Work

Divvy

Introducing the World's Friendliest Bike Share

We love Chicago—the place, the people, the get-it-done attitude. So of course we were thrilled when IDEO wanted to partner with us to name and brand Chicago’s newest transportation system, a city-wide bike sharing program.

We had just three months(!) to develop a complete brand and visual identity for Divvy Bikes, but with all hands on deck, we completed the intensive research and design process on time and in style.

Divvy Chicago's Bike Share

Divvy Bike for Chicago Department Of Transportation

Divvy Rider Photo

Divvy Rider Photo

I.

Research & Naming

After early brainstorming sessions, we hit the streets with 26 potential names, visiting CTA stations to poll commuters about their thoughts on biking in the city. We quickly found that Chicagoans and tourists, seasoned cyclists and newbies alike valued many of the same things: safety, convenience, spontaneity and joy. These conversations also helped us narrow down our list to five names.

Eventually, inevitably, we arrived at Divvy—it's concise, memorable and downright fun to say, an easy addition to our city's vernacular. 

"Do you Divvy?"

Divvy Research CTA Surveys

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

Divvy Research CTA Surveys

Divvy Research CTA Surveys

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

Divvy Brainstorming Sessions

II.

Brand & Identity

With a name approved, we began designing the identity system, starting with the logo. Given what we learned from our initial research, we knew the Divvy brand had to feel practical yet fun, safe yet stylish, and undeniably Chicago.

We developed a custom logotype around the double-V ligature, a typographic glyph used to indicate motion, and—wouldn’t you know it—a street symbol used worldwide to demarcate bike lanes. Each letter is built using right angles and geometric curves, a nod to Chicago’s infamous grid, though we did soften and smooth out the edges. The logotype alone conveys comfort and familiarity, but the system as a whole takes Divvy to a new level of urban distinction.

Though Chicago blue comes in a range of hues, Pantone 298c was the perfect shade—vibrant and visible even at night. We also incorporated a row of the city's iconic six-pointed stars, modified to match the system's geometry.

Finally, we created an uber-intuitive set of system icons and a comprehensive brand standards guide covering over 40 touchpoints, from bikes and docking stations to apparel and web. 

Divvy Logo System

Divvy Complete Brand System

Divvy Bike Detail

Divvy Stationary System

Divvy Bike Production

Divvy Docks

Divvy Docks

Divvy Street Signage

Divvy Street Signage

Divvy Lauch Photo

Divvy Bike

Divvy Kiosk

Divvy Van and Decal

III.

Impact

Within three weeks, Divvy was the busiest bike share in the world. Launched with 750 bikes at 75 stations, by 2015, Chicago had 4,760 bikes at 476 stations.

Divvy now lives across the city, a part of our cultural fabric. It’s democratic, engaging and empowering, paving the way for new riders every day.

Divvy Chicago Street Shot

Divvy Rider Photo

Divvy Launch Photo