Surrey RoadSafe

Surrey RoadSafe

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Design Inc are proud to have devised & delivered the brand collateral for Surrey RoadSafe. This has included the brand identity, OOH advertising campaign, social media animations as well as the website graphics.

Surrey RoadSafe, formerly Drive SMART, is the road safety partnership of four public sector organisations: Surrey Police, Surrey County Council, Surrey Fire & Rescue Service and National Highways. All working to reduce the number of road casualties in Surrey.


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Surrey RoadSafe brand identity, brand logo

The Challenge

As a surrey branding agency, we were delighted to take on this challenge, which was to devise and establish a new brand identity for the partnership. The client requested one which would be memorable, instantly recognisable as well as being more inclusive and engaging to all road users not just the driver. And, by doing so, the partnership would be in a better position to educate more about road safety and the part everyone can play in the drive towards reducing those killed and seriously injured on the roads of Surrey.

The partnership listed six core types of user: driver (personal), driver (business), motorcyclist, cyclist, horse rider and pedestrian.

Surrey RoadSafe bus advertising

The Solution

Our solution was to create a colourful brand logo which incorporated each of the six types of road user.
In order to reduce the ‘clutter’, we created simple silhouettes, each inspired from existing road traffic signs. Each silhouette was styled within its own individually coloured box and positioned to be coming into shot from the left hand edge.

Once all boxes were designed, they were brought them all together in a 3×2 rectangle and positioned to the left of the brand name which itself was designed to be clear bold, and memorable. As such, we amalgamated the two words ‘Road’ and ‘Safe’ to create the new word ‘RoadSafe’.

Surrey RoadSafe animnation

The Outcome

Not only did we establish the new colourful brand logo for general messaging but each square was set up and supplied to the client to be used when their own marketing called for direct comms focused on an individual user type. Furthermore, reverse (white-out) versions of the logo suite have also been provided.

The brand totally hit the brief and has been in use since Q2 2022.

The illustration style graphics subsequently provided the inspiration for other comms including Surrey RoadSafe’s Winter 2022 OOH advertising campaign which appeared on the side of the buses covering twenty bus routes throughout the country.
The advertising was updated for the 2023 campaign which included animations appearing on various social media platforms.

And finally, in early 2024, the Surrey RoadSafe website was launched. Design Inc are proud to have been involved with the creation of all illustration graphics within.

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Design Inc is a full-service digital marketing agency specialising in strategic creative communications.