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This is a very old entry — images are small, formatting is off.


Hertz Loses its Shadow

Reviewed Oct. 5, 2009 by Armin

Industry / Transportation Tags /

Hertz Logo, Before and After

With 8,100 locations in 147 countries and approximately 30 million reservations annually, Hertz is one of the world’s largest rental car services. It’s also the most yellow. Since early this year, Hertz has slowly been introducing a new logo first brought in February from a customer survey. With the logo now on Hertz’s web site and the cover of the 2008 annual report I would have expected a little more fanfare or at least more information, but there is none unfortunately.

The previous logo had its charms. There was something convincing about the pronounced italic and the heavy-handed shadow. It at least stood out like a monolith in an airport amidst all the other car rental logos. It was impossible to miss. Again, the yellow helped, so it might be safe to say that Hertz could change to comic sans and as long as they kept that yellow they would still have a recognizable identity within the car rental category. A thin theory I guess, but I digress. The new logo is more in tune with today’s sensibilities and I like that it is an evolution and not a complete redesign. The letterforms are friendly and there is a very nice rhythm to the “rtz” part. Compared to the old logo, the new one feels flimsy and delicate but overall it’s a nice contemporary update.

Update: The correct logo has been updated in the image above; as some noted, the crossbar of the “H” should have been lower. Also, the logo was designed by Landor.

Thanks to Nick Gow for the tip.



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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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