Design Distillery takes to the road

London consultancy Design Distillery has been appointed by the World Bank to create a corporate identity for the newly-established Global Road Safety Partnership.

The consultancy won the project after beating design groups from Switzerland and Italy.

Design Distillery will roll out the new identity by the end of this year. It will also create support literature and other related material over the following 12 months.

“We are currently drawing up concepts for the identity and it will be ready in October,” says Design Distillery managing director Leslie Millard.

The GRSP secretariat is based at the headquarters of the International Federation of Red Cross and Red Crescent societies in Geneva. It was established in January 1999 to combat the alarming number of deaths and injuries on the roads each year.

Worldwide, over a million people die and ten million are injured in road accidents annually. More than 70 per cent of these casualties occur as a result of accidents in the developing world, with the poor and young being particularly vulnerable.

“The initiative aims to bring necessary expertise and resources together to assist the developing world in addressing the devastating effects, in both human and economic terms, of road accidents,” adds Millard.