FLOCK is the concept for a city-run bike share program for Ghent, Belgium.
Ghent has the largest designated cyclist area in Europe at 700 square kilometers of cycling paths, and more than 700 one-way streets that allow cyclists to ride against the flow of traffic. In 2017, traffic circulation patterns were changed city-wide within one weekend to favor cyclists, and the car-free zone was expanded twofold.
This project proposes a city-run public bikeshare brand focusing on tourists as the main consumer. For how popular bicycle travel around the city is, there is a vacuum for quick and easy to use public bike rental for tourists who most likely do not have access to their own bike while visiting.
I began by establishing defining the city of Ghent by doing research and coming up with important terms and collecting important elements of the city.
From there, the naming process started. Time and consideration was put into picking the name for FLOCK. The name ended up being an innuendo, representing the history of the city as a wool exporter, a reference to the flocks of bikers within the city, as well as a reference to the people of Ghent as a flock of their own.
The identity, the sheep's head was also explored. I played with illustrations of the sheep in various angles until deciding to subtract the portrait of the sheep down to identifying features and shapes.
Thus, the final identity was born. The blue color, which I have called Ghent Blue, was pulled from the city's own tourism branding in order to represent that the service is one for the public, especially tourists, run by the city
Various applications and mockups were created to showcase the brand identity in context.
FLOCK App Intro Splash Animation
