The silhouettes and movement of speeding racing cars influenced the slanted lettering of this wordmark, designed by Pentagram's New York office as part of a rebrand for an online auto trader.

Pentagram graphic designer Michael Bierut led the team that rebranded Vroom, an online retailer for buying, selling or trading-in vehicles.

The designers wanted to let the company's onomatopoeic name "do the work", rather than using imagery of cars or driving. They therefore created a new white and red logo intended "to evoke a feeling of forward motion and driving a car".

Set against a "sporty" red backdrop, the name is written in a white using thick, italicised lettering in a typeface called Vroom Sans.

London-based type foundry A2-Type adapted its Regular Extrabold Italic typeface specifically for the project.
Letters are placed at a slant and feature curving descenders ? the parts of the letters that drop below the base line ? to suggest motion. Other new flourishes are the trailing slab serifs that Pentagram likens to the fins of racing cars.

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