brand almanac

Transcription

brand almanac

BRAND ALMANAC
1
We’ve built a pretty
amazing brand.
This guide was created
to help keep it that way.
The AGCO brand is much more than our logo and tagline
(although they are quite important). Our brand represents
the promise of what we provide our partners, customers
and employees through our core and supporting products,
services and overall experience. It’s the idea of who we
are and what we do.
The AGCO Brand Almanac is designed to give you an
overview of the established guidelines and practices for
proper use of the AGCO brand and identity. You should
adhere to these standards in all uses of the brand—from
business cards to advertising and everything in between.
2
3
Table of Contents
Letter from Martin Richenhagen
INTRODUCTION
7 Brief History of AGCO
8 Our Mission
8 Our Brand Position
9 AGCO Core & Foundation Brands
BRAND BASICS
11 B rand Essence
12 Environmental Disclaimer
12 Boilerplate
1 3 Brand Statements & Usage
Guidelines
L OGO STANDARDS
15 P rimary Logo
1 6 Protected Zone
16 Minimum Size Requirements
17 Unacceptable Logo Usage
18 S econdary Logo
19 Protected Zone
20 Corporate Family Logos
21 Protected Zone
22 Program Logos
23 Logo Availability
TAGLINE
25 Proper Tagline Usage
COLOR PALET TE & TYPOGRAPHY
27 Corporate Typefaces
28 P rimary Color Palette
29 S econdary Color Palette
VOICE & TONE
31 Overview
32 Confident
33 Transformational
34 Vital
35 Collaborative
4
VISUAL ELEMENTS ·
CREATIVE EX AMPLES
37 Creative Examples
VISUAL ELEMENTS · PHOTOGRAPHY
43 Overview
44 Subject Matter
46 Depth of Field
47 Cropping
48 Proper Photo Usage
DIGITAL STANDARDS
51 Website
53 Typeface
53 Buttons & Links
53 Color Palette
54 App Icons
SIGNAGE STANDARDS
76 Overview
77
77
77
78
78
78
80
81
84
85
86
Conventional Signage
Wide Application Signage
Exterior Directional Signage
Directional Signage with Inserts
Room Signage
Vertical Signage
Receptionist Wall Signage
Pylon Signage
Plinth Signage
Building Signage
Directional Pylon Signage
VEHICLE STANDARDS
88 Overview
BUSINESS COMMUNICATIONS
STANDARDS
56 Business Card Usage
57 Business Card Standards
58 Business Card Backs
59 Corporate Letterhead · Print
61 Corporate Letterhead · Electronic
63 Envelope Standards
64 Email Signature
65 PowerPoint Template
MERCHANDISE & APPAREL
68 Apparel
69 Proper Apparel Usage
70 Promotional Items
UNIFORM GUIDELINES
72 Overalls & Coveralls
73 Shirts & Jackets
74 Uniform Color Palette
©2014 AGCO Corporation.
All right reserved. Incorporated in Delaware.
An equal opportunity employer.
AGCO®, Fendt®, GSI®, Massey Ferguson®, Valtra® and
their respective logos as well as corporate and product
identity used herein are trademarks of AGCO or its
subsidiaries and may not be used without permission.
Challenger® is a registered trademark of Caterpillar,
Inc. and may not be used without permission.
I’m proud to present the newest chapter in our AGCO brand evolution—
the AGCO Brand Almanac. And what an important brand AGCO is—not
simply for us, but for the entire world. The work we do and the products
we provide help producers and farmers become increasingly more
effective, efficient, environmentally responsible and profitable. The
impact our products, our services and our brand have on agriculture
is tremendous.
That is the reason the Brand Almanac was created—to help all of us
be consistent in how we present the AGCO master brand to our
employees, dealers, farmers, investors and so many others.
By following the guidelines laid out in this Brand Almanac, you are
building and strengthening an amazing global brand; you are helping
AGCO remain at the forefront of the agriculture industry; you are doing
your part to help us continue in Leading the Way.
Best regards,
Martin Richenhagen
Chairman, President and CEO
5
Introduction
6
The history of AGCO is a unique and amazing one.
It started in 1990 when AGCO was first formed.
Just two years later the company went public,
and then things really started to grow.
In 1994, AGCO purchased Massey Ferguson®—
one of the ag world’s most respected and storied
brands. The company acquired German powerhouse
Fendt® in 1997. The new millennium brought new
opportunities, starting with the 2002 addition of
the Challenger® name and tracked tractors from
Caterpillar and again in 2004 when Valtra® was
added. But AGCO didn’t stop there. In 2011, the
company expanded to include grain storage and
protein production by bringing GSI® on board.
Today marks a whole new attitude for
the AGCO brand.
7
INTRODUCTION
OUR MISSION
Profitable growth through superior customer
service, innovation, quality and commitment.
OUR VISION
High-tech solutions for professional farmers
feeding the world.
OUR BRAND POSITION
Brand positioning defines how we want to be perceived by our
stakeholders. It is the process of creating our value in the minds
of the shareholders, partners, customers and employees we
want to reach. Brand positioning is what sets us apart from our
competitors. It is the equity in our name that we want to build
and the value proposition we want to establish.
For the world’s farmers, AGCO is the complete agricultural
equipment solutions company that enables better results
because only AGCO is a family of unique brands with the
experience and reach to boldly lead global innovation and
localized service.
8
INTRODUCTION
AGCO CORE BRANDS & SUPPORTER BRANDS
AGCO is made up of three critical components—all of which are
essential to our business. That’s why they aren’t shown from top to
bottom, but from left to right. The first is the AGCO brand itself. It
represents our organization as a whole. After that are our core
brands. These brands have significant awareness, history and
equity; therefore they do not carry the AGCO name. For these
brands, the AGCO brand provides foundational strength. Finally,
there are our supporter brands, which are AGCO-supported
businesses that more overtly carry the equity of the AGCO brand
itself by using the AGCO name.
CORE BRANDS
SUPPORTER BRANDS
APPLICATION
EQUIPMENT
UNIVERSITY
9
Brand Basics
Brand guidelines matter.
