Cars.

com Brand Standards

Table of contents
2 2 3 4 5 5 6 7 8 9 10 11 11 12 13 14 14 15 16 18 19 19 20 21 22 22 23 23 24 25 26 27 28 29 Introduction Using This Guide What is a Brand? Our Brand: Confidence Logo Using the New Cars.com Logo Logo and Tagline Logo Spacing and Positioning Logo Size and Scale Logo Color Obtaining a Logo (including external logo requests) Color Cars.com Purple Highlight Colors Using the Color Palette Fonts Standard Typeface Recommended Sizes / Special Cases Voice: Writing the Cars.com Way Trademarks Cars.com Family of Sites Freebo MotherProof PickupTrucks.com Collateral Guidelines Representing our Brand Personal Communications Voicemail Email Signature Email Signature / Out of Office Alerts Appendix Templates Marketing Contacts Brand Style Glossary

Cars.com Brand Standards | Table of Contents

introduction
How can I get a Cars.com logo? When do I use the Confidence Comes Standard tagline? What templates should I use when communicating? When do I use the Cars.com symbol? Is that Power Position or Power Positions or PowerPositions? Using This Guide
This guide was created as a resource to help you understand the Cars.com brand and how it extends into our style that is, how we present ourselves in words and pictures. By using this guide and the standards provided within, you can answer nagging questions like those above and address aspects of our brand that you may never have thought of. Whether youre developing a product, writing to a customer or creating a presentation, you should use this guide to ensure that youre strengthening our brand by communicating the right messages and consistently representing our product names and marks. This guide isnt intended to limit your creativity. Rather, it is here as a reference so you can communicate creatively while still delivering our brand messages. Consult this resource until you have a firm grasp of Cars.com style. To simplify your work, weve also created a Cars.com Style Glossary of commonly used terms for easy reference, as well as a number of templates for documents such as reports, memos and presentations that make communicating the right brand messages easy. Updates and Additions Because our business is always evolving, some things in this guide may change. So make sure to check for updates if youre referencing a guide that is older than six months. Questions and Corrections Should you have questions about how to use this guide, feedback to improve future editions, additions for future publication or corrections to existing content, contact carsbrandstandards@cars.com. A Note From Marketing In some circumstances, the marketing or editorial departments may deviate from standards outlined here to communicate a specific message in print and electronic marketing communications or within editorial content. Employees throughout other areas of the company should adhere to these guidelines unless instructed otherwise by the marketing or editorial teams. A Note From Legal The Cars.com Brand Standards and its contents are for internal use and shouldnt be shared or reproduced without written consent of the Cars.com marketing department. Consult the resource section at the back of this guide for marketing contact information. All content is copyright 2009, Classified Ventures LLC.

Cars.com Brand Standards | Introduction

introduction
A product is made in a factory; a brand is made in the mind.
Walter Landor

What is a brand?
A brand is more than a logo, an advertisement or a slogan. A brand is what we stand for in the minds of our audience. Our brand is the essence of who we are. As a service provider, our brand is one of our companys most important assets because it represents the relationship we have with our advertisers and site visitors. Our brand is the reason consumers immediately think Cars.com when they start their car-shopping process. Its why dealers and manufacturers think Cars.com when theyre searching for an effective advertising medium. When we all live up to our brand, consumers and customers emotionally and visibly connect with us. A strong brand even helps us do our jobs better. By living up to our brand, product development teams create better solutions, sales teams sell and retain more customers, and customer service representatives and account managers deliver a better experience. Building the Cars.com brand isnt just the role of the marketing department; delivering our brands message is everyones responsibility. Every day, you play a major role in communicating to one another and to our advertisers, site visitors, affiliates, partners and vendors. As we grow as a company, it becomes increasingly important that we present a united face to all stakeholders. You can strengthen our brand simply by using a consistent look and voice to communicate consistent messages, both internally and externally. In brand-building, as in any relationship-building, consistency builds credibility. And at Cars.com, credibility builds confidence.

Cars.com Brand Standards | Introduction

introduction
The Cars.com Confidence Comes Standard tagline is more than just a catchy phrase. Its a reference to our brand positioning around confidence. Our Brand: Confidence
After extensive research into our consumer and trade audiences, we determined that confidence is a message that speaks to all our key targets. Because these audiences have different needs, however, the meaning of confidence is different for each. The meanings are outlined in this diagram.

What does it mean to consumers?

Brand Personality Insightful Credible Friendly Easy-to-understand

What does it mean to dealers?

Brand Personality Results-oriented Committed Knowledgeable

Brand Promise (How do we deliver confidence?) Because the right information fuels car-shopping power, Cars.com provides credible and easyto-understand information from consumers and experts so car shoppers can formulate their own opinions on what to buy, where to buy and how much to pay for it. Consumer Insight Car shopping is stressful because its difficult to find credible information to make a confident decision.

Brand Promise (How do we deliver confidence?) Because we understand what car shoppers seek, Cars.com is committed to helping dealers deliver information to shoppers and make the most of new technology and innovations.

Dealer Insight Helping consumers find the right vehicle can be challenging in a continually shifting internet marketplace where people access new information in new ways.

Cars.com Brand Standards | Introduction

Logo
The Cars.com logo is one our most important assets. It represents the essence of our business and identifies not only our brand, but also the service we provide to consumers and dealers.
To prevent dilution of our identity and to ensure message consistency, its important to follow these guidelines when using our logo.

Using the New Cars.com Logo

The Cars.com logo was refined and reintroduced in 2008 for a more modern look and better reproduction quality. When displayed in the full four-color format, this new logo appears to have three-dimensional glassy reflections on the oval. It also contains a trademark symbol in the lower right corner. If logos used in your materials are outdated, please replace with the 2008 version. Conduct an audit of tools and materials used or produced by your team to ensure the appropriate logo is being used. All outdated logo files should be removed from your respective network folders and your hard drive. To request new logo files, see the Obtaining a Logo section. Old Logo:

New Logo:

Always use the logo in conjunction with the symbol, which is an existing part of the logo file.

Cars.com Brand Standards | Logo

Logo
Logo and Tagline
The Cars.com logo is available with and without the Confidence Comes Standard tagline. The tagline version should be used in consumer- and dealerfacing promotional communications. However, there are cases where the standard Cars.com logo without the tagline should be applied. These include: Most placements within the Cars.com website, as consumers will already be interacting with our brand and do not need the tagline position reference Placements on Cars.com tools and products, including DealerCenter, DealerSites, extranet, etc. Materials such as premiums or marketing collateral where a tagline can not physically be incorporated because of size, space or visual clutter Corporate communications stationery such as letterhead, business cards, envelopes, return address labels, etc. Tagline Guidelines The font used for the Confidence Comes Standard tagline was specially selected to pair with the logo and is a graphic component of the logo file. When using the logo with tagline, use only the lockedup version provided by marketing. If you are having size or spacing concerns with the tagline, contact carsdesigner@cars.com. Logo with tag: Logo without tag:

Do not use the tagline typeface outside logo lockup

Do not type the text under the logo file in another font

Confidence Comes Standard.

Do not place the tagline in an alternate position with the logo

Do not separate the tagline from the logo lockup Do not reproduce the logo with tagline in sizes under two inches because tagline becomes difficult to read

Always use tagline with symbol, which is part of the logo file.
Cars.com Brand Standards | Logo 6

Logo
Logo Spacing and Positioning
Give it Space The Cars.com logo is a dominant visual and shouldnt be overwhelmed by other nearby information. The height and width of the clear areas surrounding the logo (called the area of isolation) should never be less than 20 percent of the height of the logo lockup. 20% of x

Logo lockup area of isolation

Keep It Straight The Cars.com logo should not be rotated or placed at an angle. Keep It Simple The Cars.com logo should always stand alone; do not incorporate it into a sentence or headline or pair it with any other logo or graphic element. Do not incorporate the Cars.com logo into a new graphic or logo without consulting the marketing team first. If you have a special request, contact our graphic designer at carsdesigner@cars.com.

and You!

