[code]Revisiting this because I just found a bit of ephemera -

“
3.6 Among the most successful aspects of the pilot projects was the design and use of a commonly recognisable travel information brand. Market research, carried out by the Council, supports ‘Edinburgh on Foot’ and ‘Edinburgh by Bike’ as easily understandable brand names for walking and cycling information.
3.7 This application of the Transport for Edinburgh brand concept to active travel activities is consistent with the Transport for Edinburgh business plan. Market research, carried out by the Council, recommends the use of the Transport for Edinburgh roundel (Appendix 2), to support an integrated transport concept. Development work will be undertaken in preparation for the project, in the current financial year, to provide for implementation in the spring/summer of 2015.
3.8 It is intended that a plan and programme will be agreed by the Director of Services for Communities, in consultation with the Convener, Vice Convener and Transport and Environment spokespersons. Members of the public and organisations in the Active Travel Forum will be consulted on the proposed priorities. This is consistent with the aims of the Community Empowerment (Scotland) Bill, and co-operative government.
“
https://democracy.edinburgh.gov.uk/Data/Transport%20and%20Environment%20Committee/20150113/Agenda/full_meeting_papers_-_transport_and_environment_-_130115.pdf
‘Plan’ was (apparently) for TfE to actively incorporate cycling (and walking) - not just buses and tram.
I think TfF theoretically is/was ‘responsible’ for the two bike hire schemes, but the current Voi one seems to liaise directly with CEC and not TfE. (The website https://transportforedinburgh.com hasn’t existed for a year.)
I suspect almost nothing happened over past 10 years to learn from/develop anything learned through SCSP.

(That link doesn’t work, info now at https://www.edinburgh.gov.uk/cycling-walking-projects-1 )