(Est. 2017) “Motorway is reinventing how cars are bought and sold online. Our mission is to bring the car industry into the 21st century through ground-breaking products and best in class technology. In July 2017 we launched the UK’s first comparison website for selling your car. With a few taps, customers can compare instant offers from online car buyers and dealers, select their best offer and sell fast. We have helped thousands of people value and sell their car already, and this is just the beginning. We are a small team of experienced entrepreneurs and engineers who are passionate about creating amazing user experiences and profitable, high-scale businesses. Join us and be part of something big.”
The new design was developed in collaboration with Koto and is inspired by the iconic and enduring UK road signage system designed by Jock Kinneir and Margaret Calvert, first introduced in 1958 as the signage for the UK’s first motorway.
This signage system was groundbreaking in completely rejecting and replacing all road signs that came before, bringing with it a clarity and simplicity that had never been seen before by British motorists. It’s this futuristic, pioneering spirit that we hope to embody at Motorway as we seek to revolutionise the way we buy and sell cars.
In creating the Motorway identity, Koto took the Transport font used on road signs and elements such as the chevron, combining them with a modern, digital colour palette, photography and illustration.
Our in-house design team then developed these concepts and guidelines into a design system and component library that is now used across all of Motorway’s products.
Images (opinion after)
The old logo was like a bad rendition of Billboard’s old (and even new) logo in a less interesting typeface spaced too loose. The new logo, in a bolder sans serif, has a more confident look and the chevron-“y” device gives a distinct, recognizable trait. I’m not sure of the dot was the best way to go to complete the “y” as it doesn’t relate visually with the type or the hard angles repeated in the use of the chevron throughout the identity. Yet, it’s a clever way to introduce the main element, which is then used in different ways in application and, other than the ads where it’s used as a pattern, it doesn’t feel overly repetitive. The flat-ad-images show a nice range of uses to frame the layout or highlight an illustration or divide content areas. The illustrations used are cool on their own but I’m not sure if they fit in this identity — it’s like the typography and chevrons are doing one thing and the illustrations a whole other thing. The intention to build on the road signage system is interesting and the use of New Transport provides a relatively funky element to build on but, overall, this seems caught between wanting to be cool and different and being yet another online car shopping service.