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.