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ACI

Mobility Guidelines

Brand Design, Brand Identity, Communication Design, Type Design

The Automobile Club of Italy, is the largest free association of citizens in Italy. Founded in 1905, it has for over a century been a point of reference on the themes of tourism, mobility and the enviroment. Since its birth, when only 2,229 vehicles circulated in Italy, it has followed and accompanied the evolution of motoring, up to the millions of cars present on our roads. Through a widespread network of offices, services and initiatives, ACI continues to be an important actor in the national mobility system, with a role of institutional and social representation.

Brand identity and brand design. Tradition in motion

In 2010 ACI undertook an important rebranding project aimed at renewing its identity while maintaining a strong link with tradition. The goal was to enhance more than one hundred years of history and position the Automobile Club as a contemporary and authoritative player in mobility. The new identity system draws from the rich historical archive the logo created in 1975, which over time became a signage icon for Italian and foreign motorists, and the gear wheel, already present in the structure of the FIA (Fédération Internationale de l’Automobile). Finally the diamond shape, a reference to the Club’s first trademarks, serves as the base of the composition in a modern key consistent with the association’s values. In terms of form, the composition that gives life to the design can be defined as heraldic contemporaneity, since the combination of these elements acquires meaning primarily in its historical dimension. The ACI logotype, on the other hand, breaks the symmetry of the design and is connected to the wheel through a slight curvature of the letter “I.”

Type design. The design of a proprietary typeface

A key element of the rebranding is the creation of a proprietary typeface: “ACI Type.” Custom-designed, it stands out for its condensed strokes and tight letter spacing, giving the font a compact and authoritative appearance.

Its geometric and linear structure makes it easy to read even at small sizes, ensuring excellent versatility of use. The institutional color is ACI Blue, used throughout all visual communication. This typeface is employed to reinforce the consistency of the visual language across all materials, making the brand a symbolic and structural point of reference for the entire organization.

Communication design. The languages of the brand

Originally designed as a “display” font, ACI Type was created to convey strength and personality in logos, signage, and institutional lettering. It has been effectively adapted to meet all corporate needs — from signage to editorial materials and digital communication. Depending on the context, the font weights are precisely adjusted: from the strong impact of large-scale signage to the versatility of editorial design and the web. A typeface that combines tradition and modernity, capable of maintaining consistency and recognizability across every platform, reinforcing ACI’s identity in every detail.

Aci radio. The voice of mobility

Aci radio was created with the aim of amplifying the voice of the Automobile Club, spreading institutional and promotional content produced by ACI and its companies. The programming includes service information such as license renewals or deadlines, awareness campaigns, product promotion and updates on the world of mobility. The offer is completed by music, podcasts and news about sports competitions organized by ACI Sport. The logo of ACI radio is inspired by the institutional one from the ACI mark radio waves spread out symbolizing authority and diffusion. The name “radio” is a simple descriptor also composed with ACI type. The payoff “passion for mobility” confirms its commitment and relational vocation.

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