The consistent application of our basic identity
elements—including the AGCO logo, typeface, color
palette, tagline and overall tone and voice—is essential
to building and retaining the strong brand we have worked
hard to create. Following these guidelines will help
introduce and reinforce our brand consistently wherever
it is experienced. What does that mean? Well, it means
making a stronger connection in the minds of both our
customers and our employees. It means making our brand
even more memorable. It means elevating the AGCO
brand to the level it has earned and rightfully deserves.
Unsure about something? Just ask.
These brand guidelines should answer most of your
questions about the AGCO brand. But if after reviewing
it you still have a question or aren’t quite sure about
anything at all—even the smallest thing—please ask.
We’re here to help.
AGCO
Corporate Communications Department 4205 River Green Parkway
Duluth, GA 30096 USA
T +1.770.813.6518
[email protected]
10
BRAND ESSENCE
AGCO’s Brand Essence doesn’t describe what
we do, it describes how and why we do what
we do. We like to say that our Brand Essence
is our “heart and soul.” It was created to
represent our personality and to help further
position us for even greater success.
There’s the field where farmers use our
machines. And then there’s the field of
agricultural equipment makers like AGCO.
That’s the field we’re talking about. And,
figuratively speaking, we’re doing everything
we can to un-level it.
Some of our competitors may have a lot of
presence in a lot of places, but not like we
do worldwide. And those competitors who
say they’re focused on technology? Try as
they might, no one strives for true innovation
more than we do. There are plenty of others
playing the game. But not like we are. We’re
scoring big and winning bigger. We have
every right to. We’ve earned it. And our
potential for even more greatness is huge.
That’s why we continue to get better all the
time. Because we want to. Because we have
to. Because it’s in our blood.
As the world of agriculture changes, so does
AGCO. Brazenly. No job’s too big for us. No
challenge too daunting. After all, farming is
tough business. It’s get-your-hands-dirtyrise-before-the-sun-pray-for-rain-never-stopwatching-your-margins stuff. That’s why we
don’t just go, we go hard. For the farmers.
For the people working for them. For
ourselves. For the future.
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BRAND BASICS
BOILERPLATE
AGCO (NYSE: AGCO) is a global leader in the design, manufacture and
distribution of agricultural machinery. AGCO supports more productive
farming through a full line of tractors, combines, hay tools, sprayers,
forage equipment, grain storage and protein production systems, tillage
implements and replacement parts. AGCO products are sold through five
core machinery brands, Challenger®, Fendt®, GSI®, Massey Ferguson®
and Valtra® and are distributed globally through approximately 3,100
independent dealers and distributors in more than 140 countries worldwide.
Founded in 1990, AGCO is headquartered in Duluth, GA, USA. In 2013,
AGCO had net sales of $10.8 billion. www.AGCOcorp.com
TAGLINE
Leading the way.
GERMAN Die Zukunft gestalten.
SPANISH DUTCH Het Voortouw Nemen.
FINNISH Edelläkävijä.
Liderando el camino.
PORTUGUESE Abrindo caminhos.
ITALIAN
Costruiamo il futuro.
FRENCH
Montrer la voie.
CHINESE
领导前路.
RUSSIAN
Опережая время.
ENVIRONMENTAL DISCLAIMER
When possible, please include an area for the printer to place the FSC
trademark label that communicates that we care about the future and
plan for the long term ONLY if your printer and paper are certified to do
so! Printer should include their certification number in the label.
About the Forest Stewardship Council (FSC) trademark label
The FSC trademark label helps demonstrate environmentally responsible
practices in the marketplace. Products carrying the FSC label are
independently certified to assure consumers that they come from forests
that are managed to meet the social, economic and ecological needs of
present and future generations.
· OR Green Seal Certified (use guidelines: get all consent if required)
DOS AND DON’TS
· Recycle symbol can be used if you add the content recycled in it
(i.e., no empty recycle symbols)
· Clearly state if the document is “recyclable” or made with
“recycled content.” Do not use the symbol alone. AND if you say
“recyclable,” you need to make sure that the entire document is
recyclable or verify which parts are.
Example: “50% recycled fiber” vs. “This document is 100%
recyclable.”
· DO NOT create your own “green” or “eco” label
· DO NOT make unqualified general environmental benefit claims
· OR Green Label (adhere to ISO14020/14024-based program)
Wherever it makes sense, you should aim to use paper that is made from at
least 30% recycled content, only print as many as you think you need, etc.
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BRAND BASICS
BRAND STATEMENTS
GENERAL
MASSEY FERGUSON®, MF®, the triple-triangle logo
®
is a worldwide brand of AGCO.1
FENDT® is a worldwide brand of AGCO.
VALTRA® is a worldwide brand of AGCO.1
GSI® is a worldwide brand of AGCO.1
CHALLENGER® is a registered trademark of Caterpillar Inc. and is used under licence by AGCO.
LAVERDA® and FELLA® are European brands of AGCO,
or
LAVERDA® and FELLA® are brands of AGCO.2
SPECIFIC
MASSEY FERGUSON®, MF® and the triple-triangle logo
®
are worldwide brands of Massey Ferguson Corp.
FENDT is a worldwide brand of AGCO GmbH (under licence to AGCO International GmbH).
®
VALTRA® is a worldwide brand of Valtra Oy Ab (under licence to AGCO International GmbH).
GSI® is a worldwide brand of GSI Group, LLC.
FELLA® is a European brand of AGCO Feucht Operation, a member of the AGCO group of Companies.
LAVERDA® is a European brand of Laverda AGCO SpA, a member of the AGCO group of Companies.
CHALLENGER® is a registered trademark of Caterpillar Inc. and is used under licence by AGCO.
SANTAL is a brand of Santal Equipamentos S/A Comercio e Industria, a member of the AGCO group of Companies.
1
Just AGCO or “the AGCO group of companies,” but not AGCO Corporation
2
Either statement is fine, but not that LAVERDA and FELLA are worldwide brands of AGCO.
