The Enterprise Mobility logo represents a company that started as a small initiative and grew into a large car rental network. The founder’s experience and desire to offer practical travel solutions, from a few vehicles to convenient service, underpinned everything.
Enterprise Mobility: Brand overview
Jack Taylor founded the Executive Leasing Company in St. Louis, Missouri, in 1957, marking the start of Enterprise Mobility. Initially, the company operated with a fleet of only seven cars. Taylor used his experience as a Cadillac salesman and knowledge of business clients to build a successful car rental enterprise.
In 1962, the company expanded beyond St. Louis. It adopted the name Enterprise Rent-A-Car in honor of the USS Enterprise aircraft carrier, where Jack Taylor had served during World War II. This decision was a defining moment for the company’s growth and future direction.
In 1969, the firm opened its first office outside Missouri in Atlanta, Georgia, initiating national expansion. During the 1970s, it developed a unique business model for clients needing temporary vehicles. At the same time, their own were being serviced, setting it apart from competitors focused primarily on airport locations.
The organization reached a milestone in 1980, growing its fleet to 6,000 cars. By the 1980s, it had introduced its “Promote from Within” human resources model, encouraging entry-level employees to advance to management positions—a key factor in its success.
1989, the company reached a major milestone: its annual revenue reached $1 billion. In the early 1990s, the business began expanding into airport locations, competing with well-established rental firms.
The brand entered the international market in 1994, opening its first office in Canada. In 1995, it launched the customer service campaign, “Pick Enterprise. We’ll Pick You Up,” which became a hallmark of its commitment to customer convenience.
In 2007, the company acquired Vanguard Car Rental Group, the parent company of National Car Rental and Alamo Rent-A-Car, enhancing its market position. This $3.9 billion transaction made it North America’s largest car rental company.
2009, the organization rebranded itself as Enterprise Holdings to reflect its broad operations. In 2011, it expanded into the European market by acquiring several local car rental businesses, furthering its international growth.
Celebrating its 55th anniversary in 2012, the group operated over one million vehicles in over 70 countries. 2013 Enterprise CarShare was launched in response to the rising car-sharing trend.
From 2015 to 2019, the company expanded in the Asia-Pacific region, opening offices in China, Japan, and other countries. In 2019, it strengthened its role in the business travel market by acquiring Deem, a corporate travel technology platform.
By 2022, Enterprise Holdings was the largest car rental company in North America and worldwide, operating a fleet of over 2.1 million vehicles across a global network of over 10,000 locations. The firm continued to improve its technology, adding digital solutions to boost customer satisfaction and streamline operations.
Meaning and History
What is Enterprise Mobility?
This software helps companies operate efficiently from anywhere, providing employees access to corporate resources via mobile devices. It enables users to work on projects, share data, and stay productive outside the office. The system combines employee convenience with reliable data security. It allows secure use of corporate applications, document sharing, and connection to business tools while maintaining control over information. This creates a flexible, secure work environment that meets modern mobility demands and business needs.
2009 – 2023
The Enterprise Holdings logo, used until 2023, conveyed austerity, balance, and minimalism. The company’s name was divided into “ENTERPRISE” and “HOLDINGS,” emphasizing the different areas of its work: providing quality service and project management.
The blue color “ENTERPRISE” was associated with confidence and stability, emphasizing the company’s reliability in the transport sector. The gray shade of “HOLDINGS” added professionalism and business spirit.
The vertical line between the words had an orange accent at the top, bringing energy and dynamism to the austere design. The orange color symbolizes development and movement forward. The line served as a visual axis, connecting all the elements of the emblem.
The font is sans serif, modern, and technologically styled. “HOLDINGS” looked wider, creating a sense of openness, while “ENTERPRISE” was compact, emphasizing the brand’s essence.
The logo combined austerity with bright accents, reflecting the company’s stability, desire to develop, and willingness to adapt to change.
2023 – today
The modern, updated logo reflects the company’s rebranding, renamed Enterprise Mobility. The design uses bright green and dark blue, symbolizing mobility and environmental responsibility.
The logo is based on the lowercase letter “e” with a unique shape. Its intersecting lines create a loop resembling a road or route, emphasizing traffic and transport services. The bright green color of the letter reflects the desire for environmental friendliness and development.
The letter’s lines are smooth and clear, balancing modernity and professionalism. The design adds energy to the symbol and emphasizes the innovative approach.
The text part is made in dark blue, symbolizing stability and reliability. The font, similar to Regeneration and Environ, has been improved to make it unique. The simplicity of the style with slight rounding makes the text accessible.
The name “Enterprise Mobility” reflects the company’s key areas of mobility, adaptation, and provision of modern transport solutions. The word “Mobility” emphasizes flexibility and innovation.
The combination of green and blue colors enhances the brand image. Green conveys energy and concern for the environment, and blue emphasizes professionalism. The contrast creates a harmonious image that combines technology and responsibility.