• Transform magazine
  • May 24, 2019

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City cycling

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A new identity for Bike New York combines street culture with inclusive imagery.

The non-profit is the city’s advocate for cycling as a preferred means of transportation. The brand refresh by Pentagram, a design firm, seeks to engage the local citizen ahead of substantial growth in New York’s network of bike lanes.

Pentagram partner, Emily Oberman, says, “Biking in New York could seem a little scary or dangerous. But in the past few years it’s become something anyone can do, and the city has adapted nicely. Bike New York has been instrumental in this transition. We wanted the identity to have a spirit of inclusiveness, but with a street culture edge.”

The new logo is inspired by the simple visual icons of street signage, it incorporates ‘NY’ into the frame of a stencilled bike shape. A bold font and a colour palette inspired by New York’s bike lanes and roads add modernity and clarity. Accompanying photography tells a story and puts New York’s people at the centre of the initiative. The new identity will be rolled out across a website, cycling guides and other collateral, including bike gear and clothing.

Bike New York provides free education programmes including free bicycle classes and lessons in related topics like bike maintenance, commuting, and how to buy a bike. Funding is raised through bike race events such as the TD Five Boro Bike Tour and Bike Expo New York.