Vroom, the second-hand premium car selling company, has come out with a new logo and it’s amazing.
Before I move on to reveal the details of the rebranding strategy, here is a short introduction to the company. Vroom was set-up in August 2013 as a platform where buying, selling, and financing of second-hand cars was made easy. Being a business that wanted to eliminate the trend of salespeople assisting customers in the car purchase, Vroom took the service online. In a short time, the e-commerce business was able to establish itself in the used car market.
Now, about the rebranding done by Pentagram!
The new Vroom logo shows typography with the letters slightly slanted. There are also red flags placed on certain alphabets to denote the idea of speed. Moreover, the color that has been used for Vroom’s branding is red; used to reflect the premium nature of the cars that are traded at Vroom.
Micheal Bierut, a Pentagram partner puts it this way, “There’s a bit of glamour there. From ‘Little Red Corvette’ by Prince to a lot of other cultural significance, the idea of the red sports car is I think one of the ideals of what driving can be.”
With a strong selling point and great customer service, why on earth did Vroom need a rebrand?
Used cars, no matter how premium, are always considered as a risky option to purchase. Vroom’s trade business was suffering from the same problem that was preventing it from gaining momentum. Hence, the rebrand design was much needed, to deliver the idea of Vroom’s used cars being great in quality and good in speed.
The colors are intelligently selected to make the service look fun and interesting. As a matter of fact, the color red helps evoke the excitement of sitting behind the wheel of your own car for the first time. This feeling is what makes the service worth a try. Hence, with the thrill element added to the brand, the company desires to making it big in the industry.
Which industry do they exactly belong to?
Well, that has been a debate. Vroom was confused between announcing itself as a part of the technology industry or staying real while being a part of the car industry. It was Beirut who later decided that it made more sense for Vroom to be a part of the car industry.
The new logo is gaining quite a lot of attention as for now, the results of which are expected to come out as positive in the future as well.