Cazoo is a UK-based online used car marketplace that launched in 2019 as an online car retailer before being acquired by MOTORS in June 2024 and relaunched as a search-based marketplace in April 2025. The brand’s visual identity has undergone two distinct phases, each tied to a shift in its business model.
Design and History
Cazoo was founded in 2018 as the first online car retailer to allow customers to buy, part-exchange, and finance vehicles entirely online. [1] For its launch campaign, the agency ENGINE was appointed to lead brand and creative development, working with Cazoo to shape the brand from the ground up, creating everything from the logo to staff uniforms. [2] [3]
MOTORS acquired the Cazoo brand in June 2024, and the all-new Cazoo marketplace website and branding launched on 2 April 2025. [4] The Cazoo branding was refreshed whilst retaining its instantly recognisable features. [4]
The refreshed visual identity was created by Fold7Design, the design arm of the agency Fold7, which Cazoo appointed as its lead strategic and creative partner following the MOTORS acquisition. [1] Fold7Design carefully crafted and refined elements like the logomark and contemporised the colour palette. [5]
Meaning and Symbolism
To articulate the business model shift from “seller” to “search,” Fold7Design created a unique symbol combining the brand’s car profile “A” letterform, a motif from the previous branding, with a magnifying glass icon, the universally recognised symbol for search. [5] The new brand strategy positioned Cazoo with the message “Cazoo, Right for You,” parking the brand away from competitors who focus on being experts in cars, instead positioning them as experts in “you” first, through helpful lifestyle search filtering. [5]
Typography and Design
Fold7Design introduced a new brand typeface called Cazoo Sans, a tailored version of the open-source typeface Sora. The typeface was carefully customised, layering in quirks and personality across all weights, whilst retaining legibility at small scale UI use. [6] [5]
Fold7Design also brought motion to the brand for the first time, with the logo arching playfully around a set of car-like manoeuvres. The nuances of the logomark connect deep into the brand system, informing iconography and UI design. [5]
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