Carmigo Brand Guidelines
Make It Easy.
The only thing worse than trying to keep quality used cars in stock at your dealership is trying to sell a used car.
Brand Story
Dealerships were struggling to keep quality used cars in stock during the COVID-19 pandemic. That's when Andrew (founder and CEO) said, "There has to be an easier way."
He pitched Sean and Daniel (the other founders) and Carmigo was born. Two years later, we’ve sold more than 3,000 cars to our network of dealerships throughout the Southeast.
As the platform grew we found that Carmigo sellers were just excited as the buyers. Carmigo’s mobile app helps them inspect and list their car to hundreds of buyers in a matter of minutes and get multiple offers in as little as a day.
Carmigo is the easiest way we’ve found (so far) to buy and sell cars from your phone.
Brand Story
The How
Carmigo Connects Sellers to Buyers in the Easiest Way Possible.
Carmigo’s secret sauce is a mobile-friendly vehicle inspection tool and private seller-to-dealership auction platform with revolving daily inventory.
But auction theory gets a little heady, so we keep it simple for buyers. The auction is a “marketplace” and the bids are “offers”.
If a seller really wants to know the ins and outs, we’re happy to talk about auctions, but sellers don’t usually wanna to talk about that.
On the other hand, we say “auctions” and “bids” with our buyers. Most buyers use auctions as the primary means of acquiring used inventory, so they’re comfortable with that terminology.
Brand Story
The Difference
If there’s an easier way, Carmigo is gonna find it.
1
To Sell
Sellers either have to field hundreds of weird Facebook Marketplace messages or drive from car lot to car lot shopping for a better trade-in. Then there’s the paperwork and money. We do it for you.
2
To Buy
Dealers have to search classified listings, lose a day at a wholesale auction, or inspect low-quality trade-ins all day. We do that in our app.
3
Carmigo Direct
Carmigo Direct places the Carmigo inspection tool directly on a dealership’s website so they can bring in new, inspected used cars automatically, without leaving the office.
4
Carmigo Fleet
Carmigo Fleet gives fleet managers a tool for easily turning its old inventory into cash to supplement maintaining a new fleet.
Tone
Carmigo’s marketplace is designed to create a win-win transaction for our buyers and sellers. It’s easy to use, easy to understand, and usually makes everyone happy. That’s why Carmigo’s communications are easy to understand, helpful, and usually make sense.
EAGER TO HELP
You know that friend who is always trying to help — like maybe a little too much? That’s us. Yep, we’re a bunch of try-hards and we admit it. We just want to help.
EASY
If it’s not easy, it’s not Carmigo. Our communications must be easy to read, hear, see, and understand. Always be earnest, direct, and helpful. No need to be difficult or waste someone’s time.
FUN
Carmigo isn’t one of those companies that says, “We make (insert difficult thing here) fun. Selling your car isn’t fun. But while we’re here, we might as well have a little fun, right?
Voice
What We Say
- Make things easier.
- We root for our buyers and sellers. If they can get a better deal somewhere else, we support them. We’ll gladly sell a car to Carvana any day of the week. Then we turn around and try to make our deals better.
- We wave the banner for being easy. When we see people and brands striving to make life easier, we celebrate them.
- We know there is a better way to sell your car, and we believe it is Carmigo.
What We Don't Say
• We don’t punch down. We don’t go after disgruntled sellers, we don’t slam car dealerships, we don’t have competition because we can be a great partner for anyone.
• We don’t explicitly mention dealerships when comparing Carmigo to trade-ins.
• We don’t use explicit language. Keep it clean, keep it chill, keep it easy (no cussin or dirty stuff).
Style Guide
Carmigo communications will refer to all vehicles as cars. It’s just easier
Carmigo should be referred to as a marketplace, never website or auction.
Carmigo does not have customers. We have sellers and buyers.
Carmigo does not buy or purchase cars, nor do we make offers on cars.
When speaking or writing on behalf of Carmigo, we use plural first-person pronouns (we and us).
