Brief
Active Travel England is an agency set up by the government to increase the number of local journeys being walked, wheeled or cycled. They asked us to create a vibrant brand identity, using their existing government style logo and the DfT colour palette, that would show active travel in a positive light, while also being practical and easy to use. 

Solution
I devised a modular graphic system inspired by city grids. The interconnecting paths and roads are in bright and energetic colours, indicating the joy of active travel, as well as having an urban feel to them. A neon version of each of DfT’s existing colours were added to the brand palette. All the paths are connected, reflecting Active Travel England’s key aim of continuous and connected routes. The icon style follows this same design logic. The modular system means there is lots of opportunity for variety in layouts, whether using one image, multiple images or a graphic only approach. We created a full set of guidelines for the new brand, as well as a variety of assets and templates.