(thanks to Brand New blog for the image)
Car Hire company Hertz has brought in Landor brand consultancy to revamp its image, and with that comes a new logo. The Hertz logo has always stood out to me, and it's one which brings back memories of family holidays from years ago. I think it was the bold, wasp colouring and the heavy drop shadow which made it stick in my head. It has something about it which looks quite unique, to me. It might not be that pretty, but it is Hertz.
The new logo does away with the dated shadow, but sensibly keeps the yellow and black (or dark grey) colour pallete. The new typeface slots together nicely, as the old one did, but in a more modern and less mechanical way. Cleverly, they've also kept the italic slant of the lettering, which makes it much more "Hertzy" in feel.
Part of me is going to miss the old logo, but this rebrand has been done sensitively and I feel is probably not before time!
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