Cycle London – Bike Hire Scheme

(University project)

Brief set by the creative studio VBAT, for D&AD to re-brand the identity of local bike hire scheme in London. My challenge will be to demonstrating how the new identity will encourage users to hire bikes and how I can capture the type of experience a person can get using this service.

Introduction

To create a new identity for a bike hire scheme, developing a logo, bike wrap, advertisement mockups and an app prototype. Based on my research, my findings will reflect on this in the design work and incorporating the positive and effective elements which will benefit the bike service.

Tha proposal

Target audience

The ideal customer will a user of 16+ that is able to download the app and ride a bicycle, the user who may be a local to London or a tourist of the city can find new routes and further explore what the city has to offer.

Colour Scheme

When it came to choosing colours I focused on how the colours can be a contrast between the city buildings and traffic. The cool shades of green stand out from the greys of the building and are bright enough for the bike to be noticed when cycling around the busy streets of the city.
I picked a bright red as a contrast colour to the three green shades.

Logo and design elements

Identity elements such as the pattern and map created using the set colour scheme, using these elements as an inspiration to the look and feel of the final logo design.

Taking the logo design further by seeing if it still as effective in black and white.

Way-finding – Street map

An example of a route through Hyde Park, with the start and end points. It also highlights areas which are great for photos along the route.

This map is example of how the routes will be presented. Highlighting clearly the starting and finishing point as well as the optional photo opportunity spots along the way.

Way-finding – Lamp post signage

A navigation system of a way-finding system for a selection of routes in an area of London. The main network and the final stop on the route. There are details on where are the next docking station for the bike, the photo opportunity spot which could be a historic site or a visually creative space. It also provides information on bike lanes, ensuring that the cyclist is practicing safe cycling on the roads.

Mockup Designs

Bus stop mock up, aimed at people using public transport

High Street mockup ad, promoting the bike app service

Mock up of a flag which can be used to direct cyclist to a docking station and for advertisement.

App screen mockups

Created in Adobe XD

The app was design to be used for hire of bikes and more information on the service. The target audience come from all backgrounds , so the app needs to be easy to use and navigate throughout. I used the pieces of design work which was made earlier, this way the branding is constant and the same throughout and can be easier to identity by users.