Applying the Logo

When using the logo file, save it to your desktop first. If working with a Microsoft Office program, insert by selecting Insert / Picture / From File. Do not cut and paste or copy and paste, as both these options can distort the logo.

Cars.com Brand Standards | Logo

Logo
Logo Size and Scale
Find the Right Size To prevent our logo from distortion, start with a logo thats as close to the required size as possible before scaling up or down. To scale an image in MS Office, select the image, then go to Format / Picture, then select the size tab. You can scale up or down, just make sure the lock aspect ratio and relative to original picture size boxes are checked. The Cars.com logo should not be enlarged more than 20 percent or reduced to more than 15 percent of its original size. You can determine the right size by emailing our graphic designer at carsdesigner@cars.com. Scale, Dont Stretch The logo should never be stretched, only scaled up and down. Stretching, rearranging or skewing the logo will distort the image and dilute the distinctiveness of the graphic mark. By scaling (see above section), you will make sure youre keeping the original proportions of height and width. Correctly rescaled logo

Incorrectly rescaled logo

Cars.com Brand Standards | Logo

Logo
Logo Color
The color of the Cars.com logo has been carefully calibrated and should not be altered. There are logos created specifically for video and computer screens (RGB formats) and print (CMYK or spot color). Use the right logo for your needs and do not convert artwork from one color mode to another. On dark backgrounds, the logo artwork remains the same; only the tagline and are reversed from black to white. For premium items, there is specific white artwork for use on dark backgrounds. For questions regarding logo color and translation to printing in various media, please contact our graphic designer by emailing carsdesigner@cars.com.

Cars.com Logo for Dark Backgrounds

Cars.com Logo for Premium Items With Dark Backgrounds

Cars.com Logo for Light Backgrounds

Black and White Cars.com Logo

Grayscale Cars.com Logo

Cars.com Brand Standards | Logo

Logo
Obtaining a Logo
On most occasions, you wont need to adjust or even source a Cars.com logo because the logo has been incorporated into templates that can be used for most business communications (see Templates section). In the chance that you do need to incorporate a logo into what you are creating, please contact our graphic designer by emailing carsdesigner@cars.com. Please provide: Your intended use for the logo, including the audience it will appear in front of and details on how it will be distributed The medium in which you plan to use the logo (presentation, print, web, etc.) Time by which you will need the logo If known, the file format that you need (e.g., .jpg, .eps) The approximate size that you need (e.g., 2 inches by 3 inches) Please allow a complete business day for the fulfillment of all logo requests.

External Logo Requests

All requests from business partners, vendors and other third parties to use the Cars.com logo should be cleared and approved by Cars.com marketing. When making a request, please include the following information: Reason for the request Context in which the logo will be used Mockup of materials it will be used in, if available Details of the relationship, which will help determine usage rights, such as contract obligations Send requests to carsdesigner@cars.com.

Using Partner Logos

Just as we strive to correctly represent the Cars.com brand, similar care should be taken to protect the brand assets of our business partners and affiliates. When using partner logos, be sure to follow their respective brand standards. Note that external approval is often required to use the logos of external partners. For information on the use of affiliate logos, contact affiliatemarketing@cars.com For information on the use of distribution partner logos, contact trademarketing@cars.com

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Color
The Cars.com Purple has become synonymous with our name and should be used just as consistently in our communications.
Besides the logo, the second most important element of the Cars.com brand identity is our color. This includes what we refer to as Cars.com Purple, as well as the palate of complementary colors that communicate our credible, insightful and friendly brand personality.

Cars.com Purple
The official Cars.com Purple is PMS 2685. This is used in the Cars.com logo and as a key design element in marketing materials and site design. It can also be used in written communications to highlight key points such as headlines. Note that the color of the new Cars.com logos is correctly calibrated to Cars.com Purple. (Please refer to the Logo Color section in this guide for more details.) Cars.com Purple PMS 2685 C: 91 M: 100 Y: 0 K: 3 R: 60 G: 20 B: 140 Hex code: #41148C

Color Printing Like many colors in the purple family, Cars.com Purple (PMS 2685) can be a difficult color to reproduce. Therefore, please consult the marketing department for all printing needs that go beyond the color laser printer in our office.

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Color
Highlight Colors
The following highlight colors complement Cars.com Purple and communicate our brands personality. They are used throughout marketing materials as an accent to Cars.com Purple. Tan Accent PMS 454 C: 18 M: 12 Y: 12 K: 30 R: 210 G: 208 B: 181 Hex code: #D2D0B5

Warm Gray Accent PMS Warm Gray 2 C: 15 M: 13 Y: 17 K: 0 R: 215 G: 210 B: 203 Hex code: #D7D2CB

Green Accent (best used on white background) PMS 364 C: 77 M: 24 Y: 100 K: 19 R: 65 G: 118 B: 48 Hex code: #417630

Light Green Accent (best used on purple background) PMS 382 C: 27 M: 0 Y: 90 K: 0 R: 190 G: 214 B: 0 Hex code: #BED600

Orange Accent PMS 123 C: 0 M: 22 Y: 83 K: 0 R: 255 G: 195 B: 55 Hex code: #FFC337

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Color
Using the Cars.com Color Palate in MS Office
To make it easy for everyone to use the Cars.com color palate, and to ensure consistency, colors have been built into our new Microsoft Office templates. Please use the default colors established within these templates as your guide. Here are a few guidelines to keep in mind: Text MS Word For most standard communication, your body text should be 100 percent black on a white background. This ensures maximum readability. Please follow this guide for email communications, letters, reports, memos, faxes, etc. Text MS PowerPoint When creating PowerPoint documents, your body text should also be 100 percent black, or one of the calibrated shades in our PowerPoint templates. The templates include a palate for charts and graphics, based on the Cars.com color palate. Headlines Use color guidelines established within templates as a guide for headline color. In most cases, headlines should be black, but where purple is called for, use the correct shade of Cars.com Purple provided within the template (see adjacent for instructions on how to calibrate this color).

Creating Cars.com Purple in MS Office There may be times when you need to reproduce the Cars.com Purple within a document or presentation template. While Microsoft Office offers a range of fill and font colors, be careful not to use Microsofts default palate. Instead, customize your colors to match Cars.com brand guidelines. In Word You can customize your colors by going to Format / Font / Font Color / More Colors / Custom. Type in red: 60, green: 20, blue: 140. In PowerPoint Customize your colors by going to Format / Slide Design / Color Schemes / Edit Color Schemes / Change Color. Type in red: 60, green: 20, blue: 140. Accent Colors in MS Office To reproduce highlight colors from our palate, follow the instructions above, but use corresponding RGB numbers.

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FONTS
Arial is the primary typeface for all Cars.com internal communications because its simple and straight-forward, supporting our position of confidence. Standard Typeface
The Arial typeface is available as a standard system font for both Macs and PCs, making it accessible to everyone. The standard typeface is also available in bold and italic. Arial should be the primary font used in all Cars.com communications, including email and office documents such as memos, letters, reports, proposals and PowerPoint presentations. Arial Regular:

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold:

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890

Arial Italic:

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890

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FONTS
Recommended Sizes
In Outlook emails and Word documents, use the following guide for font size. These font sizes are pre-loaded into our templates. Headlines: 12 pt Sub-headlines: 11 pt Body copy: 10 pt Headers: 8 pt Footers: 8 pt For other applications, such as PowerPoint, font size specifications are provided within the specific document templates. Adding Emphasis The standard Arial font is available in bold and italic options; use these to add emphasis or interest to your piece rather than an additional font. Using one font keeps your communication clean and ensures that your message comes across with clarity and credibility. Do not use ALL CAPS to add emphasis. Use of ALL CAPS decreases readability and message comprehension. Its often recognized as the written equivalent to screaming, particularly in email.

Special Cases
Fonts Used in Marketing Materials In addition to Arial, professionally designed marketing materials may include other fonts to add emphasis or differentiation, such as those used in our logo and tagline. These fonts are typically not available on or readable by most office PCs and therefore should not be used by staff outside of marketing without approval, outside of graphic images. Fonts Used on Websites For maximum readability, fonts other than Arial are also used on the Cars.com family of websites and should not be used in other materials.

