Hertz

hertz.com

Hertz is an American car rental company operating thousands of locations globally. It provides vehicle rentals to travelers and businesses in over 150 countries.

Hertz logos

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Hertz brand colors

#000000

#F3C50B

#040300

History

1925–1955
Drivurself origins
When John D. Hertz founded the Hertz Drivurself System in January 1925, the brand carried a simple text-based identifier that reflected the utilitarian naming conventions of early automobile rental. The mark established the black-and-yellow color pairing that persisted through each subsequent redesign.
1955–1966
Postwar wordmark
A mid-century update introduced a cleaner sans-serif wordmark as Hertz expanded its network during the postwar travel boom. The simplified letterforms moved the identity away from its early ad-hoc typography toward a more unified commercial presentation.
1966–1987
Lippincott parallelogram
Designed by Arthur King for Lippincott & Margulies

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Introduced on August 9, 1966, this identity by Arthur King at Lippincott & Margulies set the wordmark in bold italic sans-serif letters within a white parallelogram framed by a yellow rounded rectangle. The diagonal slant conveyed speed and motion, and the revised shade of yellow gave the brand a more standardized commercial presence.

1987–2009

Shadow wordmark

A March 1987 redesign dropped the parallelogram frame and added dimensional drop shadows to the bold italic letterforms, giving the wordmark more visual weight on signage and vehicle livery. The yellow square background was retained, maintaining continuity with the previous generation of airport kiosks and fleet graphics.

2009–2018

Landor refresh

Landor Associates redesigned the identity in October 2009, removing the drop shadows and drawing the letterforms with more rounded, contemporary edges. New branded facilities appeared in Atlanta, Chicago, Frankfurt, and Shanghai that year, extending the update across signage, uniforms, and fleet graphics.

2018–present · current

Current mark

The 2018 update further refined the yellow-and-black wordmark, tightening the letterform proportions and adjusting the yellow to a warmer tone. This version carried the brand through the company's 2020 bankruptcy filing, its 2021 emergence under new ownership, and a subsequent fleet expansion.