Signs of the times
Anna James, founder of Spring Chicken, thinks it's time for a change - on the roads, that is. According to her, it's time we revamped those 'elderly crossing' signs (you know, the ones depicting a couple bent over their walking sticks) to reflect the life and vigour of today's older generations.
Anna James
Signs of the times
Posted on: Thu 04-Jun-15 11:57:51
(16 comments )
Contributors from left to right: James Henderson, Brand 42, Alan Dye and Margaret Calvert.
Virtually all the road signs in Britain were designed by the amazing and feisty Margaret Calvert. She is one of the people that has shaped our environment more than anybody else. But one got away. Margaret did not design the elderly people sign. It is recognisable and shows a silhouette of two extremely decrepit old people crossing a road. But older people aren't like that anymore.
Mick Jagger and Billy Connolly are 72, Judi Dench is 80 and Dame Helen
Mirren is the face of L’Oreal at 69. People are living longer and older age
needs rebranding.
Working with Michael Wolff, one of Spring Chicken's advisors and the founder of the branding agency Wolff Olins, and NB Studio, our design agency, we launched a competition inviting the world's best graphic designers, including Margaret Calvert herself, to reimagine the road sign.
Mick Jagger and Billy Connolly are 72, Judi Dench is 80 and Dame Helen
Mirren is the face of L'Oreal at 69. People are living longer and older age
needs rebranding.
They came up with some truly fantastic ideas (and some quite silly ones!) but all of them do what we wanted, which is to celebrate the energy, humour and life in older people. Most of them are certainly better than the one we currently see on our roads!
The competition has so far received over 100 designs which are now being exhibited on the website. There are some brilliant quality designs and some incredibly inventive entries. One team even knitted their proposal - and all of them did it for free. People have been liking, tweeting and voting for their favourite designs on our website. So far, the front runner is by James Henderson.
Brand 42 has also captured the public vote with their nomination, while Alan Dye's challenge of ageing has equally grabbed attention. Wonderfully, Margaret Calvert is also proving popular. Margaret originally designed the school children crossing sign and has updated the image of her brother and self in their older guise.
Now, we would love to find the Gransnet favourite…and get the government to take down that old out of date sign.
Anna James is the founder of Spring Chicken - find out more about them and the competition on the Spring Chicken website.
By Anna James
Twitter: @SpringChickenAJ