HERTZ SYSTEM, INC. logo

HERTZ SYSTEM, INC.

209 Marks
Corp.
First Filed:Oct 10, 1947Latest Filed:Nov 11, 2025Address:8501 Williams Road, Estero, FL 33928

Portfolio Overview

Registered
57(27%)
Pending
3(1%)
Dead
149(71%)
Previous
5

Top Classes

Class 39
Transportation and Storage
164(78%)
Class 35
Advertising, Business Services & Retail
17(8%)
Class 9
Electronics, Software & Scientific Equipment
11(5%)

TTAB Proceedings

Total Proceedings
25
As Plaintiff
11(44%)
As Defendant
14(56%)

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131
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Trademark Activity Timeline(1982 – 2025)

Trademark Portfolio

214 results

(current & previous marks)

Refine by Mark/Description🔽
Filed
Registered
Last Activity
GOLD +
GOLD +
Service Mark
Combined
PENDING
Owner:
Serial:99490896
Filed:Nov 11, 2025
Classes:35, 39
Goods & Services
Class 035: Sales promotion relating to vehicle rental services; administration of a customer loyalty program which provides incentives to collect non-expiring rewards points, receive special offers and discounts and to exchange or redeem rewards points against a selection of vehicles, daily, weekend or weekly rentals within the framework of vehicle rental services or against miles or points of a frequent traveler program.; Class 039: Vehicle rental services; membership club services for providing vehicle rental of automobiles to members.
GOLD+
GOLD+
Service Mark
Word
PENDING
Owner:
Serial:99478854
Filed:Nov 4, 2025
Classes:35, 39
Goods & Services
Class 035: Sales promotion relating to vehicle rental services; administration of a customer loyalty program which provides incentives to collect non-expiring rewards points, receive special offers and discounts and to exchange or redeem rewards points against a selection of vehicles, daily, weekend or weekly rentals within the framework of vehicle rental services or against miles or points of a frequent traveler program; Class 039: Vehicle rental services; membership club services for providing vehicle rental of automobiles to members
HERTZ RACING GOLD
HERTZ RACING GOLD
Service Mark
Word
PENDING
Owner:
Serial:99394547
Filed:Sep 16, 2025
Classes:41
Goods & Services
Class 041: Providing sports news and information in the field of auto racing
HERTZ ELECTRIFIES
HERTZ ELECTRIFIES
Trademark
Word
REGISTERED
Owner:
Serial:98310129
Filed:Dec 12, 2023
Classes:16
Registration:7569619
Registered:Nov 19, 2024
Goods & Services
Stickers; printed educational and training materials in the field of automobile servicing | Installation of electric vehicle chargers | Vehicle rental services | Educational services, namely conducting programs in the fields of electric vehicles and automobile servicing
HERTZ RACING GOLD
HERTZ RACING GOLD
Trademark
Word
ABANDONED
Owner:
Serial:98059475
Filed:Jun 26, 2023
Classes:16, 25, 39
Goods & Services
Vehicle rental services; electronic information services, namely, providing interactive and on-line information featuring vehicle rental, travel information, and information on interactive and on-line reservation services for vehicle rental; Printed publications, namely, house magazines, brochures and newsletters in the field of vehicles and vehicle rental; Clothing, namely, shirts, jackets, sweatshirts, and hats
HERTZ #1 CLUB
HERTZ #1 CLUB
Service Mark
Word
REGISTERED
Owner:
Serial:97494386
Filed:Jul 8, 2022
