Hertz to revamp corporate identity

Car renters can expect to see a whole new Hertz next year. The car rental giant is set to completely revamp its corporate identity. The effort includes a new logo, ads, uniforms, cars added to its fleet and remodeled rental locations.

Hertz has been at it for 18 months and wants to make the brand more contemporary and approachable. ''It was no small decision,'' said Mike Senackerib, CMO, Hertz.

While consumers had grown to rely on the 91-year-old company for speed, selection and delivery, what was missing was the emotional element, said Senackerib.

The new campaign will attempt to rectify that. Next year, Hertz will break a campaign themed ''Journey on'' from DDB, New York. The ads will show consumers that ''we understand what they need, what's in their world and in their life,'' said Senackerib. ''We understand the journey they are on when they take a trip and how they can have the best experience because it came from Hertz. It's a great platform to connect with them emotionally.''

Landor Associates handled the redesign. Iris and Leibowitz Gould Design have been hired to put the brand identity and new style guidelines in place.

Hertz will attempt to own yellow (the colour of its cabs) across all of its communications. Whether it is its buses, locations or uniforms, ''we have a great opportunity to paint the world yellow,'' said Senackerib.

Hertz spent $29 million on media last year, per The Nielsen Co. For the first eight months of this year it has spent only $4 million.