Hertz has launched a new corporate identity program, including a new logo.

The new identity embraces Hertz’s “traditional values of speed, selection and service, as well as values which customers will come to identify with Hertz - a commitment to make the rental experience part of a rewarding, personalised journey by refining every step of the rental process with the customer in mind,” according to Mark Frissora, Hertz chairman and CEO.

The logo has a yellow background with the word ‘Hertz’ written on in black lettering.