Fleet Advantage, a provider of specialty financing, fleet data analytics and fleet management services, unveiled a new logo, visual identity and tagline. The new tagline is “Asset Management Reimagined.”

Part of the new visual identity includes a new corporate video that highlights the company’s holistic asset management approach, providing flexible financing and data-driven analytics that help organizations with transportation fleets make decisions to maximize efficiency and reduce their total cost of ownership (TCO).

The company’s new tagline is meant to be a message for an industry that keeps evolving due to persistently changing market conditions, with Fleet Advantage noting that today’s organizations continue to seek value added services that help offer insight into their decision making, which is why it’s critical to work with a holistic asset management partner that provides comprehensive solutions.

The centerpiece of Fleet Advantage’s refreshed brand identity is the introduction of a icon that subtly encapsulates the differentiated characteristics of the company. The icon portrays a tractor trailer moving forward, signifying progress, momentum and efficiency, while a winged representation extends to the left, symbolizing speed and agility. This icon also represents a merger of data, symbolizing Fleet Advantage’s commitment to asset management solutions.

The four quadrants within the icon are symbolic of Fleet Advantage’s approach to specialty financing, fleet management and operations, data integration and analytics, and life cycle cost management. They highlight the company’s capability to bring together disparate data sources and transform them into actionable insights. Moreover, the spaces between the quadrants form the roads that its customers’ fleets traverse daily, underlining Fleet Advantage’s role in advocating safety and enhancing overall fleet efficiency.

The refreshed brand identity also is meant to reinforce Fleet Advantage’s work advancing the use of clean diesel, offering customized resources that help fleets bridge over to alternate fuel technologies.

“Our rebranding focus is more than just a change in our visual identity; it’s a reflection of our commitment to innovation, efficiency, the future and delivering tangible value to our clients,” Katerina Jones, chief marketing officer of Fleet Advantage, said. “Our new brand identity communicates our vision for corporate transportation fleets and our dedication in providing trusted asset management solutions that help our clients navigate the road to success.”