Enterprise Rent-A-Car has begun rolling out a new look for its logo and trade dress, accompanied by a brand architecture that gives a more distinct brand identity to the company’s other growth businesses beyond car rental.
Steve Smith, Enterprise’s vice president of marketing communications, noted that the most significant change from the existing logo system is its standalone use of the Enterprise name in some applications.
The new brand architecture, Smith said, also addresses the growth and importance of such Enterprise operations as Fleet Management (formerly Fleet Services), Car Sales and Commercial Truck Rental. These businesses will be able to attach their divisional names directly to the “Enterprise” logo, giving them a more distinct brand identity under the Enterprise corporate umbrella.
“This reinforces the fact that our Fleet Management operation – which has a fleet of more than 170,000 cars and is our company’s original business – continues to be a great source of growth,” said Smith. “So does our Car Sales operation, which has grown to more than 175 locations and sold some 65,000 cars directly to consumers last year. Then there’s our Commercial Truck Rental division that’s grown to 110 locations in 23 states after nearly eight years of operation.”
The updated logo and accompanying changes in signage, counter treatments, truck and shuttle bus paint schemes, and other trade dress elements will be phased in over the next three years, appearing first at new Enterprise locations and branches undergoing renovation.
The logo was developed internally by Enterprise, with assistance from Monigle Associates of Denver. This represents the seventh “evolution” of the company’s mark since it was founded as Executive Leasing Company in 1957. The last change was made in the mid-1990s.
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