USAGE GUIDELINES
AGCO Corporate Logo
AGCO Brand Statements
YES*
YES
Print Advertising
Radio Advertising
Boilerplate Message
YES (Spoken)
Point of Sale Materials
YES
YES
Brand or Division Websites
YES
YES
Brand Stationery
YES
YES
PowerPoint Presentations
YES
YES
Brochures
YESYES
Newsletters YESYES
Tradeshows YESYES
Press Releases
*
YES
YES
YES
Dealer/Distributor Advertising Exception: AGCO Corporate Logo may be omitted, but sign-off copy must be included.
13
Logo
Standards
The AGCO logo is the most visible
representation of AGCO’s offerings and
a concise statement of the brand. The
consistent application of our logo is essential
for building and maintaining a strong
presentation of our brand.
Importantly, there are actually two
AGCO logos. The first consists of the AGCO
name and our unique mark. The second
consists of the name, the mark and the line
“Your Agriculture Company.”
As the AGCO brand continues to develop
and evolve, we will over time transition away
from the use of the line “Your Agriculture
Company.” To help make that transition
smoother over the next 3-5 years internally
and externally, we will continue to include
“Your Agriculture Company” on the most
external visible applications of the logo—
Signage and Stationery.
14
NOT TO BE USED ON
SIGNAGE AND STATIONERY
AGCO PRIMARY LOGO
The AGCO primary logo is designed to print in two colors. The symbol is
PMS 187C and the text is black. The primary logo has no background
and is to be used whenever possible.
AGCO ALL-BLACK LOGO
The AGCO all-black logo is designed to print in one color. The symbol and
text are black. The all-black logo has no background and is to be used
only on light-colored images.
AGCO SPECIAL USE LOGO
The AGCO Special Use logo may be used on a dark gray (PMS 425)
or black background. The Special Use logo is designed to print in two
colors. The symbol is PMS 187C and the text is white.
AGCO ALL-WHITE LOGO
The AGCO all-white logo is designed to print in one color. The symbol
and text are white. The all-white logo has no background and is to
be used only on dark-colored images. The all-white logo is not the
preferred style to represent AGCO and should only be used when there
are no other options.
15
LOGO STANDARDS
PROTECTED ZONE
The Protected Zone, represented below by the shaded box
surrounding the logo, is relative to the height of the “A” in
our company name. It was created to keep other elements
free and clear of our logo to avoid visual confusion and give
proper respect to our identity.
No separate image or logo should broach this area. This
measurement applies proportionately when decreasing or
increasing the size of the logo.
For downloadable EPS and PNG versions of the logo visit:
www.AGCOmediaplace.com
MINIMUM SIZE REQUIREMENTS
LOGO PROPORTIONS IN PRINT
22mm
.85’’
16
92px
FOR PRINT
FOR WEB
Do not reduce the logo smaller
than 22mm (.85’’) in width
than 92 pixels in width
When using the AGCO Corporate Logo in
conjunction with other logos on printed
pieces, please keep the proportions of the
AGCO Corporate Logo in mind. Do not use
the logo at its smallest size on large printed
documents (e.g., tradeshow panels) to
satisfy the basic requirement. This
de-emphasizes the importance of AGCO.
LOGO STANDARDS
UNACCEPTABLE LOGO USAGE
Do not place the AGCO triangle
mark above the AGCO name
Do not use the AGCO
triangle mark by itself
Do not remove the
AGCO triangle mark
Do not use the AGCO logo
with “Always Growing”
Do not screen or decrease any
colors within the logo
Do not add dark drop shadows
to the logo
Do not place any borders, boxes
or backgrounds on, around or
behind the logo
Do not outline the logo
®
Do not add a registration
mark to the logo
Do not place the all-white logo
on light-colored backgrounds
Do not skew or stretch the logo
Do not rotate the logo
Do not use the AGCO triangle
mark in any design
Do not place the red and black
primary logo on dark-colored
backgrounds
Do not place the all-black logo
on dark-colored backgrounds
Do not skew or conform the
logo to shapes in images
Do not create animated
characters or any distortion
of the logo
17
LOGO STANDARDS
SECONDARY LOGO
To be used only on
SIGNAGE AND STATIONERY
AGCO LOGO + DESCRIPTOR
The AGCO standard logo is designed to print in
two colors. The symbol is PMS 187C and the text
is black.
“Your Agriculture Company” is used to clarify the type
of organization we are for those who don’t know us
at all or don’t know us well—or on occasions where
we don’t know who our audience is. Therefore, this
descriptor is used on signage and stationery, where
we have less control over who sees it. It makes an
excellent statement about the type of organization
we are and the industry we are in.
The AGCO logo and descriptor are strictly for
SIGNAGE AND STATIONERY USE ONLY
AGCO
4205 River Green Parkway • Duluth, GA 30096-2563 USA
www.AGCOcorp.com
DIRECTIONAL TEXT IN ENGLISH
Telephone: +1-888-989-8525
CHALLENGER® · FENDT® · GSI® · MASSEY FERGUSON® · VALTRA®
18
LOGO STANDARDS
PROTECTED ZONE
The Protected Zone, represented below by the shaded box
surrounding the logo, is relative to the height of the “A” in
our company name. It was created to keep other elements
free and clear of our logo to avoid visual confusion and give
proper respect to our identity.
No separate image or logo should broach this area. This
measurement applies proportionately when decreasing or
increasing the size of the logo.
For downloadable EPS and PNG versions of the logo visit:
22mm
.85’’
92px
FOR PRINT
FOR WEB
than 22mm (.85’’) in width
than 92 pixels in width
When using the AGCO Secondary Logo and
descriptor in conjunction with other logos on
printed pieces, please keep the proportions
of the AGCO Corporate Logo in mind. Do
not use the logo at its smallest size on large
printed documents (e.g., tradeshow panels)
to satisfy the basic requirement. This
19
LOGO STANDARDS
CORPORATE SUPPORT LOGOS
AGCO Support Logos are reserved for outward-facing
programs ONLY. Internal programs should NOT use
AGCO support brand logos. Use only text, not logos,
with the AGCO Corporate logo to communicate your
internal program.
Pictured here are the only approved Corporate Support
Logos. Please contact Corporate Communications to
request the creation of any new Corporate Support
Logos.
