Since July 2010, certain corners of London have become home to a new form of public transport—bicycles for hire. Along with the Transport for London roundel logo in the bikes' livery is the bright blue logo of Barclays, the bank that has sponsored the scheme.
So while the scheme is getting more Londoners to use a new form of public transport, it is also an example of how corporate philanthropy is penetrating further into the services that contribute to city liveability. Users sign up for membership, pay a membership fee and can then pick up and deposit the bikes at docking stations around the city; journeys of less than 30 minutes are free of charge. Visitors can also buy casual access. Since the scheme was launched, more than 2m journeys have been made on the bikes, while some 100,000 or more members have signed up to use the service.