Sign of the Times

April 2015

Purpose were recently invited by NB Studio, Spring Chicken and Michael Wolff to take part in a competition entitled ‘Sign of the Times’. The brief was to redesign and update the famous ‘eldery people’ road sign, one that paints a more positive image of Britain’s older community.

In recent months the UK press have stated that the current sign gives a derogatory and out-of-touch impression that implies both frailty and disability, so as part of the design community NB and the team felt it high time that we all respond.

Designers from around the world sent through their ideas, some serious, some playful, and you can vote for your favourite here:

Sign of the times Sign of the times

Plans are well underway for an exhibition, publication and to lobby the UK’s Department for Transport into updating the sign. Watch this space for more info.