For a full list of downloadable EPS and PNG versions
of the logos visit:
20
LOGO STANDARDS
PROTECTED ZONE
The Protected Zone, represented to the right by
the shaded box surrounding the logo, is relative to
the height of the “A” in our company name. It was
created to keep other elements free and clear of
any of our Corporate Family Logos to avoid visual
confusion and give proper respect to our identity.
No separate image or logo should broach this area.
This measurement applies proportionately when
decreasing or increasing the size of the logo.
For a full list of downloadable EPS and PNG versions
of the logos visit:
13mm
.5’’
63px
FOR PRINT
Do not reduce the triangle
smaller than 13mm (.5’’)
in height
When using an AGCO Family Logo in conjunction with
other logos on printed pieces, please keep the proportions
of the AGCO Family Logo in mind. Do not use the logo
at its smallest size on large printed documents (e.g.,
tradeshow panels) to satisfy the basic requirement. This
FOR WEB
Note: These standards apply to all AGCO family logos.
than 63 pixels in height
21
LOGO STANDARDS
PROGRAM LOGOS
Program logos are created to represent sponsored efforts
within the organization that are worth of AGCO association
but are not AGCO brands, per se. Examples of AGCO
program logos are Expand and Explore, and Product Cost
Optimization (PCO). The program name/type treatment is
always separate from the AGCO brand.
ACCEPTABLE USAGE
Program logos should be kept separate and apart from
the AGCO primary logo when they are both used on brand
materials (refer to the three stationery examples below).
EXAMPLE 1
EXAMPLE 2
EXAMPLE 3
EXPAND
EXPLORE
EXPAND
EXPLORE
UNACCEPTABLE USAGE
Program logos should not under any circumstances be
locked up with the primary AGCO logo. Likewise, no part of
the AGCO logo should be part of the program logo (e.g., the
AGCO triangle being treated as the “A”).
EXPAND
EXPLORE
EXPLORE
22
LOGO STANDARDS
LOGO AVAILABILITY
All logos and their variations are available for download at:
1. C
lick “Enter” button in “Public and Employee Access”
section of login (be sure you do not have a “Username”
entered in the “Media Access” section, as you will get
an error)
2. Click “AGCO BRAND” in the left menu
3. Click “AGCO Corporate” in the left menu
4. Click “Image & Graphics”
5. Click “Logos”
6. Download the logo format needed
FILE TYPES
EPS FILES
These are typically Adobe Illustrator files and are meant
for use by printers, design firms and in-house designers.
If you are on a PC, it is likely that you will not be able to
open EPS files. You can, however, download them to your
desktop and attach them to an email being sent to a
printer and/or designer.
PNG FILES
This file format is universal in that anyone can open
and view the image. If you are creating a PowerPoint
presentation, Word document or possibly need a logo for
an Excel spreadsheet, this is the file type that you will
need. This format has a transparent background.
Please do not use JPG files for logos. They are not as clean
of an option as PNG files.
For technical assistance using Mediaplace, please
contact the AGCO Mediaplace Administrator at
1.770.232.8254 or [email protected].
23
Tagline
The AGCO tagline provides an abridged and memorable
expression of our organization’s personality. That is,
it tells customers and employees alike what we are
promising to provide and what distinguishes us in a
clear and concise thought. Borne directly from our Brand
Essence, our tagline performs an important service to our
overall brand positioning and our personality.
24
LEADING THE WAY.
CORRECT USAGE
The AGCO tagline can be used in almost any type of
communication, where appropriate. The tagline
should always be written with a period after the word
“way.”
INCORRECT USAGE
The AGCO tagline should NEVER be locked up with
the AGCO logo. It can be used near the logo but NOT
as part of the logo.
Leading the Way.
25
Color Palette
& Typography
AGCO’s display typeface is Eurostyle.
AGCO’s primary typeface is Franklin Gothic. Modern,
flexible, easy to read, open and accessible, Franklin
Gothic is uniquely suited for a wide range of visual
communications. Use Franklin Gothic for all AGCO printed
communications where possible. Use Franklin Gothic in
rendered form for online and electronic applications. The
weights shown for Franklin Gothic are approved for use.
AGCO’s system typeface is Arial. Only use it when Franklin
Gothic is not available. Situations where Franklin Gothic
cannot be used include but are not restricted to Microsoft
PowerPoint, Microsoft Word documents, or HTML content
on web applications. When the primary font family is
unavailable in web platforms, please use the Roboto font
outlined on page 53.
The colors chosen expand upon the existing primary color
palette for AGCO. This palette draws inspiration from the
agricultural world AGCO lives in—the sun, the earth and
crops. These colors were chosen to convey harmony,
strength and progressiveness. All of the colors have been
selected specifically for their design versatility.
When choosing colors for any communication, these
should be used as the primary palette. If other color
usage is warranted, it is allowable but with reservation.
When these opportunities arise, they should be approved
by Corporate Communications.
26
TYPEFACE · DISPLAY
Eurostyle LT STD
Bold Extended 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
TYPEFACE · PRIMARY
Franklin Gothic Book
Franklin Gothic Book Italic
Franklin Gothic Medium
Franklin Gothic Medium Italic
Franklin Gothic Demi
Franklin Gothic Demi Italic
Franklin Gothic Heavy
Franklin Gothic Heavy Italic
TYPEFACE · SYSTEM
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
27
COLOR PALETTE · PRIMARY
PMS 187
CMYK C:
7/
RGB R:
166 /
HEX #AE132A
M:
100 /
G:
Y:
25 /
82 /
B:
K:
26
46
PMS BLACK
28
CMYK C:
0/
M:
0/
Y:
0/
RGB R:
0/
G:
0/
B:
0
HEX #000000
K:
100
COLOR PALETTE & TYPOGRAPHY
COLOR PALETTE · SECONDARY
PMS 7406
CMYK
RGB
HEX
C: 0
R: 241
#F4C400
M: 20
Y:
100
K: 2
PMS 145
RGB
HEX
C: 4
R: 207
#D57F00
Y:
100
K: 8
B: 0
CMYK
RGB
HEX
C: 54
R: 132
#81BC00
Y:
100
K: 0
B: 0
CMYK
RGB
HEX
C: 9
R: 197
#C7B784
Y:
47
K: 18
B: 131
CMYK
RGB
HEX
C: 37
R: 71
#483729
68
B: 41
M: 0
PMS 4525
M: 12
PMS 7533
M: 53
Y:
K: 83
PMS 425
B: 0
CMYK
M: 53
PMS 376
G: 196
G: 127
G: 189
G: 183
G: 55
CMYK
RGB
HEX
C: 48
R: 84
#54575A
26
K: 76
B: 90
M: 29
Y:
G: 88
29
Voice & Tone
30
Who we are as a company shapes what we
do and how we communicate. Each of our
image attributes (listed below) impacts the
message we send. Together, they define a
voice and tone that are uniquely ours. Our
voice is one of the ways people recognize us.
