Motorway update hopes to speed brand from disruptor to leader

As the fastest-growing used car marketplace in the UK, Motorway needed a new identity capable of matching its future ambitions. It turned to global design and creative studio Otherway, along with TwentyFirstCenturyBrand and Uncommon, to reimagine the brand based around the idea ‘Every Mile of the Journey’.

With the original brand design having been inspired by the works of typographer Margaret Calvert, who designed British road signage, Otherway was guided by her principle of ‘Simplify to Communicate’.

Key to the new brand is its reimagined wordmark, which incorporates a forward-facing chevron that intersects through the ‘y’. Along with bringing greater impact and presence, the design also aims to represent Motorway’s focus on progress. As a means of evoking professionalism and warmth, other typographic alterations involve the pairing of clean and legible font New Transport and new sans serif typeface Reckless.

Ben Lewin, design partner at Otherway, says, “Motorway has revolutionised the car-selling process, making it effortless and stress-free. Our goal was to elevate the brand to reflect that innovation, creating something more streamlined, confident and joyful. The result is a bold new identity that reflects Motorway’s position as a category-defining leader.”

Other changes to the Motorway brand include moving away from a stark yellow towards a softer colour, adding playful 3D ‘Motormoji’ icons and crafting confident, jargon-free tone of voice principles.

Naomi Walkland, CMO at Motorway, adds, “Motorway was founded on the desire to build a better car market for everyone, and this latest brand evolution will give our customers the confidence that we are here to support them with a seamless process at every mile of the journey, whether they are selling their car or investing in used-stock for their business.”