Classes:41, 43
Registration:7323846
Registered:Mar 5, 2024
Goods & Services
Class 041: Membership club services, namely, providing special event information to members in the nature of sports, concerts, conventions, and exhibitions via digital newsletter; Class 043: Restaurant services; bar services; membership club services, namely, providing menu information to members in the nature of restaurant information services via digital newsletter
HERTZ. LET'S GO.
HERTZ. LET'S GO.
Service Mark
Word
REGISTERED
Owner:
Serial:97029441
Filed:Sep 15, 2021
Classes:35
Registration:7038340
Registered:Apr 25, 2023
Goods & Services
Customer loyalty programs, namely, providing incentive award programs for customers through issuance and processing of loyalty points for vehicle rentals; Customer loyalty programs, namely, membership club services in the nature of providing discounts to members for vehicle rentals | Vehicle rental services
HERTZ FLEET SERVICES
HERTZ FLEET SERVICES
Service Mark
Word
ABANDONED
Owner:
Serial:90904352
Filed:Aug 26, 2021
Classes:37
Goods & Services
"FLEET SERVICES"
HERTZ MY CAR
HERTZ MY CAR
Service Mark
Combined
REGISTERED
Owner:
Serial:88463142
Filed:Jun 6, 2019
Classes:39
Registration:6316326
Registered:Apr 6, 2021
Goods & Services
Vehicle rental and leasing services; Reservation services for the rental, leasing, and sharing of vehicles; Transportation services, namely, arranging transport for travelers, car transport, transportation consultation; Vehicle rental services featuring a subscription service providing vehicles to members; Providing an online searchable database of vehicles available for temporary use via the internet and other electronic communications networks
HERTZ MY CAR
HERTZ MY CAR
Service Mark
Word
REGISTERED
Owner:
Serial:88463146
Filed:Jun 6, 2019
Classes:39
Registration:6590929
Registered:Dec 14, 2021
Goods & Services
Vehicle rental and leasing services; Reservation services for the rental, leasing, and sharing of vehicles; Transportation services, namely, arranging transport for travelers, car transport, transportation consultation; Vehicle rental services featuring a subscription service providing vehicles to members; Providing an online searchable database of vehicles available for temporary use via the internet and other electronic communications networks
DREAM CARS
DREAM CARS
Service Mark
Word
REGISTERED
Owner:
Serial:88226273
Filed:Dec 12, 2018
Classes:39
Registration:6144636
Registered:Sep 8, 2020
Goods & Services
Class 039: Vehicle rental and leasing services
FAST LANE
FAST LANE
Service Mark
Word
REGISTERED
Owner:
Serial:88225056
Filed:Dec 11, 2018
Classes:39, 42
Registration:5906858
Registered:Nov 12, 2019
Goods & Services
vehicle rentals services; Providing user authentication services using biometric hardware and software technology for vehicle rental services; Identification verification services, namely, using electronic and biometric authentication of personal identification information for verifying the identity of vehicle renters
HERTZ FAST LANE
HERTZ FAST LANE
Service Mark
Word
REGISTERED
Owner:
Serial:88225089
Filed:Dec 11, 2018
Classes:39, 42
Registration:5906859
Registered:Nov 12, 2019
Goods & Services
vehicle rentals services; Providing user authentication services using biometric hardware and software technology for vehicle rental services; Identification verification services, namely, using electronic and biometric authentication of personal identification information for verifying the identity of vehicle renters
