Hertz's new logo leverages their signature yellow color, signifying the Company's 91-year legacy of service and innovation. In the previous logo, the font was in Yellow, but with the new logo, the Yellow color is even more prominent With a contemporary look, the logo also symbolizes Hertz's commitment to remain relevant to today's car and equipment rental customers. The new font is more contemporary with rounded edges as opposed to the old font which is more block-shaped.
According to Mike Senackerib, Hertz Chief Marketing Officer, "Our goal in the logo redesign was to create a more contemporary corporate image that reflects our strong brand recognition, and is in touch with the mindset of current and future customers who appreciate superior service, personalized choices and value. We believe, and our customer research bears out, that the new logo portrays Hertz as a modern brand with personality for business, leisure and insurance replacement renters, and equipment rental customers."
Hertz Corporation 2009 Logo