LAWRENCEVILLE, Ga. -

Black Book says it has evolved into an advanced data and analytics company. The company notes that it now helps dealers, remarketers, lenders, integration partners, insurers, and other industry professionals use “precise valuation data” to make intelligent decisions.

Because of that evolution, the company on Monday unveiled its new brand identity and website. Black Book said it introduced the new identity to show its position as a provider of “precise, VIN-specific valuations, advanced data analytics, and continued product innovation to the automotive and finance industries.”

“Black Book has gone from analog to digital, from regional to national, from a guidebook to innovative data and insights, from accurate to precise VIN-specific valuations, and from current values to advanced residual value modeling,” Black Book executive vice president of revenue Jared Kalfus said in a news release.

Kalfus added, “As the company has undergone so much evolution through the course of our own innovation, we felt it important to also convey this through our brand and external identity.”

On Black Book’s new logo, a slant represents its “fast-moving and forward-looking innovative insights,” according to the company, which added that straight, precise, and clean edges represent the precision of its data.

“The sharp black in its legacy logo remains and continues to represent stability, strength, and intelligence,” Black Book said.

The company said many auto industry members think of Black Book as a pioneering provider of automotive valuation data. But Black Book says that it has currently combined those valuation offerings with machine learning, algorithms, and analytics. To do that, it says it has used innovations such as History-Adjusted Valuations and Enhanced Vehicle Matching.

“Black Book provides data and insights that allow our customers to make more intelligent, more profitable decisions each day,” said Black Book executive vice president of operations Anil Goyal, who also will be among the collection of experts and industry leaders appearing at Used Car Week beginning of Nov. 11 in Las Vegas.

“Our data scientists and automotive analysts combine advanced algorithms and deep industry experience to provide actionable insights," Goyal added.