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.
I also like the older logo better. The new logo looks too simple and mundane to me.
ReplyDeleteGood point about the square. I think too many companies are using a plain square as a back drop which doesn't make sense when you consider that we learned in class that shape is the first thing you recognize. H&R Block, Hasbro, Hertz, and I'm sure others all use a basic square making identification that much harder. On the plus side, Hertz rent a car gives you the tools you need to be your own boss.
ReplyDeleteThat was a good observation in pointing out how the new one lacks movement. I also think the new one feels modern and clean but needs the italic.
ReplyDeleteI don't think the new logo is bad, just different. Maybe it's time for the company to change their image.
I think I disgree...When I first saw the logo, I too thought the older version was better. However, the second logo seems a lot clearer and cleaner. I think the overshadow of the first one makes the logo a little less appealing..The outline of Hertz is also too thin.
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