Duffy & Partners Creates Brand Identity for Twin Cities Bike Share Program
Nice Ride Minnesota will be among the first of its kind in the country

MINNEAPOLIS, (June 16, 2009) — Duffy & Partners, the internationally recognized branding and design firm, along with Bike Walk Twin Cities, today announce one of the first bike share programs in the nation – Nice Ride Minnesota.

The Minneapolis Bike Share Program, which received a $1.75 million grant from Bike Walk Twin Cities to implement one of the first bike share programs in the United States, turned to Duffy & Partners to name and brand the program, as well as design the brand language for all design-related elements.

“We are always looking for opportunities to contribute to the enrichment of our community and to promote smart environmental solutions,” says Joe Duffy, chairman and principal of Duffy & Partners. “As proponents of healthy, active living, we are very excited to get to work on projects that share our passion.”

Duffy & Partners designs will be featured on the station kiosks, bicycles, banners, t-shirts, Web site design and all business materials for the Nice Ride system, including letterhead and presentation materials. It was clear that all designed aspects of the system deserved a breakthrough design for a breakthrough idea, like a 21st century bike share program.

“This is a huge opportunity to do great design for a project that will change how people in the Twin Cities commute,” added Duffy. “Since these kiosks and bikes will be seen all over the Twin Cities, it was important to create a brand identity that people would not only immediately recognize, but embrace. We want as many people using Nice Ride bikes as possible.”

Of course, the name had to click as well. Duffy adds, “We feel that the ‘Nice Ride’ name delivers on the cordial reputation of Minnesotans, while also delivering on the ‘nice’ traits of the program. It’s a nice way to get around town, it’s a nice way to be green, and it’s already part of the
biking culture vernacular, as in ‘hey, nice ride!’”

Bike sharing has been around for decades, but stolen or damaged bikes, along with plagued payment systems, have hindered the growth of such programs. With the introduction of new technologies like electronic kiosks, Web-based membership and payment plans, and the ability to track bicycle whereabouts, it was only natural for the Twin Cities to move forward in implementing a project like this for area residents.

“We immediately knew we wanted Joe Duffy and his team involved in creating
the identity for Nice Ride Minnesota,” said Bill Dossett, principal consultant
for the Twin Cities bike share initiative and a City of Lakes Nordic Ski
Foundation organizer. “Duffy & Partners has a unique sense for city events and
culture, as was proven in the identity they created for The City of Lakes
Loppet, an annual cross-country ski festival around Minneapolis lakes. Duffy’s
experience, coupled with their hometown passion, made for an inspiring, creative
partnership.”

Along with branding Nice Ride Minnesota, Duffy & Partners is also committed to
seeing the growth and success of the program into the future, with members of
the company volunteering their time at Nice Ride Minnesota promotional events.
Joseph Duffy, designer at Duffy & Partners, also volunteers his time as a board
member of Nice Ride Minnesota.

Initially, the system will launch phase one with 1,000 bicycles in 75 kiosks
around downtown Minneapolis, Uptown and the University of Minnesota. Service
will eventually expand to St. Paul and other high-density neighborhoods around
the Twin Cities. Phase one is expected to go live in spring 2010.

About Duffy & Partners
Duffy & Partners is committed to deliver design to enrich everyday life.
Celebrating 25 years of award-winning work this year, Duffy & Partners’
efforts spans many design disciplines including corporate identity, brand
identity, packaging design, new media, and environmental design. Clients have
included, among others: American Eagle Outfitters, Aveda, Coca-Cola,
Brown-Forman, Jack in the Box, Sony, Susan G. Komen for the Cure, The Islands of
the Bahamas, Thymes, Toyota and Whole Foods. Additional information can be found
at www.duffy.com