SIXT ad in new brand design by Jung von Matt BRAND IDENTITY: a young women with a blazer jacket in SIXT Orange standing in front of a white FIAT 500 making a selfie with her smartphone, the hand a bit in front of the camera

How to keep an icon iconic

The story of SIXT is a story of success told over decades. We are proud and happy to be part of that story ever since our agency was founded. And to have made advertising history together more than once. Now, it is time to open up yet another chapter: by modernizing the iconic brand design of SIXT.

Our common objective was to sharpen the overall brand image and extend their brand awareness, especially to a young and digital-first target group. We started with a new brand strategy that is even more customer-centric. From there, key brand identifiers such as logo, colors and typeface have been reworked to make the brand more accessible and inclusive. While integrating the divers product brands SIXT, SIXT share, SIXT+ and SIXT ride that have been grown over years into the brand holistically. The toughest nut to crack in this process of change: keep SIXT unmistakably SIXT. In order to build on its iconic brand recognition and values to strengthen the brand on its unstoppable way to a global mega brand.

Stations worldwide
Country representations
JvM client since
Four brand logos of iconic car rental company SIXT on black background: SIXT, SIXT ride, SIXT share, SIXT+
Four different SIXT ads executed in the new brand design by Jung von Matt BRAND IDENTITY, headlines: Better rent great, Laid back, Starten statt posen, Cars for free spirits

Scope of work

Brand Strategy
Brand Design
Brand Experience

The people behind the work

Thanks team!

Executive Creative Director

Uwe Hecker

Executive Creative Director

Alexander Norvilas

Managing Director

Markus Bode

Executive Client Service Director

Julia Mecklenburg

Client Service Director

Maren Winter

Consulting Director

Moritz Thauer

Creative Director

Anke Schmidt

Senior Art Director

Tim Blunck

Senior Designer

Vivien Waclawek

Senior Designer

David Marreiros


Nikola Hillejan

Managing Creative Director

Thomas Heyen

Strategy Director

Janine Godbersen

Senior Strategist

Said Morales

Creative Director

Benedict Becker

Male person with a pullover in SIXT ORANGE standing in front of a white Polestar electro car looking sideways, new brand design by Jung von Matt BRAND IDENTITY for iconic car rental company SIXT
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