Road sign-inspired branding for a driving instructor

Afterhours has created a road sign-inspired identity system for driving instructor Nigel Bowen, based on the Jock Kinneir and Margaret Calvert-designed signs on UK streets.

The identity uses Kinneir and Calvert’s Transport typeface as well as the Highway Code colours. 

The accompanying suite of communications also references Bowen’s informal teaching style and the rules of the road. 

Afterhours creative partner Kelly Bennett says that Bowen is known for his “reassuring calming approach” as well as his “disarmingly friendly banter” which puts learners at ease.

An NB acronym with an arrow forms the identity and appears across applications including business cards displaying Bowen’s favourite one liners.

A branded sign-shaped compliment slip doubles up as a tyre tread measurement tool, showing drivers how much wear is left.

Letterheads and stationery follow the signage format, and a MyWay Code has also been created, which provides learners with a fold-out map of advice. 

Hide Comments (2)Show Comments (2)
  • Tim Masters November 30, -0001 at 12:00 am

    Nice work. Light-hearted, clever and relevant.

  • C G November 30, -0001 at 12:00 am

    Is the arrows direction representative of his students pass rate or ability?

    Seems an oversight to use negative symbolism for something where optimism is essential!

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