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Voice: writing the Cars.com way

When conveying a message, words are just as important as visuals. Whether youre writing to explain a process, evaluate business alternatives or persuade a potential client, your written word is your medium for communicating ideas and motivating action. Written communication is also a key representation of our brand.
The following guidelines were developed to help you reinforce our brand position in written materials and to bring simplicity and clarity to your writing, essential not only to communicate the credibility of our brand, but your ideas as well. When you write for Cars.com, youre communicating your message and giving the reader subtle hints about who we are through your tone. The tone of our communications should reinforce our brand positioning and personality in a clear, consistent way. So how does this translate into your writing? Here are some guidelines to sound confident in your writing. Theyre not rules, just things to keep in mind as you write for Cars.com.

Strong Verbs
Verbs are action words. Make them work for you by using strong words that make your writing lively and energetic. Weak verbs make for boring writing and dont emphasize the confidence our brand represents. Strong verbs link to the five senses and to our emotions. Theyre short and personal. Weak verbs are abstract and impersonal, and theyre often long. Examples: Weak verb Inform Reduce Indicate Modify Desire Strong verb Tell, say Cut Show Change Want

Active Voice
In the active voice, the subject does or acts upon the verb. In passive voice, the subject doesnt do any action. Instead, someone or something else acts upon it. Using active voice makes your writing more engaging and interesting. Everyone likes to read about people doing things rather than things being done by people. Because it is strong, the active voice is also more convincing than the passive voice, supporting our credibility. Examples: Passive voice The document was written by the dealer-products team. Tips and techniques to maximize your online advertising investment are offered by our DealerADvantage newsletter. Active voice The dealer-products team wrote the document. The DealerADvantage newsletter offers tips and techniques to maximize your online advertising investment.

As a reminder, our brand personality is insightful, credible, friendly and easy-to-understand.

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Voice
Simplicity
Complicated words hurt our writing by making us seem stiff, difficult to understand and unfriendly. Simple, straightforward language exudes confidence and gives your ideas power. A few tips to keep things simple: Avoid wordiness, needless expressions and vague modifiers such as very or slightly. Use short sentences; our eyes can skim two or three short sentences faster and with more accuracy than one long one. Eliminate jargon; those words known only by industry insiders (e.g. skyscraper). Write in everyday language, not muddy or pompous business-speak. Do you use paradigm shift or financial-results perspective when talking with friends? Probably not. Use words that normal people use, such as new way of thinking or financial results. Examples of Simplicity: Instead of saying... Ascertain Attempt Facilitate Indicate Numerous Terminate Utilize Say... Discover, find out Try Help, ease Point out, show Many End Use

Other Writing Tips

Be Relevant Before you write, think Who cares and why? Focus on what readers need and want. Too often we may communicate just because we need to get something out. Connect with your reader by showing them why something is important. Be Brief People are pressed for time. Keep your message brief and use bulleted lists, indentations, boldface and italics to help your reader understand key points. Use Contractions Used in moderation, contractions can help your writing seem friendly and more natural. Why use will not when wont sounds more conversational? Dont let the tone get in the way of the message While tone is important, it should be secondary to what youre trying to communicate. The brand personality is best expressed in your headlines, sub-heads and the introductory paragraph. Use confidence sparingly We want to communicate confidence in our writing, but by peppering everything we write with that word, we detract from its power in the tagline. Instead, work the idea or spirit of confidence into your writing, and consider alternate words or phrases that convey a similar meaning. Examples of Confidence: Instead of... Do your research on Cars.com and youll be confident in your next car purchase. Use... Do your research on Cars.com and youll know youre making the right car purchase.

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Trademarks
For our brand to have value in a legal sense, we must protect its trademark.
While trademark law can get complicated, here are a few simple rules of thumb to determine which symbol you should use. All our trademarks should be noted in superscripts (e.g., or ) at least once in a document or presentation. This can be done in one of the following ways: 1 Use an approved logo or template that includes a trademark symbol such as or in the logo. All approved and current logos include a trademark symbol. Check to see if youre using the most current logo. 2 If your presentation or document does not include a logo, you should use a trademark symbol such as or with the first mention of our trademarked name. Check the list to the right. To add a symbol into a Microsoft Office document, use Insert / Symbol. Then superscript the symbol by highlighting the symbol, right click / Font. Then check superscript. Applying for Trademarks Product teams should consider trademark as a check-step when developing and naming new products. Contact the Classified Ventures legal team for assistance.

Our Trademarks Brand CarPriceSecrets.com WhyPaySticker.com Independent Ad Package NewCars.com Classified Ventures, LLC Confidence Comes Standard CPC Logic Freebo.com MotherProof.com PickupTrucks.com Appropriate Symbol TM TM TM TM

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Cars.com family of sites

As weve grown as a company, so have our network of sites and brand portfolio.
The Cars.com family of sites has expanded to include Freebo.com, MotherProof.com and PickupTrucks.com. While owned and managed by Cars.com, these are each free-standing sites with their own identity and brand guidelines. Each also has a unique relationship to the Cars.com brand that is identified in our brand architecture.

Freebo
About Freebo Launched in May 2008, Freebo.com is a free, easy to use auto website that specializes in local automotive listings for sale by owner. Managed by the automotive experts at Cars.com, Freebo.com features photos, pricing information, seller and buyer guides, and unbiased reviews that help both buyers and sellers. With Freebo.coms built-in anti-fraud safeguards and updates on the latest online scams, consumers can buy or sell a used car with confidence in a safe, well-monitored environment. The Freebo.com Logo The Freebo.com logo (below) can be sourced by contacting carsdesigner@cars.com. The same Cars.com logo usage guidelines (pages 6-7) apply to the Freebo.com logo. Using Freebo.com in Text While the brand name is simply Freebo, use the dot com name in all print references outside the logo to drive awareness of the brand as a web destination. Freebo.coms logo uses a lowercase f for style reasons. Always capitalize in text references. Freebo.com Trademark Freebo.com is a trademark of Cars.com. The symbol is included in the Freebo.com logo. If not using a logo on your page of work, include the symbol with the first reference, e.g., Freebo.com.

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Cars.com family of sites

MotherProof.com
About MotherProof.com MotherProof.com is a moms guide to life in the car that offers opinions and practical information about cars and car life, written from one savvy mom to another. MotherProof.com was born in 2004 when young mother and entrepreneur Kristin Varela needed a new car to meet the growing demands of her family and found that a short test drive didnt deliver mom-relevant information. While women purchase 52.5 percent of new cars and influence 85 percent of all car sales,* most automotive advice speaks to men and automotive enthusiasts. Varela saw the need to deliver automotive information to moms, an important and under served niche. MotherProof.com joined the Cars.com family in June 2007. The MotherProof.com Logo The MotherProof.com logo (left) can be sourced by contacting carsdesigner@cars.com. When appearing on the website, the logo does not incorporate a .com extension. In all other uses it should appear as MotherProof.com. The same Cars.com logo usage guidelines (pages 6-7) apply to the MotherProof.com logo. The Cars.com graphic designer will provide you with specific direction on logo reproduction depending on your need and medium. Note: See MotherProof.com brand identity standards and guidelines for more information. Using MotherProof.com in Text In all text references, MotherProof.com should always be referred to in its complete form, with M and P uppercase and the .com domain included, NOT Mother Proof or MotherProof. MotherProof.com Trademark MotherProof.com is a trademark of Cars.com. Use a MotherProof.com logo with a symbol. If not using a logo, incorporate trademark into the first text reference, e.g., MotherProof.com.

