# Lyft

> `lyft@1.0.0`

Lyft is a North American mobility company — rides, bikes, scooters — founded in 2012. The brand voice is friendly, optimistic, and human-scaled; the visual identity centers on Lyft Pink (#FF00BF), a saturated near-fluorescent magenta introduced with the 2019 rebrand and tied historically to the fuzzy pink "carstache" that marked early Lyft vehicles. Lyft Pink carries the wordmark and primary CTAs against a near-white canvas with deep ink type. The proprietary Lyft Pro typeface sets headlines and brand chrome on lyft.com and design.lyft.com.


**Tags:** `lyft`, `mobility`, `ridesharing`, `brand`, `magenta`, `pink`, `light-first`

## Atoms

### Palette

**Lyft** · `lyft@1.0.0` · Proprietary — All Rights Reserved

> Lyft's brand palette is anchored on the signature Lyft Pink (#FF00BF) — a saturated, near-fluorescent magenta that has carried the brand since the 2019 rebrand and that ties back to the brand's earliest visual asset, the fuzzy pink "carstache." The pink reads against a near-white canvas with a deep ink for type, supported by a neutral ramp. The Lyft Pro typeface (the brand's custom corporate face) sets headlines and brand chrome. 

### Fonts

| Role | Font | License | Classification |
|------|------|---------|----------------|
| `heading` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `body` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `mono` | **JetBrainsMono Nerd Font** `(jetbrainsmono-nerdfont@1.0.0)` | OFL-1.1 | monospace |

## Swatches

| ID | Name | Value |
|----|------|-------|
| `lyft-pink` | Lyft Pink | `#FF00BF` |
| `lyft-pink-pressed` | Lyft Pink Pressed | `#D6009E` |
| `lyft-pink-legacy` | Lyft Pink (Legacy) | `#EA0B8C` |
| `lyft-ink` | Lyft Ink | `#11111F` |
| `lyft-charcoal` | Lyft Charcoal | `#2C2C36` |
| `lyft-graphite` | Lyft Graphite | `#6E6E78` |
| `lyft-mist` | Lyft Mist | `#E4E4E8` |
| `lyft-fog` | Lyft Fog | `#F4F4F6` |
| `lyft-white` | Lyft White | `#FFFFFF` |
| `lyft-success` | Lyft Success | `#0E8C5A` |
| `lyft-warning` | Lyft Warning | `#F2A93B` |

## Mode role mappings

### Light mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `lyft-white` | `#FFFFFF` |
| `surface` | `lyft-fog` | `#F4F4F6` |
| `surface-elevated` | `lyft-white` | `#FFFFFF` |
| `text-primary` | `lyft-ink` | `#11111F` |
| `text-secondary` | `lyft-charcoal` | `#2C2C36` |
| `text-tertiary` | `lyft-graphite` | `#6E6E78` |
| `primary` | `lyft-pink` | `#FF00BF` |
| `primary-hover` | `lyft-pink-pressed` | `#D6009E` |
| `accent` | `lyft-pink` | `#FF00BF` |
| `accent-hover` | `lyft-pink-pressed` | `#D6009E` |
| `success` | `lyft-success` | `#0E8C5A` |
| `warning` | `lyft-warning` | `#F2A93B` |
| `error` | `lyft-pink-pressed` | `#D6009E` |
| `border` | `lyft-mist` | `#E4E4E8` |

### Dark mode

| Role | Swatch | Hex |
|------|--------|-----|
| `background` | `lyft-ink` | `#11111F` |
| `surface` | `lyft-charcoal` | `#2C2C36` |
| `surface-elevated` | `lyft-graphite` | `#6E6E78` |
| `text-primary` | `lyft-white` | `#FFFFFF` |
| `text-secondary` | `lyft-mist` | `#E4E4E8` |
| `text-tertiary` | `lyft-graphite` | `#6E6E78` |
| `primary` | `lyft-pink` | `#FF00BF` |
| `primary-hover` | `lyft-pink-pressed` | `#D6009E` |
| `accent` | `lyft-pink` | `#FF00BF` |
| `accent-hover` | `lyft-pink-pressed` | `#D6009E` |
| `success` | `lyft-success` | `#0E8C5A` |
| `warning` | `lyft-warning` | `#F2A93B` |
| `error` | `lyft-pink-pressed` | `#D6009E` |
| `border` | `lyft-charcoal` | `#2C2C36` |

