Industry creates new brand identity for the Institute of Advanced Motorists

Share this article:

The Institute of Advanced Motorists is to be known as IAM RoadSmart, following an extensive brand positioning and identity review carried out by global brand consultancy, Industry. 

The IAM is a charity offering a wide range of nationally recognised driving courses, including the Advanced Driver qualification and re-education courses for local authorities and police forces. The repositioning was commissioned to widen the appeal of the organisation making it relevant to younger drivers and women, as well as its traditional membership of driving enthusiasts. The new brand sets out to define a clear position for IAM focusing on driver empowerment as well as safety, bringing a wide range of services together under one brand.

Industry carried out a quantitative online survey and fieldwork over several months, using a national representative sample of 1,000 motorists in the UK. To select a new overarching brand that brings together all the subsidiary companies, it tested six descriptors and four logos for memorability and appeal by age, gender and suitability,

The resulting new identity, IAM RoadSmart was selected as the strongest performing brand name, with a logo, descriptor and creative platform that work as a cohesive system around the core proposition: “We make better drivers and riders”. The logo is derived from a winding road with a dynamic horizon line symbolising progression and forward movement. The core brand colours change from red, associated with safety, to a bright and appealing blue and dark grey, unique in the motoring space.

Brand photography captures the essence and joy of motoring from the motorist’s perspective, so the view of the road ahead, a glance in a rear view mirror or the setting of a sat nav are all captured through the eyes of the driver or rider.

“IAM used to operate under many different brands so the true wealth of work and expertise of the IAM was going largely unrecognised”, said Sholto Lindsay-Smith, CEO of Industry. “IAM RoadSmart perfectly encapsulates the organisation’s overarching purpose. Building on a proud heritage by retaining the initials IAM, the change of name reflects the increasing use of smart technology in our cars, while also modernising the brand and making it relevant to a much wider audience.”

Sarah Sillars, CEO of IAM RoadSmart said: “We pursued a rigorous brand development process which has resulted in the definition of a clear vision. The new identity represents our passion for driving and our belief in empowerment through good and safe driving, as well positioning us as the leading provider of training and advice for drivers and riders. It also, for us, injects the fun back into it. Because above all, enjoying driving and riding more is what matters to most people.”

For press information please contact Sarah Lawrence: / 07984 422 461.

Access IAM RoadSmart's website here