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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.

Client

City of Chicago, IDEO

Industry

Public Sector

Services

Divvy Rider Photo
Divvy Bike for Chicago Department Of Transportation
Divvy Rider Photo

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 Brainstorming Sessions
Divvy Brainstorming Sessions
Divvy Brainstorming Sessions
Divvy Brainstorming Sessions
Divvy Brainstorming Sessions
Divvy Brainstorming Sessions

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 a street symbol used worldwide to demarcate bike lanes.”

Divvy Stationary System

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.

Divvy Bike Detail
Divvy Street Signage
Divvy Kiosk
Divvy Van and Decal
Divvy Logo System
Divvy Complete Brand System

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 Bike Production
Divvy Street Signage
Divvy Docks
Divvy Docks

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 Chicago Street Shot
Divvy Rider Photo
Divvy Launch Photo

“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.”

  • 2017–18

    3.5 million rides taken on Divvy bikes

  • 2021

    Divvy will expand to all 50 Chicago wards

  • 608

    Divvy stations citywide as of September 2019

  • +15M

    More than 15 million rides in 6 years