AAA - Branding by shengjie Wu

American Automobile Association Rebrand

Brand Identity, Strategy, Web Design, Service

American Automobile Association, also known as AAA, is a federation of motor clubs throughout North America. After researching AAA, I found out that a lot of audiences view the current brand of AAA as old and outdated.

Refreshing AAA’s communication and visual identity will reinforce its position as the leader in affordable automobile insurance, travel, and services in the country. The mission is to encourage customers to put their feet on the pedals and prepare for the trip. AAA‘s service will ensure your trip.

" The most recognized service offered by AAA is roadside assistance, which inspired the logotype’s road concept. The monogram of three lowercase “a” letters is designed to represent wheels; the yellow bar beneath them symbolizes the road. "

" The lowercase “a” serves as the core visual device, designed for both flexibility and conceptual depth. It serves as a framing element that suggests access, movement, and discovery, aligning with AAA’s travel and vehicle care offerings. "

" The new AAA member card is inspired by the color system of traffic lights. Red, yellow, and green are used to distinguish different membership tiers, creating an intuitive hierarchy while reinforcing the brand’s connection to the road. "