CENDANT: "The largest consumer business services company in the world."

A use of identity, by a leader

New: Cendant Corporation

Launched: December 1997, with the merger

Formerly: CUC International, and HFS Inc.

Story in brief:
At $28 billion (market cap), and brands like Avis, Ramada, Century 21 it's "the largest consumer business services company in the world" and currently has AIG in play. Even among CEOs who crave obscurity, and even if 'it's only a Wall Street brand,' Cendant has it all overCUC/HFS.

Credits:
C.E.O. - Henry Silverman (with Walter Forbes, Chair)
Identity counsel , naming, design - Lippincott & Margulies

First Impressions:
Very solid; an excellent name and a unique C-symbol, modern like a Pomodoro sculpture and suggesting the datastream core of this business.
It will be much more than a Wall Street brand.