Logo History : Enterprise Rent A Car Logo

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At its 50th anniversary industry leader Enterprise Rent-A-Car has begun rolling out a fresh 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.


“Our existing mark has excellent consumer awareness, but at the same time we know we need to reflect changing times and tastes,” said Steve Smith, Enterprise’s vice president of marketing communications. “This evolution of our logo respects the strong equity and heritage of the Enterprise brand, while at the same time giving it a cleaner, bolder, more contemporary look. The ‘Enterprise’ name is also 20 percent larger in this new treatment, providing greater visibility and consumer recognition. That’s especially important as we continue to open branches in more visible locations.”


Smith noted that the most significant change from the existing logo system is its stand-alone use of the Enterprise name in some applications. “That’s in part a reflection of the powerful awareness we’ve already built in consumers’ minds,” he said. “Today, when consumers see the ‘Enterprise’ name – without the ‘Rent-A-Car’ – they know it is Enterprise Rent-A-Car. We believe this new look will really connect with consumers and strengthen their awareness even further.”