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.
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Carmigo Brand Guidelines
The only thing worse than trying to keep quality used cars in stock at your dealership is trying to sell a used car.
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
Carmigo’s secret sauce is a mobile-friendly vehicle inspection tool and dealership-to-dealership platforms with both revolving daily inventory and timed listings.
We offer our daily Live Auction for dealers that need to move inventory fast and the Carmigo Marketplace for dealers that can afford to sit on used inventory.
Sellers can list in two ways: manually, or by setting up inventory integrations.
Buyers can either bid on our live auction or place offers on the Carmigo Marketplace.
Brand Story
If there’s an easier way, Carmigo is gonna find it.
1
We're here for our sellers in a flexible capacity–offering inventory integration or manual listing options as well as virtual or in-person inspections.
2
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
The Queue in Carmigo Turn allows dealers to manage and automate their inventory with just a few clicks–allowing easy access to over-age invenory.
Carmigo’s platform 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?
• 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).
Carmigo communications will refer to all vehicles as cars. It’s just easier
Carmigo should be referred to as a marketplace, never a website.
Style Guide
1
Not acceptable: “photoshoot” or “build their listing”
2
Not acceptable: "estimate" or "reserve"
3
Not acceptable: “auction” “Bids”
4
If a minimum is not met, the car is not sold. No fee is required from the seller.
5
Not acceptable: “seller’s fee” or “sale fee”
Design Toolkit
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 navy text. In other cases, it should greatly contrast with its background so long as the green icon is easy to decipher.
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.
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
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
Carmigo Green is our primary brand color.
Our navy blue 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
Navy
CMYK: 96 / 65 / 54 / 48
RGB: 15 / 56 / 68
HEX: #003844
Mint
CMYK: 7 / 0 / 8 / 0
RGB: 235 / 245 / 234
HEX: #ebf5ea
Light Gray
CMYK 38 / 29 / 30 / 8
RGB 163 / 163 / 163
HEX #e5e5e5
Secondary Color Palette
Light Beige
Blue-Gray
Bright Yellow
CMYK: 23 / 0 / 100 / 0
RGB: 208 / 221 / 40
HEX: #d8da00
Design Toolkit
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.
Font/Weight
Poppins Extra Bold
Poppins Bold
Web: Merriweather
Print: New Spirit
Lato Normal
Design Toolkit
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
Carmigo’s imagery style evokes a feeling of innovation and advancement. We aim to use product mockups when showcasing or introducing our latest innovations.
