Wrong-way driving (WWD) on highways is a critical traffic safety issue that often results in severe injuries and fatalities due to head-on collisions with opposing vehicles. The risk of WWD is particularly high at night because of the reduced visibility of traffic signs and roadway information. To address this issue, this study develops a smart logo-projector system capable of providing real-time traffic information to prevent nighttime WWD. First, eight message scenarios were developed based on existing wrong-way and no-entry signs, and an optimal WWD prevention message set was derived using Kansei Engineering. The results indicated that the Arrow + Diagonal information type and octagon sign shape had positive effects on drivers’ emotional responses. A smart logo-projector system and operating algorithm were developed to recognize WWD situations and surrounding traffic conditions in real time through vehicle detectors. The proposed system consists of a logo projector, sequence-based detectors, distance-based detectors, and communications technology, and provides situationresponsive warning messages according to vehicle travel direction and mainline traffic conditions. To evaluate the applicability of the proposed system, a prototype-based verification and driving simulator (DS)-based effectiveness evaluations were conducted. The prototype verification results showed approximately 95% accuracy in both verification scenarios. The DS-based evaluation results indicated that the logo projector outperformed conventional traffic signs in terms of visibility, readability, and warning effectiveness. These findings demonstrate the potential applicability of the smart logo projector as a new traffic safety facility that can complement or replace conventional traffic signs and provide a foundation for real-time traffic information systems.