The Royal Automobile Club yesterday dropped the crown from its logo, but the organisation, whose president is Prince Michael of Kent, denied it was an anti-monarchy move.
It said the Queen, the club's patron, had seen the new crown-free logo, and Buckingham Palace was ''absolutely delighted with it''.
Until now, the crown had appeared above the letters RAC on the logo, but the new corporate image launched yesterday includes a different type-face for the letters and no crown.
''We have discussed this with palace officials and they are very happy with the new logo, which has been seen by the Queen,'' said RAC Chief Executive Neil Johnson.
The club has also introduced a new approach, new colours, and a new type of member - the cyclist. Now keen to promote all forms of transport, not just motoring, the RAC said it was offering special cycle insurance cover.
Holiday airline Britannia recently re-placed its royal service on flights, saying that the word no longer had the right connotations.
Asked if the crown had been dropped from the RAC's logo because of similar thinking, Mr Johnson replied: ''It is absolutely not for that reason. The reason is purely one of design. It would have been difficult to have the crown on the newly-designed vans.''
Mr Jonhson said that the RAC had to look to the twenty-first century for its new image.
Asked if this meant the organisation envisaged the monarchy ending during the twenty-first century, Mr Johnson replied: ''Not at all. I'm absolutely certain that the monarchy and the RAC are set to carry on.''
However, Mr Harold Brooks-Baker, publishing director of Burkes' Peerage, said the club's decision was ''simply one more indication that the magic has gone out of anything royal''.
The organisation hopes the launch will boost its 5,800,000 membership to challenge the 9,000,000 of its main rival, the AA.
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