Pentagram takes on the used car business for Vroom

Used car business Vroom’s new branding swerves visual puns in favour of straight-talking type, and some enjoyably playful outdoor ads

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”.

POWERPOINT DESIGNER

London Bridge