Lymo is comes from the Lyft-Waymo Partnership, to bring users the experience of self-driving cars. 

Lyft has a strong public image, and distribution with several million rides completed per month. However, they don't have any strong ready-to-market technology in the self-driving space. 

Common key words associated with Lyft are "Trust", "fun", "rebel", "thoughtful".

Waymo has self-driving technology already in place, but does not have the brand recognition that Lyft or Uber has. Investing in brand building would be a very capital intensive process. 

Common key words associated with Lyft are "Safety", "futuristic", "smart", "playful".

Apart from the strong brand synergy, Lyft's brand recognition and distribution and Waymo's Self-driving Technology would help make a strong partnership.

I wanted Lymo to be a lifestyle brand. We're looking at a future where most human-driven or human-owned cars are non-existent. People use cars as they would use clothing - based on different events, needs or days. I've tried in my design to portray that lifestyle like branding for Lymo.

Presentation​​​​​​​

Initial ideation looking at different starting points for logo.

Based on popular feedback, selected the 2nd design from above to refine further. 

In version 2, Comments I got included - M being too large, y not in alignment and L too short.

There were still issues with Letter M being too big, and O too slanted. Letter y was still not aligned well. As for the alternative marks, feedback received was not positive and did not sync with the overall brand feel. 

In Version 3, I've reduced the length of Y so that the height is the same as the other characters. I've shortened the width of M a little and slanted O a bit and reduced its width.

For the alternative marks, I went back to the original idea of showing an abstract version of cars on the road.

There were still issues with Letter M being too big, and O too slanted. Another feedback was regarding the app screens being out-of-flow. It feels as if Lymo was fit-in to the current app design. 

For version 4, I reduced the width of M and reduced the slant on O. The blue logo on the left is the version 3, and the one in black below is version 4.

For the app screen, I've decided to not ask the users input wether they want self driving or human driven. Instead, they get all the available choices in the route they want to take.