Pentagram hopes the new visual identity will offer a more “trustworthy” alternative to the stereotype of the shady used car salesman – fitting, considering Vroom operates entirely online, allowing customers to find and buy cars without having to deal with any sales patter.
The branding revolves around typeface Vroom Sans, which is a customised version of A2-TYPE’s Regular Extrabold Italic. Pentagram says its italicised letters evoke the feeling of forward motion, and include some extra details such as “trailing slab serifs like racing fins”.
Register to keep reading
We promise it takes less than 2 minutes!
Once registered you can read this article and opt to receive our newsletter. We just ask you to provide a few details about yourself and what you do. Don't worry, we won't share your information with anyone, unless you give us permission to do so.
+44 (0)2072923703 or email@example.com