Chauffeur company Blacklane has revealed its new branding, including a redesigned logo, a refreshed colour scheme and an updated tagline.

The firm says its new tag – “Upgrade your travels” – was chosen to focus on the traveller benefits of its services. New company images of real drivers and airport concierges recognise the brand’s partners around the world, which give Blacklane a presence in more than 500 airports globally.

Commenting on the rebrand, CEO and co-founder Jens Wohltorf said: “A chauffeur inspires confidence in every personal interaction and manoeuvre of the vehicle. We infuse that premium experience into our entire brand and in every traveller’s encounter with us. Chauffeurs, airport concierges and everyone behind the scenes go the extra mile, literally and figuratively, to anticipate guests’ need and perform service with precision.

“The industry needs a makeover. Legacy companies typically advertise impersonal and stiff chauffeurs – the exact opposite of who they are. We are proud to feature our chauffeur partners’ authentic personalities, service mindset and local expertise.”

Blacklane says its model halved the cost of legacy limo rides while increasing local driver partners’ revenues and also standardised service across more than 300 cities, eliminating industry fees.

In 2017, it became the first ride service to offset all trips’ carbon emissions worldwide. Most recently, it began offering a global concierge service to escort travellers from ‘curb to gate’.

The company has also added Tesla vehicles to its global fleet, giving clients the option of booking an emissions-free Green Class.

Earlier this year, Blacklane was named Best Ground Transportation Company at the annual Business Travel Awards.

Blacklane says its new brand identity will launch in two phases, the first of which launches today and includes a new website, apps, app icons, logo, tagline and colour scheme, which now features a rose-orange gradient.

Then in August the company will celebrate its chauffeur and airport concierge partners, with drivers due to explain what five-star service means to them before, during and after rides.

Later campaigns will highlight internal crew across all its teams.

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