The Car and Truck Fleet and Leasing Management Magazine

Comdata Launches New Brand Identity

February 2007, by Chad Simon

Comdata Corp. has launched a new brand identity to enhance the Brentwood, Tenn.-based electronic payment solution provider’s industry status. The new brand consolidates all of Comdata’s business units, including Ceridian Corp., which deliver payment solutions for customers in the transportation, retail, government services, aviation, construction, service, and restaurant and hospitality industries.

The plan to create a new brand identity was hatched approximately 18 months ago when customer research results determined Comdata’s public perception, according to Kedran Whitten, vice president of marketing and communications. Five brand attributes used to describe the company included:

* Bold.

* Rock-solid.

* Agile.

* Inventive.

* Universal.


“We thought those were pretty distinct and impressive brand attributes, so we thought of how we could convey them in a new brand identity,” said Whitten.

Comdata launched a new brand identity to broaden its presence from the transportation industry to the retail and construction markets by acquiring companies such as Stored Value Systems. The company’s strategy is to implement the Comdata name and logo as the company’s master brand. All Comdata subsidiaries and business units will operate under one brand name.

Comdata’s revamped Web site, (, which, according to Whitten, has recently seen a substantial increase in Web traffic, contains a transportation section geared exclusively toward both public and private sector fleets. Services include controlled spending, payroll and electronic funds distribution, and regulatory compliance and receivable finance solutions.

            “We are very excited about the new brand identity because it reflects our global presence,” said Gary Krow, president of Comdata. “Right now we are in 20 countries, and by the end of 2007, we’ll be on every continent except Antarctica.

“We’re uniting all our business units under one master brand and pursuing our global strategy to better serve our customers. Our range of services will always expand to provide retailers and businesses additional payment solutions, from credit to debit to payroll to stored value cards.”

New brand identity

campaign elements:

  • New logo.
  • Enhanced, user-friendly Web site ( allowing customers to manage their Comdata accounts through the company’s Customer Quick Access feature.
  • International print and television advertising campaign launching this year.
  • New sales materials and targeted employee and customer communications.
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