Minnesota Courting Bicyclists' Billion-Dollar Business

Kelsey Campbell-Dollaghan writes for Fast Company's Co.DESIGN about the Pedal Minnesota program, "a new campaign aimed at making it easier for locals and tourists to get around by bike." The program hopes to complement the $1 billion dollar Minnesota biking industry with a barrage of new tools and services for bicyclists.

A coalition of eight partners, all public, from Minnesota DOT to several tourism boards, "approached [ad agency Colle+McVoy] about designing an identity and web platform for the alliance last year," reports Cambell-Dollaghan. "The logo reflects the good vibes--a heart-shaped frame, sandwiched between two wheels. A warm color palette, and a slogan that gives a nod to Minnesota's famed hospitality ("The Bike Friendly State"), rounds out the design... A website of neatly organized resources, like advice on commuting with kids and a searchable calendar of events and group rides, completes the web presence."

Cambell-Dollaghan highlights what is perhaps the most interesting innovation to come out of the program - 'tune-up shelters' - bus stops outfitted with multi-tools, maps, and pumps. State officials hope seemingly easy services such as these will help improve bicyclists' experiences in the state.