Method and apparatus to dynamically identify a vehicle

Embodiments include the use of on-vehicle or in-vehicle dynamically projected or displayed identification data (e.g., names, brand names, pictures, ID codes, bar codes, etc.) that a person outside of the vehicle can see. The projection or display of the identification data can be presented when the vehicle is near the location of the intended passenger (e.g., determined via GPS data, by location of Bluetooth signals or WiFi signals, or other). The identification data may be interpretable by humans and/or can be encoded into patterns that a smartphone app or other electronic device can decode.