Founded in 2018, Cazoo quickly became one of the leading car retailers in the UK, with an online model that has changed the way we shop for cars. A host of widespread sponsorship deals totalling over £35m a year, across the Premier League, horse racing, darts and golf led to huge brand recognition, making the brand a household name; with a market cap of $8bn at its peak.

In 2024, the brand was acquired by leading automotive group Motors, who were able to capitilise on the recognition the brand had garnered, and relaunch Cazoo as a used car marketplace from the ground up.

Whilst Cazoo's existing identity was widely recognised by the public, the brand had previously scaled at such pace that there was a lack of cohesion and an underlying idea.

After carefully crafting and refining the logomark, an entire design system was built outwards, inspired by the mark's geometry and form.

Our new brand strategy, 'Right for you' represents Cazoo's change in direction, with search filters and mechanics in their new product that enables users to find the car that's perfect for them and their lifestyle.

The distinctive colour palette was refreshed with invigorated tones of the colours that contributed to such widespread recall. The new colours are far more energised in digital applications, like their app, but also land with more contrast to meet modern accessibility guidelines.

Next, a new brand typeface was carefully customised, layering in quirks and personality across all weights, whilst retaining legibility at small scale UI use.

To enhance the typeset further, a series of bespoke glyphs were added at source, meaning Cazoo's new iconography and car symbol can appear live within type and headlines across any application.

With the emphasis now on the search functionality of the new product, an all new Cazoo Search icon was created, harnessing the form of the Cazoo car – within a magnifying glass – that beautifully typesets at the correct scale and proportions alongside text within headings and CTAs.

An entire suite of expressive iconography derived from the geometry of the Cazoo car symbol lands a natural rhythm and consistency to all the brand icons, underpinned by the same structure and angles.

This logic carries through to UI scale icons within the product too, with arrowheads and chevrons that nod to the same form.