Friendly Streets

Friendly Streets is an initiative by the Land Transport Authority (LTA) aimed at enhancing neighbourhood connectivity and safety. Building on existing efforts such as Silver Zones, School Zones, and road repurposing, it seeks to create safer, more convenient, and comfortable walking and cycling routes in our neighbourhoods.

Targeting areas with high pedestrian activity near markets, hawker centres, schools, MRT stations, and community hubs, Friendly Streets will benefit residents including seniors, persons with disabilities, and families with young children.

BLACK was commissioned to develop a brand identity for the initiative that would increase public awareness, highlight its purpose of fostering pedestrian-friendly environments, and encourage motorists to be mindful of all road users.

Rooted in the concept of “streets filled with smiles and sunshine,” the brand embodies warmth, inclusivity, and positivity. The logo features a sun motif paired with a cheerful, inviting colour palette, reinforcing the initiative’s positive tone.

To further bring the identity to life, BLACK created a series of illustrated characters that represent the diverse groups who would benefit from Friendly Streets. These playful characters incorporate sunshine and smiley icons to reinforce the initiative’s welcoming personality while maintaining a cohesive brand narrative.

The identity extends beyond communication materials to on-ground applications such as signages at entrances and crossings. These signs serve as visual reminders to motorists to slow down and be considerate of pedestrians, ensuring a safer environment for all.