Cars.com Brand Standards | Cars.com Family of Sites

* Road and Travel Magazine

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Cars.com family of sites

PickupTrucks.com
About PickupTrucks.com PickupTrucks.com is a site dedicated to the distinct needs of pickup truck buyers and owners. In addition to thousands of new- and used-truck listings, PickupTrucks.com offers relevant information and powerful tools to help truck buyers make the right decision on what to buy, where to buy, how much to pay and how to outfit their vehicles. The site features expert truck reviews, the latest truck news, a pickup truck configurator, pricing calculators, user-generated ratings and more. PickupTrucks.com Logo The PickupTrucks.com logo (below) can be sourced by contacting carsdesigner@cars.com. The same Cars.com logo usage guidelines (pages 6-7) apply to the PickupTrucks.com logo. Using PickupTrucks.com in Text In all text references, PickupTrucks.com should always be referred to in its complete form with P and T uppercase and the .com domain included, NOT Pickup Trucks or PickupTrucks. PickupTrucks.com Trademark PickupTrucks.com is a trademark of Cars.com. The PickupTrucks.com logo includes a symbol. If a logo is not included in your document, include a symbol with the first text reference, e.g., PickupTrucks.com.

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Collateral Guidelines
We all play a role in representing the Cars.com brand and ensuring that our reputation and image are protected. Representing Our Brand
The marketing team has developed a full suite of collateral to meet a wide range of needs. Whether you are trying to reach consumers or marketing to local dealers in your area, chances are good we have the tools to meet your needs. All marketing materials have been designed to comply with our brand standards and accurately reflect messages we want to consistently push in the marketplace. We ask that all employees leverage these tools instead of creating custom collateral or websites. Dealer Marketing Materials Dealer marketing materials can be found on the Cars.com extranet. For 175 W. Jackson employees, printed materials can be found on the Cars.com sales wall. Also use DealerCenter to showcase Cars.com to our dealer customers. Affiliate Marketing Materials The Marketing Toolkit has been developed as a comprehensive resource to assist our affiliate partners in their local marketing efforts. Additional resources can also be found on the Cars.com extranet. Email Campaigns All email campaigns should be managed by our marketing department to ensure compliance with CAN SPAM laws and to allow us to measure campaign effectiveness with Salesforce. Newsletters and other email distributions should not be executed locally without approval from marketing. Custom Collateral and Websites All materials that will be professionally printed should be first approved by marketing to ensure the correct logo is being used for the respective print process. If you have a need for custom collateral, websites or marketing materials that have not been addressed, please contact the marketing department. Check the References section for the appropriate contact. With the introduction of new Microsoft Office templates, creation of designed trade- or consumer-facing marketing or communications collateral without the approval of marketing is prohibited.

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Personal Communications
Your voicemail greeting says more than you may think. Ours should be brief, direct and friendly to reflect the tone of our brand. Voicemail
Weve all heard the never-ending voicemail greeting that rambles on and on. Voicemail messages should be professional yet personal, letting callers know that you are in the office but unavailable, or that you are out of the office, as well as the date of your return and who they should contact in your absence. Consider using one of the following formats: Hello, this is <first name, last name> at Cars.com <department, if desired>. Im either on the phone or away from my desk, but leave me a message and Ill get back to you as soon as possible. Thank you. Hello, this is <first name, last name> at Cars.com <department, if desired>. This is the week of <current week> and I will be in the office all week. Im not available to take your call right now, so leave a message and Ill return your call. Thank you. Hello, this is <first name, last name> at Cars.com <department, if desired>. I will be out of the office from <day, date> until <day, date>. If you need immediate assistance, please contact <name> at <extension>, otherwise leave me a message Ill get back to you when I return.

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Personal Communications
Email touches thousands of consumers, dealers and other key audiences every day. Because of its ubiquity, email is a great way to extend our brand and demonstrate consistency. Email Signature
All Cars.com employees should use the adjacent email signature and follow these guidelines: Use proper capitalization. Cars.com should appear on its own line, double spaced from name and title. If you choose, you can use the Confidence Comes Standard tagline as part of your signature. Be sure it includes the appropriate TM symbol. Dont include graphics or logos these are often distorted, not readable on mobile devices and cause download delays. To keep the spotlight on Cars.com, do not include additional website or email addresses. Use the mailing address that makes the most sense; if you work from a satellite office, use that address instead of the 175 W. Jackson address included in the signature template. Remote sales employees are encouraged to use a local mailing address or to remove the address field from the signature line. Do not include a toll-free sales number in your address; all calls should be directed to your desk phone or cell phone. Do not include additional signoffs with the signature, as they can quickly become dated and can distract from key messages communicated in the body of your email. First name, Last name Title

Cars.com

175 W. Jackson Blvd, Suite 800 Chicago, IL 60604 <use local office address> P: 111.111.1111 C: 222.222.2222 <optional> F: 111.111.1111 <optional> Confidence Comes Standard <optional>

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Personal Communications
How to Use/Install Email Signatures
To install a Cars.com signature into Microsoft Outlook 2007, follow these instructions: 1. Open the Cars.com Email Standard Signature Word document from the Resources/Templates of the CV Intranet. 2. In Microsoft Outlook, go to Tools | Options | Mail Format. 3. Click Signatures. This opens the Signatures and Stationary dialogue box. 4. Click New. 5. Enter a name or title for the signature, such as Cars.com Corporate Standard or My Cars.com Signature. 6. Click OK. 7. Highlight the default signature in the Cars.com Email Standard Signature Word document. Right-click on your mouse and select Copy. 8. Go back to the Signatures and Stationary window in Microsoft Outlook. Place your cursor into the text box, right-click on your mouse and select Paste. 9. Edit the signature with your personal information (name, phone number, etc). 10. In the Choose default signature section of the dialog box, select this signature so that it appears in new messages and replies/forwards. 11. Click OK | OK. Your new email signature is now installed.

Out of Office Alerts

Out of office alerts should be concise and accurate, letting people know you are unavailable to check your email. The response should indicate: The day/days that you are unavailable The date of your return Who people should contact in your absence, including an email address and phone number for the alternate contact person The same signature signoff that you use in your outgoing emails No other additional information is necessary.

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Appendix

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Appendix
Templates
To make it easy for you to stay consistent with the Cars.com brand, we have created Cars.com-branded Microsoft Office templates. These templates include: Electronic letterhead Email signature HTML email template Memo Fax cover page Agenda Report Co-branded report A series of PowerPoint templates Please begin using these templates on all new documents and presentations that you create for both internal and external audiences. In addition to accessing them on the extranet, you can also save them to your desktop or server files for faster access. How to Use Templates 1 Visit the Resources/Templates section of the CV Intranet. 2 Click the desired file 3 Save to your computer as a .dot or .pot (template) file.

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Appendix
Marketing Contacts
Contact the Cars.com marketing team for any questions about content in this guide. Please also use this list to secure necessary approvals on any consumer- or trade-facing sales or marketing materials. Affiliate Marketing Affiliate marketing needs, requests or suggestions affiliatemarketing@cars.com Brand Communication Standards Questions about items outlined in this guide or suggestions/updates for future editions carsbrandstandards@cars.com Graphic Design Graphic requests, logo requests carsdesigner@cars.com Manufacturer (OEM) Marketing Approval of auto-manufacturer requests to mention Cars.com in advertising and promotions pr@cars.com Media and Public Relations Media inquiries, partner press release/case study requests, approvals pr@cars.com Premiums and Trade Shows Cars.com gear, premiums, signage and sales trade shows carstrade@cars.com Special Events Dealer events carsevents@cars.com Trade Marketing Approval of dealer-facing materials and trade requests to mention Cars.com trademarketing@cars.com

A Note on External Approvals

Sometimes you may need external approval from a partner before releasing a document or presentation. Cars.coms style may not be the same as the partners style. In these cases, use your judgment to balance efficient workflow with guidelines outlined here.

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Appendix: Brand Style Glossary

In writing, style is the way words and sentences are arranged how we say or phrase certain things. Unlike the hard-and-fast rules of grammar and punctuation, style is more subjective. Do you click a hot link or a hotlink? Do you find a car on the Internet or the internet? Do you need to send an email, an E-mail or an e-mail? These are all questions of style. Brand Style Glossary
To maintain consistency, Cars.com has established its own style rules that should be adhered to for written communications. These rules are a reference tool for use in producing or revising content for the Cars.com site or other company-related materials, including your own documents and presentations. The Cars.com in-house style is based on a combination of style standards and guidelines set forth in The Associated Press Stylebook and Wired Style. The full Cars.com Editorial Style Guide is posted in the tools and standards section of the extranet. The following is an abbreviated glossary of key terms that are especially relevant for Cars.com business writing.

