ARA's old logo (left) and the group's new logo.

The American Rental Association recently released a redesigned logo as part of branding initiative launched last year.

The new logo keeps the pyramid design ARA's previous logo and uses a similar color palette, but the association's initials are now much more prominent.

"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," ARA CEO Tony Conant said. "The branding initiative is part of our effort to enhance our relevance and value to all who are part of this community."

The group has rebranded its annual trade show, now The ARA Show. The association also adopted a new positioning statement: "Advancing the equipment and event rental community."

"Previously, the term ‘equipment' covered the construction/industrial and general tool members, but didn't resonate with the party and event members," Conant said. "The term "community" is an accurate reflection of who we are as rental people and how we operate." http://bit.ly/2NlQZ2i

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