure our content is:Informative but not pedanticElevate:Prioritize people first by using clear, unhindered language that’s both informative and actionable....
