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Bike sharing has been around for decades, but stolen and damaged bikes and plagued payment systems, have hindered the growth of the programs. With the introduction of new technologies (electronic kiosks, Web-based membership and payment plans and the ability to track bicycles) and the large community of cyclists in the Twin Cities, bike sharing was a natural fit. After receiving a $1.75 million grant from Bike Walk Twin Cities, the Minneapolis Bike Share Program, turned to Duffy & Partners to develop a name, brand strategy and all design-related elements for one of the first bicycle share programs in the United States—Nice Ride Minnesota. The name pays homage to the cultural reference “Minnesota Nice,” while also capturing the “nice” traits of the program: it’s a nice way to get around town, it’s a nice way to be green and nice is already part of the biking culture vernacular, as in “Hey, nice ride!” The identity will be on the station kiosks, bikes, banners, T-shirts, a Web site and all collateral including letterhead and presentation materials.
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