I was assigned to rebrand Bike Share Toronto. Bike Share provides access to bicycles for people of Toronto as a green friendly commuting alternative in downtown Toronto. Bike Share formerly used to be owned by Bixi from 2008 until 2014, when it was taken over by Motivate. The entire brand system was renewed on April 1, 2014, however, their brand visual system is not strong enough to enhance the bicycle culture in Toronto. Especially as more bike lanes are added to Toronto, we need a strong fresh brand identity.
Problems faced by bicycle owners in an urban downtown core include, theft, lack of infrastructure such as bike lanes and parking, but also a lack of storage especially as the living spaces. Bike Share Toronto’s main objective is to allow people living and visiting downtown Toronto to use a bicycle without having to sacrifice living space and providing peace of mind.
They cater to any age group from children to elder people; however, their core users are adults approximately between their 20’s to late 40’s. The new logo of Bike Share Toronto adapted modern clean sans serif font to convey the new fresh brand image at the same time, being readable and identified in a distance. The icon of “B” shape also has elements of the curvey street bikes.