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BRANDING NEWS: Lex rejuvenates brand to communicate broader proposition

Lex Vehicle Leasing has rebranded to showcase its increased services following its acquisition by Halifax Bank of Scotland from Aviva.

Lex Vehicle Leasing will now function under the rationalised identity Lex, represented by a new logo designed by agency Milestone Strategic Design.

Ian Sutton, director of Milestone Stragetic Design, says, “We wanted to move away from an identity that was hard-edged and industrial to a more dynamic and forward-looking brand. The logo has been designed as a hub symbol, inspired by the idea of wheels-in-motion and reflecting the five spheres of the organisation's sub-brands.”

The company's sub-brands included: Lex Corporate, which looks after fleet; Lex Partner, which manages all third-party relationships; Lex Individual, which looks after one-to-one relationships with drivers; Lex Services, which deals with areas such as maintenance; and Lex Group, the holding company.

The hub symbol is designed to combine all five offerings in one simple identity

The name Lex was retained because of its high levels of awareness in fleet arena, whilst the words 'vehicle leasing' were dropped to reflect its new broader business portfolio, following the acquisition.

The rebrand was launched internally to staff at a summer conference in early July. This was followed by brand workshops for all 1000 employees at Lex's three sites: Stockport, Marlow and Stirling.

Lex also kicked off a campaign last month (August) to promote its company car business. Creative aimed to promote the motivational benefits of company car ownership, and featured a business executive playing with a toy car on the floor of an office. It featured in fleet, HR and financial trade press, including People Management and Financial Director.


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