Table of Contents
30 30 34 37 38 38 38 39 39 40 41 41 42 43 Cars.com Website and Business Operations Advertising Product Terminology Consumer Site Terminology Classified Ventures and Its Verticals Classified Ventures Tools and Ressources Classified Ventures Parent Companies Affiliate Partners Other Partners Internal Tools and Resources Internet Terminology Manufacturers Automotive Terminology Grammar, Punctuation and Formatting Word Choice The Cars.com Way

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Appendix: Brand Style Glossary

Cars.com Websites and Business Operations
The following terms represent the core Cars.com brand names, our family of sites and our remote offices. When referencing our various website brands, they should be referred to as the Cars.com family of sites. See The Cars.com Family of Sites, for more details. Cars.com We recently made a move to capitalize the Cars.com brand name to give it more prominence and visibility in written text. Always capitalize our brand name unless it appears in a URL address or within the Cars.com logo. The possessive form is Cars.coms. Always include the symbol on first reference if not using a logo on the same document. CPC Logic A Cars.com-affiliated search engine specialty group. Include the symbol in first reference if not using a logo with trademark symbol on the same document. Freebo.com A Cars.com website offering free listings for private-party car sellers; capitalized when used outside of the logo and include the symbol in first reference if not using a logo on the same document. See The Cars.com Family of Sites, for more details. MotherProof.com A Cars.com website aimed at mothers. The official brand name includes .com and should be used in all text references accordingly. All one word, capitalize M and P, include the symbol on first reference if not using a logo on the same document. See The Cars.com Family of Sites, for more details. PickupTrucks.com A Cars.com website dedicated to delivering information to pickup truck owners and buyers. Formerly PickupTruck.com, the official brand name is now plural. The plural name, PickupTrucks.com, should be used in all written communication. All one word, capitalize P and T and include the symbol on first reference if not using a logo on the same document. See The Cars.com Family of Sites, for more details. Cars.com Santa Monica Cars.coms Santa Monica office specializes in search engine marketing and management of Cars.coms search-engine based lead-generation efforts. The office is an extension of our Chicago-based operation, not a separate entity or division. This office should no longer be referred to as NewCars.com, which was its name prior to acquisition in 2005. The office manages NewLeadsPlus lead-generating websites, including NewCars.com, WhyPaySticker.com and CarPriceSecrets.com.

Advertising Product Terminology Guidelines

The following terms represent our advertising solutions and other key words used in reference to our advertising product suite. These terms are key brand assets that should be used and communicated consistently in all channels. Whether its in labeling a product on the website or in reports, referencing products in a proposal or simply providing an internal update, care should be taken to use our ad product terminology accurately. Keep in mind the following guidelines: Proper Names All proper nouns should be capitalized. Keep in mind not all product terminology is proper nouns.

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Appendix: Brand Style Glossary

Advertising Product Guidelines (Cont.)
United Names Many of Cars.coms product names are comprised of multiple words brought together as one (e.g., NewLeadsPlus). Be careful to note which products this applies to and accurately reflect the name in all text references. Also be sure to note capitalization standards for these products. Plural Product Names Many of our product names are plural in form, including PowerPositions, DealerSites, DealerSpecials and MultiPhotos. Following standard grammar, an object with a formal name that ends in an s remains singular. Therefore, the corresponding verbs would also be singular. Examples: PowerPositions provides extra branding for your dealership on Cars.com. MultiPhotos helps to sell cars faster by giving consumers visual information. Abbreviations To protect our product name assets, product name abbreviations should only be used in financial reporting and sales reporting where room does not allow for the full product name. Customer-facing materials should always include the complete product name. Solutions vs. Products Cars.coms advertising offering is more than a series of products and tools. We provide a comprehensive online advertising solution. Use words such as solution, suite and offering in place of products and tools to better reflect the value, breadth and depth of the Cars.com advertising offering.

Advertising Product Terminology

batch taglines A vehicle listing tag that dealers use to customize and brand listings as their own; not a proper noun, do not capitalize. CarsStars A value-add Cars.com report that shows dealers which vehicles are in high demand and short supply in their market; proper noun, one word, capitalize the C in Cars and the S in Stars. See Online Ad Reports. certified-vehicle advertising program This is a descriptive term referring to the Cars.com advertising program that highlights manufacturercertified inventory in dealer listings; not a proper noun, do not capitalize. Do not use certified used vehicle or certified pre-owned when referencing programs in a general, descriptive manner, as these terms are often used differently by manufacturers and are not interchangeable. Use the complete program names in place of the abbreviation CPO. Each manufacturer has a branded certified program; use this capitalized, proper name when referring to a specific manufacturers program (e.g., Volkswagens Certified Pre-Loved, GMs Certified Used Vehicles, Fords Certified Pre-Owned). Certified Showroom A feature of our manufacturer-sponsored certifiedvehicle advertising program that gives extra prominence to the certified inventory of dealers who advertise on Cars.com; proper noun, two words. co-op advertising program General term for dealer advertising that is eligible for manufacturer reimbursement; not a proper noun. In text, refer to it as a co-op advertising program, lowercase.

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Advertising Product Terminology (Cont.)
Capitalize all official manufacturer program names. When capitalizing at the beginning of a sentence, use Co-op. When capitalizing in a headline, use Co-Op. DealerADvantage Cars.coms monthly dealer enewsletter; proper noun, one word, capitalize the D in Dealer and the AD in ADvantage. DealerADvantage Live Cars.coms monthly dealer webinar series; proper noun, two words, capitalize the D in Dealer, the AD in ADvantage and the L in Live. DealerSites A Cars.com website offering for dealers; proper noun, one word, capitalize the D in Dealer and the S in Sites. DealerSpecials This product name is no longer used. Use NewCarSpecials or UsedCarSpecials instead. DealerCenter Cars.coms dealer-facing website and entryway to our customer portal, MyDealerCenter; proper noun, one word, capitalize the D in Dealer and the C in Center. When referring to the website address, the term DealerCenter should precede the URL; e.g., go to DealerCenter, dealers.cars.com. Independent Ad Package Cars.coms primary advertising solution aimed at independent dealers; NOT IndependentAdPackage. Proper noun, three words, capitalize the I in Independent the A in Ad and the P in Package. Do not use the acronym IAP outside of sales or financial reporting. Inventory Editor Inventory administration tool within MyDealerCenter; proper noun, two words, capitalize the I in Inventory and E in Editor. Lead Check A proprietary Cars.com lead-verification process used to enhance quality of NewLeadsPlus leads. Proper noun, two words, NOT LeadCheck. logo titles A feature within each dealer listing that enables dealers to brand themselves in the dealer listings environment with their logo; not a proper noun, two words, do not capitalize. MyDealerCenter Cars.coms dealer portal that allows dealers to manage their inventory, review reports, etc.; proper noun, one word, capitalize the M in My, the D in Dealer and the C in Center. Customers enter MyDealerCenter portal through DealerCenter. See DealerCenter. MultiPhotos A Cars.com Ad Package enhancement that allows dealers to upload up to 32 still images to their listings; proper noun, one word, capitalize the M in Multi and the P in Photos. When used as a general noun to describe multiple pictures or similar products offered by the category, use generic terms such as multiple pictures or multiple photos and do not capitalize. Correct: Cars.coms MultiPhotos allows dealers to display up to 32 images. Incorrect: Dealers should use multi photos to showcase their inventory. New-car PowerPositions See PowerPositions.

