Nice Ride Minnesota Kicks Things Into Gear

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The idea: Municipal bike-sharing programs—read: the installation of free or low-cost cycles that residents can check out at kiosks and ride around town—are about as “European” as, well, the euro. Especially in an era when underinsured Americans have been persuaded to think a decent healthcare system is a spoonful of spooky Socialism. Minneapolis will be among the first U.S. metros to install a public bikes program. To build buzz, the city hired local design firm Duffy & Partners to create the brand identity: everything from the program’s name to the strategy and all design-related elements.

The pitch: “They came to us and said, ‘We have this great idea and we’re going to look for major sponsors, but in order to do that, we’d really like to brand it,’” agency chairman/design guru Joe Duffy said of his pro bono assignment.

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