(Est. 2013) Vroom is an e-commerce company that sells cars only online and delivers cars to customers’ houses, providing a 7-day or 250-mile return period. It counts with 120 acres worth of space for vehicle reconditioning, 600+ employees, and more than 3,000 cars in inventory.
Pentagram (New York, NY; Michael Bierut, partner)
The identity is built around a custom typeface, Vroom Sans, with italicized letterforms that evoke a feeling of forward motion and driving a car. The typeface is based on the geometric Regular Extrabold Italic, designed by A2-TYPE and specially customized by A2 for Vroom with trailing slab serifs like racing fins and descenders with swooping curves. The logo reinforces the ideas of speed and freedom, key to Vroom’s appeal. […] The wordmark is accompanied by a simple monogram with Vroom’s lowercase “v” in a circle. […] The branding utilizes a bright, sporty red that captures the energy of the name and sets Vroom apart from the blue typically used by tech companies.
Images (opinion after)
We bought a new car somewhat recently and the model we specifically wanted — a decadent Honda Fit WITH stick shift — could be found on Vroom. The price was good and the whole delivery-to-the-door deal seemed good. Ultimately I decided to not pursue Vroom because its old logo (and overall presentation) did not instill trust. Its speed lines looked amateurish and it had a This-Could-be-a-Scam vibe. If the new logo had been in place then I would have probably taken the plunge. In principle, the logo idea is the same: make the word “vroom” look like it’s going fast. But the new execution feels more exciting, more car-culture-y, and more purposeful. The slabs on the letters don’t feel natural to the characters but I think it’s that exaggeration that makes it stand out for me and I very much enjoy how it has been extended into the full visual language through the custom font. I also like the interaction and size relationships between logo (and messaging) and the car images that present each vehicle as plainly as possible and nicely integrated with the visuals through the silhouetting. Overall, I would be more likely to vroom now than I would have before.