American Rental Association unveils new brand identity, new name for ‘Rental Show’


ARA Logo

For the first time in more than 40 years, The American Rental Association (ARA) has a new brand identity.

The sharp, bold new image is designed to reflect the evolution of the equipment and event rental industry – including its emphasis on promoting members of younger generations to step into leadership roles.

Tony Conant, the CEO of ARA, says the update is necessary to modernize communications and further goals.

The logo update is part of an extensive branding initiative intended to carry the association forward in better serving its members and representing a community of equipment and event rental professionals.

“As more second-, third- and fourth-generation owners get involved and the large national companies expand, it was necessary for us to evaluate the association’s role and determine how we can best support the industry,” Conant says.

“This is one step toward enhancing our relevance and value to all who are part of this unique rental community,” he says.


“Rental Show” retires and “ARA Show” takes spotlight

All facets of the association’s identity were evaluated during the rebranding process.

Interestingly, the name ‘The Rental Show’ did not resonate with those polled about brand equity. ARA members didn’t feel that it was closely aligned with the association. So effective with the rebrand, the new name and accompanying logo for the industry’s premier event has been changed to the The ARA Show.

The American Rental Association, based in Moline, Ill., is an international trade association for owners of equipment rental businesses and the manufacturers and suppliers of construction and industrial products, general tool, and party and event rental equipment.

ARA members include than 10,000 rental businesses and more than 1,000 manufacturers and suppliers in more than 30 countries nationwide.