Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Name, Logo, and Identity for IAM RoadSmart by Industry



Noted Jul. 7, 2016 by Armin

Industry / Non-Profit Tags /


(Est. 1956, previously Institute of Advanced Motorists) “IAM RoadSmart has a mission to make better drivers and riders in order to improve road safety, inspire confidence and make driving and riding enjoyable. It does this through a range of courses for all road users, from online assessments through to the advanced driving and riding tests. IAM RoadSmart is the trading name of all businesses operated by the UK’s largest road safety charity, the Institute of Advanced Motorists (IAM) and was formed in April 2016 combining the IAM, IAM Drive & Survive, PDS and IAM Driver Retraining Academy. The organisation has 92,000 members and campaigns on road safety on their behalf. At any one time there are over 7,000 drivers and riders actively engaged with IAM RoadSmart’s courses, from members of the public to company drivers, while our Driver Retraining Academy has helped 2,500 drivers to shorten their bans through education and support programmes.”

Design by

Industry (London, UK)

Related links

IAM RoadSmart press release

Relevant quote
The resulting new identity, IAM RoadSmart was selected as the strongest performing brand name, with a logo, descriptor and creative platform that work as a cohesive system around the core proposition: “We make better drivers and riders”. The logo is derived from a winding road with a dynamic horizon line symbolising progression and forward movement. The core brand colours change from red, associated with safety, to a bright and appealing blue and dark grey, unique in the motoring space. Brand photography captures the essence and joy of motoring from the motorist’s perspective, so the view of the road ahead, a glance in a rear view mirror or the setting of a sat nav are all captured through the eyes of the driver or rider.

Industry provided press release

Images (opinion after)
New Name, Logo, and Identity for IAM RoadSmart by Industry
Logo detail.
New Name, Logo, and Identity for IAM RoadSmart by Industry
New Name, Logo, and Identity for IAM RoadSmart by Industry
New Name, Logo, and Identity for IAM RoadSmart by Industry

The old logo was very dry and, I may be wrong, but I think the tagline underneath, is an indecently-wide scaling of Gill Sans. Even if it's not, it's ghastly. The logo could also have been for a cement company and it wouldn't have made a difference. The new logo evokes a winding road with its curvy script new wordmark that's the start of a good idea but is executed without finesse. Even though the letters are forced to connect, it's not a complete stretch that they do but this needed the touch of a master letterer to be pulled off, especially in those blobby areas where the letters join and the "M" dips. The lowercase "i" bugs me a lot, particularly when the name is spelled IAM with an uppercase "I", that the disconnect from the logo feels like the designers did one thing while the client did another and couldn't agree. The "RoadSmart" typography is not great but it's not horrible either. I mean, it's a nice typeface but it feels oddly used. The main problem might be the verbal branding of this and the naming… If the idea was for the brand to read as "I am road smart" — which makes sense mission-wise — then implementing as "IAM RoadSmart" in writing and "iAM RoadSmart" in identity is not very helpful or consistent. Or effective. This was close to being good but, yeah, it isn't. I think moving completely away from the original name of "Institute of Advanced Motorists" has stripped it off any authority appeal the organization had and now feels far too friendly.

Your opinion…

On Name


On Logo


On Application

See what else happened on Brand New each year since publication began in 2006


Share ›

Spotted Around the web

New Logo for iNaturalist

New Logo for iNaturalist
Spotted Nov. 21, 2019

Pinned Recent, Big Stories

Curated That Good Hand-drawn Feel