Hertz, a rental car business, recently changed their logo. If you go to www.hertz.com you can check out how they implement their new logo throughout their website. According to a post found in Brand New (http://www.underconsideration.com/brandnew/archives/hertz_loses_its_shadow.php), Hertz has slowly introduced their new logo since early this year. Brand New mentions that there isn't much information regarding Hertz's change. I was unable to find much as well so I will simply compare the old with the new.
Personally, I prefer the older logo to the newer logo. I do like how the new version presents a cleaner, sharper look but I think it lacks movement. For a rental car business this is an important consideration. The new logo sort of represents movement with a slight lean to the angle of the letters. However, the old logo represents movement effectively with a drop shadow and bold, block letters.
Another consideration is that if "Hertz" was taken out would the yellow square represent something else? I looked into this and was unable to find any other logo that Hertz is in danger of being compared to. In that sense their design can be considered unique.
Overall, I think the new logo for Hertz represents a simple, clear, and modern image.
