Logos
Overview
Logo usage
These guideline prompts are created to empower and guide associates through the logo selection process. It is important to always be intentional about the specific usage to maximize the impact of the logo and our overall brand.
High-level considerations
When starting a new design and deciding which logo is appropriate to use, ask yourself a few questions:
What is the overall context of the space?
Are there space constraints that need to be considered?
What is the purpose of the logo in this design?
Is this design customer- or associate-facing?
Types of logos
Primary CarMax logo
The five dashes represent the open road and are located below the CarMax word mark by one dash height.
Example usage: advertisements (billboards, high impact OOH, paid social end cards, print, display, video, national television broadcasts), website headers, loading screens, in-store signage, associate apparel, and tchotchkes.
CarMax word mark
This version of the logo should be considered as your second choice if you need to maximize the brand within the space or reduce visual noise.
CarMax stacked
CarMax CM
This logo should only be used in spaces where readability is more challenging and none of the other logos adequately perform.
Example usage: Favicons.
Example usage: sports field ribbons, ribbon boards, digital ad placements less than 100px, mobile menus, navigation bars in transactional flows, and lockups with partner logos.
The five dashes represent the open road and are located below the CarMax word mark by one dash height.
The stacked logo can be used when neither the full logo nor the word mark logo highlights our brand enough due to space constraints.
Example usage: tv bugs, app icon, social avatars, sports partners clothing, and associate facing tools.
Logo colors
Only the CarMax primary logo and word mark are afforded the following color variations:
CarMax Primary Blue
CarMax primary blue should aways be your primary choice when selecting colors.
CarMax Primary Blue
C=100 M=50 Y=0 K=60
R-0 G-51 B-102
#003366
PMS 281
White
The white logo should be used on all dark backgrounds, photography, and all video (other than broadcast video campaign ads).
White
C=0 M=0 Y=0 K=0
R-255 G-255 B-255
#ffffff
CarMax Yellow
The yellow logo is reserved exclusively for these ad placements: broadcast video campaigns and digital ads with a blue background.
CarMax Yellow
C=0 M=16 Y=100 K=0
R-255 G-215 B-0
#FFD700
PMS 2109
CarMax Dark Blue
The dark blue logo is reserved for ad placements when environmental needs dictate a high-contrast ratio such as in-stadium sports signage when used over a yellow background.
Dark Blue
C=97 M=81 Y=47 K=49
R-13 G-40 B-66
#0D2842
Black
The black logo is reserved for monochromatic non-color placements.
Black
C=0 M=0 Y=0 K=1
R-0 G-0 B-0
#000000
What logo should I use
Logo clear space
Traditional Logo
The two-color traditional logo is used exclusively for storefront branding and other store-related collateral as it does not have any other use cases.
CarMax Yellow White
C=0 M=16 Y=100 K=0 C=0 M=0 Y=0 K=0
R-13 G-40 B-66 R-255 G-255 B-255
#0D2842 #ffffff
The clear space ensures the legibility and impact of our logo by isolating it from competing visual elements. Always maintain a space of at least a CarMax logo lowercased “a” between our logo and other elements on all sides.
Sizing minimums & orientation
Adhering to these minimum sizing guidelines will ensure that the impact and legibility of our logo is not compromised in any media type.
Usage Examples
Logo over imagery
In an effort to allow creative to have flexibility in logo usage, the following examples should not be considered strict guidelines to adhere to. Instead these should serve as examples of why a logo worked within the space to help you as a jumping off point. Please continue to follow the approval process for your org.
When using a logo over an image, make sure the placement is in a relatively dark and empty space so that it stands out and maintains a high-contrast ratio. In these instances the CarMax logo should be used in white.
The CarMax traditional two-color logo is used exclusively on our storefront and field associate apparel.
CarMax stores & associates
The CarMax primary logo is the best choice for large creative such as billboards for reinforcement of our brand.
Print advertising
The CarMax primary logo is the best choice for large creative such as billboards for reinforcement of our brand.
TV bugs
The CarMax word mark is the ideal choice for use in narrow vertical spaces where scale and visibility are necessary. By using the yellow word mark on a dark background you achieve a high contrast ratio which in turn increases the overall visibility in real life and and on a television broadcast.
Mobile logo usage
Sports field LED ribbon boards
Website Headers
The CarMax primary logo builds confidence for our users and reminds them that they are at the ultimate destination for achieving their goals.
Secondary Navigation
Secondary navigation locations exist further down the user journey after initial exposure to the CarMax primary logo has been made. In these spaces the CarMax word mark is most effective at highlighting the brand.
Mobile View of Associate Tools
To reduce visual noise for associates, the CarMax stacked logo is approved for some non-customer facing user interfaces.
Loading Screens
The CarMax primary logo is the appropriate choice for loading screens as users may need additional confidence as they're being transitioned into a new flow where drop-off may occur.
CarMax favicon
Because of the extremely small size of favicons, this is one of the few areas where the CarMax CM logo is to be implemented. It is the most legible logo mark for the ultra small space constraints.
Sports brand partnerships
When designing a sports brand partner logo lock up, the use of the CarMax word mark allows for a clean and clear pairing arrangement.
Sports partnership apparel
T-shirts and jerseys benefit from the CarMax stacked logo which allows for extra visibility at distance in this shortened horizontal space.
Social avatars
Placing the CarMax stacked logo inside of a yellow fill container allows our brand presence to standout and cut through the other competing visual elements within a user interface.
Protect our brand
Don't mess with it.
It is important that the appearance of our logo remains consistent. Our logo should not be added to or otherwise modified in any way.
Keep it consistent.
One of the most important things to keep in mind when using our logo is to keep its appearance consistent. Our logo should not be added to or otherwise modified. Consistency is key and the examples below illustrate potential changes to our logo that should be avoided.
See something, say something.
All trademarked branding and assets are CarMax intellectual property and they make up a significant portion of our brands equity. To preserve and protect our brand, it is essential to employ all CarMax trademarks correctly.
If you see a CarMax logo being misused out in the world (for example: an old logo, incorrect placement, distortion), please share it with the Brand Creative and Horizon.
Approvals
.com, apps, and associate tools process
When in doubt, work with your program visual designers to aid in your selection of an appropriate logo for your designs. Additionally, Stefanie Lutz is the point of contact for consultation and usage approval within the .com space.
Advertising approval process
Follow your standard review process with your creative manager/director and in cases where there are still outlying usage questions (such as a new case for usage of stacked logo), your creative manager/director will review with Jim Muse for final approval.