Addison Lee focuses on premium qualities in rebrand as it steps up global expansion plans
Addison Lee has launched a new brand identity and campaign to battle the likes of Uber as part of plans to grow its car service across the UK and globally.
Addison Lee
The company’s new logo is the culmination of two-year investment programme in the business and is designed to position Addison Lee has having a commitment to ‘service excellence’. The colour palette for the new look consists of yellow, black and slate will be rolled out across Addison Lee’s fleet of 5,000 cars, courier vans and motorcycles.
It’s the first time since the company’s formation in 1975 that the brand has been updated and the messaging around quality and service chimes with the company’s renewed focus on excellence throughout the customer experience.
Andy Boland, Addison Lee CEO said: “We are very excited about our new branding. It’s a bold new look with a premium feel. It says that we are committed to offering our passengers quality and service, all of which consumers can access at the touch of our App. At Addison Lee, we go the extra mile”
In tandem Addison Lee has kicked off a million pound advertising campaign that focuses on communicating to customers how easy it is to use the Addison Lee App, levels of service and unique in-car features such as WiFi and phone chargers.
The new branding follows a flurry of recent acquisitions including Climate Cars, Cyclone VIP and Tristar as well as the launch of a new branded car service in Manchester.