Our voice comes through in our advertising,
online communications and even in our dayto-day conversations and emails. It shapes
every communication across all of our
audiences, both internal and external.
Our four key corporate voice and tone
attributes are:
CONFIDENT
TRANSFORMATIONAL
VITAL
COLLABORATIVE
The following exercises provide examples
of how to apply these attributes to
communications. The messaging within each
can be used when and where appropriate,
but is provided for example purposes only.
31
VOICE & TONE
CONFIDENT
Write like this
Keeping up with changing times can be challenging. Challenge accepted.
AGCO is a leading agricultural solutions provider in the world. That certainly did not
happen by accident.
We do things better. We do things more efficiently. We listen. We discuss. We take charge.
That’s how we approach everything we do. That’s why we matter to more people
in more places in more ways—whether that’s in the form of technology, customer
relationships, information, efficiency, whatever.
And that’s why there’s not a challenge we won’t accept, no matter how daunting.
Not like this
AGCO is a global leader focused on the design, manufacture and distribution of
agricultural machinery. We support more productive farming through a full line of
tractors, combines, hay tools, sprayers, forage equipment, tillage implements, grain
storage and protein production systems, as well as related replacement parts.
Why?
Confidence isn’t something you simply purport to have (although that’s fine to do
sometimes); it’s something you exude. No amount of fact-based content, regardless
of how poignant it is, can convey how confident you are.
Confidence is a human emotion. Make sure your content is human and big and,
maybe most importantly, shows how confident you are, not as much by what you have
to say but how you go about saying it.
32
VOICE & TONE
TRANSFORMATIONAL
Write like this
The only thing more important than the things we create is the way we evolve.
For every trend that emerges. For every developing nation that becomes more
advanced. For every farm that grows three-fold year over year—we’re ready. Because
when it’s all said and done, we don’t simply make machines; we provide solutions—
solutions that work now and will keep working, no matter how the world of farming
changes around us.
Some would call that being innovative. We just call it the price of doing business. And
we live and breathe it every day.
Not like this
Technical diversity, multiple brands and global distribution strength are the keys to
AGCO’s growth strategy. Major market share positions in key agricultural markets of
the world have been achieved by our strong focus on customer service, leading-edge
technology and a dealer network of 3,150 independent dealers and distributors.
AGCO’s innovative products continually receive recognition and awards at international
exhibitions, but our most coveted award is the recognition of our wide range of
products by farmers and dealers across the globe.
Why?
Transforming is, by its very definition, a process. And with the right combination of
discipline, direction and initiative, it can be both exciting and empowering.
To shortcut it with superlatives, buzzwords and clinical language is to sell short your
company and all that it represents in the future of farming.
People want to change, progress and see a transformation in their business and in
their world. That’s powerful stuff. And the words should make them feel that power.
33
VOICE & TONE
VITAL
Write like this
We do what we do for more than us. We do it for everyone. Everywhere.
We’re not in business to simply make machines. Not even close. We do this because
we want to. Because we have to. Because it’s in our blood.
Which is good, because the world’s farmers (and therefore the world) need the things
we make—probably more than anything else. After all, this is food and fuel and fiber
we’re talking about. Those things aren’t niceties—they’re mandatory.
No problem, world. We’re up for whatever you throw at us. We got this. Failure isn’t
an option. Not on our clock at least.
Not like this
With continuing advances in agricultural machinery, the critical role of the farmer
moves on. And we will work tirelessly to stay at the forefront of the agricultural
machinery that farmers use every day to do their jobs as well as they can.
We are proud of the fact that we are providing an essential service to those who grow
the world’s food. And we are happy and honored to oblige. And we will do everything
we can to continue to do so.
Why?
34
No matter how you look at it, agriculture is critical to the world, which means the role
of the farmer is equally critical. Far too often, we forget that; we forget the importance
of agriculture. The role we play matters immensely. People need to know that and/or be
reminded of it.
VOICE & TONE
COLLABORATIVE
Write like this
We’re not just in business. We’re all in this together.
At AGCO, we’re focused on two things: making great agricultural equipment and
making the biggest positive impact on everyone we work with. The result? Better
reach. Better connections. Better opportunities to grow.
After all, when we work well together we make great products, great services, great
results, a greater world. And isn’t that what it’s all about?
Not like this
AGCO’s multi-brand approach is backed by a comprehensive support infrastructure
that ensures that the farmer’s investment is backed by parts, service, financing, dealer
network and training programs to ensure ongoing success.
AGCO is committed to creating the best customer experience in the industry. AGCO
invests heavily in training service and support personnel, updating processes and
systems—particularly with AGCO’s Parts Distribution Centers and Customer Service
Centers—while actively seeking input from dealers and customers for continuous
improvement.
Why?
What is a true partner? It’s hard to define because every farmer is different, every
farm is different, every dealer is different. But one thing that is constant is the security
people get when the partnership is strong. Again, it’s hard to define, but one thing is
for sure: We all know what that feels like. Give readers a reason to believe that the
partnership you provide goes beyond the typical “relationship-like” words and that you
deliver the goods on many levels.
