Reynolds & Reynolds Rolls Out New Logo, Branding

The retail management system supplier says the new look illustrates the company’s modern developments.

Jim Henry, Contributor

January 27, 2023

1 Min Read
Reynolds Booth NADA
Reynolds & Reynolds exhibit at 2023 NADA Show features logo last updated in 1996.

DALLAS – Dealers at the 2023 NADA Show here got a glimpse of Reynolds & Reynolds Co.’s new offerings plus its new corporate logo and branding.

One of the product highlights is Retail Anywhere, which allows dealers to instantly work with customers, manufacturers, vendors and lenders, even on mobile devices.

“The product set we’re showcasing at NADA allows dealers to serve customers no matter where they are – online, in-store, or more commonly, both – and to do it in a way that doesn’t sacrifice what’s important to the business: control and profitability of the sale, accuracy of the transaction and efficiency of employees,” says Chris Walsh, the company’s president. “It allows dealers to ‘Retail Anywhere’.”

To showcase the company’s latest products and services, leaders unveil a new corporate logo and branding at NADA. This marks the company’s first logo and branding update since 1996, says Greg Uland, vice president of brand marketing.

“The time was right for us” to make a change, Uland tells Wards. “Where we are as a company now is different from where we were.”

The 156-year-old company’s name stays the same, but the logo gets a new, more modern typeface, a revised blue color and a stylized pair of interlocking “Rs.” The idea is to convey a more up-to-date image of Reynolds & Reynolds’ current and future business, Uland says.

Although the new branding is on its website and other areas, rolling it out nationwide is going to take some time, says Uland.

Reynolds & Reynolds, based in Dayton, OH, was founded in 1866 as a forms printer. Starting in 1927, the company created standardized accounting forms for franchised Chevrolet dealers in the U.S. It has served dealerships ever since.



About the Author(s)

Jim Henry


Jim Henry is a freelance writer and editor, a veteran reporter on the auto retail beat, with decades of experience writing for Automotive News, WardsAuto,, and others. He's an alumnus of the University of North Carolina - Chapel Hill, where he was a Morehead-Cain Scholar. 

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