## Brand semantic roles

### Colors

| Role | Swatch | Hex |
|------|--------|-----|
| `identity` | `lyft-pink` | `#FF00BF` |
| `on-identity` | `lyft-white` | `#FFFFFF` |
| `primary` | `lyft-pink` | `#FF00BF` |
| `primary-hover` | `lyft-pink-pressed` | `#D6009E` |
| `accent` | `lyft-pink` | `#FF00BF` |
| `accent-hover` | `lyft-pink-pressed` | `#D6009E` |
| `mark` | `lyft-pink` | `#FF00BF` |
| `success` | `lyft-success` | `#0E8C5A` |
| `warning` | `lyft-warning` | `#F2A93B` |
| `error` | `lyft-pink-pressed` | `#D6009E` |
| `background-light` | `lyft-white` | `#FFFFFF` |
| `background-dark` | `lyft-ink` | `#11111F` |
| `surface-light` | `lyft-fog` | `#F4F4F6` |
| `surface-dark` | `lyft-charcoal` | `#2C2C36` |
| `text-primary-light` | `lyft-ink` | `#11111F` |
| `text-primary-dark` | `lyft-white` | `#FFFFFF` |
| `text-secondary-light` | `lyft-charcoal` | `#2C2C36` |
| `text-tertiary-light` | `lyft-graphite` | `#6E6E78` |
| `border-light` | `lyft-mist` | `#E4E4E8` |

### Typography

| Role | Font role key |
|------|---------------|
| `display` | `heading` |
| `prose` | `body` |
| `code` | `mono` |

## Rules

### 🛑 error (6)

#### `colorChoice` → `logo.wordmark.fill`

- **allowed:** lyft-pink, lyft-white, lyft-ink
- **forbidden:** lyft-pink-legacy, lyft-warning, lyft-success, lyft-graphite

> The Lyft wordmark renders in Lyft Pink on light surfaces, in white on dark surfaces, or in Lyft Ink for monochrome applications. The pre-2019 legacy pink (#EA0B8C) is retained for historical reference only and must not stand in for the current brand pink. Functional warning/success hues are never wordmark fills. 

#### `forbiddenTreatment` → `logo`

- **treatments:** stretched, rotated, recolored, drop-shadow, gradient-fill, on-busy-photo, placed-without-clearspace

> Lyft's wordmark is rendered flat in the signature pink with generous clearspace. Gradients, shadows, recolorings, or busy-background placements compromise the saturated magenta's optical impact, which is the brand's primary recognition asset. 

#### `contrastRatio` → `text-primary`

- **against:** `background`
- **minRatio:** `4.5`
- **standard:** `WCAG-AA`

> Lyft Ink (#11111F) on Lyft White (#FFFFFF) gives ~19:1 — well above the WCAG AA 4.5:1 floor for body text. The rule codifies the floor for any new foreground/background pairing on Lyft surfaces. 

#### `contrastRatio` → `roles.colors.primary`

- **against:** `background`
- **minRatio:** `3`
- **standard:** `WCAG-AA-large`

> Lyft Pink (#FF00BF) on Lyft White must clear 3:1 at large-text and UI-component sizes (WCAG AA-large) so the primary CTA remains perceptible. The saturated magenta is well above the floor against white but the rule encodes the expectation explicitly. 

#### `contextRestriction` → `roles.colors.primary`

- **forbiddenContexts:** body-text, secondary-link, subtle-divider

> Lyft Pink is reserved for the wordmark, the mark, and the primary call to action. Using it inside body copy or for subtle dividers dilutes the signature accent and weakens the visual hierarchy the brand voice depends on. 

#### `accessibilityRequirement` → `*`

- **standard:** `WCAG-AA`
- **criterion:** `1.4.3`

> WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. Lyft's mobility surfaces are used in motion and across a wide range of devices; AA is the floor for any text on any Lyft surface. 

### ⚠️ warning (1)

#### `enumMembership` → `typography.heading.fontWeight`

- **allowed:** 500, 600, 700

> The Lyft Pro headline cuts most commonly seen on lyft.com and design.lyft.com sit in the Medium (500) through Bold (700) band. Lighter weights compromise the friendly-but- confident voice; heavier weights are not in the standard kit. 

### 💡 recommendation (1)

#### `compositionConstraint` → `roles.colors.primary`

- **pairsWith:** lyft-white, lyft-fog, lyft-ink
- **doesNotPairWith:** lyft-warning, lyft-success, lyft-pink-legacy

> Lyft Pink reads cleanest against white, the lightest fog neutral, or the deep ink dark canvas. Pairing it adjacent to the warm warning amber, the green success, or the legacy pink introduces a chromatic conflict that fights for attention without resolving into hierarchy. 

## Provenance

- **Source:** <https://raw.githubusercontent.com/simple-icons/simple-icons/13.0.0/_data/simple-icons.json>
- **License:** `Proprietary — All Rights Reserved`
- **Attribution:** Lyft, Inc. — Lyft, the Lyft wordmark, Lyft Pink, and Lyft Pro are trademarks of Lyft, Inc. The signature pink (#FF00BF) is verified via the simple-icons brand database (v13.0.0). design.lyft.com is Lyft's publicly available design-system surface and informs the role mappings here. 
- **Imported:** `2026-05-19`
- **Notes:** Lyft Pro is a proprietary corporate typeface and is not publicly distributed. This atom references Inter@1 as the open-source rendering substitute for the sans roles. The supporting neutral and functional swatches in the referenced palette are authored complements faithful to design.lyft.com rather than lifted verbatim from a single Lyft-published token table; see the palette atom notes. 

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*Generated by the brand-atoms converter. Source: `lyft@1.0.0` from the encyclopedia.*