The Icelandic phrase "Hjólum" means "Let’s bike". It’s also the name of an organization that exists to enlarge the cycling community and increase awareness for a more environmentally friendly way to commute in Reykjavík, the capital of Iceland. The webpage can be found at www.hjólum.is.
The speech bubble is designed to create a feeling of community. The name (Hjólum.is or Let’s bike, which Karousel also created) is written in the first person (plural) imperative form, as to include the reader. The speech bubble encasing the bike looks like a car and is designed to convey that we should view our bicycle as a means of transportation. The blue color symbolizes the fresh air cyclists enjoy during their commute.
Karousel collaborated with the city of Reykjavík in designing and managing an environmental advertising campaign, where the logo was stenciled onto the streets of Reykjavík, to emphasize the environmentally friendly aspect of cycling. Also, the messaging was designed to reach people already using the sidewalks, pedestrians and bikers alike.