See Enterprise’s new logo—how it’s becoming a mobility company

Editor’s note: This story has been updated to include a clarification from Enterprise on its mobility strategy, including an interview with its CMO. Enterprise is breaking out of the traditional rental car space and rebranding as Enterprise Mobility. The focus includes a new visual identity and corporate purpose: “To advance the world, one journey at a time.” To bring this vision to life, the marketer worked on brand strategy and purpose with WPP’s Ogilvy and design with Interpublic Group of Cos.’ R/GA; the first fruits of that collaboration are now showing up in the market. The rebrand includes a new logo and design sensibility (above) for advertising and marketing materials. The brand’s signature loopy “e” and green coloration remain, joined by a new font meant to represent the winding roads vehicles drive on. The deep blue color of the logo also has a personal connection to the Taylor family, which has run the company for the last 65 years. The rebrand comes three years after Chrissy Taylor took over as president-CEO, the third generation to run the business. Taylor’s remit to R/GA, which executed the design, was to set Enterprise up for the future by highlighting the “journey” the company is on, said Kelli MacDonald, VP, managing director and client services lead for the IPG agency’s Enterprise project. Ogilvy Consulting, meanwhile, has worked as a brand strategy partner for Enterprise for the past two years. Enterprise also worked with Omnicom's BBDO and Fleishman Hillard, IPG's Universal McCann and a number of local St. Louis shops for the rebrand and marketing. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here The meaning of mobility The word “mobility” was chosen for its obvious application to the moving vehicles Enterprise operates, but also the philosophical interpretation that mobility means opportunity. “We were founded as a car leasing business and are best known today as the world’s largest car rental provider,” said Chris Almeida, VP of global marketing and digital for Enterprise Mobility, in a statement. “Yet, the business has evolved immensely in terms of geography, offerings and customer segments we serve.” Enterprise Mobility, which includes Alamo Rent a Car, Enterprise Rent-A-Car and National Car Rental, is the largest rental company in the industry. But 70% of the company's business mix comes from the business-to-business sector. Enterprise also operates transportation services including commercial fleet management, used car sales through its Enterprise Car Sales dealers, car sharing, commercial truck rental operations, flexible vehicle hire and vehicle subscriptions. “Part of the big task was how to help Enterprise become more visible for the fact that they do all these many things as Enterprise,” said Tiffany Rolfe, global chief creative officer at R/GA. “There’s a lot of equity in the brand, so we wanted to build on the 65 years of experience in mobility and turn that into a brand that stands for so much more.” Looking to the future, Enterprise is focused on its customers’ needs to guide what’s next, according to Almeida. The company plans to grow its current business lines by making “significant investment” in areas such as loyalty and digital, while using technology in new ways and making experiences more on demand. “Listening to our customers has built us over the last 65 years and will continue to guide us into the future,” Almeida said. “Our focus, the road ahead and the investments underway are all about delivering those exceptional experiences across the spectrum of mobility.” The car rental market is still recovering from the COVID-19 pandemic, when travel restrictions severely hindered tourist activity, and vehicle supply shortages were spurred by automotive manufacturing delays. In 2022, Enterprise Holdings had more than 1.2 million cars in service in the U.S., and had $19.9 billion in revenue, topping Avis Budget Group, with 425,000 cars in service and $8.4 billion in revenue, and Hertz, with 365,000 cars in service and $5.7 billion in revenue. But in its 2023 fiscal year, Enterprise Holdings reported $35 billion in global revenue and had a global fleet size of 2.3 million vehicles. Ad Age World’s Largest Advertisers 2023 Ad spending, rankings and analysis for the top 100 advertisers Click here

See Enterprise’s new logo—how it’s becoming a mobility company

Featured Stories