Donlen has updated its corporate logo to closer align the fleet management company with its corporate parent, Hertz Global Holdings, by adopting a black-and-yellow color scheme.
The Bannockburn, Ill.-based Donlen made the change to its brand so it could "leverage the far-reaching brand awareness of its parent company," the company announced.
The move to closer align with Hertz comes as Donlen is seeking to reflect changes in the fleet industry and trends such as mobility-as-a-service, autonomous vehicles, and safety. Donlen has "enhanced its brand to focus on the future of fleet," according to the company.
"The new brand will emphasize the unique value proposition Donlen has developed alongside Hertz, which allows it to provide vehicles daily, weekly, monthly, and yearly, preparing the company for emerging mobility trends," according to the release.
Donlen will remain focused on its core competencies, such as helping fleets attain individual goals, developing advanced fleet technology, and providing consulting and recommendations.
"Now is an exciting time to be in fleet management," said Tom Callahan, Donlen's president. "Donlen may have a new look, however, we will continue to focus on what we do best: provide our customers with attentive service, develop technology roadmaps for the short and long-term to stay ahead of emerging trends, and present comprehensive consulting insights and actionable recommendations to allow customers to achieve their operational goals."
Originally posted on Automotive Fleet