Brand Voice

We are characterful. But we never let character overwhelm content. Our focus is on the people who need help making a big life purchase.

We are car buying for the people.

We understand your heartaches, your heartburns, but also your heartfelt excitement about getting a car.

The key to sounding like TrueCar is speaking directly to the user, in a voice that gives them confidence.

We distinguish ourselves from other car-buying sites through the way we use design and language to make communication feel simpler and more pleasant.

By being deliberate and thoughtful with the way we use language and imagery, we encourage people to form a deep level of trust with TrueCar as they embark on making their second largest life purchase.

At the end of the day, we are a trusted friend and insider who’s got your back.

Brand Tone

Here’s what we are (and aren’t):

• Smart (but not cocky)

• Helpful (but never overbearing)

• Empathetic (but not condescending)

• Witty (not silly)

• Conversational (but always appropriate and respectful)

• Direct, clear, concise and human

We reflect a depth of knowledge that is valued from a trusted expert and communicate in a clear, concise and easy-to-understand way.

We omit unnecessary words, but aren’t robotic.

We project confidence. We make people around us feel empowered, capable and inspired to move forward. Our tone will vary depending on the audience, the context and the information we need to get across.

The logos illustrated in these guidelines have been designed as recognizable and unique graphic elements that easily identify TrueCar. They are registered service marks of TrueCar and may not be altered for any reason.

The TrueCar logo embodies our mission — proudly expressing our belief that car buying and selling should be easy, transparent and efficient for everyone, no matter their income, zip code or background.

The multi-color contemporary letterforms of the logo convey access to endless choices and our empathetic agility, taking TrueCar users from the beginning to the end of their journey to find the perfect car.