Designers: Jock Kinneir and Margaret Calvert, 1958
These are so familiar that no one notices how clever they really are. They convey important information quickly, unambiguously and without distraction to motorists travelling at speed. This demands expertise in perception and information processing, but the result is anything but academic, combining shape, type and symbol with simplicity and style. They look as good today as they did 50 years ago and have made motorway travelling safer and easier for millions. It is one of the hardest tasks to be simple. And it’s a triumph.