HERTZ ARENA
HERTZ ARENA
Service Mark
Combined
REGISTERED
Owner:
Serial:88158319
Filed:Oct 17, 2018
Classes:43
Registration:6014536
Registered:Mar 17, 2020
Goods & Services
"ARENA"; arena services, namely, providing general purpose facilities for sports, concerts, conventions and exhibitions
HERTZ ARENA
HERTZ ARENA
Service Mark
Word
REGISTERED
Owner:
Serial:88158293
Filed:Oct 17, 2018
Classes:43
Registration:6014535
Registered:Mar 17, 2020
Goods & Services
"ARENA"; arena services, namely, providing general purpose facilities for sports, concerts, conventions and exhibitions
HERTZ RIDE
HERTZ RIDE
Service Mark
Word
REGISTERED
Owner:
Serial:88151154
Filed:Oct 11, 2018
Classes:39
Registration:6014524
Registered:Mar 17, 2020
Goods & Services
vehicle rental and leasing services; motorcycle rental and leasing services; "RIDE"
HERTZ +
HERTZ +
Service Mark
Word
ABANDONED
Owner:
Serial:88149410
Filed:Oct 10, 2018
Classes:35
HERTZ GOLD +
HERTZ GOLD +
Service Mark
Word
ABANDONED
Owner:
Serial:88149458
Filed:Oct 10, 2018
Classes:39
HERTZ GOLD + REWARDS
HERTZ GOLD + REWARDS
Service Mark
Word
ABANDONED
Owner:
Serial:88149697
Filed:Oct 10, 2018
Classes:39
Goods & Services
"REWARDS"
HERTZ
HERTZ
Trademark
Combined
REGISTERED
Owner:
Serial:87982503
Filed:Apr 24, 2018
Classes:9, 12, 35, +2
Registration:5985289
Registered:Feb 11, 2020
Goods & Services
Downloadable software in the nature of a mobile application for use in vehicle rental services, namely, managing reservations; Vehicle rental services; Motor vehicle sharing services, namely, providing temporary use of motor vehicles; Electronic information services, namely, providing interactive and on-line information featuring vehicle rental, travel information, and information on interactive and on-line reservation services for vehicle rental; Automobile appraisal services, extended warranty services on automobiles, and financing services; Automobile dealership services; Marketing and advertising services for automobile dealerships in the field of off-rental vehicles; Automobiles and motor trucks
HERTZ
HERTZ
Trademark
Combined
REGISTERED
Owner:
Serial:87890365
Filed:Apr 24, 2018
Classes:16
Registration:6262281
Registered:Feb 2, 2021
Goods & Services
Publications, namely, house magazines, brochures and newsletters in the field of vehicles and vehicle rental; Maps
HERTZ. WE'RE HERE TO GET YOU THERE
HERTZ. WE'RE HERE TO GET YOU THERE
Trademark
Word
REGISTERED
Owner:
Serial:87770450
Filed:Jan 25, 2018
Classes:9
Registration:5897878
Registered:Oct 29, 2019
Goods & Services
downloadable software in the nature of a mobile application for use in vehicle rental and leasing services | vehicle rental and leasing services
WE'RE HERE TO GET YOU THERE
WE'RE HERE TO GET YOU THERE
Trademark
Word
REGISTERED
Owner:
Serial:87770045
Filed:Jan 25, 2018
Classes:9
Registration:5897874
Registered:Oct 29, 2019
Goods & Services
downloadable software in the nature of a mobile application for use in vehicle rental and leasing services | vehicle rental and leasing services
AGENT GOLD REWARDS
AGENT GOLD REWARDS
Service Mark
Word
REGISTERED
Owner:
Serial:87524890
Filed:Jul 12, 2017
Classes:35, 39
Registration:5573071
Registered:Oct 2, 2018
Goods & Services
