Addison Lee launches new Group Identity

Press Release: Immediate Release

Following the announcement last week of Addison Lee’s purchase of US company ‘Flyte Tyme’ and the purchase of the Tristar brand in 2016 (which made it Europe’s largest Executive Car Service), Addison Lee has rebranded its group identity. The new organisation will be called the “Addison Lee Group” and a new logo will reflect the company’s premium status in the market.

The new mark features a graphic device of two corners, designed to reflect the inclusive nature of the group, while the name is written in Novecento Wide, the same font used in the new Addison Lee product identity that launched in September 2016.

The device also uses the new yellow highlight colour of the Addison Lee product mark.

All brands and services in the organisation will now sit underneath the new formal group identity.
The new group identity has been developed by Whistlejacket London, who were also responsible for developing the new brand positioning, strategy and identity for the Addison Lee product brand

Tamsin Todd, Chief Customer Officer of Addison Lee Group commented:

“This is an exciting time for Addison Lee and for the executive car industry. With the acquisition of Flyte Tyme and Tristar, Addison Lee Group has become the world’s leading provider of executive car services so that our global customers can take advantage of our quality, reliability and service almost anywhere in the world they want to book a car. Our new group identity reflects our values and multi brand offering, designed to best meet the needs of the many different customers who value our services”

Richard Morris, Partner at Whistlejacket London, said
“It’s been exciting to go on a brand journey as wide ranging and seismic as the one Addison Lee is undertaking. We’re delighted the new group identity is seen as the next step down that road. In this fast-changing sector, Addison Lee is continuing to innovate both its product and its service offerings to keep it at the forefront of the market and we’re proud to be their chosen partner in bringing these changes to life.”

ENDS

Creative Director Kathy Kielty

Creative Team Loic Heurtebis

Further Inquiries:
Richard Morris,
Partner,
Whistlejacket London
07768 465 951

Richard@whistlejacketlondon.com

Matty Tong,
Partner,
Whistlejacket London
07740 704304

Matty@whistlejacketlondon.com

About Addison Lee Group

• Founded in Battersea in 1975, Addison Lee is Europe’s largest private hire car service company. Addison Lee is trusted by its customers to provide an exceptional service through innovative technology combined with stand-out service from experienced driver and customer service teams
• 99% on-time record across 10 million journeys per year. The vast majority of our customers rate Addison Lee 5 out of 5 for passenger experience.
• 24/7 customer support from our contact centre. Support is always available phone, email and social media. Customers can book by app, phone and web, and can book in advance.
• Addison Lee drivers are handpicked; only 1 in 4 meet our rigorous selection standards.
• Frequent customers enjoy priority service and membership of our customer loyalty programme, ClubLee. Customers also benefit from off peak fares which is 30% less from typical peak pricing.


About Whistlejacket London

Whistlejacket London is a brand agency founded by Richard Morris and Matty Tong in 2014.

They wanted to create an agency that allowed them to offer businesses simple solutions to their knottiest problems. Clients approach them with a range of questions and issues, commonly around their market proposition, brand identity or marketing.

Whistlejacket ensures they truly understand the exact nature of the problem before proposing and delivering the most appropriate solutions.

The Whistlejacket business model consists of a permanent core team of strategic business leads and project managers, supported by a wide range of cross-discipline creative talent, assembled over many years experience of working with the industry’s brightest and best. This pool is drawn on depending on a client’s needs and includes brand identity, digital design, advertising, 3D and retail design.

Companies we have helped worked with include Crew Clothing Company, News UK, Unilever, Syngenta, Build Africa and The Collective Dairy.