The AA

Intent

To reimagine The AA as the ultimate companion for modern drivers, by blending its trusted heritage with a bold, future-ready identity.

The challenge

Founded in June 1905 by four driving enthusiasts in London, The AA has become synonymous with motoring – a true British icon. But beyond its rich legacy, The AA has also been a great innovator, from pioneering roadside pumps to piloting the first connected cars. With the next 10 years poised to see more change in the driving world than in the last 50, The AA needed to adapt.

A surge in electric vehicle adoption, shifting ownership models, and emerging technologies are transforming the industry as we know it. Now more than ever, drivers need a trusted partner and a guide for the road ahead. We set out to future-proof The AA brand by developing an identity that extends beyond roadside assistance to encompass the entire driving lifecycle.

A heritage leader and  a forward-thinking innovator

The idea

To restore the AA’s relevance in a new driving world, we positioned the brand as both a heritage leader and a forward-thinking innovator in a changing market, supporting drivers with products across every aspect of driving. The goal was to move the brand from something every dad had in the boot to the next-generation driver’s must-have companion.

The refreshed identity, built around the concept of “Always Moving,” captures The AA’s spirit of innovation and forward momentum. We refined the iconic logo to emphasize motion and optimized it for digital applications, introduced a color palette inspired by the perfect driving day, and updated the tone of voice with a bit more bite. The updates add a contemporary edge to the brand and reflect the forward-looking mission The AA has always had at its core.

The impact

Will Harrison, Group Marketing Director at The AA, summed it up: “As drivers’ worlds evolve, The AA needs to evolve. As part of our “Always Ahead” brand re-positioning and “It’s OK, I’m with The AA’ marketing campaign, we have worked with the talented team at Elmwood to evolve The AA’s brand identity – visual, sonic, and tone of voice – to reflect the modern and relevant brand for drivers that we are, giving them unshakeable confidence now and for the future with products and services for whatever driving stage or situation they are in.”