Siegel & Gale has been handed the task of creating a new identity for Avis Rent A Car in readiness for its flotation on the US market and to help it compete in the increasingly competitive car rental market.
The design firm picked up the account after a two-way showdown between its US office and US consultancy Interbrand Schechter. Its task will be to create a new corporate image for the car rental giant in readiness for its initial public offering which was filed for this month.
The flotation follows the company’s acquisition by franchising group HFS last year for US$800m (500m). The name Avis will be kept, as HFS plans to license it to the floated company for an undisclosed fee. The public company will own Avis’s fleet of 174 000 cars and 540 outlets. HFS will retain a 25 per cent stake.
“Siegel & Gale is being asked to create an image which is appropriate to a public company of this size,” says an Avis spokeswoman.