The Hertz Corporation launched its new corporate identity program, which includes a new logo and the introduction of a series of innovations to enhance consumers’ rental experience at key rental locations worldwide.

"As an iconic global brand and leader in its category, we are refreshing the Hertz corporate identity to ensure we will continue to be the first-choice rental provider in every segment we serve," commented Mark P. Frissora, Hertz chairman and chief executive officer. "The Hertz brand identity will be vibrant and dynamic as we introduce innovations and other customer-focused attributes to enhance the rental experience."

As part of Hertz's commitment to refine the rental car experience new innovations will be introduced over the next 12 months. The first two innovations, slated to go live in the first quarter of 2010, will be application introductions for both iPhone and BlackBerry smartphones. The free applications will allow Hertz customers to access the Hertz mobile site from their iPhone or BlackBerry smartphone to make reservations, search and find nearby Hertz locations, save favorite locations and receive special promotions.

Hertz #1 Club and #1 Club Gold members will have the option of saving their member number to further simplify the booking process. And, the applications have been developed so that users can book a reservation using a member number as well as the favorite and nearby location functions.

Hertz's new logo leverages its signature yellow color, signifying the company's 91-year legacy of service and innovation.

"We believe, and our customer research bears out, that the new logo portrays Hertz as a modern brand with personality for business, leisure and insurance replacement renters, and equipment rental customers," commented Mike Senackerib, Hertz chief marketing officer.

As part of its rebranding, Hertz is also updating its worldwide facilities, including on-and-off-airport Rent-a-Car and equipment rental locations consistent with the corporate identity. Hertz facility redesign will incorporate multiple media channels, including leading-edge LCD displays to replace most fixed signage. The facility redesign project has commenced at larger rental locations and headquarter offices, and will affect facility interior, exterior and signage, as well as employee uniforms. In 2009, newly branded facilities will begin appearing in Atlanta, Chicago, Frankfurt and Shanghai.