Vehicle rental and leasing services; Customer loyalty services for commercial, promotional and/or advertising purposes; "REWARDS" FOR INTERNATIONAL CLASS 35
HERTZ ON DEMAND
HERTZ ON DEMAND
Trademark
Combined
CANCELLED
Owner:
Serial:87345699
Filed:Feb 22, 2017
Classes:9
Registration:5338582
Registered:Nov 21, 2017
Goods & Services
"ON DEMAND"
HERTZ ON DEMAND
HERTZ ON DEMAND
Trademark
Word
CANCELLED
Owner:
Serial:87345568
Filed:Feb 22, 2017
Classes:9
Registration:5338581
Registered:Nov 21, 2017
Goods & Services
"ON DEMAND"
ULTIMATE SERIES
ULTIMATE SERIES
Service Mark
Word
CANCELLED
Owner:
Serial:87338765
Filed:Feb 16, 2017
Classes:39
Registration:5420101
Registered:Mar 6, 2018
FUEL RETURNING + REFUELING. MADE EASY.
FUEL RETURNING + REFUELING. MADE EASY.
Service Mark
Combined
REGISTERED
Owner:
Serial:87266507
Filed:Dec 13, 2016
Classes:39
Registration:5223301
Registered:Jun 13, 2017
Goods & Services
Class 039: vehicle rental services; vehicle refueling services
THE BEST PART OF THE TRIP
THE BEST PART OF THE TRIP
Service Mark
Word
ABANDONED
Owner:
Serial:87193864
Filed:Oct 5, 2016
Classes:39
HERTZ MOBILITY
HERTZ MOBILITY
Service Mark
Word
ABANDONED
Owner:
Serial:87008085
Filed:Apr 20, 2016
Classes:39
HERTZ ULTIMATE CHOICE
HERTZ ULTIMATE CHOICE
Service Mark
Word
REGISTERED
Owner:
Serial:86896412
Filed:Feb 3, 2016
Classes:39
Registration:5167957
Registered:Mar 21, 2017
Goods & Services
Vehicle rental services
ULTIMATE CHOICE
ULTIMATE CHOICE
Service Mark
Word
REGISTERED
Owner:
Serial:86896371
Filed:Feb 3, 2016
Classes:39
Registration:5177777
Registered:Apr 4, 2017
Goods & Services
Vehicle rental services
HERTZ
HERTZ
Service Mark
Word
REGISTERED
Owner:
Serial:86810902
Filed:Nov 5, 2015
Classes:36
Registration:5044131
Registered:Sep 20, 2016
Goods & Services
Vehicle appraisal services, extended vehicle warranty services and financing services
HERTZ CAR SALES
HERTZ CAR SALES
Service Mark
Combined
CANCELLED
Owner:
Serial:86810718
Filed:Nov 5, 2015
Classes:35
Registration:5044130
Registered:Sep 20, 2016
Goods & Services
"CAR SALES"
HERTZ CAR SALES
HERTZ CAR SALES
Service Mark
Word
REGISTERED
Owner:
Serial:86810935
Filed:Nov 5, 2015
Classes:36
Registration:5044132
Registered:Sep 20, 2016
Goods & Services
"CAR SALES"
EXPRESS FUEL
EXPRESS FUEL
Service Mark
Word
CANCELLED
Owner:
Serial:86729452
Filed:Aug 19, 2015
Classes:39
Registration:5148892
Registered:Feb 28, 2017
Goods & Services
"FUEL"
BUYING A CAR MADE BETTER
BUYING A CAR MADE BETTER
Service Mark
Word
REGISTERED
Owner:
Serial:86539223
Filed:Feb 19, 2015
Classes:35, 36
Registration:4984431
Registered:Jun 21, 2016
Goods & Services
Third-party extended warranty services, namely, vehicle service contracts on vehicles manufactured by others for mechanical breakdown and servicing; Automobile appraisal; Automobile dealerships; Providing information about automobiles for sale by means of the Internet
BOOK. UNLOCK. GO.
BOOK. UNLOCK. GO.
Service Mark
Word
CANCELLED
Owner:
Serial:86351213
Filed:Jul 29, 2014
Classes:39
Registration:4856496
Registered:Nov 17, 2015
Goods & Services
"BOOK"
HERTZ BOOK UNLOCK GO
HERTZ BOOK UNLOCK GO
Service Mark
Word
ABANDONED
Owner:
Serial:86351179
Filed:Jul 29, 2014
Classes:39
Goods & Services
"BOOK"
HERTZ
HERTZ
Service Mark
Combined
CANCELLED
Owner:
Serial:86288666
Filed:May 22, 2014
Classes:39
Registration:4691285
Registered:Feb 24, 2015
EXPRESS RENT
EXPRESS RENT
Service Mark
Word
CANCELLED
Owner:
