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New Logo and Identity for Oslo Bysykkel by Heydays

New

Reviewed Apr. 18, 2016 by Armin

Industry / Transportation Tags /

First launched in 2003, Oslo Bysykkel (Oslo City Bikes) is a bike sharing system in Olso, Norway, originally implemented by Clear Channel Norway AS with around 1,000 bikes in 100 stations. This month, the system is being completely relaunched with Urban Infrastructure Partner managing it on behalf of Clear Channel, based on technology from ShareBike, and new bikes designed by Frost Produkt. The system will expand to 3,000 bicycles and 300 stations, with a third of them being placed between “Ring 2” and “Ring 3” of the city — “Ring 1” being the main city area. The new identity for Oslo Bysykkel has been designed by local firm Heydays.

Our solution is centered around the simple abstraction of a bike/face. A simple identity that acts both static on the bikes but also dynamically in the app or on the racks. A friendly character that guides you through the service, with a bit of a personality. It tells you if something is wrong, looks for new bikers when idling on the rack or whises you a good day after ending your city bike ride.

Heydays provided text

Logo expressions, animated.
New Logo and Identity for Oslo Bysykkel by Heydays
Logo expressions.

I’m posting this as a “New” logo instead of a “Before/After” in part because this is meant to be a reboot and in part because there is no clear old logo for it, which is all for the better because what little there was of a hint of a logo wasn’t anything memorable. The new logo will turn that frown on your face upside down with an abstract bike that doubles as a face with a surprising amount of personality. As a representation of a bike, the four elements in the logo are as simple as you could push it before being completely useless and as the representation of a face, I love how the handle bar turns into a raised eyebrow and the eyes are big and excited. In either interpretation, the logo is fun, simple, and effective.

New Logo and Identity for Oslo Bysykkel by Heydays
App concept sketches.
New Logo and Identity for Oslo Bysykkel by Heydays
New Logo and Identity for Oslo Bysykkel by Heydays
Installing racks and bikes.
New Logo and Identity for Oslo Bysykkel by Heydays
Bike.
New Logo and Identity for Oslo Bysykkel by Heydays
Bike detail.
New Logo and Identity for Oslo Bysykkel by Heydays
Bike stand.
New Logo and Identity for Oslo Bysykkel by Heydays
Kiosk.
Kiosk, animated.
New Logo and Identity for Oslo Bysykkel by Heydays
Old/existing bike racks. Photo taken by yours truly last October. (See? No logo.)

The new bikes have a brighter shade than the older models so that alone serves as an efficient branding element as there is not a lot of room to place the logo, which sits near the handles and looks nicely minimal (mostly out of necessity and space restrictions). The pictures of the new bikes show a pristine white space on the back wheel but that will eventually have advertising like the image directly above — a necessary evil that will take away the niceness. Overall, the logo, bikes, and kiosk system have a friendly and upbeat attitude that provide an appropriate spin on the happy-face-as-logo device in a way that makes sense and fits the service.

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