35
Visual
Elements
Creative
Examples
Certainly, there is no single answer or execution that will
satisfy every business problem or every communication
need. Because of the global nature of our business
and the cultural variances we experience because of
it, each individual project or initiative deserves its own
consideration and interpretation of the AGCO brand.
That said, we have provided some samples of creative
work that delivers on our brand position and essence, as
well as our voice and tone. Use them as inspiration to
guide you when developing your own creative.
When we communicate to our external audiences, we
focus on leadership, innovation and global reach. When
we communicate to our internal audiences, we focus on
our team’s strength and collaborative spirit.
36
We build so much
more than equipment.
We build strong relationships.
After all, the trust, integrity, and credibility we promote are
just as important as the machines and equipment we build.
Leading the Way.
CHALLENGER
•
FENDT
•
GSI
•
MASSEY FERGUSON
•
VALTRA
When the
relationship
is strong,
the end product
is twice as good.
Trust. Integrity. Credibility. You won’t find them on a purchase order or a spec
sheet, but they’re critical when it comes to getting the job done right. That’s why
we work as hard on developing and maintaining strong relationships as we do on
creating the best agricultural equipment in the world.
Leading the Way.
CHALLENGER
•
FENDT
•
GSI
•
MASSEY FERGUSON
•
VALTRA
37
VISUAL ELEMENTS
CREATIVE EXAMPLES
Driving the global
agricultural revolution.
We lead.
More presence in more places around the world—in both established
and emerging markets. Some of the best-known high-value
machine and equipment brands that deliver efficiency through
advanced technology. Continued growth in innovation, customers
and relationships. That’s what it takes to be at the forefront of the
ever-changing world of agriculture. That’s AGCO.
To learn more about how we’re leading, visit AGCOCorp.com.
Leading the Way.
CHALLENGER
Individually we do great things.
Together, we can’t be stopped.
AGCO isn’t just the leading agricultural equipment maker in the world,
we’re also an amazing collection of people coming together every day.
Leading the Way.
CHALLENGER • FENDT • GSI • MASSEY FERGUSON • VALTRA
38
•
FENDT
•
GSI
•
MASSEY FERGUSON
•
VALTRA
Think you have what it takes?
Apply at careers.agcocorp.com
Profits
VISUAL ELEMENTS
Productivity
We help grow a lot more than just crops.
• CHALLENGER
• FENDT
• GSI
• MASSEY FERGUSON
• VALTRA
At AGCO, we’re focused on two things: making great agricultural equipment and making the greatest financial
impact on our farmers, our dealers and our investors. The result? A global footprint that spans 140 countries and
growing. Significant year-over-year company-wide growth, which allows us to heavily reinvest in technology. And the
ability to proudly say we are leading the agricultural revolution. Leading the Way.
WE HELP GROW A LOT
MORE THAN JUST CROPS.
At AGCO, we’re focused on two things: making great agricultural equipment and making the greatest
financial impact on our farmers, our dealers and our investors. The result? A global footprint that spans
140 countries and growing. Significant year-over-year company-wide growth, which allows us to heavily
reinvest in technology. And the ability to proudly say we are leading the agricultural revolution.
Leading the Way.
CHALLENGER
|
FENDT
|
GSI
|
MASSEY FERGUSON
|
VALTRA
39
VISUAL ELEMENTS
CREATIVE EXAMPLES
Global agriculture
rooted in game-changing
technology.
To be a leader in agriculture around the world, you have to make the best machines and equipment. But it can’t stop there.
You must constantly invest in new technologies. You must work tirelessly to reach new markets. That’s what we do. And
it’s what we’ll continue to do—better than anyone else.
Leading the Way.
CHALLENGER
•
FENDT
•
GSI
•
MASSEY FERGUSON
•
VALTRA
Global agriculture rooted in game-changing innovation.
To be a leader in agriculture around the world, you
have to make the best machines and equipment.
But it can’t stop there. You must constantly invest in
new technologies. You must work tirelessly to reach
new markets. That’s what we do. And it’s what we’ll
continue to do—better than anyone else.
Leading the Way.
CHALLENGER | FENDT | GSI | MASSEY FERGUSON | VALTRA
40
VISUAL ELEMENTS
41
Visual
Elements
Photography
Our brand voice and tone don’t begin
and end with the words we use. Our
personality is largely communicated
in the photographic styles we choose.
As they say, “a picture is worth a
thousand words.” The photography
we use in our communications should
represent our four key personalities.
42
Four key personalities
underpin our style..
CONFIDENT
Choose images that show confidence on the faces of our associates
and those we serve alike. Remember that confidence can’t easily be
staged. It must be genuine and believable and real.
TRANSFORMATIONAL
Feature images that either show us transforming the world of
agriculture in real time or the results of our true dedication to
innovation and positive change.
VITAL
What we do isn’t just important—it’s critical. Be proud of the impact
we have on the agricultural industry, and therefore the world, and
use images that reflect that.
COLLABORATIVE
One of the ways we’re “leading the way” is by working together, both
within our organization and with those customers we serve every day
around the globe.
43
VISUAL ELEMENTS
PHOTOGRAPHY STANDARDS · SUBJECT MATTER
Photography is
categorized into
people, places
and products.
44
VISUAL ELEMENTS
Subject matter
Real life (not staged, posed or fictional)
Optimistic and warm (or neutral)
Singular concept/subject per image
Advancing progress/positive change
Style
Natural lighting
Bright tonal range
Clear, sharp focus on subject matter
Clean, simple areas of “white space”
45
VISUAL ELEMENTS
PHOTOGRAPHY STANDARDS · DEPTH OF FIELD
Depth of field
When selecting images for an application, consider the various
typographic and graphic components that will coexist with the image.
FOREGROUND IMAGERY
· Macro view of clearly focused
subject matter
· Able to carry the story
· Use to support headline
or copy
MIDGROUND IMAGERY
· Midrange view of clearly focused
subject matter
· Able to carry the story
· Use to support headline
or copy
BACKGROUND IMAGERY
· Broad view of non-detailed
environment
· Use as a contextual backdrop
46
VISUAL ELEMENTS
PHOTOGRAPHY STANDARDS · CROPPING
Crop appropriately
A communication piece will have more impact when an image is
appropriately scaled and cropped.
