An inside look at how the ridesharing service matured its pink-hot brand

If you’ve been following branding news recently, you may be aware that ridesharing service Lyft refreshed its iconic and quirky icon, the pink furry mustache.

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Post by PSFK.

While the large mustache encouraged brand visibility and adoption in its early stages, it did not come without disadvantages.

It was cumbersome and drivers frequently had to secure it to their vehicles. It was difficult to keep clean and hard to see at night, often one of the busiest times for drivers. With a growing number of users, not everyone was keen to the idea of rolling up to a serious business meeting in cars flaunting the furry symbol.

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