Ride-sharing service Lyft has decided to rebrand itself by shaving off its pink mustache in order to boost business.
Until now, Lyft drivers have put giant, fuzzy pink mustaches on the front grille of their vehicles to indicate to their next customer that they're a Lyft driver. Drivers will now be given a "glowstache" the size of a banana to attach to their dashboard with magnets, according to Wired.
As you might have guessed, the device is designed to glow in the dark to help customers find their ride no matter what time it is. The glowstaches will start being sent out to drivers starting at the end of January.
Ammunition, the company that helped design the Beats by Dre headphones, also helped Lyft think of a way to rebrand its mustache last year.
"When you see it now, you probably think it seems obvious. But it's actually challenging from a design perspective." Robert Brunner, Ammunition's founder, said to Wired. "Trying to productize an identity-turning any identity into an object that has function is not an easy thing to do. And in a way, we were maturing the icon, but we didn't want to mature it. So that's real tricky."
There have been signs that Lyft was considering a change. The company introduced a new email campaign to customers back in November, citing a surge in growth. The email campaign was created to answer questions about the service.
The original furry mustache, more commonly known as the "carstache," dates back to 2010, or two full years before Lyft existed.
Lyft's creative direction Jesse McMillin said to Wired that the pink mustache was popular, but not with everyone.
"People were either like, 'I love it,' or 'I never want to get in a car like that,'" he said.
Lyft co-founder and President John Zimmer said to Wired that it was important that the new glowstahce be convenient, more modern and acceptable for everyone.
So what do you think of the change? Is it a big deal or not so much?