ICM - Leeds Design Agency

I’ve been doing quite a lot of motorway driving recently and there’s something that has me digging my fingernails into the steering wheel in frustration every time. Thought I’d share it to get encouragement that it’s not only me…

I’m not sure whether it’s the bad use (or misuse) of punctuation or the disregard for the brand but it makes me wince every time I see one of the illuminated motorway messages that read ‘Think don’t drive tired’ or ‘Think take a break’. Surely with all of those little lights someone could make an exclamation mark so it reads ‘Think! Don’t drive tired’ thus preserving the Think! Road Safety brand and making the sentence actually make sense?! It would make me a much happier motorway driver.

Whilst I’m on, I actually saw one the other day that read ‘Don’t hog the middle lane’. This upset the linguist in me as I’m sure it would cause confusion – is there not a better verb to use than ‘to hog’? Perhaps not, but I’m sure we could do something about that exclamation mark.