GREENVILLE, S.C. - American Equipment Co., No. 10 on the RER 100, is launching a global branding initiative including a new logo and a redesigned Web site to explain and promote the company's broad array of services.

The company will attempt to create a more updated, unified image and will make greater efforts to promote the acronym AMECO, by which the company is generally known outside the United States. Although the companies American has acquired will retain their original identities, they will add the tag line "an AMECO company" to their names.

"We want the AMECO companies around the world and the various dealerships we've acquired in the United States to look and be perceived as one company in the marketplace," vice president of global business development Gary Bernardez told RER. "We have some brand equity in the AMECO name, but we need to manage it better, especially as we develop more business outside the Fluor arena." Although AMECO is a unit of Fluor Global Services and provides equipment for Fluor projects in numerous countries, it has been focusing on increasing its non-Fluor-related business in recent years.

Bernardez said the redesigned Web site will be more market-oriented.

"Rental is the message of the moment, but we do a lot more than that," he said. "With the outsourcing trend that's happening on a global level, our primary business model is to provide integrated tool services to industrial facilities."

In addition to its North American business, Greenville, S.C.-based American Equipment rents, sells equipment and provides fleet-management services in a number of countries in Latin America and Asia.

MIAMI - Continuing the company's involvement in the burgeoning traffic safety rental industry, National Equipment Services last month acquired Miami-based ABC Barricade, CEO Kevin Rodgers told RER. NES has now acquired 10 traffic safety rental specialists with revenues topping $100 million.

ABC also has locations in Fort Myers and Pompano Beach.

NES also recently acquired Tropical Ladder & Lifts, a West Palm Beach, Fla.-based specialist in the swing scaffolding and aerial lift segment with three locations. Tropical has estimated annual revenues of about $6 million.

Evanston, Ill.-based NES is No. 7 on the RER 100 and has more than 160 branches in 32 states.