ORIGINAL
Start with an appropriate foreground,
midground or background image.
CROPPING
Select an area that is an appropriate
size for your document.
FINAL IMAGE
· Focus should be a single subject
· Be free of clutter (distracting shapes)
· Provide ample clear space for
typography and graphic elements
47
VISUAL ELEMENTS
PHOTOGRAPHY STANDARDS · PHOTO USAGE
Tractor photography
The following guidelines for tractor photography apply to
AGCO COMMUNICATIONS ONLY, not individual brand advertising.
When selecting tractor images for an application:
When selecting tractor images for an application:
· DO NOT depict only one brand
· DO represent all five AGCO brands
· DO NOT use studio photography
· DO use field photography
48
VISUAL ELEMENTS
PHOTOGRAPHY STANDARDS · PHOTO USAGE
DO NOT use stylized or posed imagery
DO NOT use oversaturated imagery
DO NOT use imagery that is too dark
DO NOT distort imagery
49
Digital
Standards
Just like our printed communications, what we post online
should be quickly accessible and visually consistent with
the overall AGCO brand. Websites and other online
communications should be able to stand alone and give
visitors a sense of the brand with every click. They also
have the ability to link together the many facets of our
business and our organization to show the extensive
reach AGCO has in the world. All copy and design
elements can be used here to help advance the brand
through this very powerful medium. Of course, in cases
where exact adherence to brand standards can’t be
followed due to variances in web capabilities, we have
also provided web-friendly versions and suggestions.
50
WEBSITE
USAGE GUIDELINES
Embracing modern web design and usability
best practices, AGCO websites should streamline
content delivery in both creative and functional
implementation. Interfaces should be designed using
responsive techniques in order to best utilize screen
real estate and to provide users with the optimum
viewing experience across all devices and browsers.
All navigational elements should be clean and clear
in their purpose. The brand story should always be
told through the use of compelling imagery, strong
typography and polished interactions and animations.
51
DIGITAL STANDARDS
WEBSITE
52
DIGITAL STANDARDS
TYPEFACE · WEB
On the Web, when typefaces are not always available on a user’s machine, an alternate font
and a generic font should be specified. So to use Roboto in HTML or in style sheets, use the
font-family specification for Roboto. Then alternate fonts should be listed in order, separated by
commas. E.g., {font-family: roboto bold, arial, sans-serif;}. Use Roboto font when primary font
family on page 26 is not available.
Roboto is available for free download here:
www.fontsquirrel.com/fonts/roboto
Roboto Slab is available for free download here:
http://www.fontsquirrel.com/fonts/roboto-slab
Roboto Font Family (Regular, Condensed, Slab)
H1, H2: ROBOTO BOLD CONDENSED
H2, H3: ROBOTO BOLD
H4: ROBOTO BOLD CONDENSED
H5: Roboto Bold
H6: ROBOTO SLAB BOLD
Paragraph: Roboto Slab Regular
Paragraph Alt: Roboto Regular (no smaller than 13pt/19pt)
BUTTONS & LINKS
Read More
Paragraph: Link Style
Paragraph Alt: Link Style
COLOR PALETTE · WEB
RGB HEX R:
166 / G: 25 /
AE132A
RGB HEX R:
0 / G: 0 /
000000
B:
B:
46
0
53
DIGITAL STANDARDS
APP ICONS
Below are the globally accepted app icons for your core
brand. Each app that is released by your brand must
use the same icon and can be differentiated within the
descriptor below the icon.
Icon
Your App
Descriptor
Any app not housed under a core brand must use the
AGCO app icon. The descriptor must begin with the word
“AGCO.”
Exceptions to this include Fuse apps and AGCO Parts
Books To Go which were approved on a case by case basis.
Please contact [email protected] to get your
app and icon approved.
Your App
Developer Name
Your App
Your App
54
Business
Communications
Standards
Our business communication system—including business
cards, letterhead (be it printed or electronic), envelopes
and other similar pieces—is often the first point of
contact with our audiences. As such, they should adhere
to our own brand guidelines as much as any other
communication. Consistency in these pieces further
communicates our unified voice and intent.
55
BUSINESS CARD USAGE
Version A: Standard Corporate Business Card
All business cards must conform to the standards
as outlined on this page and the next.
Three types of cards are allowed:
A: Standard Corporate Business Card
B: Corporate Division Business Card
C: Product Logo Corporate Business Card
Determining the correct business card design depends
on the following:
BOX A
BOX B
Cheryl Thompson
Communications Manager
BOX C
AGCO
4205 River Green Parkway Duluth, GA 30096
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
Version A
If the employee is associated with or works on more than
one of the core brands, or works in a division unit (e.g.,
manufacturing, purchasing, administration, etc).
Version B
If the employee is associated with AGCO Parts or AGCO
Advanced Technologies Solutions, then a third line is added
to Box B between the name and the title that identifies
either AGCO Parts or AGCO Advanced Technologies
Solutions. The font size and color
are the same as the title.
Version C
If the employee is associated with or works on one of the
core brands (e.g., Fendt, Massey Ferguson, Challenger
or Valtra), then that brand logo should appear in the
designated space (Box D) on the business card.
Version B: Corporate Division Business Card
BOX A
BOX B
Cheryl Thompson
Communications Manager, AGCO Parts
BOX C
AGCO
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
Version C: Product Logo Corporate Business Card
Stock (US): Bright White, 80# cover
Stock (Non-US): Bright White, 290 gsm
BOX A
56
BOX B
Cheryl Thompson
BOX C
AGCO
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
BOX D
BUSINESS COMMUNICATIONS STANDARDS
BUSINESS CARD STANDARDS
BOX A
Triangle mark: Pantone 1795
Logo text: 100% Black
Text: Franklin Gothic Book 8pt 100% Black
Line: .25pt
American Size
3.5” X 2” (88.9mm X 50.8mm)
.1875”
1”
2.5”
3.3125”
Use the corporate AGCO logo. Download the
logo from www.AGCOmediaplace.com.
