For the first time in more than 40 years, The American Rental Association (ARA) unveiled a new brand identity to reflect the evolution of the equipment and event rental industry. The move is part of an extensive branding initiative designed to carry the association forward in better serving its members and representing a community of equipment and event rental professionals.
“In order to effectively support this ever-changing and growing industry, we knew we needed to modernize our brand and our communications. As more second-, third- and fourth-generation owners get involved and the large national companies expand, it was necessary for us to evaluate the association’s role and determine how we can best support the industry. This is one step toward enhancing our relevance and value to all who are part of this unique rental community,” said Tony Conant, ARA CEO.
In 2017, the ARA board of directors approved the formation of the ARA Brand Committee to guide the association through rebranding process. Committee members represented all three segments of the equipment and event rental industry. The goal was to create a cohesive family of brand marks that would work and read well in all facets of communications, represent the entire rental industry and speak to the values of our young professionals and future leaders of the association.
The rebranding process also led to a new positioning statement for the association: ‘Advancing the equipment and event rental community’. “Our previous identity recognized the members who specialize in equipment rental, but it didn’t specifically speak to those in the party and event segment,” said Conant. “Furthermore, the term ‘community’ is an accurate reflection of who we are as rental professionals and how we operate, like a community of helpful, like-minded people”
All facets of the association’s identity were evaluated during the rebranding process. Updates include new logo marks for ARA Insurance, ARA Foundation, Rental Management and the industry’s annual trade show and convention. During the research, it was discovered that the name ‘The Rental Show’ did not have brand equity and that ARA members didn’t feel that the show was closely aligned with the association. Effective with the rebrand, the new name and accompanying logo for the industry’s premier event is The ARA Show.
The new ARA brand mark reflects a modern and approachable look in terms of color, typeface and design while paying homage to the previous logo. “We’re focused on continuing the development of the association with a brand update that builds on our rich history of a of being a unique platform where rental professionals can learn, share ideas and give back to our industry,” said Conant.