Carmax Brand Study
Sometimes you look at a logo so often, you stop seeing it. Until one day… you do.
Client
Passion Project
Service
Brand Identity
OverView
What I Saw — And What I Set Out to Do When I looked at the current CarMax logo with fresh eyes, I saw an opportunity to evolve a brand that's familiar—but not necessarily distinct. The visual system felt like it hadn't evolved with the times: a mix of awkward typography, an aging color palette, and a lack of a true brand mark. My goal wasn’t just to redesign for the sake of aesthetics—it was to reimagine the identity in a way that felt more purposeful, adaptable, and emotionally tied to the road. What followed was a deep dive into the brand’s visual gaps—and how to turn them into strengths.
The Challenge
What I Saw as Opportunities for Improvement: Inconsistent Typography The mixed upper- and lowercase format lacks balance and confidence. It doesn’t scale well or carry a strong presence. Outdated & Overused Color Palette The original yellow and blue combo feels dated and too similar to other auto-related brands—there’s nothing distinct or ownable. Unbalanced Layout The lane markings that extend beneath the wordmark and trail off to the right disrupt balance and create visual tension. No True Brand Mark A modern brand needs a flexible icon—a symbol that works at small sizes, in circles, and in motion. The current logo lacks that.
The Solution
What I Changed: Bold, All-Caps Typography for modern clarity and strong brand presence. Slight Italic Angle: A subtle forward lean suggests movement, momentum, and progress—tying directly back to the road narrative. Color Refresh: A clean black background with yellow and white accents makes the brand feel more premium and instantly recognizable. New Circular Brand Mark: A stylized road icon that works independently across formats—ideal for apps, social media, and signage. Designed for Motion: Built with animation in mind, this logo shines in digital formats, from GIFs to UI transitions.
