AS 24, the subsidiary of the TOTAL Group that specialises in the distribution of fuel to transport professionals has upgraded its logo to what it says is a more contemporary style that is suited to its strategy and its customers. 

This new identity is the result of a long design process carried out by branding and business specialists at AS 24 and TOTAL. Numerous workshops were conducted and qualitative tests carried out with customers, both in France and elsewhere that enabled the company to better define the new identity. 

The new logo has maintained the company’s traditional name and colour scheme however now has, according to AS 24, more dynamic typography and rounded shapes.  The design also incorporates a truck pictogram to position the company in the transport field and includes the TOTAL brand to emphasise the group membership. 

Established in 1988, AS 24 currently has a network of 760 stations dedicated to heavy goods vehicles in 28 European countries, and a toll service that covers 20 countries.

Photo: AS 24’s new, more contemporary logo.