I just love it when I read about large corporations spending millions of dollars revamping their logo, signage, and brand image. The people who benefit the most from these exercises are the corporate design specialist company’s that rake in the big bucks for the kinds of image re-designs that either annoy existing customers, or have virtually no impact on potential customers. The latest to go through this exercise in futility is Enterprise Rent-a-Car, the largest auto rental company in the U.S., who will visually overhaul its 7,000 worldwide locations as part of a marketing plan to expand its presence into more airports and accelerate growth in its other operations, including car sales and commercial truck rental. Here’s the best bit… The green, black and white logo will become 20% larger, which is “especially important as we continue to open branches in more visible locations,” Steve Smith, Enterprise’s vp-marketing communications, said in a statement. The aim is to give Enterprise a more distinct brand identification, he said. The logo will also denote which division is represented at a particular location, such as commercial truck rental. Wow… Bet they paid some company with offices on a converted steamer moored in Sydney harbor millions for that… For what… Oh, that’s right… “Making The Logo Bigger!” Over a three-year period they will also adopt an interior color scheme incorporating beige and brown along with the branded green. Counters will become wood rather than the white or gray Formica material used now. Funny, I’ve always thought the company logo was a big brown paper parcel with a wheel on each corner that came to pick you up when you called.
You need to make the logo bigger!
Bigger!!!
Bigger, but less blury!!!
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