After nine months of being in?operation, the Blue Cross Blue Shield Tower (BCBS) at the north end of

We love our city of?Chicago. The place, the people, the get-it-done attitude. We were inspired by the

Within weeks after the launch Divvy became an integral part of the Chicago landscape with such phrase

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Just three weeks after it launch, Divvy was the busiest bike-sharing system in the world. Six months

The Divvy bikeshare program was operational and?installed across Chicago two months after the project

The concept of Divvy was born out of understanding?the people and the City of Chicago. Divvy speaks t

The brand is approachable and simple, yet speaks directly to its purpose and its ability to empower r

Photo by @saveriotruglia saveriotruglia.comDivvy—as a name, a brand, and a system—was immediately ado

At the site of seeing the Divvy?station headers we realized that we were watching our city's?newest t

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Durring the two months of production and installation our vendors began sharing behind the scenes pho

We explored a range of color options.?The Pantone 298c?light blue became the perfect choice as it hon

The final direction made Divvy feel?like a part of the city. The double Vs in the logo refer to the s

Once?the bicycle-share program would be in?operation across the city, the Divvy brand would appear on

While developing?the proposed?identities and their systems?we?focused on the?presence, balancing?resp

Once the final name was approved, design began.?We pursued a variety of directions, often starting wi

The final name, dubbed Divvy, reflects the shared nature of the service. It's was chosen not only for

Through several rounds of research and exploration, we learned that Chicagoans and tourists alike des

Visiting numerous Chicago subway stations we spoke with over sixty?commuters about their perceptions

The process was one of inclusive collaboration.?Together,?designers and clients would meet?to conduct

Naming and brand development was approached with a human centered focus?to gain an understanding of t

Maintaining a keen eye?towards type and developing a branding system that utilized the the brandmark

We wanted this project to honor the great civic?pride in the people of Chicago. In the identity we do

Constructed with right angles and geometric curves, the identity is built upon?the grid that defines?

The brand we created is?Divvy, equal parts entity and state of mind. Divvy is Chicago’s forward-think

Photo by @saveriotruglia saveriotruglia.com

Photo by @saveriotruglia saveriotruglia.com

Photo by?@saveriotruglia?saveriotruglia.comIn the?beginning?the project was called Chicago's Bicycle

The?City of Chicago + Alta Bicycle Share was looking to develop a Chicago-centric bicycle brand that