Virgin Bikes rides with logo

On-line retailer Virgin Cars moved into selling bikes and scooters last week with the launch of Virgin Bikes, branded by Viadynamics with a visual identity by Ashleycarter Design.

Viadynamics has been involved in Virgin Bikes since April, advising on positioning, strategy, communications and branding. It created the initial on-line service, which is designed to build brand awareness and gather data, and will also support the development for the full transactional site to be launched later this summer.

The group was appointed following its work on Virgin Cars when Paul McWhinnie was seconded from Viadynamics in December 1999 to become acting marketing director at Virgin Cars.

Ashleycarter Design also created the corporate identity for the Virgin Bikes brand.