Brand Refresh 2023

Brand Develpoment | Visual Identity

SIXT, a renowned car rental company, recently underwent a comprehensive brand refresh, marking a significant evolution in its visual identity, strategy, and overall brand architecture. The transformation encompassed various key elements, including the logo, color palette, typeface, ad layout, and graphical elements, reflecting a commitment to modernity and innovation.

The new logo and design elements form the core of the rebrand, presenting a contemporary and dynamic image. A refreshed color scheme adds vibrancy and a sense of energy, aligning with the brand's forward-thinking approach. The carefully chosen typeface complements the overall aesthetic, enhancing readability and visual appeal across different channels.

The updated brand strategy signals a shift towards a more customer-centric approach, emphasizing an enhanced user experience and a seamless journey throughout all touchpoints. This realignment is evident in the brand architecture, ensuring a cohesive and unified brand message across various products and services.

In advertising, SIXT has embraced the new identity across out-of-home (OOH) campaigns, airport displays, and print materials. The revamped ad layout showcases a consistent and captivating visual language, reinforcing the brand's personality and values. This coherence extends to digital channels, with the website and app receiving a makeover to reflect the new brand elements. Social media platforms have become a vibrant space for engaging with audiences using the updated visual language.

The brand refresh extends beyond the virtual realm to physical spaces, with stationary, branches, and architectural elements reflecting the new identity. SIXT's commitment to providing a modern and welcoming environment is evident in the transformation of its branches.

Fairs and events serve as important arenas for brand visibility, and SIXT has seamlessly integrated the refreshed identity into its presence at such occasions. The consistent application of the new brand elements ensures a strong and memorable impression on attendees.

In summary, SIXT's brand refresh is a comprehensive undertaking that not only modernizes its visual identity but also aligns its strategy and architecture with a customer-centric focus. The harmonious application of the new design elements across advertising, digital platforms, physical spaces, and events reinforces SIXT's commitment to innovation, setting the stage for a dynamic and compelling brand presence in the market.

REFRESHED
LOGO

The modernized logo now looks accessible and dynamic. With fixed textual additions next to the logo we differentiate the product offer.

The logos are at the heart of SIXT's refreshed brand identity.

COLOR

In addition to SIXT's central brand color Orange, the colors Dark Anthracite and White – derived from the logo – characterize the brand identity: Orange attracts, Dark Anthracite enhances, White brightens. In order to better reflect the brand personality, the proportion in the appearance is flexibly defined and assigned depending on the specific product brand.

Dark Anthracite shades and four other accent colors may also be used for selected product brands and channels.

TYPEFACE

The updated brand font: Helvetica Now is optimized for digital use and available in multiple font weights. Consistently utilizing the brand font in Bold and at a large scale, the font is employed to craft a distinctive signature. Experimentation with various sizes, styles, and color accents is also embraced.

IMAGERY

The visual language brings SIXT's new brand positioning to life, emphasizing both its premium aspirations and boldness in communication. As a crucial communication tool, SIXT's imagery vividly portrays the brand's character at a direct and emotional level, forming an indispensable element of the brand identity.