For over one hundred years Aral has been evolving into a diverse services company dedicated to all things automotive and to mobility. A unique symbol of this is the colour, Aral Blue - paired with white. When black & yellow traffic signs were introduced in Germany in 1927, the Benzene Association, or Benzol--Verband (B.V.) headquartered in Bochum changed the colour of its petrol stations to the city's blue and white colour scheme. Especially the diamond featuring the livery became the most important distinctive feature. Jointly with Aral's protected V2 typeface - introduced in the 70s - the blue and white logo - which in 2006 advanced into a 3D diamond - in conjunction with the Aral Blue gradient introduced in 2009, define the visual identity.
And even its "Alles super.“ brand claim can already look back on a long past. For more than 20 years the claim has stood for excellence of products and services. It has helped Aral to position itself distinctively as an enterprise that strives to achieve an outstanding performance. And even for the future Aral continues to rely on this claim. "Alles super." represents the customer's experience at Aral petrol stations - how customers perceive the enterprise, the offer and the service. It is practically an observation that customers could make after a trip to Aral: "As always, super!"