Good Roads

For 128 years, the Ontario Good Roads Association – now simply “Good Roads” – has been dedicated to improving municipal roads and associated infrastructure in Ontario. Today, Good Roads has 417 municipal members and 18 First Nations members. Underline created a new brand identity that would reflect their vision of building a progressive and well regulated infrastructure for the public sector.

The brand system is conceptualized around the theme of two vertical lines representing a road framed by the acronym “GR”. The graphic system expands in order to create a flexible, yet straightforward identity. The brand functions across a range of materials including corporate stationery, brochures, editorial magazine, and a website.

Client: Good Roads

Strategy and Copy: Tony Leighton