Pentagram Empowers Car Buyers

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To deal with the inherent stress of buying a car, TrueCar is working to reinvent the experience and make the process simple, easy, trustworthy and informed. Pentagram’s Michael Gericke and team collaborated with TrueCar on a new brand identity that makes the experience of shopping for a car more uplifting and empowering. Developed with the creative teams at TrueCar, the project encompasses brand strategy and positioning, messaging, advertising, art direction and product design.

 

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TrueCar sought to reinforce its position as a leader in the online automotive marketplace and highlight its convenience, accessibility and ease of use – as well as to emphasize its belief in truth, transparency and fairness. This empowering point of view informs the brand positioning, summed up in a new tagline: “Buy Smarter. Drive Happier.”

 

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The redesign itself is intended to appeal to a wider audience as it personalizes the car-buying journey for consumers, and to evoke a friendly, approachable personality. That idea is captured in a new TrueCar logo, a wordmark that renders the word “car” in dynamic typography “that captures a sense of movement, freedom and making a change.” The friendly look and feel extends to the revamped website and app experience.

 

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The project team includes: Marielle Gross, Jenny Ko, Reid Parsekian, Amanda Walter, Robin Haueter, and Melenie Flynn. Collaborators are: NiceShit Studios for illustration and Hornet/Moth fir animation and motion graphics.