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Advertising Product Terminology (Cont.)
NewCarSpecials A Cars.com advertising solution that highlights and promotes a dealers new-car inventory; proper noun, one word, capitalize the N in New, the C in Car and the S in Specials. See UsedCarSpecials. NewLeadsPlus Cars.coms new-car lead offering; proper noun, one word, capitalize the N in New, the L in Leads and the P in Plus. NewLeadsPlus is a stand-alone advertising solution, not a separate business unit. The acronym NLP should not be used outside sales or financial reporting. New-vehicle inventory Terminology used to describe new vehicles within the Cars.com listings; NOT NewVehicleInventory or newvehicleinventory. The acronym NVI should not be used outside sales or financial reporting. Online Ad Package: Cars.coms primary advertising solution aimed at franchise dealers; proper noun, three words. NOT OnlineAdPackage. The acronym OAP should not be used outside sales or financial reporting. Online Ad Reports: Cars.coms online reporting tool that allows dealers to measure results and get data about their market; proper noun, three words. All report names are separate, capitalized words, with the exception of the CarsStars report, which is written as one word. Other report names include the Inventory Summary Report, Lead Summary Report, Sold Vehicle Report and Vehicle Detail Summary. PowerPositions Targeted banner ads that dealers run in vehicle listings; one word, capitalize the P in Power and the P in Positions. This product can be applied to both new and used cars. Advertisements referring specifically to new or used cars should be referred to as new-car PowerPositions or used-car PowerPositions. Since new-car is a general descriptor for the proper product name PowerPositions, new-car and used-car should not be capitalized. Note that a hyphen is included in new-car and used-car because these are serving as compound modifiers describing the PowerPositions product. Secure Credit Application A Cars.com Ad Package enhancement that drives leads to dealers from consumers who are interested in financing at the dealership; proper noun, three words. NOT SecureCreditApplication. sellers notes The advertising copy dealers can include with listings to tell a story about each vehicle in their inventory; not a proper noun, do not capitalize. When referred to in general terms or when discussing the practice of updating sellers notes, this can also be referred to as sell copy. The term sellers notes is specific to Cars.com. Used-car PowerPositions See PowerPositions. UsedCarSpecials A Cars.com advertising solution that highlights and promotes a dealers used-car inventory; proper noun, one word, capitalize the U in Used, the C in Car and the S in Specials. The products former name, DealerSpecials, is no longer in use. See DealerSpecials and NewCarSpecials. VideoShowcase Inventory-level video solution offered to dealers: proper noun, one word, capitalize the V in Video and the S in Showcase. 33

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Appendix: Brand Style Glossary

Consumer Site Guidelines
The following terms relate to tools and content found on our consumer website. When using this terminology, keep the following in mind: Proper product names Many of these terms are proper names in that they are used as consumer-facing labels for tools on our site. However, many can also be used in a general descriptive manner to describe tools in the category. Note if you are making a general reference to functionality or if you are referencing a specific Cars.com tool to determine if you should use the term as a proper noun. When referencing Cars.com tools, always use the proper noun. Internal naming conventions For ease of internal communications, names have been given to various tools and functions on the site that are not consumer-facing terms. Care should to be taken to only use such terms internally, e.g. trailhead. Abbreviations To protect our product name assets, product name abbreviations should only be used in financial reporting and sales reporting where room does not allow for the full product name. Customer-facing materials should always include the complete product name. Ask.cars.com This is Cars.coms consumer question-and-answer website. It should be written as Ask.cars.com. Auto Loan Calculator A Cars.com financial calculator; three words, proper noun, capitalized. Best Bets An editorial designation for the vehicles in each car class that our editorial staff recommends; proper noun, capitalized. Best Resale Value A list of vehicles with the best resale value; it can be found in the Cars.com Advice section, sourced from Automotive Leasing Guide; proper noun, capitalized. Buying Guides Cars.coms listings of all new cars on the market, broken down by segment. When noting a specific Buying Guide, note year and type of guide, e.g., 2008 Luxury Vehicle Buying Guide or 2007 Passenger Car Buying Guide. Cars.com New Car of the Year This award is presented to the best overall new or redesigned model of that respective model year. There is one winner per model year; proper noun, capitalized. Cars.com Lifestyle Awards Annual awards chosen by Cars.coms expert reviewers and editors; proper noun, capitalized. In addition to awards in the following categories, each category includes a best deal selection that recognizes the best vehicle with a more costconscious price tag. An editors choice distinction applies to vehicles that were considered for an award but not selected as the winner.

Consumer Site Terminology

360 Interior Views Interior views of cars offered on the Cars.com website; proper noun, capitalized. Affordability Calculator A Cars.com financial calculator; NOT AffordabilityCalculator. Proper noun, capitalized.

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Appendix: Brand Style Glossary

Consumer Site Terminology (Cont.)
Cars.com Lifestyle Awards (Cont.) Family Car of the Year This award goes to the vehicle our editorial team feels best fits a familys needs from the below category winners. Best New Car for Small Families Best New Car for Large Families Best New Car First-Time Drivers Play Car of the Year This award goes to the vehicle our editorial team feels best fulfills its purpose as a play car from the below category winners. Best New Car for Sun Lovers Best New Car for Off Roaders Best New Car for the Towing Crowd Best New Car for Weekend Athletes Work Car of the Year This award goes to the vehicle our editorial team feels best helps workers to do their job from the below category winners. Best New Car for Commuters Best New Car for Hard Workers Best New Car for The Boss Green Car of the Year This award goes to gas/electric hybrids, diesel cars and a few fuel-sipping gas-only cars with good gas mileage and drivability. Additional notes on usage: When noting an award year, the year should come in advance of the award title, e.g., 2008 Cars.com Lifestyle Awards. When referring to an editors choice accolade, specify that the vehicle was an editors choice rather than the editors choice because there is more than one winner. Cars.com Brand Standards | Appendix: Brand Style Glossary Compare Cars.com tool that allows users to compare up to four vehicles; proper noun, capitalized. Preferred term is Side-by-Side Compare. See Side-by-Side Compare. Consumer Reviews Vehicle reviews written by Cars.com site visitors; proper noun, capitalized. Also referred to as Driver Reviews. When referring to the Cars.com offering, use as a proper noun. When referencing general consumer reviews, do not capitalize. All logos used in conjunction with Lifestyle Awards should either be the logo developed for the awards program in its entirety or the logo developed for each specific category. For additional questions about Cars.coms awards programs, contact pr@cars.com. Cars.com Mobile Cars.coms mobile site; proper noun. Cars.com Vehicle Recommender A Cars.com tool that allows users to select specific criteria in their search for cars, referred to internally as criteria search; proper noun, capitalized. Car Talk Car Advisor Editorial column from Car Talk found on the Cars.com website; proper noun, capitalized. Cash Back vs. Low-Interest Calculator A Cars.com financial calculator; proper noun, capitalized. Click and Clack Nicknames for the hosts of Car Talk; proper nouns, capitalized, no ampersand.

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Appendix: Brand Style Glossary

Consumer Site Terminology (Cont.)
Criteria search An internal name for the Cars.com Vehicle Recommender, which allows users to select specific criteria in their search for cars; do not use refer to consumer-facing tool name. Core research product An internal name for Cars.coms vehicle-specific research pages. Do not use acronym CRP. dealer directory An area on Cars.com in which consumers can search for dealers rather than vehicles; appears as Car Dealers in Your Area on the site. Lowercase. Driver Reviews Reviews written by Cars.com site users, also referred to as Consumer Reviews. Expert Reviews Reviews written by Cars.coms editorial staff, proper noun, capitalized. home page The main landing page of the Cars.com website. NOT homepage. Lowercase. Insurance Marketplace Tool that allows consumers to get multiple quotes from insurance companies; proper noun, capitalized. Kelley Blue Book Prices Values on used vehicles provided by Kelley Blue Book, also referred to as Kelley Blue Book Values. Kelley Blue Book Values Values on used vehicles provided by Kelley Blue Book, also referred to as Kelley Blue Book Prices. Photo Compare Tool on Cars.com that allows users to compare side-by-side photos of two vehicles from a variety of angles; proper noun, capitalized. Photo Galleries Collections of photos associated with each vehicle; proper noun, capitalized. SAFE Blog See Scams and Fraud Exposed Blog. Cars.com Brand Standards | Appendix: Brand Style Glossary 36 KickingTires Cars.coms blog for car shoppers; proper noun, one word, capitalize K in Kicking and T in Tires. When referring to the URL, write kickingtires.net Lifestyle New-Car Buying Guide A Cars.com consumer research resource that allows consumers to search for a particular vehicle by lifestyle designation; proper noun, capitalized. Note use of hyphen. Loan vs. Lease Calculator A Cars.com financial calculator; proper noun, capitalized. Model Year Preview Portion of Cars.com Buying Guides that outlines newly introduced and redesigned vehicles for the upcoming model year; proper noun, capitalized. new-vehicle inventory Term used to describe new vehicles within the Cars.com listings; NOT NewVehicleInventory. The acronym NVI should not be used outside sales or financial reporting. New-Car Configurator Tool on Cars.com that allows consumers to build a new car and request a quote from local dealers; proper noun, capitalized.

