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November 2018
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ARA revamps brand identity for the first time in 40 years

Reflecting a new era for the industry it serves, the American Rental Association (ARA) unveiled a new logo as well as a new logo family on July 1.

The move is part of an extensive branding initiative launched last year to carry the association forward in better serving its members and representing an equipment and event community expected to generate $52.3 billion in rental revenue in 2018.

“ARA has evolved over the past 60-plus years. As more second-, third- and fourth-generation owners get involved and the large national companies expand, it was time for ARA to evaluate its role for the future and determine a new strategic plan. The branding initiative is part of our effort to enhance our relevance and value to all who are part of this community,” says Tony Conant, ARA CEO.

The new ARA logo pays tribute to the previous logo with a similar color palette and the inclusion of a triangular shape with many updates. The new logo incorporates richer blue and red colors and introduces a primary shade of gray. It’s made of three flags in motion, which represent the segments of the rental industry, while updating the type face. 

A new positioning statement, “Advancing the equipment and event rental community,” also was determined to better represent the industry and the association.

“Previously, the term ‘equipment’ covered the construction/industrial and general tool members, but didn’t resonate with the party and event members. The term ‘community’ is an accurate reflection of who we are as rental people and how we operate,” Conant says.

In addition, ARA has rebranded its annual trade show and convention, which is now The ARA Show, next scheduled for Feb. 17-20, 2019, in Anaheim, Calif.

“We have updated the name to reflect how members refer to the show. The show logo will now be contained in a circular shape, which again pays tribute to the previous logo’s globe concept while offering a more contemporary look,” Conant says.


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