SP Bikes is an entity formed by bicycle activists who engage in political and social causes, but we didn’t want the brand to become a symbol of activism; we wanted it to be fun and playful so that it would instantly generate empathy among people.

The symbol would have to be capable of conveying several messages related to the use of bicycles. For instance, it would have to show that cycling is economical and healthy, also that it helps protect the environment and reduce trafficjams. Finally,we needed a brand that could be applied on its main communication medium: the bicycle.

We came to a final result upon realizing that we could place a series of alternating symbols and messages right on the wheels of bicycles.

Our feedback comes from the client: they say people take dozens of pictures of the NGO’s bikes around São Paulo.