Appendix: Brand Style Glossary

Consumer Site Terminology (Cont.)
Scams and Fraud Exposed Blog A Cars.com blog that provides tips to protect car buyers and sellers from scams; spell out on first reference and use SAFE Blog for subsequent references; write http://blogs.cars.com/safe when referring to the URL. Sell It Yourself Product that allows individual sellers to list cars for sale on Cars.com; proper noun, three words, capitalized. NOT Sell-It-Yourself. Sellers Guide Consumer-facing document and downloadable PDF that offers information to individuals selling a car through Sell It Yourself and Freebo.com; proper noun, capitalized. Side-by-Side Compare Tool that allows consumers to compare up to four different vehicles; proper noun, capitalized. Note hyphenation. See Compare. side-by-side comparison Do not use; use Side-by-Side Compare when referring to the website tool. If used to describe a consumer action, it is not a proper noun; e.g., She created a sideby-side comparison of the cars she was considering using Side-by-Side Compare on Cars.com. Smart Target Price A consumer product that gives shoppers a price they can realistically expect to pay for any given vehicle; three words, capitalized. When referring to the business entity: Apartments.com Cars.com HomeGain Homescape RentalHomesPlus When referring to the website: Apartments.com Cars.com HomeGain.com Homescape.com RentalHomesPlus.com Trademark symbol on the first text reference:* TM TM TM 37 Top 10s Collection of various automotive top 10 lists that resides in the Advice section of Cars.com; proper noun, capitalized. trailhead Internal term for Cars.com page that offers users a choice between live inventory or New-Car Configurator. Video Galleries A collection of Cars.com videos available on Cars.com; proper noun, capitalized.

Classified Ventures and Its Verticals

The following terms relate to CV and its verticals. Just as we do with the Cars.com brand, we should accurately represent the Classified Ventures brand and our sister verticals. Classified Ventures, LLC Note comma preceding LLC, spell out Classified Ventures on first reference. CV is acceptable on following references, include symbol on first text reference. Classified Ventures business verticals include Cars.com, Apartments.com (including RentalHomesPlus) and CV Real Estate (including HomeGain and Homescape). Reference these units as shown in the chart below:

Cars.com Brand Standards | Appendix: Brand Style Glossary

* Trademark use in first text reference is required only in cases where a logo using the appropriate trademark designation is not used.

Appendix: Brand Style Glossary

Classified Ventures Tools and Resources
CV60 Optional educational presentations offered to all Classified Ventures employees. CVALL Semiannual company-wide meetings; all letters capitalized in all instances. CVQ Classified Ventures Quarterly employee newsletter; acronym acceptable on first reference. CV Intranet Intranet for Classified Ventures employees. URL is http://cvintranet.com. No longer referred to as Intra1. Tribune Co. Media holding company, one of five Classified Ventures, LLC, parent companies; no longer publicly traded. The Washington Post Co.; NYSE: WPO Media holding company, one of five Classified Ventures, LLC, parent companies.

Affiliate Partners
Our affiliate partners are newspapers and television stations that run co-branded Cars.com websites. While most affiliates are owned by Cars.com parent companies, there are some independent affiliates that do not fall under a parent company. When referencing affiliate partners, be sure to follow the brand standards set forth by each entity. A few considerations to keep in mind: Note that some affiliates primarily go by their online names while others choose to have us leverage the name of their print publication, depending on the use. If unclear, work with affiliate marketing to identify proper use. If referencing a web property, use the accurate capitalization and format used by that outlet. When referencing print publications, use the accurate name. Reference the papers website for the accurate name of its print publication. Take care in the use of The preceding the newspaper title, as it is often used incorrectly. It should only be use when part of the newspapers title, in which case it should be capitalized as part of the newspapers proper name. Correct: Chicago Tribune Incorrect: The Chicago Tribune When listing a group of Cars.com affiliates in public communications, aim to use a good crossrepresentation of markets representing properties from each parent company.

Classified Ventures Parent Companies

Each of Classified Ventures parent companies has its own unique brand standards that should be followed in all Cars.com communications. Parent company Refers to one of the five leading media holding companies invested in Classified Ventures, LLC: Belo Corp (NYSE: BLC), Gannett Co. Inc. (NYSE: GCI), The McClatchy Co. (NYSE: MNI), Tribune Co. and The Washington Post Co. (NYSE: WPO). Alphabetize when listing more than one. Use stock symbols shown in formal financial and media statements. Belo Corp.; NYSE: BLC Media holding company, one of five Classified Ventures, LLC, parent companies. Gannett Co. Inc.; NYSE: GCI Media holding company, one of five Classified Ventures, LLC, parent companies. The McClatchy Co.; NYSE: MNI Media holding company, one of five Classified Ventures, LLC, parent companies. Cars.com Brand Standards | Appendix: Brand Style Glossary

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Other Partners
Cars.com has a number of online distribution partners that promote inventory from our site, provide contextual links to our site, and/or offer our Sell It Yourself product on their websites. These partners work to expand our reach and expose Cars.com to a larger audience of car shoppers. We also have a number of partners that supply additional lead volume for our NewLeadsPlus offering. When referencing partners, their brand standards should be kept in mind and accurately represented in all Cars.com materials. A few additional considerations: When making general statements about our entire distribution network, do not use language that portrays all distribution partners as a way to expose inventory, as many relationships do not offer inventory. There are some partners that we do not have rights to communicate as part of our contracts. While these are excellent lead sources, we must keep our relationships blind to consumers and must only refer to these internally. Many of our partnerships require approval to use their brand and name in materials. Check with marketing when using partner names and logos. Distribution partners Websites that post Cars.com vehicle listings, extending our advertisers reach. Refer to in text as such: About.com Car Talk ConsumerGuide Automotive Popular Mechanics Telemundo Terra Yahoo! Autos NewLeadsPlus lead sources search engines: Google Yahoo! NewLeadsPlus Lead Sources automotive websites: Edmunds.com Kelley Blue Books kbb.com Yahoo! Autos

Internal Tools and Resources

There are a number of Cars.com tools and resources for employees. These terms should be consistently used and communicated in all written communications. Affiliate Network Scorecard A blended month-to-date report of the affiliate networks net sales performance; NOT Affiliate Network Report. BidIQ Proprietary software used to power our search engine. Braking News Cars.coms daily news recap sent from the communications team to all employees. Note spelling is a play on words; two words, capitalized. Business Objects Business intelligence software provider. Cars All A town-hall-style meeting where the president of Cars.com addresses all employees, also referred to as all Cars.com employees.

