View of an office environment, various employees looking at each other.

Crushes on Crashes: brand relaunch for Copart Germany

BrandingBrand StrategyCorporate Design
Copart is one of the leading platforms for digital vehicle marketing – with over three million transactions per year. Our task: the further development of the brand design for the German market. The aim was a visual presence that makes technical excellence, data-based processes and international networking visible – without making the sensitive context of damaged vehicles seem off-putting.

Attention-grabbing key visual

The key visual stages Copart's precise “scanner view”: every vehicle is professionally assessed, all data is systematically recorded and prepared for the auction platform. Damage is documented in detail – transparent, traceable and ready for the next bidder.
Teaser video key visual Copart

Modern brand presence with a digital focus

The new brand presence positions Copart as a digital pioneer in used and damaged vehicle trading. Fresh shades of blue, a distinctive house typeface and high-quality vehicle renderings convey seriousness and full service. The modern look appeals equally to dealers, insurers and private customers.
Overview of various media for Copart Deutschland.

Familiar: the combined word and figurative mark

The logo comes from the US-based Copart Inc. For the German market, a reduced, single-colour variant is created – clear, easy to apply and optimally suited to digital media.
Copart logo old

New: an emotional claim

Copart gives old or damaged vehicles new value – emotionally and visibly. The claim "The Cars Comeback" sums it up: every car gets its stage back – in the yard, as the star of a second appearance.
Lettering "The Cars Comeback."

Visualisation of damage

Damage is abstracted – visualised not realistically, but in a reduced grid look. Image manipulations such as cut-outs slice through the rendering and create an exciting, technical-analytical look. An additional data layer rounds off the depiction and underlines the professional assessment.
A 3D model of a car on three colour fields
A 3D model of a car on a blue background
Image of a poster series

The people behind Copart Germany

A photo shoot in the offices of Copart Germany makes the brand tangible – authentic, approachable and with a focus on employer branding and the new careers page that we are developing together. At the centre: the people who bring Copart to life.
Employees sit at a table talking.
Two women walking along a corridor, chatting
View of a website on a MacBook Pro

Design in use

The new brand identity takes effect across a wide range of media – from the employee magazine to advertisements and flyers to trade fair walls. This makes the brand visible and tangible in every context.
Image of an opened magazine
Image of an opened flyer

Social media strategy

Instagram serves Copart Germany as a dynamic sales channel: here, new damaged vehicles are presented to dealers in real time – shortly before the auction starts. At the same time, the platform is an ideal touchpoint for staging the new Corporate Design effectively.
Two iPhones showing social media
Trade fair banner "Herzlich Willkommen bei Copart" (Welcome to Copart)
View of a man in a white Copart T-shirt leaning in a lorry door and smiling as he looks into the distance.
A blue key ring

Style guide

As part of the rebranding, a style guide is created for Copart Germany. It defines colours, typography, imagery and layout principles – clearly structured and consistently designed for digital and analogue applications alike. The result: a consistent brand presence with recognition value and design flexibility.
Video of an iMac with an open style guide
For all general topics and enquiries, please feel free to contact Christian Malling.

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Christian Malling
Senior Project Manager