Serial:86272884
Filed:May 6, 2014
Classes:39
Registration:4618979
Registered:Oct 7, 2014
Goods & Services
Vehicle rental services; RENT
CARKEY
CARKEY
Service Mark
Word
ABANDONED
Owner:
Serial:86221248
Filed:Mar 14, 2014
Classes:35
HERTZ EXPRESSRENT
HERTZ EXPRESSRENT
Service Mark
Word
ABANDONED
Owner:
Serial:86061835
Filed:Sep 11, 2013
Classes:39
Goods & Services
"EXPRESSRENT"
HERTZ
HERTZ
Service Mark
Combined
ABANDONED
Owner:
Serial:86052409
Filed:Aug 30, 2013
Classes:39
HERTZ DREAM CARS
HERTZ DREAM CARS
Service Mark
Word
REGISTERED
Owner:
Serial:86043878
Filed:Aug 21, 2013
Classes:39
Registration:4612424
Registered:Sep 30, 2014
Goods & Services
Class 039: Vehicle rental services
BOOK. SWIPE. GO.
BOOK. SWIPE. GO.
Service Mark
Word
ABANDONED
Owner:
Serial:85919159
Filed:Apr 30, 2013
Classes:39
24/7
24/7
Service Mark
Combined
CANCELLED
Owner:
Serial:85882591
Filed:Mar 21, 2013
Classes:39
Registration:4421898
Registered:Oct 22, 2013
Goods & Services
"24/7"
HERTZ DREAM COLLECTION
HERTZ DREAM COLLECTION
Service Mark
Word
ABANDONED
Owner:
Serial:85867980
Filed:Mar 6, 2013
Classes:39
Goods & Services
"COLLECTION"
ROAD TRIP BY HERTZ
ROAD TRIP BY HERTZ
Service Mark
Word
ABANDONED
Owner:
Serial:85861270
Filed:Feb 27, 2013
Classes:35
VRAC
VRAC
Service Mark
Word
CANCELLED
Owner:
Serial:85860347
Filed:Feb 26, 2013
Classes:39
Registration:4539436
Registered:May 27, 2014
FIREFLY
FIREFLY
Service Mark
Word
REGISTERED
Owner:
Serial:85817057
Filed:Jan 7, 2013
Classes:39
Registration:4728094
Registered:Apr 28, 2015
Goods & Services
short-term, passenger vehicle rental services, expressly excluding electric utility vehicles
FIREFLY
FIREFLY
Service Mark
Combined
REGISTERED
Owner:
Serial:85808766
Filed:Dec 21, 2012
Classes:39
Registration:4728082
Registered:Apr 28, 2015
Goods & Services
short-term, passenger vehicle rental services, expressly excluding electric utility vehicles
HERTZ MOVIN' WITH MUSIC
HERTZ MOVIN' WITH MUSIC
Service Mark
Word
CANCELLED
Owner:
Serial:85772693
Filed:Nov 6, 2012
Classes:35
Registration:4426646
Registered:Oct 29, 2013
Goods & Services
"MUSIC"
HERTZ ON DEMAND 24/7
HERTZ ON DEMAND 24/7
Service Mark
Word
ABANDONED
Owner:
Serial:85730703
Filed:Sep 17, 2012
Classes:39
Goods & Services
"ON DEMAND 24/7"
HERTZ
HERTZ
Trademark
Word
REGISTERED
Owner:
Serial:85682572
Filed:Jul 20, 2012
Classes:9
Registration:4337644
Registered:May 21, 2013
Goods & Services
downloadable software in the nature of a mobile application for use in vehicle rental services
ROAD TRIP BY HERTZ
ROAD TRIP BY HERTZ
Service Mark
Word
ABANDONED
Owner:
Serial:85679133
Filed:Jul 17, 2012
Classes:39
3 DAYS TO TRY, ZERO PRESSURE TO BUY
3 DAYS TO TRY, ZERO PRESSURE TO BUY
Service Mark
Word
REGISTERED
Owner:
Serial:85610841
Filed:Apr 27, 2012
Classes:35
Registration:4231703
Registered:Oct 23, 2012
Goods & Services
Sales promotion services, namely, the promotion of vehicle sales through the rental of vehicles
HERTZ DEALER DIRECT
HERTZ DEALER DIRECT
Service Mark
Word
REGISTERED
Owner:
Serial:85600948
Filed:Apr 18, 2012
Classes:35
Registration:4285289
Registered:Feb 5, 2013
Goods & Services
"DEALER DIRECT"
HERTZ FIVE STAR
HERTZ FIVE STAR
Service Mark
Word
REGISTERED
Owner:
Serial:85601035
Filed:Apr 18, 2012
Classes:39
Registration:4250096
Registered:Nov 27, 2012
Goods & Services
vehicle rental services
85562621
85562621
Service Mark
Design
ABANDONED
Owner:
Serial:85562621
