10 responded to this post

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 Nate said on January 2nd, 2007

I like it generally – the logo is much simpler and memorable, however the e is weaker. In trying conditions, such as sunlight, there may be readability issues as the contrast between the white e and surrounding green is lessened.

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 MeDeA_ said on January 2nd, 2007

another good poin: join the “e” with the “enterprise” (i hope u understand..i don’t really know how to explain that in English!)

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 Markus said on January 2nd, 2007

It’s better but it’s still not really good. The old ‘e’ was better indeed. Perhaps there should be a bit more space between the ‘n’ and the green area.

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 David said on January 2nd, 2007

Your´re right. The old “e” has more of the road. But I don´t like the white “rent a car” box.
The redesign is more compact what I like. But first I connected it with an AA Duracell batterie
(http://images.google.de/images?hl=de&q=duracell&btnG=Bilder-Suche).

Hmmm

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 Nigel said on January 2nd, 2007

Nice piece of confident rebranding… they dropped the rent-a-car reference, no doubt because they no longer need it. The image seems more coherent (the old image felt like two or three elements cobbled together), though I don’t much like the bolder font (it feels cramped), but you can’t have everything…

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 Dam said on January 2nd, 2007

I agree with what Nigel said, nice move by leaving the ” rent a car ” tag. The re-branding not only was to modernize they company’s corporate id, but as they are now more know around the us, they can forget about the tag.

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 arun chakkravarthy said on January 3rd, 2007

not so great, and there is no big difference btwn old and new.

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 Deanna said on January 3rd, 2007

I like it. It’s much simpler and I like that they’ve incorporated the e in the word. Before it looked too much like “e enterprise” was their name.

I do see how David thought of a battery company though – the shape & size of the rectangle, along with the green box & black box does make me think of a Duracell battery. Kind of gestalt – don’t you think?

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 Nexy said on January 4th, 2007

I think its overdated, the old one and the new one.

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 withoutstars said on January 4th, 2007

Now if only they’d get a new TV spot. ‘Hi Enterprise, I’m stuck at the repair shop and I need to rent a car…’ ‘Sure, we’ll have a ’96 Lumina for you in a jiffy.’

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