Hertz Loses its Shadow

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 co