Signs for motorway service areas will be allowed to display up to six company logos under plans revealed by the Government.
Currently, only generic symbols, such as a knife and fork or petrol pump, are allowed on signs, forcing some operators to rename their company to reflect the franchises operating at service stations.
Having more logos on the signs will allow motorists to make more informed choices when taking breaks, according to the Department for Transport (DfT). The new signs will also include more geographical information, telling motorists of where they are.
Roads minister Mike Penning said: 'It's common sense that motorway users should have as much information as possible about the choices available at service areas.
'The more descriptive signs will encourage drivers to take regular breaks, increase healthy competition and contribute towards service areas improving the services they provide to road users.'
The DfT says there will be no additional signs on the network, the motorway service area operators will pay for the signs and it will be mandatory to include a logo of the fuel supplier or the generic fuel pump symbol.
The new signs will start to appear later this year.