A D&AD challenge… Providing the local people of Helsinki with a way of dealing with the darkness and staying safe during this time of year with a glow in the dark bike hire share system.
brand identity | ambient media | product design
Helping you Glow Up & glow in the dark, making you noticeable & the dark accessible.
FUN | RELIABLE | ENCOURAGING | BOLD | INNOVATIVE | INCLUSIVE
mission statement | tagline | brand values
THE BIKES & AMBIENT MEDIA
The bike is designed to be functional in both daylight and darkness with the use of LumiLor, a rechargeable electric glow paint allowing the bikes to glow in the dark. Each bike features a white front and red rear wheel mimicking a cars lighting, along with a glowing red suspension spring highlighting the rear, and glowing handlebars to ensure and enhance visibility from various angles.
The docking stand features Pulsar's animated logo, designed to appear as if it's floating, resembling the moon. The dock's design incorporates a section of the logo on the panels, creating the idea of the entire logo being formed from the glowing wheel.
Glow in the dark elements are a consistent feature of the Pulsar brand, serving as a means of connecting way-finding posters, signs, docks, and bikes. The choice of copy on the poster depends on the paired visual – when a bike is depicted, the word 'bike' is omitted in the copy, and vice versa, simplifying the concept of glowing in the dark.
To enhance safety and visibility, glowing bike lanes and signs were developed. Unlike traditional bike lanes and signs, these utilize the brand's glow line detail, with signs incorporating the glow lines to create arrows indicating cycling directions.
aspiration visual brand driver
made from light painting
hand rendered type formed with light painting
represents contrast, sun/moon and glow
The Pulsar logo combines three concepts: contrast, sun/moon, and glow. It emphasizes the idea of glow through light painting photography, using the circular sun/moon form and contrasting light and dark with brush strokes. The hand-rendered type complements this, creating a free-flowing representation of how light and glow form naturally.