Rebranding our logo to match our mission for our 25th birthday year

AMC logo

A summary of our logo re-brand from a marketing perspective.

We’re hitting the quarter-century mark this year! If AMC Technology were a person, we’d be transitioning into a new age bracket – the one where you can enjoy mature adulting activities like hassle-free car rentals. Yet, we’re still in sync with the industry, maintaining that youthful vibe at 25. Happy birthday to us! And to celebrate, stay tuned for our exciting logo transformation!

It’s a very early 2000s feeling website with the old logo we just updated.

As we began planning the marketing efforts around this celebratory year of 2020, we realized that our branding looked a little dated, not needing a complete overhaul, but perhaps just some Botox. We wanted to modernize our look and feel without losing the brand recognition from those who know and respect us within the industry. We also enjoyed our well-organized architecture and easy to articulate to customers, partners, and prospects.

We came to this conclusion based on three points:


  1. We were still the same company, with the same people and values. We weren’t changing because of a crisis or shift in the company.
  2. People in our niche know AMC, so we wanted to keep the recognition easy to identify.
  3. We wanted to ensure that the way people saw AMC matched our company voice or personality: expert, flexible, vibrant, dynamic, modern, and friendly.
  4. We wanted our products to be easy to understand and how they work together to solve customer problems.


So, we all accepted we were ready for change. What’s next?



We needed to look at what was already in the industry. How do our competitors, partners, and industry leaders portray themselves? What colors are most frequently used? A complete understanding of this would help us know what designs to utilize to stand out.



Here, I spent several hours in Illustrator trying to bring the vision we wanted to life, mainly focusing on the logo. Several ideas were generated around fluidity and circles to illustrate communication and flexibility. We knew we wanted to modernize our font and have a flatter design, but we settled on keeping the imagery of the sun and the color palette to maintain brand recognition.

Several logo mock-ups we looked at before settling on the final logo.



This step was critical to make sure we didn’t just subjectively like the design, but that the criteria we planned for applied. Does it still look like AMC, just more modern? Does it come across as flexible, vibrant, expert, modern and friendly? How does the logo look in mock-ups of our website, our collateral and our social media? We finally made a few more tweaks and the design finally checked all the boxes.



AMC logo

Revealing our new logo for AMC Technology

We’re excited to finally reveal and celebrate the new look of AMC. Stay tuned for more information and how we’re continuing the celebration of our 25th birthday.

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