Avesco Rent SA Logo Change
BLACK IS THE NEW YELLOW !
A new brand identity for the beginning of 2026 at Avesco Rent SA.
As of Monday, March 23, 2026, our company will introduce a new logo along with a fully redesigned visual identity and brand direction.
But why this change?
For many years, Avesco Rent SA has been part of The Cat Rental Store network. Today, this brand is evolving into a new identity: Cat Rentals.
This transition reflects a clear ambition to simplify and modernize our communication, while aligning with the evolving needs of the equipment rental market in Switzerland.
Historically, the term “store” emphasized the physical point of sale. With the rise of digitalization and changing customer expectations, this concept has become less relevant. Today, customers are looking for a fast, seamless and consistent experience—both online and on-site.
The move to Cat Rentals allows us to:
• simplify communication with a shorter, more direct and memorable name
• strengthen our connection with the Caterpillar brand, a global symbol of performance and reliability
• harmonize our brand image across international dealers
• better reflect the evolution of our services, especially digital solutions
This change goes beyond a new logo. It represents a strategic evolution aimed at delivering a more modern, efficient and field-oriented customer experience.
CAT EQUIPMENT BRANDS – A selection of visuals featuring the new Cat Rentals logo
For Avesco Rent SA, this logo change marks an important milestone. It strengthens our connection with our sister company, Avesco AG, while more clearly integrating the Caterpillar brand into our identity through the name Cat Rentals. The term “Rental” remains a key element of our positioning.
Avesco Rent SA remains a fully independent entity. Although the full company name no longer appears in the final logo, this new branding has no impact on our operations or on the quality of our services.
The transition to this new visual identity will be implemented gradually. Rather than replacing all materials at once, we are adopting a pragmatic approach to optimize resources.
A phased rollout is planned over approximately two years, with full implementation expected by the end of 2027.
Latest news
Discover all the news at Avesco Rent
