Autogrill is the name of one of the largest catering companies in Europe. It was born from an idea of Mario Pavesi (see Pavesi) for the construction of motorway refreshment points. The initial goal was to merge the “Autogrill Pavesi”, “Autogrill Motta” and “Autobar Alemagna” sales units into a single organization, trying to integrate the different activities, the different traditions and the different commercial policies. The presence of “bridge” Autogrills on the Italian motorway network has consolidated over time with flattering results, so much so that refreshment points have also been built in urban centers. For the record, in 1950 the first Pavesi “kiosk” was built along the Milan-Turin motorway near Novara, the founder’s city; in 1959, the first “bridge” refreshment point was built on the Autostrada del Sole at Fiorenzuola d’Arda (Piacenza).

When the Motta, Pavesi and Alemagna logos merged in 1977, the Autogrill logo originally joined, and not replaced, the three logos to avoid confusion among customers and strengthen the concept of the chain. Once this phase was over, in 1978 the company strategy was to concentrate more and more communication on the Autogrill logo alone in order to strengthen its recognition and the bond with consumers. The triangular logo made up of three equal elements was the symbol of the successful merger.

In 1995 Autogrill became part of the Benetton group and in 1996, for the new course, Giorgio Galli designed the new logo which depicts only the imposing letter “A” and the horizontal stroke with gestural movement. It is accompanied by the logotype composed in uppercase Futura.