Brand GuidelinesA Guide for Our Employees and Vendors

October 2020

Contents

Introduction and Purpose .............................. 1

About the Copart Brand ................................ 2

Logo .............................................................. 4

Color Palette ................................................. 9

Typography ................................................. 10

Email Signature ........................................... 11

Branded Merchandise and Logo Apparel .... 12

Best Practices ............................................. 13

1

Introduction and Purpose

What is a Brand?

A brand is the set of perceptions, experiences,

stories and expectations that lead people to choose

one company over another. Our brand is who we

are, and it is why our customers should choose

Copart over the competition.

A brand is more than a logo. It is the voice we use

to tell our story. It is the experience people have

with Copart. Our brand identity is our company’s

personality. It encompasses all the touch points and

communication channels. It’s how the world recognizes

and distinguishes Copart from the competition.

Why is Brand Important?

We all play a role in strengthening our brand. By

incorporating these guidelines into the materials

you create and the interactions you have, you help

strengthen the Copart brand. The tools are flexible

enough for you to create a full range of expression

for your specific audience, while still allowing our

shared strengths and aspirations to shine.

Our brand identity is cohesive, which helps establish

a strong brand voice that resonates with the

audience to build brand awareness. Over time, that

awareness and consistency build trust and

keep customers coming back year after year.

In This Guide

This brand style guide takes the heart and

soul of the Copart brand - our mission, vision

and values - and translates it into design. We

define our brand and describe the signature

design elements that set us apart in an

increasingly competitive market.

Our brand guidelines are the tools we use to

create our story, live up to our expectations

and reinforce the experiences customers and

non-customers have with Copart. This guide

is the manual for looking, speaking and acting

like Copart. Through consistent use across all

teams and channels, these guidelines amplify

the impact of our brand in an increasingly

competitive industry.

Questions about this guide or how to properly

use this guide can be sent to

Advertising@Copart.com.

2

The Copart Brand Story

Founded in 1982 by Willis J. Johnson, Copart is a true

American success story. Johnson grew up learning

about business from his father, an entrepreneur who

dabbled in everything from dairy farming to running

restaurants and building houses. Johnson took that

entrepreneurial spirit, along with a strong work ethic

and a passion for change, and started Copart with

just one salvage yard in California.

In 1994, he took Copart public (NASDAQ: “CPRT”),

raising the money needed to expand the company

across the United States and into the next millennium.

With a strong focus on evolving and enhancing its

auction technology, Copart has transformed from a

salvage vehicle auction company into a technology

company offering a global remarketing platform that

links Buyers and Sellers around the world.

Today, Copart’s extensive inventory is housed on

more than 12,000 acres of land and includes an

array of vehicles to ensure Members can find what

they’re looking for, from classics and exotics, early

and late model cars and trucks, to industrial vehicles

and more. Copart sells over two million vehicles each

year, so there’s something for everyone.

Copart’s success has earned the company a place

on the Fortune 1000 and S&P 500 list as well as

recognition on Deloitte’s “The Exceptional 100 List

of Top Performing U.S. Companies.” As the premier

global online vehicle auction company, Copart puts

the power to bid and win in your hands.

Elevator Speech

How to tell our brand story, clearly and concisely.

Copart is a global, publicly traded, Fortune 1000 and S&P500 online vehicle auction company that uses its

proprietary state-of-the-art platform to sell vehicles to buyers all around the world. The company is a global

leader in its industry, with more than 200 locations across 11 countries and over 125,000 vehicles up for auction

every day. With a strong focus on evolving and enhancing its auction technology, Copart offers the best in class

global online auto remarketing platform for buyers and sellers.

3

MISSIONTo create value and opportunity through vehicle auctions and exchange

VISIONTo provide an unmatched experience… every day and everywhere…driven by our people, process and technology

MISSIONMISSION

VISIONVISION

VALUESAct with integrityBe an ownerChallenge the norm

Get resultsCelebrate our people

VALUES

C

M

Y

CM

MY

CY

CMY

K

MVV-SmallPlaque.pdf 1 8/14/15 2:15 PM

• v

4

Logo

As the most recognizable brand asset, the logo is

our primary brand identifier, and it must appear

consistently and in every Copart communication,

printed or digital. It is a key brand asset and must

be respected whenever it is used.

