Anyone who has driven a car in France is familiar with their extensive system of toll roads. These are called ''autoroutes'' and include most motorways in the country. These are usually built and operated by companies that become highly visible to motorists as they pay the required tolls. One of the the largest autoroute operators is Autoroutes du Sud de la France (ASF, "Autoroutes in southern France"), which operates about 2,500 kilometers of motorways.
ASF was founded in 1957 as Autoroute de la Vallée du Rhône (SAVR), becoming Autoroutes du Sud de la France in 1973. This necessitated a new trademark, and one was commissioned from Adrian Frutiger's studio Atelier Frutiger. It was introduced at some point in the 1970s and nicely combines the curvatures of ramps joining a motorway to form the letter S. According to a contemporary book, it was designed by Brigitte Rousset, who was in Frutiger's employ.