Location, giration, rotation
OK, so the name 'Divvy' might not translate so well this side of the pond, but what a fantastic, streetwise identity for Chicago's bicycle share programme this is.
Brand engagement built-in
In London our share scheme cycles are known colloquially as 'Boris bikes', named after the somewhat irreverent London Mayor. But the bikes themselves are plastered with sponsors' branding - currently Barclays bank. This means the bike scheme has no discernible identity of its own, which in turn makes them hard to love – especially if you're no fan of Boris Johnson.
But in Chicago they've developed a name and branding that creates the opportunity for people to really connect with, and maybe even love, the scheme.