The letterforms are inspired by the highly-legible typefaces most commonly used in European transport signage. Designed by Samuel Powell whilst studying BA Graphic design – the project aims were to produce an accessible & legible typeface by creating recognizable letterforms, balanced with a modest aesthetic. Taking design cues from transport signage, New Highway has a slightly narrower-than-average profile, an upright stature, and a small cap to x-height ratio. This renders a 'tiled' glyph, much like the lettering prototypes commissioned in the 1960's.