DAF is one of the most famous European brands of trucks, which was founded in 1928 in the Netherlands. Today the brand is a part of Paccar and has its production facilities in Europe and the U.K.
DAF’s original name was “Commanditaire Vennootschap Hub van Doorne’s Machinefabriek” (which can be translated as “Hub van Doorne’s automobile limited partnership”), after its founder Hubert Van Doorne. The current name, DAF, appeared in 1932 as an abbreviation for Doorne’s Aanhangwagen Fabriek.
Similar to two names, the company had two different visual identity concepts during its history. The first logo was created in 1928 and stayed with the brand for almost sixty years.
The original DAF logo was composed of a rounded emblem with the steering wheel image inside and two stylized wheels. The DAF wordmark was arched and placed above the emblem.
The original DAF color palette featured white, red and blue, the traditional tricolor, symbolizing professionalism, energy, and quality. The color palette is the only thing remained untouched after the only logo redesign, held in 1989.
The current DAF logo, created in 1989, featured a bold thick wordmark in a custom sans-serif typeface with straight lines and sharp angles. The letter “A” is open, which adds dynamics to the logo.
The blue lettering on a white background is accompanied by a thick red underline, adding passion and power to the logo.
The DAF visual identity is laconic and bright, perfectly reflecting the company’s profile and authority.