Welcome Break themselves chase their heritage back to the construction of their Newport Pagnell site in , rather than the past uses of the Welcome Break brand. When Welcome Break was merely a motorway restaurant to rival Little Chef, circa , its logo was also an attempt to rival Little Chef's logo. It was a purple silhouette teapot figure with legs, a head and a chef's hat, inside a triangle with a red outline similar to the Channel 4 red triangle or an upside down Give Way sign.
The accompanying text added "Highway Family Restaurants" at the bottom. In , this was replaced by the memorable swan logo and blue colour scheme, which can be seen to the right. In total four versions of the swan were produced: one had a very pale background and black feet, and the second had a darker background and yellow feet. In the biggest change came, as more styling was applied and a sunrise was added to the graphic.
The Welcome Break service area at Warwick were given a hill figure of a swan made of quartz that same year, although it never resembled the swan on the logo, and is no longer there.
At one time they advertised their services with the slogan "High St. How times change! In , the swan logo was then replaced by their new green-on-black colour scheme. All their services were given a mural which resembled its location, with the words 'Welcome Break' in white and green-on-black. Welcome Break's corporate branding remained consistent for a long time, until the Applegreen takeover. From July , subtle changes were noticed in the colours used in their posters, which allowed them to carry over Applegreen promotions.
A totally new logo, with a different font and black colours swapped for grey, was used for refurbished petrol stations. This new logo began to be used elsewhere from March At the end of the trend of pushing brand names further than their own, many road signs no longer used the Welcome Break branding at all, but new signs use the new format , showing the green-on-black logo.
See also: List of Welcome Break services A list of services ran by Welcome Break can be found on this list , or you can view them on a map. With service areas in key locations across the UK's main road and motorway networks, you can rest assured we're never far away.
Browse all our locations and discover more about their on-site facilities. Join our mailing list to be the first to hear about all the latest news and offers from Welcome Break.
Our locations. Abington — M Read More. Birchanger Green — M Burtonwood — M Cardiff Gate — M4. Charnock Richard — M6. Corley — M6. Derby — A All your favourite brands. View all brands. Our locations. Explore all our locations. Abington — M Read More. Birchanger Green — M Burtonwood — M They registered the names 21st Street Audio and Visual and Fruit Tree , but these appear to have been used within the shop branded 'The Shop'. They moved Welcome Break's head office out of their roadside catering office in Epsom to a dedicated building in Newport Pagnell village in the late s.
In Forte announced that they were going to add a McDonald's to every one of their services, but the process was stopped after just two because Forte were acquired by Granada , a deal which included Welcome Break.
Granada described Welcome Break's original concept as "still looking good", but that they "have not been kept up to date", adding that Forte had "starved them of cash". The Commission ruled that the new Welcome Break would have to remove all of Granada's brands within six months, so Welcome Break created Red Hen and rolled out Welcome Lodge - leaving behind the likes of Travelodge which they had helped kick off.
The wording of the rule meant that Welcome Break's A-road sites could stay with Granada, which they opted to take advantage of. Under leaders including Rod McKie and Pavilion 's Michael Guthrie, the new Welcome Break wanted to place an emphasis on quality and employee satisfaction.
The new Welcome Break wanted to introduce new "food halls", which had facilities including a news stand, sweet shop and galleria, as well as La Brioche Doree and Cafe Forte. They were also trialling a shop called The Junction. After an unsuccessful trial with Sainsbury's , Waitrose was introduced. These inspired the fast food brands to create their own order points. They were bought by Appia Investments, although the exact price is not known.
Welcome Break were the first operator to roll-out electric vehicle charging points, and truck wash facilities. At the start of the s, Welcome Break services were painted a pale blue.
The chosen colour became darker, and then grey started to be used instead.
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