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For Internal Use Only

Visual Identity

Logos

From the very beginning, we have always been inspired by the journey. It was always more than an 'e.' It is a perfect metaphor for the journey of our business - both where we've come from, but more importantly, where we are going. After three generations of leadership we are re-introducing this iconic logo, in a modern holistic brand system. It is a visual mechanic to frame what we’re most proud of, reflect the environments of our customers, and our 90,000+ strong team. Reintroduced, refined, and a reminder that we’re not ones to rest on legacy, but we use it to propel us to the future.


 

Our Mark is inspired by the strength of our heritage, and the iconic dual parallel lines from the original Enterprise Leasing logo. The visual language of the original ‘e’ serves as a metaphor for the road ahead, or ‘the journey’. This honors our legacy while driving clear forward momentum.


If you have a need for a logo file, please email brand@em.com.

Primary Logo

The Primary Logo is the logo that should be used most commonly. It should be the first choice for all logo applications.

Primary Logo on Blue Background

Primary Logo on White Background

Primary Logo on Photography Background

Primary Logo on Black Background (only used in black and white printing)

Primary Logo on White Background (only used in black and white printing)

Primary Logo Safety Area


Creating adequate space around our Primary Logo is essential. Every time we use the Primary Logo, we should keep a minimum margin around the logo. Our Safety Area ensures that the Primary Logo is not too close to the edges of our compositions or too close to other elements. Our Safety Area is based on the width of the curve in the 'e' mark. We apply this safety width to all sides of the logo.

Secondary Logo

The Secondary Logo is our vertical format logo. We use this logo in instances when the layout is portrait, square or very narrow. Color Usage and the Safety Area on the Secondary Logo follows the same convention as our Primary Logo.

Secondary Logo on Blue Background

Secondary Logo on White Background

Secondary Logo on Photography Background

Secondary Logo on Black Background (only used in black and white printing)

Secondary Logo on White Background (only used in black and white printing)

Safety area equal to the width of the curve in the 'e' mark

Mark - Special Usage Only


You may notice that our corporate social media accounts feature a new icon. This is a special use of our Mark and it is only intended for our Enterprise Mobility™ corporate social media accounts. This Mark cannot be used for personal or Group social media accounts, or in any other applications.

Program, Product and Department Logos

In certain situations the development of a program, product or department logo may be appropriate. If you think you may have a use case that warrants a logo, please contact brand@em.com. You should never create a logo on your own.

Don’ts – Mark and Logo Practices to Avoid

Don’t stretch or extend the lines of the 'e.'

Don’t change the composition of any of the logos or create your own log by using the Mark and typography.

Don’t change the font of any of our logos.

Don’t use our Mark in a color that impairs legibility when placed over photography.

Don’t use the 'e' as part of the typography.

Don’t use colors not included in our color palette.

Don’t extend into the Safety Area.

Don’t use the incorrect version of our logo. Above, we see the Tertiary Logo when the Primary Logo is optimal.

Colors

Primary Color Palette

Our color palette distinguishes us as Enterprise Mobility. Together, our colors help create a recognizable, confident and consistent visual identity.

Green works as a functional accent to emphasize key words, draw attention and stand out in everything from copy to design elements. It is used more sparingly in design for impact.

With richness, depth and high contrast, blue is our default for most text, particularly with bold copy.

Grey creates depth when used with our base white. In layouts, grey provides more subtle color differentiation.

White functions as a base color in our Primary Palette. It gives us freedom to explore negative space in layouts.

Typography

We have two primary fonts for Enterprise Mobility. Our font for day-to-day communications is Arial. This font is available on all tech platforms. As you compose emails, content for Word documents, presentations in PowerPoint and more, please ensure that you are using the Arial font.

 

For creative executions, we have a custom Enterprise Mobility Text Font. You will see this font across key brand and marketing elements. Access to this font is limited to Marketing and Communications. If you have a need for creative support leveraging this font, please contact brand@em.com.