• Brandweek, Wednesday, December 13, 2006 11:15 AM

Enterprise Rent-a-Car is increasing the size of its familiar green, black and white logo by about 20%, and will renovate the inside of most of its locations worldwide over a three-year period. The aim is to give Enterprise a more distinct brand identification, says Steve Smith, Enterprise's vice president, marketing communications.

Enterprise, the largest major auto-rental company in the U.S., is expanding its presence into more airports and growing its other operations, including car sales and commercial-truck rental. Only 9% of its transactions occur at airports, which propel the most volume in the industry. Hertz, for example, reports 75% of its activity at airports.

The company re-evaluates its logo every 10 years via market testing of employees, customers and the public, a rep says, in order to keep the brand's visuals fresh. A new interior color scheme will incorporate beige and brown along with Enterprise's branded green. Counters will integrate wood finishes, a switch from the white or gray Formica-like material used now.

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