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Route 66
A Hertz campaign for the 100th anniversary of Route 66: millions of miles, one legendary route.
Advertising
Campaign
Logo Design
Made with
About the project
Route 66 turns 100 in 2026. This campaign imagines Hertz celebrating the centennial by inviting people to rent a car and drive the route themselves, with one look that works on a poster, in the subway and on Instagram.
The 100 mark
The anniversary mark sets a large “100” around the familiar Route 66 shield, so the centennial and the road read together at any size.
The Route 66 centennial mark.
Type & color
Warm desert oranges and rust come from the landscape along the route, with motel teal as a counterpoint and Hertz yellow saved for the call to action.
The mark on light and dark.
Asphalt
#090B0B
Desert Orange
#D28B4B
Canyon Rust
#A85E36
Motel Teal
#7DC2C5
Deep Teal
#365B61
Hertz Yellow
#FFD100
Route Blue
#1E3F8F
Out of home
The poster leads the campaign: an illustrated stretch of open road under the “100” mark and the line “Millions of miles, one legendary route,” scaled up for subway placements.
Subway placement and details.
Social
Two Instagram ads carry the story online: a comic-style sequence of the drive, and a direct offer to rent with Hertz for $149.99.
Instagram ads and the full set.
Type
Advertising campaign
Sector
Travel & car rental
Disciplines
Campaign Design, Logo Design, Art Direction
Year
2026
Context
Graphic Design Studio, Adelphi University
A campaign concept for Hertz marking the 100th anniversary of Route 66, built around a centennial mark and carried across a poster, a subway placement and two Instagram ads.
The ask
Create a campaign that ties a brand to a cultural moment. Route 66’s centennial is a natural fit for Hertz: the road is famous for being driven, and Hertz rents the cars to drive it.
An anniversary mark
The “100” and the highway shield combine into one mark that signs every piece of the campaign, in color or reversed out of dark backgrounds.
Color from the road
The palette is pulled from the route itself: sunbaked oranges, canyon rust and motel-sign teal, with Hertz yellow kept for the offer so the brand is never lost.
From street to feed
The poster tells the story in public spaces, while the Instagram ads break it into a short comic-style drive and a clear, price-led offer.
The result
A cohesive campaign where every piece feels like part of the same trip, and the call to action always leads back to renting with Hertz.
Next project
Campus Signage
Sell sheet and email for Adelphi University.
Route 66
A Hertz campaign for the 100th anniversary of Route 66: millions of miles, one legendary route.
Advertising
Campaign
Logo Design
Made with
About the project
Route 66 turns 100 in 2026. This campaign imagines Hertz celebrating the centennial by inviting people to rent a car and drive the route themselves, with one look that works on a poster, in the subway and on Instagram.
The 100 mark
The anniversary mark sets a large “100” around the familiar Route 66 shield, so the centennial and the road read together at any size.
The centennial mark: a “100” built around the Route 66 highway shield.
Type & color
Warm desert oranges and rust come from the landscape along the route, with motel teal as a counterpoint and Hertz yellow saved for the call to action.
The mark on light and dark backgrounds, ready for print and social.
Asphalt
HEX #090B0B
RGB 9 11 11
Desert Orange
HEX #D28B4B
RGB 210 139 75
Canyon Rust
HEX #A85E36
RGB 168 94 54
Motel Teal
HEX #7DC2C5
RGB 125 194 197
Deep Teal
HEX #365B61
RGB 54 91 97
Hertz Yellow
HEX #FFD100
RGB 255 209 0
Route Blue
HEX #1E3F8F
RGB 30 63 143
Desert tones and teal set the road-trip mood; Hertz yellow and route blue tie it back to the brand.
Out of home
The poster leads the campaign: an illustrated stretch of open road under the “100” mark and the line “Millions of miles, one legendary route,” scaled up for subway placements.
The poster in a subway station, with close-ups of the poster and the first Instagram ad.
Social
Two Instagram ads carry the story online: a comic-style sequence of the drive, and a direct offer to rent with Hertz for $149.99.
Both Instagram ads on phones, and the full campaign set side by side.
Project
Route 66
Type
Advertising campaign
Sector
Travel & car rental
Disciplines
Campaign Design
Logo Design
Art Direction
Year
2026
Context
Graphic Design Studio,
Adelphi University
Design
Benjamin Eppel
A campaign concept for Hertz marking the 100th anniversary of Route 66, built around a centennial mark and carried across a poster, a subway placement and two Instagram ads.
The ask
Create a campaign that ties a brand to a cultural moment. Route 66’s centennial is a natural fit for Hertz: the road is famous for being driven, and Hertz rents the cars to drive it.
An anniversary mark
The “100” and the highway shield combine into one mark that signs every piece of the campaign, in color or reversed out of dark backgrounds.
Color from the road
The palette is pulled from the route itself: sunbaked oranges, canyon rust and motel-sign teal, with Hertz yellow kept for the offer so the brand is never lost.
From street to feed
The poster tells the story in public spaces, while the Instagram ads break it into a short comic-style drive and a clear, price-led offer.
The result
A cohesive campaign where every piece feels like part of the same trip, and the call to action always leads back to renting with Hertz.