Smart Motorway gantry sign
A gantry structure spanning the motorway with electronic signals, blue signs showing an exit and the following text.
Exit destinations: A1081 Luton (S) & [Airport symbol].
Forward destinations: The NORTH, Luton (C), Dunstable M1.
Junction number: 10.
It's hard not to notice just how unambitious the M1's signs are. It's the main road north from London that will lead you direct to Yorkshire, and which feeds routes onward to the North West, Newcastle and Scotland. But from London it's signposted Luton, and now we're at Luton it's promising to take you no further than Dunstable.