PRESS RELEASE

Fourth time lucky as nation’s roads rebrand to Great British Highways

A bold new identity is being revealed for England’s strategic roads company. Known previously as the Highways Agency, Highways England and then National Highways, Great British Highways will be the new name for the company that looks after motorways and major roads. This marks the tenth anniversary of its creation as an independent company on 1 April 2015.

Mora Argent, chief branding officer at Great British Highways, said:

“With National Rail due to transform shortly into Great British Railways, we wanted to ensure our roads were a step ahead. After extensive research amongst drivers and communities, we know we’ve finally found a name that will stick and bring people together. Safety is our first priority, so our bold new logo and name display our intent to prevent harm on our roads.”

Despite the name suggesting centralisation of highways, the devolved administrations in Scotland and Wales will continue to manage their own roads, although design and technical standards will be set by GBH.

Support for the rebrand has come from unexpected quarters, including campaigners from Transport Action Network, which had brought multiple legal challenges against National Highways’ roads programme. 

Welcoming the move Chris Todd, director of Transport Action Network, concluded:

“Although National Highways faced criticism for missing its safety, congestion, environmental and other targets by prioritising big damaging road schemes, Transport Action Network is proud to get behind this bold move. Great British Highways is the perfect rebrand. We’re sure this new image will put to rest any suggestions it should face cuts and funding shifted to repair local roads in the spending review, or be broken up as English devolution progresses.” 

Notes for editors:

A higher resolution version of the new logo is available on request