Autotrader

REFRESHING THE CAR BUYING EXPERIENCE

Brand identity created to reinvigorate the online car buying experience for consumers, dealers, and manufacturers.

Nearly 18 years ago, Autotrader created the online automotive marketplace, revolutionizing how cars were bought and sold. In the years since, Autotrader had evolved into a digital solutions company offering a suite of tools that make car buying and selling easier for consumers, dealers, and manufacturers. Autotrader aimed to create an online experience that not only provided confidence and peace of mind but one that would stand out as refreshingly exciting and enjoyable.

The brand idea, “Love your ride” informed a new design language. The logo was designed specifically for online shopping in the social media age, a subtle “AT” representing lines on a highway — implying the road ahead. A dynamic yet approachable visual and verbal identity reflects the company’s expertise and helpful nature; imagery capturing a car owner’s lifestyle and a fresh, optimistic color palette create a personable and confident brand experience.