At about 12.50pm, James Hancock, 58, of Lancaster, was driving a blue Honda Civic on the A6 close to The Pointer when he lost control and drove across the junction, hitting a street sign.
Mr Hancock was treated at the scene by paramedics and later transferred to Lancaster Royal Infirmary where he died.
In a statement, Mr Hancock’s family said: “Jim Hancock - a loving husband and father taken from us too soon.
“Words can’t describe our loss, he will always be in our hearts forever.”
Sgt Rob Gomery, of Lancashire Police, added: “This is a very tragic incident and my thoughts and those of my colleagues are with James’ family at this time.
“I am appealing for any witnesses to the collision to make contact with me at Lancaster Police Station and quoting log reference number 604 of February 29.”
Anyone with information can contact police on 101.