The brand, which first appeared in 1992 when John Major was prime minister and a gallon of petrol cost £2.13, boasts some subtle but distinct changes signalling the businesses broader service offering and focus on customer service and quality.

The firm says the new logo is also more suited to use in electronic media such as websites and e-shots, which comes as the company moves to use online marketing materials and documentation improving the speed and flexibility of producing new marketing assets.

‘The business is dynamically very different to what it was 21 years ago so it was time to refresh the visual identity of the company,’ explained Jerome McManus, Helphire’s group marketing director.

‘The emphasis on “Help” within the logo ultimately reflects what Helphire provides to motorists and partners every day of the year and response from customers and employees alike has been very positive,’ he added.