Anyone working at Carmigo is a Carmigo, as in car amigo.
Style Guide
Seller Journey
1
Sellers create their vehicle profile on their Carmigo seller dashboard.
Not acceptable: “photoshoot” or “build their listing”
2
Sellers set their minimum price based on market recommendations.
Not acceptable: "estimate" or "reserve"
3
Carmigo collects offers from our nationwide network of buyers on the Carmigo marketplace
Not acceptable: “auction” “Bids”
4
After one business day, the buyer with the highest offer wins
If a minimum is not met, the car is not sold. No fee is required from the seller.
5
Carmigo collects a $350 sell fee for hosting the sale on our marketplace.
Not acceptable: “seller’s fee” or “sale fee”
Design Toolkit
Our Logo
The Carmigo logo combines three elements: The stylized speedometer icon, the typography and the color scheme.
Wherever possible, the logo should utilize the green icon and gray text. In other cases, it should greatly contrast with its background so long as the green icon is easy to decipher.
Clear Space
The Carmigo logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the cap height of the logo type.
If you use the logo icon as a single object, it also needs clear space all around.
DO NOT
The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway.
DO NOT rotate the logo
DO NOT add a drop shadow
DO NOT rearrange elements
DO NOT stretch the logo
DO NOT use different colors
DO NOT use a gradient
Design Toolkit
Lockups
Carmigo logo lockups are comprised of the primary logo + corresponding name set in Poppins semi bold.
Partnership lockups utilize a 2 px thick horizontal or vertical line that is 75% of the logo height or width. Both logos should have equal visual weight.
Design Toolkit
Color
Carmigo Green is our primary brand color.
Our darker green is used as a primary color to provide contrast and our mint green is used as a grounding neutral.
We also have a secondary color palette to provide flexibility while creating a unified, recognizable appearance across all communications. These colors are complementary to our official colors, but are not recognizable identifiers for our company. Use the bright yellow sparingly.
Primary Color Palette
Carmigo Green
CMYK: 70 / 5 / 82 / 0
RGB: 82 / 170 / 87
HEX: #52aa57
Dark Green
CMYK: 84 / 36 / 100 / 31
RGB: 38 / 97 / 18
HEX: #266112
RGB: 38 / 97 / 18
HEX: #266112
Dark Gray
CMYK: 60 / 49 / 49 / 41
RGB: 88 / 89 / 88
HEX: #585958
RGB: 88 / 89 / 88
HEX: #585958
Mint
CMYK: 7 / 0 / 8 / 0
RGB: 235 / 245 / 234
HEX: #ebf5ea
Secondary Color Palette
Dark Navy
CMYK: 96 / 65 / 54 / 48
RGB: 15 / 56 / 68
HEX: #003844
RGB: 15 / 56 / 68
HEX: #003844
Light Beige
CMYK: 3 / 0 / 14 / 0
RGB: 251 / 250 / 230
HEX: #fbfae6
RGB: 251 / 250 / 230
HEX: #fbfae6
Blue-Gray
CMYK: 80 / 52 / 44 / 20
RGB: 55 / 95 / 111
HEX: #3b5f6f
RGB: 55 / 95 / 111
HEX: #3b5f6f
Bright Yellow
CMYK: 23 / 0 / 100 / 0
RGB: 208 / 221 / 40
HEX: #d8da00
Design Toolkit
Typography
The primary font for Carmigo is Poppins. It should be used in all Carmigo communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.
Headline
Title Case
Title Case
Font/Weight
Poppins Extra Bold
Headline
Alternate
Alternate
Poppins Bold
Subheadline
Web: Merriweather
Print: New Spirit
Body Copy
Lato Normal
Design Toolkit
Iconography
We use a series of icons to tell our story and help the user easily navigate through content.
Our utility icons are simple in nature, used for navigation, notification and reminders. Pictograms are used to represent more detailed information.
Design Toolkit
Illustrations
Carmigo’s illustration style evokes a feeling of ease and friendliness.
