“Freenow” updated its identity after being acquired by “Lyft.” The brand launched in 2009 as “mytaxi,” and in 2019, it took the name “Freenow” after the mobile services of “Daimler AG” and “BMW Group” were combined. Today, the service operates across 9 markets and 180 cities in Europe. Through the app, users can book taxis, private hire vehicles, car sharing, car rentals, electric scooters, e-bikes, e-mopeds, and public transportation.
Lyft’s acquisition of “Freenow” in July 2025 marked a new stage. The brand needed an identity for European cities, digital services, and different ride formats. “Shuka” preserved the link to the previous “Freenow” but made the mark softer, brighter, and more mobile-app-like.
The main element became a symbol in the shape of a smooth line. It resembles a route on a map, a bend in the road, and the path between two points. The brand moves away from literal images of a car, a taxi, or a road sign and speaks to urban mobility through a trajectory. The symbol builds on the previous icon but looks less angular and works better with the wordmark.
The wordmark became tighter and friendlier. Rounded letters and soft transitions support the feeling of a ride without unnecessary pauses or sharp joins. The symbol’s horizontal line matches the height of the lowercase letters, so the mark and name work as a single unit for the app, advertising, vehicle stickers, and urban wayfinding.
Red remained the main sign of “Freenow.” In the new version, it became brighter for smartphone screens, digital interfaces, and outdoor media. The color helps the brand stand out in a dense urban environment while preserving its previous image.
The new identity presents “Freenow” as a platform for various ways to get around the city in a single app. At the same time, the connection with “Lyft” is reflected in the mark, logo, and “by Lyft” signature, while the “Freenow” name and red color are preserved.
