Localiza is a Brazilian car rental company with branches around Latin America. It recently introduced a refreshed brand identity, created by Interbrand São Paulo who worked on everything from strategy and repositioning to brand architecture.
The brand concept is described as "caring for the path of every costumer" and should reinforce existing brand attributes such as simplicity, efficiency and clarity. This is done by uniting the company under one brand, with three sub-brands for different business units.
Functionally, the new logos are horizontal - which means they will be easier to use - and overall more contemporary and integrated. The lines from the redesigned icon can also be used as creative graphic devices.