Shortly after introducing the new StorageUSA image shown above, Extra Space Storage acquired the company from General Electric for $2.3 billion. By combining the 450 StorageUSA properties in 30 states with the 148 Extra Space Storage properties in 20 states, Extra Space Storage became the second largest self-storage brand in the US. 
Laurel Group was asked to expedite the process of converting StorageUSA properties into Extra Space Storage facilities. Before implementing the conversion, we recommended evolutionary changes to the Extra Space brandmark to increase visibility and appeal. We darkened the primary green color, created a slight “bulge” in the type to suggest the effect of an over-filled space, enlarged the words “Extra Space” and added a drop shadow to add dimension.
Conversion of the 450 StorageUSA properties was completed in less than a year using our comprehensive sign and identity guidelines. refined brandmark
When General Electric, one of the world’s most admired companies, purchased StorageUSA, the third largest self-storage brand in the country, they wanted to differentiate their service in a category dominated by single-unit local competitors.
                                                       Laurel Group evaluated the 
                                                       market and recommended       
                                                       positioning the brand as 
                                                       delivering solutions to customer problems. Discovering the majority of first time self-storage customers seek services during a time of change in their lives, we reasoned a service that simplified complexity would hold great appeal to attract new customers without alienating current clients. 
Our visual solution features a storage box made up of brightly-colored puzzle pieces to support the notion of a company neatly packaging a broad range of different storage and packing problems.
Retail 3
StorageUSA retail © 2013 Laurel Group, Inc. |  All rights reserved. No reproduction or republication in any form including electronically is permitted without written permission. Registered trademarks are the property of their respective owners.

1985 Extra Space Storage early brandmark
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