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Auto Laundry News: Bennyʼs Rebrands - Part of 65th Anniversary Celebration http://www.carwashmag.com/issues/current-issue-list/issue…ersary-celebration/f61857f4721f56628302a6ad787a0a79.html Login | Become an Auto Laundry News Member About Us | Advertise | Contact Us | Subscribe to the Magazine TOPICS Total Car Care VIDEOS Video Spotlights SURVEYS What's Hot Now By Sherry Alpert Current Issue Benny’s Rebrands - Part of 65th Anniversary Celebration The old Benny’s logo. The new Benny’s logo atop the tunnel entrance Consistent imaging at the wash entrance. 09/01/16 Benny’s Carwash and Oil Change, a three-generation family-owned business has grown to seven car washes, five oil change facilities, and three B-Quik convenience stores in the Baton Rouge area. Celebrating Benny’s 65th year, the company decided it was time for a new look. Benny’s shed its old logo and rebranded itself in a bold, new way. “Our existing logo, building, colors, and image had been in use since 1991. We thought that it was time for a change and a modernized look,” said Justin Alford, who co-owns Benny’s with his brother Jason and father Benny. Alford’s grandfather opened his first car wash in 1951, making the Alford brothers third generation car washers. “We debated including the word ‘carwash’ in the new logo. In the end, we decided to drop the ‘carwash’ from the new logo, because we feel that ‘Benny’s’ is well known enough in the area to do so,” Alford said. “When we started working on our newest location in 2013, we met withthe architect who designed our previous buildings to brainstorm and create a new modern building look that would be able to grow with us for the next 30 years.” The Alfords partnered with BrandEquity, based in Newton, MA, for Benny’s rebranding. BrandEquity has rebranded other major car washes around the country, including Scrub-A-Dub car wash in Natick, MA, and Crew and Mike’s Carwash, located in Indianapolis, IN and Cincinnati, OH. Steve Smith, creative director at BrandEquity, created a fresh, new look and logo, in contrast with Benny’s previous logo that featured a red 1950s-style cursive font. The new brand’s primary color is bright green, a color not previously used in the Baton Rouge car wash market. “The bold italic font is friendly, fast, and efficient. We highlighted it in a bowed rectangle, like a bar of soap, and the bow-shape is reflected in the bowed shape of the letters,” Smith said. “We designed the apostrophe in Benny’s to resemble a drop of water.” “The new color combination, simplification of our logo, and new building create a totally new look,” Justin Alford said. “It was truly a team effort working together to arrive at a new brand, executed through building design, color, logos, signage, and flow. We considered a lot of new building materials and design in building our new Siegen Lane location and in the renovation plans for our existing locations. We wanted a clean, simple but strong branded look, and I believe we’ve achieved that go “We are always looking for new opportunities, but rebranding all our existing facilities is a major focus for the coming year,” said Alford. Ted Selame, president and CEO of BrandEquity, believes that this new brand will help Benny’s to expand and increase its market share. The Alfords are active in the Baton Rouge community as well as all the car wash associations. Benny Alford is past president of the Southeastern Car Wash Association as well as the International Carwash Association and is an inductee to the International Carwash Association “Hall of Fame.” Sherry Alpert is a public-relations practitioner based in Massachusetts. For more information, please visit www.alpert-publicrelations.com Signage with the new Benny’s logo.

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Auto Laundry News: Bennyʼs Rebrands - Part of 65th Anniversary Celebration

http://www.carwashmag.com/issues/current-issue-list/issue…ersary-celebration/f61857f4721f56628302a6ad787a0a79.html

TOPICSTotal Car Care

VIDEOSVideo Spotlights

SURVEYSWhat's Hot Now

By Sherry Alpert

Current IssueBenny’s Rebrands - Part of 65th Anniversary Celebration

The old Benny’s logo.

The new Benny’s logo atop the tunnel entrance

Consistent imaging at the wash entrance.

09/01/16

Benny’s Carwash and Oil Change, a three-generation family-owned business has grown to seven car washes, five oil changefacilities, and three B-Quik convenience stores in the Baton Rouge area. Celebrating Benny’s 65th year, the company decided itwas time for a new look. Benny’s shed its old logo and rebranded itself in a bold, new way.

“Our existing logo, building, colors, and image had been in use since 1991. Wethought that it was time for a change and a modernized look,” said Justin Alford, whoco-owns Benny’s with his brother Jason and father Benny.

Alford’s grandfather opened his first car wash in 1951, making the Alford brothersthird generation car washers.

“We debated including the word ‘carwash’ in the new logo. In the end, we decided todrop the ‘carwash’ from the new logo, because we feel that ‘Benny’s’ is well knownenough in the area to do so,” Alford said. “When we started working on our newestlocation in 2013, we met withthe architect who designed our previous buildings tobrainstorm and create a new modern building look that would be able to grow withus for the next 30 years.”

The Alfords partnered with BrandEquity, based in Newton, MA, for Benny’s rebranding. BrandEquity has rebranded other major carwashes around the country, including Scrub-A-Dub car wash in Natick, MA, and Crew and Mike’s Carwash, located in Indianapolis,IN and Cincinnati, OH.

Steve Smith, creative director at BrandEquity, created a fresh, new look and logo, incontrast with Benny’s previous logo that featured a red 1950s-style cursive font. The newbrand’s primary color is bright green, a color not previously used in the Baton Rouge carwash market.

“The bold italic font is friendly, fast, and efficient. We highlighted it in a bowed rectangle,like a bar of soap, and the bow-shape is reflected in the bowed shape of the letters,” Smithsaid. “We designed the apostrophe in Benny’s to resemble a drop of water.”

“The new color combination, simplification of our logo, and new building create a totallynew look,” Justin Alford said. “It was truly a team effort working together to arrive at a newbrand, executed through building design, color, logos, signage, and flow. We considered alot of new building materials and design in building our new Siegen Lane location and inthe renovation plans for our existing locations. We wanted a clean, simple but strongbranded look, and I believe we’ve achieved that go

“We are always looking for newopportunities, but rebranding all our existing facilities is a major focus for the comingyear,” said Alford.

Ted Selame, president and CEO of BrandEquity, believes that this new brand willhelp Benny’s to expand and increase its market share.

The Alfords are active in the Baton Rouge community as well as all the car washassociations. Benny Alford is past president of the Southeastern Car WashAssociation as well as the International Carwash Association and is an inductee tothe International Carwash Association “Hall of Fame.”

Sherry Alpert is a public-relations practitioner based in Massachusetts.For more information, please visit www.alpert-publicrelations.com

Signage with the new Benny’s logo.