Consisting of the Copart wordmark and the ellipsis

symbol, the logo is a unique piece of artwork that

has been designed specifically to symbolize Copart.

Never, under any circumstances, should the logo

artwork be altered or re-created. Only use the

approved files when reproducing and applying the

Copart logo.

Email Advertising@Copart.com to obtain the

correct logo files. In your request, include the

logo color (full color or black and white), file type

required and intended application (digital, paper

print, stitching, video, etc.).

symbol

wordmark

5

.5”

Clear Space and Minimum Size

The Copart logo should always be surrounded by a

generous field of clear space to ensure its legibility

and impact. This isolates the logo and protects it

from competing with visual elements such as text

and supporting graphics.

As shown below, the absolute minimum amount

of clear space that can surround the logo in any

application is equal to the size of the “o” in the

Copart wordmark.

The Copart logo can be scaled to a variety of

sizes. However, to ensure the logo is always

legible, it should never be reproduced smaller

than .5” in height.

56

Logo Color Variations

To accommodate a range of reproduction and

printing requirements, two logo color variations are

available for use.

Keep in mind that the full-color logo is always

preferred for brand communications. However, the

one-color black version should be used when color

reproduction is limited. This variation is especially

effective in media such as newsprint.

7

Background Control

The Copart logo should be highly legible in every

application. As shown below, the logo and its

variations can be positioned against a variety of

backgrounds.

The full-color logo features well against white and

black, as well as photographic backgrounds that

provide significant contrast.

The one-color variation also displays well against

white and black and should be used in single-color

print publications.

8

Do not add embellishments like embossing, drop shadows, etc...

Do not apply the logo to a background that is visually busy or does NOT provide sufficient contrast.

Do not use the outdated “metallic” version of the logo

Do not use the original “Ci” logo.

Do not distort the logo or rotate at any angle.

Do not change the color of the logo.

Do not re-typeset the logo.Do not re-arrange the elements of the logo.

CORRECT USAGE

DO NOT USE IN THIS WAY

Logo Misuse

Any misuse of the logo artwork diminishes its

integrity and that of the Copart brand as a whole.

The examples featured here represent some

common misuses that must be avoided whenever

working with the logo.

Remember that the Copart logo must never,

under any circumstances, be altered or re-

created in any way.

9

Process Black

CMYK: 0/0/0/100

RGB: 0/0/0

Hex: #000000

“Copart Blue”

PMS 280

CMYK: 100/72/0/18

RGB: 0/40/120

Hex: #002878

PMS 2935

CMYK: 100/46/0/0

RGB: 0/90/187

Hex: #005abb

PMS 423

CMYK: 0/0/0/44

RGB: 142/144/143

Hex: #8e908f

Process White

CMYK: 0/0/0/0

RGB: 255/255/255

Hex: #ffffff

PMS

The Pantone® Matching

System is a system of

thousands of numbered

swatches. Most corporate

colors, in a logo for example,

are identified with a number

from this system.

CMYK

This color model is used for

print and is also referred to

as process color. It is used

to describe the printing

process itself. CMYK uses

four colors (cyan, magenta,

yellow and black) to produce

an array of colors.

RGB

This color model is used for

digital and web-based color

palettes, and it consists of

red, green and blue. RGB is

the most widely used color

system.

HEX

A hex value is an extension

of the RGB color model and

is used on web pages to

specify colors.

Primary Color Palette

Color plays an active role in people’s lives. It

attracts attention and triggers emotions. Color can

influence decisions and behaviors.

Consistent use of color supports visual cohesion

across our communications and leverages

emotional resonance with our brand. When

combined with brand-specific imagery and content,

color enhances the depth and impact of our story.

The colors of the palette shown below are inspired

by those found in the Copart logo. Using these

colors consistently across communications and

various media builds recognition for the Copart

brand while contributing to a unified look and feel.

The colors of the primary palette can be used for

text, color fields and backgrounds.

Under no circumstance should the color red be

used in any context with the Copart brand, unless

identifying another brand such as CrashedToys

or National Powersport Auctions (NPA).

10

Helvetica Neue RomanA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Helvetica Neue ItalicA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Helvetica Neue CondensedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Helvetica Neue ExtendedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Typography

Consistent use of typography is a simple way to

align our visual identity. Fonts set a cadence for

how a communication is read and can do a lot

to alleviate denseness on the most text-heavy

pages. The consistent use of the selected

typeface families throughout Copart applications

adds greatly to a cohesive visual style.

