It isn’t widely known that the AA was founded as a contingent of cyclists.

In March 1905, Mr. Walter Gibbons wrote to Autocar magazine proposing the formation of a Motorists’ Association for the Prevention of Police Traps. Two other motorists replied saying that the Brighton road was already patrolled by cyclists to warn motorists of police traps. Bare in mind that in the early years of cycling, there was much antagonism from the Police towards cyclists.

Early AA cycle scouts used their own bicycles, for which they were paid an allowance. Before the introduction of uniforms in 1909, the scouts had to provide their own clothing too. By 1909, AA cycle scouts were operating all over the country, including Scotland. By 1912 there were 950. The motorcycle patrols, known as Road Service Outfits or ‘RSOs’, weren’t created until 1919.

Always Ahead Positioning: October 1921

The Association made arrangements whereby members, unfamiliar with the roads and traffic conditions of London, can be met at any point and piloted through London or to any destination.

The men employed in this work had to pass a special examination in the topography, geography, and traffic conditions of the Metropolis and be fully acquainted with all the shopping centres and points of interest in London. The pilots (who do not wear uniforms) accompany members to their destination but are not allowed to drive cars.

The AA is ALWAYS AHEAD.

By 1923 there were 274 AA motorbike patrols but still 376 cyclists.

The Scout’s Red & White Badge

Scouts were supplied with a yellow armband with the letters AA on it to be worn on the left arm above the elbow.

They were also supplied with a reversible red and white circular metal disc badge with a leather strap which was buttoned to the front of the scout’s coat near the neck. The badge carried the AA sign together with the scout’s number and would be shown to all passing drivers, not just AA members.

The white side of the badge (and a military salute) – I am here if you want me The red side of the badge (and a military salute) – please drive more carefully The red side of the badge, held in the right hand above the head – please stop.

AA members would be recognised by their membership badges on their motor cars, and thus the scout would be able to provide them with information and assistance if required.

The Evolution of the Logo/Badge

Precise details of the earliest AA car badges have not survived. We know that they were issued in April 1906, and were of a uniform pattern. The first two or three hundred were likely made only in brass.

Quite soon, ‘white metal’ (nickel-plated) versions became available, though how many is not known. The obverse carried a serial number on the shank. As this increased to five digits and more it was impressed around the top of the circle. There was also a facsimile of Stenson Cooke’s signature – large to start with, eventually made smaller, with the word ‘secretary’ added.

The reverse of the first badges was plain. Soon the telephone number and telegraphic address appeared.

In November 1907, a smaller version of the AA badge was made for motorcycles. During the First World War, motorcycle badges were given coloured heart-shaped tokens indicating membership expiry dates.

The Motor Union car badge was first issued in 1907 (originally without wings).

After amalgamation with the Motor Union, a combined badge was designed in 1911 incorporating the M and wings from the body’s emblem with the intertwined AA. It was the standard pattern for the next half century, varying only in size, type of metal and method of fixing.

From about 1925 onwards brass badges gave way almost entirely to nickel or chromium finish. During the 1930s the wings were made straighter and pinions were given greater definition.

A combined AA and MU motorcycle badge with a subscription renewal ‘token’, 1915 to 1916 only.

From 1907 to 1967, members of the AA Committee displayed the original circular badge surmounted by a pennant.

The short-lived pentagonal light car badge, for two- or three-seater cars up to 11.9 horsepower, 1914 to 1920.

Industrial or commercial vehicle section badge, brass with red background, 1911 to around 1930.

Industrial or commercial vehicle section badge, around 1930 to 1967. It was made in chrome with an attractive basket-weave design.

The Chromium motorcycle badge was first issued in 1929 and replaced around 1952.

Small car radiator badge, from 1930 to 1939.

In 1945 the shape was made more compact with a convex dome, and this design lasted until 1967.

The dome badge was replaced in 1967 with a large chrome and yellow rectangular plaque.

Recent Advancements in Identity & Advertising

The brand’s refresh – The new AA logo is a subtle transformation of the previous design. Rather than tearing up the rulebook, the edges have been smoothed and angles gently exaggerated. The lettering informed the creation of a new typeface, AA Sans. The fundamentals of the palette have remained the same, but with a deeper shade of black, helping the yellow to pop more.

The AA has recently launched several campaigns under the marketing campaign of It’s OK. I’m with the AA!

The common theme for the campaign is that everything is ok when you’re with the AA. The feeling of unshakeable, optimistic confidence that when you’ve got the AA on your side, no matter what happens in your driving world.

The Adverts in the marketing campaign covered scenarios such as:

• A man who has put petrol into his diesel vehicle
• A driving school pupil driving towards a swirling enormous vortex
• Father and son looking at a new car when a meteor crushes it

Some of the real scenarios that stayed on the cutting room floor were:

• Help! My car has a nut allergy: AA patrol Andy Smith from Basingstoke attended a car with a loss of power but no obvious fault. Spotting an air pipe collapsing while the engine was being revved, he took the air intake off and discovered it was rammed with a squirrel’s secret acorn stash.
• AA patrol earns his wings: Northwest AA patrol gets an airline pilot to his 400 waiting passengers just before the plane was scheduled to take off. Patrolman Tony Rich attended an unusual breakdown near Manchester, where the priority for once, wasn’t to get the member’s car going but to get the member going – straight to the airport runway.

A Few Classic AA Adverts

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