NEW YORK (TheStreet) --Lyft is saying goodbye to its iconic pink mustache logo and saying hello to an in-car dashboard device called the Amp.
The previous mustache logo had come to define Lyft as a brand since 2012, but Lyft President and co-founder John Zimmer says the company is ready to take its brand to the next level.
"The pink mustache was an amazing way to launch the brand, it personified the smile and positivity that the Lyft brand is all about," Zimmer said on CNBC's "Squawk Alley" Tuesday morning. "Now we're ready to take it to the next level."
The Amp will make the car easier to find for passengers, putting an end to frantically surveying on-coming traffic for your ride, or mistakenly getting into the wrong car.
The Amp will display a specific color which will correspond to the same color on the passenger's app.
The new device will not only save time for both drivers and passengers, but will also create a more unique and enjoyable in-car experience, Zimmer noted.
"Part of our history of taking care of our drivers and passengers is creating a real-world physical experience, and putting some fun into transportation. I think that is different than an update that focuses people's attention rather than starring down at an app," Zimmer said.