The new identity sees Avis drop its previous condensed italic logo, although it is retaining its red and white colour palette.
Avis is also dropping its We Try Harder strapline, which it has used since 1963, and replacing it with new slogan It’s Your Space, in a campaign developed by Leo Burnett Business.
Jeannine Haas, chief marketing officer at Avis Budget Group, says, ‘The new campaign illustrates how an Avis rental vehicle gives customers that control so they can prepare for a meeting, recharge or just be themselves – after all “It’s Your Space”.’
The New identity and campaign is rolling out across TV and digital marketing campaigns in the US from November.
Avis says there are currently no plans to introduce the new identity to the UK.