AAA logo

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aaa logo
The logo of the American Automobile Association has been modified only about five times throughout its more than 110-year history. Over the years, it was becoming brighter and more compact.

Meaning and History logo

AAA logo history

The American Automobile Association, more known under the name “Triple A,” joins motor clubs in every corner of North America providing them with a variety of services, from emergency roadside assistance to automotive fleet division.
Established in 1902, it originally included nine motor clubs boasting over 1,500 members. Today, the association has over 57 million members in the US and Canada. It’s based in Heathrow, Florida.


AAA symbol
The original AAA logo, which was unveiled around 1906, contained two automobile wheels – an explicit indication of the field the association was working in. And of course, there were the three “A’s.” They looked elegant and were somehow reminiscent of the automobile style of the era. The full name of the organization could be seen written on the tires.
The following emblem (1915) featured two automobile wheels as well, but this time they had a slightly different style. The lines seemed bolder. The logo was black and white, like its predecessor.

Emblem in 1922-1983

AAA emblem
The next version was the first one featuring color. Although the original shade of red was somewhat different from the current one, this version of the logo already had a lot of elements that make the current AAA logo recognizable. The automobile wheels were replaced by a single ellipse; the “A’s” grew simpler, bolder, and closer to each other. The letter in the middle was the biggest one, while the two other letters were smaller.
On the whole, the 1922 emblem lost much of the retro elegance of the original one, yet adopted a more monolithic and compact look. Also, it was by far more legible.

Logo after 1983

AAA logo
The next identity refresh brought about a sleeker ellipse with a thinner border. The “A’s” also grew more elegant.
Eventually, in 1997, an “orbit” design was introduced, which is probably supposed to symbolize speed. The orbit is dark blue. Typically, the name of the member club is also given in blue and placed under the orbit.


AAA logo old
While the brand’s official type is Frutiger Bold Italic, it’s definitely not the font featured on the American Automobile Association logo. Here, the letters are rather traditional, while their lines have a varying width.


aaa logo
The vivid shade of red is Pantone 485 (Hex: #D81E05), while the shade of blue is Pantone 287 (Hex: #003893). In some situations (to refer to Three to Five Diamond facilities, for instance), metallic shades can be used: Silver (Pantone 877) and Metallic Gold (Pantone 873).