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Appendix: Brand Style Glossary

Internal Tools and Resources (Cont.)
Cars.com extranet Secure online resource with tools to help sales staff reach prospects and upsell current customers; can be referred to as extranet after first reference. When using the URL, write out as http://extranet.cars.com. Cars.com Weekly Cars.coms weekly email newsletter for the affiliate network sales staff that offers updates on Cars.com and relevant industry news. Cars University Cars.coms training program that educates new hires and seasoned sales representatives. DirectConnect Cars.coms weekly direct sales team email newsletter providing news and information relevant to the direct sales team, including a summary of the most recent O&O Revenue Report; one word, capitalize D in Direct and C in Connect. CarsUniversity.com Cars.coms e-learning site that educates new hires and seasoned sales representatives. extranet Use only on second reference; Cars.com extranet on first reference; lowercase. See Cars.com extranet. O&O Revenue Report A month-to-date report on the direct sales teams performance. A name change to Direct Revenue Report is scheduled in 2009. Salesforce A web-based customer-relationship management tool for sales teams to manage and track sales efforts; if referring to URL, write salesforce.com. Cars.com Brand Standards | Appendix: Brand Style Glossary
**Note: this is a variation from what is used on the Cars.com website. Use the style listed in this guide for non-website communications.

Sparks & Misfires An internal Cars.com suggestion site for consumer-facing products; note ampersand, two words, capitalized. If referring to URL, use http://proddev.cars.com/suggest/. XTools A suite of database tools used in computer programming; NOT xTools.

Internet Terminology
When it comes to internet language, there are many conflicting styles. Cars.com has its own unique style for these terms, based mostly on Wired Style. Please reference the following key terms for guidance on capitalization and hyphenation. email: No hyphen enewsletter: No hyphen** extranet: Unless it begins a sentence, extranet is lowercase home page: NOT homepage hot link (n.), but hotlink (v.): e.g., There is a hot link on the Cars.com home page. Please hotlink to the listing. internet: Unless it begins a sentence, internet is lowercase. keyword: NOT key word online: NOT on line URL addresses: When referring to websites, eliminate the www before the URL. Example: dealers.cars.com or Cars.com. Include http:// in the address when not part of the World Wide Web (www). Example: http://extranet.cars.com. web: lowercase unless part of a formal name (e.g., World Wide Web) website: lowercase and one word; NOT web site or Website

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Manufacturers
Manufacturers are our key customers and care should be taken to accurately represent their brands. By using these brands inaccurately, we lose credibility as automotive experts. The following represent those brands that present special considerations. GM General Motors Corp., acceptable to use GM on first reference. OEM Original equipment manufacturer; replace with manufacturer, automaker or automotive manufacturer in all instances. Toyota Full company name is Toyota Motor Sales, U.S.A. but Toyota is acceptable to use on first reference. Volkswagen Volkswagen of America Inc., a subsidiary of the German company Volkswagen A.G.; use Volkswagen on first reference, VW acceptable on following references. NOT Volkswagon. new car (n.), but new-car (adj.) e.g., New cars depreciate quickly. New-car buyers should research financing offers and cash-back incentives before visiting a dealer. OEM Original equipment manufacturer; replace with manufacturer, auto maker or automotive manufacturer in all instances. private party (n.), but private-party (adj.) e.g., Cars.com has seen a decline in private-party listings. Many cars sold by a private party are advertised online. used car (n.), but used-car (adj.) e.g., Used cars dont lose their value as quickly as new cars. Used-car buyers cant be too picky about colors and features. YMM An acronym referring to year, make and model; spell out year, make and model in all instances or consider replacing with vehicle in non-specific instances. zero-percent financing NOT zero% financing or 0 percent financing horsepower Spell out on first reference, use hp on following references. manufacturers suggested retail price Spell out on first reference, dont capitalize unless using abbreviation, use MSRP on following references.

Frequently Used Automotive Terminology

Many automotive terms are frequently referenced on Cars.com. We have developed a specific style to ensure consistency in using this terminology. A complete guide can be found in the Cars.com Style Guide. The following terms are those most frequently used in communications beyond the website and represent those that are frequently used incorrectly and require special attention: drivers side (n.), but driver-side (adj.) e.g., A power-adjustable feature is available on the drivers side. The driver-side airbag is mounted in the steering wheel.

Cars.com Brand Standards | Appendix: Brand Style Glossary

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Appendix: Brand Style Glossary

Grammar, Punctuation and Formatting
The following guidelines outline Cars.com style for key areas of grammar, punctuation and formatting where we currently lack consistency. These guidelines should be followed in all written communications: Acronyms and Abbreviations Unless otherwise specified in this guide, always spell out a name on first reference. Acronyms are acceptable after first reference if it is a commonly known acronym, such as the name of an association. Never use acronyms for Cars. com brand and product names or for other internal terminology that is not readily understood outside our business. And / & Use and rather than the ampersand sign (&) unless & is part of a formal name, such as AT&T. Bullet Points True bullet points are phrases, not sentences. If your bullet is not a sentence, do not use a period. Example: DealerADvantage LIVE is a webinar featuring: Tips and techniques to get the most out of your online advertising Advice from expert trainers at Cars.com Real examples from the best dealers in the industry However, if your bullet is a sentence or a series of sentences, do use a period(s). Captions In general, keep photo captions to no more than two concise sentences. In Word documents, place in 8-point Arial font. Cars.com address Cars.coms Chicago headquarters address is written as: 175 W. Jackson Blvd, Suite 800 Chicago, IL 60604 Citations When citing material in a presentation or document, follow the Chicago Manual of Style footnote format. Example: 1Author name, Article Title if Applicable. Publication or Source Title, Month Day, Year, page. Departments Lowercase all department names. Example: Use the marketing department, NOT the Marketing Department or the Marketing department. Headlines Cars.com follows Associated Press style on headline writing. All principal words in a headline are capitalized. Articles, prepositions and conjunctions of three letters or fewer are lowercased. Do not include periods in headlines. Phone numbers Use periods in between numbers**. For U.S. telephone numbers, use the three-digit area code and seven-digit phone number only. Do not precede the number with a 1. Example: Use 312.601.5000 NOT (312) 601-5000. Titles Capitalize and spell out formal job titles when used before an individuals name; lowercase and spell out in other instances. Example: Use Sales Manager Mike Barnes presented to the group or Mike Barnes, sales manager at Cars.com, presented to the group.

Cars.com Brand Standards | Appendix: Brand Style Glossary

**Note: this is a variation from what is used on the Cars.com website. Use the style listed in this guide for non-website communications.

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Appendix: Brand Style Glossary

Word Choice The Cars.com Way
advertiser Any company or organization that purchases advertising on Cars.com is an advertiser. To be generic, use advertiser. To be specific, use dealer association, dealer, manufacturer or private party, but make sure youre being accurate (e.g., do not use dealer when you are referring to all advertisers). dealer When referring generally to those who purchase advertising through Cars.com, use advertiser because not all advertisers are dealers. See advertiser. direct sales team NOT O&O sales team. O&O Owned and operated, has referred to direct sales team in the past, see direct sales team. sales representative When referred to generally, sales staff are referred to as representatives, NOT associates or executives. Communicating Growth When communicating growth, use percentages rather than hard numbers. Percentages provide context, making it easier for readers to find significance in the numbers. Use of percentages instead of raw numbers also allow us to keep our financial specifics confidential. Visitors, Consumers, Shoppers or Buyers? We refer to and read these terms every day, and while they may be intuitive to you, its important to refer to the right term so we convey the right meaning. We want to explain our site as one that moves people to action, so when communicating with advertisers, language choice plays a key role in shaping perceptions about the quality of our audience. Users and visitors are technical terms, often used when reporting hits or unique visits to our site. They do not communicate action and dont inherently refer to in-market car shoppers. These should be used when communicating site traffic numbers, as they are standard terminology for such communications. Consumers are the end users of a product. In our case, consumers are the people who search our site for vehicles. The term is more specific than users and visitors, but still not very personal and does not communicate readiness to buy. This can be used when describing our general audience in materials to a non-advertising audience and when explaining general shopping behaviors. Shoppers are people, ones who are actively shopping for a new or used vehicle. This term communicates action because shoppers are in the information-gathering stage of the buying process. The word actively conveys that our visitors are in-market and should be used to describe our site audience to advertisers. Buyers are also people theyve actively narrowed their purchase decision and are approaching a dealer to make a purchase. This should be used when referring to lead-senders and past site visitors. A buyer is the highest-quality form of traffic. The term should be used frequently to describe our audience to advertisers.

Cars.com Brand Standards | Appendix: Brand Style Glossary

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