The new look of Sixt: a macho staging

Hamburg, 23.5.2023

Sixt is revamping its brand appearance. Norbert Möller thinks the pared-down look works well in digital media – but is dominance really the right way to visually communicate premium quality?

“Orange, bold and premium” – this is the motto of the new appearance of the mobility service provider Sixt. For the trade magazine W&V, Executive Creative Director Norbert Möller took a closer look. His impression: “The most noticeable change is the revised logo. The font is a bit thinner, following a current trend being driven primarily by startups. The “S” has been opened up to allow its upper curve to merge into the familiar swash above the “i.” Somehow, this makes sense, and looks nice, but there's something labored about it. The swash already had a coherent visual relationship to the S curve in the old logo. A different one, but it made the wordmark look more compact, so it was better and more iconic from a graphic point of view. The revised design is not an improvement, in my opinion.”

And what about colors, fonts and photo style? You can read about all that in the article at W&V online (in German, membership required).

Your contact persons