# Lyft new logo (2025)

> Lyft launched a new logo in Jul 2025, designed by Koto. Evolved logo and custom typeface.

## Key facts

- Brand: Lyft
- Launched: Jul 2025
- Studio: Koto
- Typeface: Rebel Sans
- What changed: Evolved logo and custom typeface.
- Why: Lyft's refresh broke the f to t ligature because it caused legibility issues at small digital sizes, as part of a more mature brand for its next chapter.
- Industry: Mobility
- Logos: https://rebrandlog.com/rebrands/lyft/before.svg (before), https://rebrandlog.com/rebrands/lyft/after.svg (after)

## The rebrand, explained

Over a few weeks in summer 2025 Lyft rolled out a revised logo, a wider color palette and a custom typeface across its app and social channels, Fast Company reported. The most visible change is that the swooping link joining the lowercase f and t is gone.

The work was by the branding studio Koto, named by both Fast Company and the Brand Archive newsletter. Koto described the brief as helping Lyft, just over a decade after launch, reimagine its brand for a more mature chapter built around a new strategy, while keeping the rebellious, delightful streak that once set it apart from drab rideshare rivals. Brand Archive lists the custom typeface as Rebel Sans.

On the logo, Koto's executive creative director Arthur Foliard told Fast Company the team handled one of tech's most recognizable marks with care. The original had plenty of character, he said, but was not suited to how the brand appears today, especially at small sizes on screens, and the ligature between the f and t caused legibility problems and could feel overly stylized. So the ligature was broken while the bold, swooping letters were kept, and the rest of the wordmark was slightly slimmed and realigned.

Fast Company placed the refresh at a pivotal moment for the business: Lyft was testing autonomous driving and gaining on Uber, with chief executive David Risher saying US market share had risen from 26 to 31 percent since he joined in 2023. It also read the update as part of a trend in which large brands such as Walmart and Adobe skip the big rebrand in favor of understated, practical refreshes; the magazine likened it to baby Botox.

In short: A ligature cut, everything else kept.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lyft_by_koto.php
- https://koto.com/projects/lyft
- https://brandarchive.substack.com/p/lyft-koto-2025
- https://www.linkedin.com/posts/cass-zawadowski_big-thanks-to-our-incredible-design-partners-activity-7351610946517192704-OL0t
- https://www.fastcompany.com/91373576/lyft-new-logo-can-you-spot-the-difference

## Cite this

Rebrand Log, "Lyft new logo (2025)", https://rebrandlog.com/rebrand/lyft/, last updated Oct 24, 2026.