RAC is one of the best loved british motoring brands going back to 1897 – it has around 7 million members supported by over 1750 patrols.
In 2009, while integrating with Aviva, RAC undertook a major brand refresh to strengthen and develop its emotional connection with customers.
Research had led to the development of a new strapline 'the driving people'. From its experience of similar re-branding programmes Milestone was commissioned to provide recommendations for a refreshed brand image and to establish new brand guidelines to help inspire future growth.
With media space booked for a new ad campaign, we had one month to deliver the first stage of the project.
The RAC logo 'wordmark' remained unchanged. However, we created a new master logo with the new strapline locked
underneath to encourage greater consistency. We also enhanced the use of the brand's signature orange by introducing
gradient colour for backgrounds.
The new brand toolkit contains all the essential guidelines for achieving the new look and feel. There is also an
extensive section on tone of voice which establishes a clear personality that is warm, friendly and injects wry
humour wherever possible.
The 'everyday heroes' of the business were shot in a contemporary, realistic style to form an image bank.
Alongside the brand work, we were briefed to design RAC's prestigious publication 'The RAC Report on Motoring'.
The 60 page document contains the results of extensive research into the UK's motoring habits depicted in an engaging,
creative format. Delivered to a tight timescale it makes great use of a combination of photography including shots
taken by Milestone. To give the publication a more bespoke feel we introduced a new undersized A4 format.
As part of the project we were delighted to have the opportunity to update the design of the iconic RAC patrol
van and touring car livery.
There has been a very positive response to the brand campaign both internally and externally.
There is a renewed energy and momentum in sales and marketing activities driving new growth.
Also, by recommending better colour usage we were able to deliver substantial savings in print.
'Milestone has really captured the essence of our brand and helped bring it to life across the whole organisation.'
Lisa Connolly
Marketing manager