Filed:Mar 7, 2012
Classes:39
HERTZ 24/7
HERTZ 24/7
Service Mark
Word
CANCELLED
Owner:
Serial:85557187
Filed:Mar 1, 2012
Classes:39
Registration:4343639
Registered:May 28, 2013
Goods & Services
"24/7"
HERTZ VALUE LEASE
HERTZ VALUE LEASE
Service Mark
Word
CANCELLED
Owner:
Serial:85543127
Filed:Feb 15, 2012
Classes:39
Registration:4306542
Registered:Mar 19, 2013
Goods & Services
"VALUE LEASE"
TRAVELING AT THE SPEED OF HERTZ
TRAVELING AT THE SPEED OF HERTZ
Service Mark
Word
CANCELLED
Owner:
Serial:85510489
Filed:Jan 6, 2012
Classes:39
Registration:4306423
Registered:Mar 19, 2013
CARFIMRATION
CARFIMRATION
Service Mark
Word
ABANDONED
Owner:
Serial:85493029
Filed:Dec 12, 2011
Classes:39
CARFIRMATION
CARFIRMATION
Service Mark
Word
REGISTERED
Owner:
Serial:85493065
Filed:Dec 12, 2011
Classes:38
Registration:4422468
Registered:Oct 22, 2013
Goods & Services
Communication services, namely, providing electronic messages containing vehicle rental verification and information transmission via electronic communications networks
CONFIRMATION
CONFIRMATION
Service Mark
Word
ABANDONED
Owner:
Serial:85493008
Filed:Dec 12, 2011
Classes:38
LIVING JOURNEY
LIVING JOURNEY
Service Mark
Word
CANCELLED
Owner:
Serial:85448979
Filed:Oct 17, 2011
Classes:37
Registration:4444337
Registered:Dec 3, 2013
EXPLORE HAWAII
EXPLORE HAWAII
Trademark
Word
CANCELLED
Owner:
Serial:85425833
Filed:Sep 19, 2011
Classes:9
Registration:4260096
Registered:Dec 18, 2012
MY EXPLORE
MY EXPLORE
Trademark
Word
CANCELLED
Owner:
Serial:85425846
Filed:Sep 19, 2011
Classes:9
Registration:4300002
Registered:Mar 12, 2013
CONNECT2GO
CONNECT2GO
Service Mark
Word
ABANDONED
Owner:
Serial:85423325
Filed:Sep 15, 2011
Classes:39
HERTZ BUSINESS REWARDS
HERTZ BUSINESS REWARDS
Service Mark
Word
REGISTERED
Owner:
Serial:85360446
Filed:Jun 30, 2011
Classes:39
Registration:4211261
Registered:Sep 18, 2012
Goods & Services
"BUSINESS REWARDS"
RENT SPONTANEOUSLY
RENT SPONTANEOUSLY
Service Mark
Word
CANCELLED
Owner:
Serial:85360861
Filed:Jun 30, 2011
Classes:39
Registration:4121023
Registered:Apr 3, 2012
Goods & Services
"RENT"
HERTZ ON DEMAND
HERTZ ON DEMAND
Service Mark
Word
CANCELLED
Owner:
Serial:85327436
Filed:May 23, 2011
Classes:39
Registration:4098438
Registered:Feb 14, 2012
Goods & Services
"ON DEMAND"
HERTZ 5 STAR
HERTZ 5 STAR
Service Mark
Word
ABANDONED
Owner:
Serial:85278651
Filed:Mar 28, 2011
Classes:39
HERTZ GOLD
HERTZ GOLD
Service Mark
Word
ABANDONED
Owner:
Serial:85278637
Filed:Mar 28, 2011
Classes:39
HERTZ GOLD +
HERTZ GOLD +
Service Mark
Word
ABANDONED
Owner:
Serial:85278467
Filed:Mar 28, 2011
Classes:39
HERTZ GOLD EXPRESS
HERTZ GOLD EXPRESS
Service Mark
Word
CANCELLED
Owner:
Serial:85278608
Filed:Mar 28, 2011
Classes:39
Registration:4168951
Registered:Jul 3, 2012
Goods & Services
"EXPRESS"
HERTZ GOLD PLUS
HERTZ GOLD PLUS
Service Mark
Word
ABANDONED
Owner:
Serial:85278477
Filed:Mar 28, 2011
Classes:39
HERTZ GOLD PLUS REWARDS
HERTZ GOLD PLUS REWARDS
Service Mark
Word
REGISTERED
Owner:
Serial:85278618
Filed:Mar 28, 2011
Classes:39
Registration:4078215
Registered:Dec 27, 2011
Goods & Services
Class 039: Vehicle rental services
HERTZ PRESIDENT'S CIRCLE
HERTZ PRESIDENT'S CIRCLE
Service Mark
Word
REGISTERED
Owner:
Serial:85278663
Filed:Mar 28, 2011
Classes:39
Registration:4187605
Registered:Aug 7, 2012
Goods & Services
Vehicle rental services

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