It's about time someone responded to the inefficient spitefulness of round traffic lights.
The shape of traffic lights has barely changed since they were invented–there have always been three round lights: red, yellow and green. Initially, the sections were round simply because this allowed the spherical bulp inside light the glass evenly.
Today traffic lights use superbright light diodes that can be arranged in any way. And the sections are plastic, which also means any shape can be created.
Our idea is to produce square traffic lights. This can make the signals more easily noticeable and recognizable, with larger lit area for the same overall dimensions.
They're pitching the idea as a way for a city to distinguish itself without substantial extra cost.