HOW TO KEEP AN ICON ICONIC!
Yesterday Germany’s leading car rental company, today a globally expanding mobility player. New markets, new target groups, new offerings: car sharing, ride-hailing, car subscription and charging – all in one app. Yet the existing brand identity barely reflected this new reality: too static, not digital enough, and simply too far away from the aspired perception of a modern mobility platform.
The new brand positioning “Expect better” differentiates SIXT from the competition, is attractive in the US market, and appeals to a new, digitally savvy audience.
The brand's iconic look is transformed for today without losing its strength. More dynamism in the logo, plus a uniform, digital orange. In combination with other colors, different moods can be created – depending on the offering, target group, and channel. Bold messages in a bold look. Enhanced by high-quality product presentation. In short: keeping an icon iconic.
What we did
Brand Strategy, Positioning, Corporate Design, Brand Movie, Manuals, Implementation, Branch, Design
HOW TO KEEP AN ICON ICONIC!
Yesterday Germany’s leading car rental company, today a globally expanding mobility player. New markets, new target groups, new offerings: car sharing, ride-hailing, car subscription and charging – all in one app. Yet the existing brand identity barely reflected this new reality: too static, not digital enough, and simply too far away from the aspired perception of a modern mobility platform.
The new brand positioning “Expect better” differentiates SIXT from the competition, is attractive in the US market, and appeals to a new, digitally savvy audience.
The brand's iconic look is transformed for today without losing its strength. More dynamism in the logo, plus a uniform, digital orange. In combination with other colors, different moods can be created – depending on the offering, target group, and channel. Bold messages in a bold look. Enhanced by high-quality product presentation. In short: keeping an icon iconic.
What we did
Brand Strategy, Positioning, Corporate Design, Brand Movie, Manuals, Implementation, Branch, Design
BRAND REFRESH
TIME FOR
A REFRESH
Bringing order to a complex system
Based on the new logo, we developed a logo system that is simple, clear, and easy to implement. Today, every logo across the brand is consistent, correct, and built in seconds, helping teams move faster without sacrificing brand integrity.
SIXT Digital Brand Portal on Bynder
Jung von Matt BRAND IDENTITY ©2026
