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Following the announcement last week of Addison Lee’s purchase of US company ‘Flyte Tyme’ and the purchase of the Tristar brand in 2016 (which made it Europe’s largest Executive Car Service), Addison Lee has rebranded its group identity. The new organisation will be called the “Addison Lee Group” and a new logo will reflect the company’s premium status in the market.
The new mark features a graphic device of two corners, designed to reflect the inclusive nature of the group, while the name is written in Novecento Wide, the same font used in the new Addison Lee product identity that launched in September 2016. The device also uses the new yellow highlight colour of the Addison Lee product mark.
All brands and services in the organisation will now sit underneath the new formal group identity.