If Lyft, the ride-sharing service, were a person, I would grab him by the shoulders and shake him while yelling: “What the heck is wrong with you! Pull yourself together!”

Right now, Lyft is being presented with a rare opportunity that it seems to be completely squandering. As its Goliath-esque competitor, Uber, has made several ethical lapses, customers are seeking a moral alternative, and Lyft seems to fit the bill. But there’s a problem: Lyft’s cutesy branding is a major turnoff for those who may otherwise make the leap.

Let’s start with the icon for its mobile app: a cartoonish pink balloon. Think about this for a moment. A company trying to compete with slick Uber, and an entrenched and querulous taxi industry, has a pink balloon for its app logo. When I see pink balloons, I think of my 6-year-old niece, not multibillion-dollar car services.

Moving along, there’s the fuzzy pink mustache that hangs off the front of Lyft cars like zits on a teenager’s face. I get the idea from a practical standpoint: The mustache makes it easy to recognize the car picking you up. But like communism, the pink mustache make sense on paper, less so in real life. If the driver can’t find you (or vice-versa), you can use this thing called a cellphone to call each other.