2020 / Rebrand

Worked closely with design studio Pentagram to redesign the company’s brand identity.

The redesign evolves TrueCar into a contemporary brand with a friendly, approachable personality that is straightforward, open and honest. The new identity was designed to appeal to a wider audience, as it personalizes the car-buying journey for consumers and connects people to the experience of finding the car they love, helping them navigate the process.

The new TrueCar logo, a custom wordmark that renders the word “car” in dynamic typography, captures a sense of movement, freedom and making a change. The colorful logo evokes TrueCar’s many choices and options, and sets the brand apart from the blue typically used by its competitors.


Brand Identity Design / Pentagram
Illustration / NiceShit Studios