In the States, AAA is synonymous with roadside assistance. In the UK, it’s The AA. Elmwood has created a new identity for the nearly 100-year-old company, which is quickly moving into supporting newer technologies, including electric vehicles, as well as auto insurance and financing.
Elmwood built around the company’s new strapline, Always Moving, keeping the client’s energetic yellow but using a deeper black to make the yellow pop more. The designers also added an accessory color palette that represents different times of the day or night, symbolizing the client’s 24-hour service. Side-by-side blends and swirls of those colors suggest a vehicle’s journey.
More from the Elmwood website: “The iconic logo mark has been refined to make it digital-first and inject a sense of motion and movement with the brand’s new purpose. A refined and storied set of assets modernize the brand and help it engage a broader audience and age profile. From our color palette born out of the perfect driving day, to our journey pattern, we tell a consistent story.”