Enterprise - Rebrand - Brand World

Enterprise

For over 60 years, Enterprise has been a trusted car rental company. As transportation has evolved, customers now have options for ride share, scooter rentals, and more. Customers today ask for environmentally friendly alternatives, and are eager to explore a range of options. We created a brand update to strategically shift the center of the brand from car rentals to personal mobility.

A Brand Idea of "Empowering Mobility," was the inspiration for the new visual identity capturing Enterprise's transportation expertise, optimistic vision, and the promise of empowering mobility to help people toward their future destinations and life goals.

At the center of the updated brand identity is a new logo. In the first e letterform, a green square moves across the horizontal bar of the letterform, representing a customer moving along a digital map signaling personal mobility. Additional e letterforms in the enterprise wordmark continue the pathway for mobility and transportation, helping people with their journeys. The lower case letterforms in the wordmark communicate approachability, care, and informality.

In the color palette, a vibrant green captures the brand's energy for sustainable transportation solutions and positive environmental outcomes. Warm and natural colors show the brand's approachable and human side. Created from the logo, the "Mobility" square traveling along a pathway expresses an ambition to empower personal mobility to help people toward their future destinations and life goals.