TrueCar rebrand fails to reinvent the wheel

new logo for TrueCar by Pentagram
(Image credit: Pentagram)

TrueCar is a website and app designed to help people buy new and used cars, and it's recently been rebranded by Pentagram, led by Michael Gericke. There's a new logo, a new tagline: 'Buy Smarter. Drive Happier.,' and a redesigned interface. Usually, we think think that anything Pentagram touches turns to gold, but here, we're not so sure.

It's hard to have much to say about the old logo, apart from that it was dull and unmemorable, and had a horrid mix of caps and lowercase letters. The new one – with the typeface, Radikal – is objectively better, but there's still something about it that doesn't sit quite right for us. 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.