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Mockup of a branded Citi Bike+ van parked on the street, featuring a bold blue graphic with the phrase “Transporting the future.” promoting sustainable urban mobility.

Citi Bike+

Extending Citi Bike into a smarter way to move through the city.

Bike sharing has become an essential part of urban transportation, but the experience itself has remained largely utilitarian. While cities and riders have grown more connected and data-driven, most bike-share systems still operate at a basic level, offering limited predictability, control, or integration into daily routines.

New Studio Partners developed Citi Bike+ as a premium extension of the existing Citi Bike ecosystem, designed for riders who rely on it as part of their everyday mobility. Built around the idea “Ride Smart,” it starts from a simple belief: urban mobility should feel intelligent and responsive, adapting to the way people actually move through the city rather than asking them to work around the system.

The membership is designed around features such as predictive bike availability, ride reservations, and integrated scheduling, making spontaneous trips more reliable and intentional. Visually, the system extends the established Citi Bike identity with refinement and clarity, maintaining recognition while signaling a more advanced tier of service. A simplified mark built around the plus symbol, which also reads as a wheel and a city intersection, reflects added capability and connectivity.

Pathways

  • Expansion

Sector

  • Mobility & Transportation

Scope

  • Brand Strategy
  • Naming
  • Brand Identity
  • Logo
  • Guidelines
  • Campaigns

Partner

  • Jonathan Lin

Collaborators

  • Justin Fines

Year

  • 2024
Billboard mockup for Citi Bike+ promoting faster commute times, reading “Here to DUMBO, 38 mins* faster,” with a note indicating the comparison is to driving. Set against a clear sky on top of a concrete building.
Street-level digital kiosk ad mockup for Citi Bike+ showing a smiling man riding a blue Citi Bike with the tagline “Ride Smart.” Set in an urban area with historic architecture and pedestrians in the background.

Visual elements, including a refined palette of blues, build on Citi Bike’s established identity, ensuring immediate brand recognition while clearly signaling a premium service. The circle motif derived from the logo becomes a recurring element throughout the brand’s visual language, emphasizing motion, connectivity, and urban progress.

Large Citi Bike+ billboard mockup on a brick building displaying the message “Meet the future of urban travel” with a promotion offering 50% off the first three months, designed with a clean blue and white color scheme.
Side view of a city bus mockup featuring a Citi Bike+ advertisement with the slogan “Ride on your time” on a bold blue banner, promoting flexible commuting options.

Features like predictive bike availability, reservations, and integrated scheduling are designed to make the daily commute more predictable and easier to plan.

Mockup of the Citi Bike+ logo displayed on the top corner of a modern glass office building, featuring bold sans-serif lettering with the signature red arc above the "t".

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