Industry
Highway Engineering
Services
Brand Strategy
Brand Identity
Digital Design
Signage
Trust through visibility
Saferoad, a leading supplier that advances road safety and steel solutions across Europe, has a rich history spanning 100+ years in the industry. Knowit Experience's strategic input has created a more defined company strategy and established a unique position in the market. Integrating various specialist environments and smaller companies under one brand was crucial to this process. A modern and unifying identity provides a flexible platform for future growth, sparking excitement and optimism.
01
02
03
04
Trustworthy, robust and safe
Saferoad's visual identity powerfully represents the company's core values: Trustworthy, Robust, and Safe. This is achieved through a uniquely designed typeface based on distinctive, solid shapes, referencing the industry, the segment, road safety and signage.
05
06
07
09
10
Design system
Components for the identity have been developed for everything from product and vehicle labelling to animation, web design, and a digital toolkit. The examples in this case study are from the exploration phase.
11
12
13
Rooted in traffic and safety symbolism
The typography's angular expression is consistent across all profile elements, creating a recognisable visual language rooted in traffic and safety symbolism. Using fluorescent yellow, derived from safety equipment, further instils trust through visibility.
14
"Our new visual identity isn't just about changing logos or colours. It's about showing the world how we've evolved while staying true to what we've always been about. Think of it like a new coat of paint on a trusted vehicle – fresh, yet familiar."
Saferoad