CarsGuide is an Australian website that aims to make buying a car online both simpler and more transparent. Seeking to communicate that mission, last September it launched a new visual identity, developed by Interbrand Sydney.
Using a brand idea called "Joy Mechanics", communication materials use two voices. One is "the Mechanic" which gives straight-forward information, the other is "the Guide" that adds humorous comments.
"The idea is simple. The brand is split into two characters, each with distinct personality traits, typeface and tone of voice. First up is The Mechanic. He’s simple, straightforward, and to the point. Then there’s The Guide. Friendly, cheeky, and always happy to help. To make it work, we use a simple construct. ‘The Mechanic’ says something simple, informative and to the point. Then we let ‘The Guide’ loose. He’s always tinkering, editing, pointing out useful bits or adding something fun. The logo is clear, simple and flexible, and can be infinitely customised by the Guide." - Interbrand