Lyft and Uber are new services seeking to disrupt the taxi industry. Similar services, but what about the brands?
Taxi Photo: Pierre Gimond
A brand is the expression of values and purpose. When companies offering the same service launch within a short period, the brand matters even more.
Lyft and Uber are two such companies. They are well on their way to changing how we get somewhere when we can’t use a car or public transport. Their cars may eventually outnumber traditional taxis. Both services make things easier for the customer. There’s no need to stand on the street waving at cabs, waiting on the phone for someone to answer, or worry about how much to tip. Everything is done via a mobile app. Drivers and riders rate each other.
Despite offering almost an identical service, Lyft and Uber have two distinct brands. This is clear in their respective visual identities — a key expression of the brand. As you look through the words and images below, think about what impression each company is trying to express through its visual identity. Consider the following questions:
- What values are Lyft and Uber trying to express?
- What’s the one word you would use to describe each brand?
- Which service would you use when you need to get somewhere?
Tagline
Uber — Everyone’s Private Driver
Lyft — A ride whenever you need one
Descriptor
Uber — Get a taxi, private car or rideshare from your mobile phone. Uber connects you with a driver in minutes. Use our app in cities around the world.
Lyft — Rideshare with Lyft. Lyft is your friend with a car, whenever you need one. Download the app, and get a ride from a friendly driver within minutes.
Logo
Color palette
iPhone app — splash screen
iPhone app — find driver screen
Twitter page
Homepage image carousel
Those questions again
- What values is Lyft and Uber trying to express?
- What’s the one word you would use to describe each brand?
- Which service would you use when you need to get somewhere?