The Helvetica Neue font family is a highly legible

sans serif made up of 51 fonts, which includes

nine weights in three widths. This font family was

chosen for its clean lines, availability across most

programs, compatibility with the Copart logo and

high degree of legibility in all applications.

Because of this font’s variety of weights and

styles, Helvetica Neue can be used for headlines,

titles and primary messaging.

If the Helvetica Neue font family is unavailable,

use Copart’s secondary font, Arial.

11

Name

Position

Copart

Street Number and Name

City, State Zip Code

Phone Number and Location

Here’s an example:

Calibri Bold

Calibri Regular

Calibri Bold

Calibri Regular

Calibri Regular

Calibri Regular

Email Signature

Because email is one of our most common and

most visible forms of daily communication, it is

imperative we maintain clear, consistent email

identification to strengthen the Copart brand.

To ensure this consistent image, email signatures

in Outlook are automatically generated to meet

the brand standards below.

Refrain from editing the pre-populated signature.

Additions such as inspirational quotes, other

images and QR codes are not permitted.

If the information or image on your signature is

incorrect, email Advertising@Copart.com for

assistance.

Embroidery

Embroidery should be used only on collared apparel items such as polos, cardigans, jackets and sweaters,

or for fabric merchandise including hats, blankets, backpacks, bags, etc. The Copart logo should only be

used on white, black, blue or gray items using either the full-color stitched logo or the single-color logo.

Same color on color should not be used (e.g., black stitching on a black shirt).

Embroidered Apparel Placement and Size Requirements

• Placement: Left chest only

• Apparel: 3” width

• High stitch count recommended (9,451 stitches)

Screen Printing

Screen printing is most commonly used on non-collared apparel such as t-shirts and sweatshirts. The

Copart logo should only be used on white, black, blue or gray items using either the full-color logo or

the single-color logo. The Copart logo can be placed in only three (3) different positions: left chest, front

center and back center. Follow the below size requirements.

• Left chest:

3.5” W x 1.3” H

• Front center:

S - L 9.5” W x 3.5” H

XL - XXXXL 11” W x 4.125” H

• Back center:

11” W x 4.125” H

Promotional Items (“Giveaways” or “Swag”)

Distributing branded promotional items increases Copart’s brand exposure. For assistance designing and

order items, visit CopartStore.com or contact the Marketing Department at Advertising@Copart.com.

Branded merchandise can be an effective

reminder of our brand and create unity across the

organization. Instead of getting cluttered with a full

message or communication, branded merchandise

and logo apparel are simple parts of the whole

Copart experience.

Employees can purchase branded merchandise

and apparel through our employee store at

Branded Merchandise and Logo Apparel

CopartStore.com (all merchandise on the employee

store site meets brand standards). When ordering

branded merchandise through a different channel,

adhere to the below guidelines.

For additional assistance in designing and

ordering branded merchandise or apparel, email

Advertising@Copart.com.

12

13

Best Practices

Email Best Practices

• All Copart employees must use a simple, standard font (preferred: Helvetica Neue or Arial) no larger than

12 pt in all emails. Non-standard typefaces and HTML may not translate across email clients.

• Images and Logos: Do not use any logos or images within the email signature, other than those

automatically generated within Outlook.

• Quotes: Refraining from the use of quotes or sayings is best practice for professional communications;

it is important to avoid the potential confusion of external audiences assuming a particular statement

represents Copart’s official slogan, ideology or brand promise.

Location Best Practices

• Each Copart location should have printed templates for various situations. Example: yard closures,

special events, notices, etc. available at MyCopart.com > Marketing > Yard Marketing Tookit.

• Each location should have appropriate approved marketing posters and signage. For questions about

the current correct in-location merchandising, contact Advertising@Copart.com.

• Each location should have printed Copart collateral available at all times.

• For reorders of these materials or general questions, email Advertising@Copart.com.

General Best Practices

• Capitalize the C in Copart.com.

• Do not use “A Bid above the Rest.”

• Reach out to Marketing for banner or signage requests (excluding external building signage).

• Always use a Copart-approved PowerPoint template when creating presentations

available on MyCopart.com > Brand Guidelines, Logos and More.

• Review the full Copy Style Guide at MyCopart.com > Brand Guidelines, Logos and More.

XXX