Hertz is an audiovisual, technology, and events brand, specialized in turning moments into experiences through image and sound. They came to me with a clear goal: build an identity that communicated modernity, creativity, and professionalism before any presentation even began. The name Hertz refers to the unit of frequency, something that repeats, that pulses, that comes back. That became the foundation of the entire project: creating an identity where the client would feel, in every interaction with the brand, that same frequency Hertz delivers at its events.
Colors.
Hertz's palette comes from the combination of technology, creativity, and emotion, the brand's three pillars. Pantone 7545 C, Pantone 663 C, Pantone Black 6 C, Pantone 157 C, and Pantone Cool Gray 8 C come together in a set that balances versatility with personality, working equally well in technical applications and in more sensory pieces within the audiovisual world.
Logo.
The All Round Gothic Demi typeface was modified exclusively for the brand, making the logo unique and impossible to mistake for any other. The choice to use lowercase letters reinforces Hertz's human side. It conveys approachability, closeness, and lightness, essential qualities for a company that works with technology, events, and audiovisual solutions, but doesn't want to come across as cold or distant. The geometric foundation, with smooth curves and well-defined proportions, holds up the brand's technical and professional side. Every connection between letters was drawn with intention: the R connects to the T forming a curve that evokes a sound wave; the T links to the Z creating a continuous visual rhythm; and the E was stylized to keep harmony across all the characters. The result is a solid, contemporary brand that communicates innovation and consistency in a single glance.
Brandmark.
The brandmark is born from the meaning of the name itself. At its center, the letter H, the initial of Hertz, is built with smooth curves that evoke frequency waves: repetition, movement, continuity. Within those curves, subtly, a triangle appears pointing to the right, a direct reference to a play button. The brandmark's slight tilt reinforces a sense of action, momentum, and forward motion, connecting the brand to the audiovisual and tech world it operates in. It's a brandmark that brings together fluidity and precision, organic shapes that, together, create a unique identity, one capable of conveying credibility and reinforcing Hertz's innovative position in the industry.
Pattern.
To extend the identity beyond the logo, I created an exclusive pattern: a continuous version of the Hertz brandmark, inspired by the waves and frequencies that give the brand its name. With fluid, repeating lines, the pattern represents continuity and movement, and it's versatile enough to be applied across different proportions and surfaces without losing the brand's visual essence.