BOX B
Text color: 100% Black
Name: Franklin Gothic Demi 7pt/9pt
Title: Franklin Gothic Book Italic 7pt/9pt
3.5” X 2”
(88.9mm X 50.8mm)
BOX C
Text color: 100% Black
Business entity: Franklin Gothic Book 7pt/9pt
Address: Franklin Gothic Book 7pt/9pt
Telephone/fax/cell: Franklin Gothic Book 3.5”
7pt/9pt
X 2”
Audix: Franklin Gothic Book 7pt/9pt
(88.9mm X 50.8mm)
Email: Franklin Gothic Book 7pt/9pt
Web address: Franklin Gothic Book 7pt/9pt
BOX D
Secondary product logo placement should follow
the guidelines shown below.
Logo should be placed flush right within the
boundaries of the box shown. 85.60mm
X 53.98mm
(3.370” X 2.125”)
Keep original proportions of logo. DO NOT stretch
logo to fit within entire box. This box is a guideline
for multiple logo possibilities.
Please follow the color specifications for each
product line logo.
85.60mm
X 53.98mm
(3.370” X 2.125”)
.15625”
BOX A
BOX B
.1875”
Cheryl Thompson 1”
2.5”
BOX C
BOX A
AGCO
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
BOX B
Cheryl Thompson
AGCO
5mm
25mm
4205 River Green
Parkway Duluth, GA 30096
BOX C
3.3125”
.785”
.875”
BOX D
.15625”
1.875”
.785”
.875”
BOX D
63mm
81mm
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
European Size
4mm
1.875”
85.60mm X 53.98mm (3.370” X 2.125” )
BOX A
5mm
25mm
63mm
BOX B
Cheryl Thompson
BOX C
A
BOX
AGCO
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
BOX B
Cheryl Thompson
BOX C
AGCO
Tel 770.232.8073 Fax 770.232.8070 Cell 678.296.0667
Audix 1.800.344.8938 ext 8073
[email protected]
www.AGCOcorp.com
81mm
20mm
24mm
BOX D
4mm
20mm
50mm
24mm
BOX D
50mm
57
BUSINESS CARD BACKS
The backside text for all AGCO Standard Corporate
Business Cards and Corporate Division Business
Cards must follow the following guidelines.
American Size
3.5” X 2” (88.9mm X 50.8mm)
If you have a Product Logo Corporate Business
Card, you do not need to have the five brands on
the backside of your card.
BOX A
Text: Franklin Gothic Book 8pt/19pt 100% Black
(The space between the words is the 19pt leading.
No return is necessary.)
1.75”
CHALLENGER
BOX A
The five approved products in the backside list are
Challenger, Fendt, GSI, Massey Ferguson and Valtra.
The text is centered from top to bottom as well
as left to right on the card.
The five approved products listed are to be
capitalized as shown in the example.
BOX B
Logo: Recycled Paper logo 60% Black
FENDT
1.75”
GSI
1”
MASSEY FERGUSON
VALTRA
CHALLENGER
BOX B
BOX A
FENDT
GSI
1”
MASSEY
FERGUSON
42.5mm
European Size
BOX B
VALTRA
85.60mm X 53.98mm (3.370” X 2.125” )
Only use Recycled Paper logo if paper
is post-consumer recycled, and update
percentage appropriately inside of triangle.
CHALLENGER
BOX A
FENDT
42.5mm
GSI
27mm
MASSEY FERGUSON
VALTRA
CHALLENGER
BOX B
BOX A
FENDT
GSI
MASSEY FERGUSON
VALTRA
BOX B
58
27mm
CORPORATE LETTERHEAD · PRINTED
Please Note: The layout of letterheads for local legal
entities is always subject to the requirements of the local laws
of the countries where those legal entities are registered.
Your existing letterhead information should be adapted to
these new letterhead formats. If there are any questions,
please contact Corporate Communications.
All letterheads should be approved by the Legal function
prior to use.
Standard Letter
8.5” X 11” (215.9mm X 279.4mm)
BOX A
Triangle mark:Pantone 187U
.75”
1”
BOX A
BOX B
Text: F
rutiger Roman 9pt/11pt
100% Black
Line: 1pt
2.375” 2.75”
AGCO
www.AGCOcorp.com
BOX C
Text: F
rutiger Light 6pt 100% Black
Centered in all caps
7.5”
BOX A
1”
BOX B
Telephone: +1-888-989-8525
CHALLENGER · FENDT · GSI · MASSEY FERGUSON · VALTRA
10.5”
BOX C
59
CORPORATE LETTERHEAD · PRINTED
A4
210mm X 297mm (8.2677” X 11.6929”)
BOX A
20 mm
BOX A
BOX B
25.5 mm
BOX B
Text: F
rutiger Roman 9pt/11pt
100% Black
Line: 1pt
60.5 mm 70 mm
AGCO International GmbH
Victor-von-Bruns-Strasse 17, CH-8212, Neuhausen am Rheinfall
www.AGCOcorp.com
BOX C
Text: F
rutiger Light 6pt 100% Black
190 mm
25.5 mm
BOX B
Telephone: +358-000-0000
BOX C
60
282 mm
BOX C
CORPORATE LETTERHEAD · ELECTRONIC
Standard Letter & A4 sizes
The AGCO Corporate Electronic Letterhead (letter and A4) is an editable Microsoft
Word document. The editable text fields in BOX B should be adjusted to fit your
location’s name, address, web address, phone number, name and title.
These stationery files are available to download at insideagco.AGCOcorp.com.
BOX A
BOX A
BOX B
Text Color: 100% Black
Company:
Arial Bold 9pt single space
Address:
Arial Regular 9pt single space
Line:1pt
Telephone:
AGCO
www.AGCOcorp.com
Telephone: +1-888-989-8525
BOX C
Text: Arial
Regular 6pt 100%
Black Centered in all caps
BOX B
<insert your name here>
<insert your title here>
BOX C
61
CORPORATE LETTERHEAD · ELECTRONIC
(BRANDED)
Standard Letter & A4 sizes
The AGCO Brand-specific Electronic Letterhead (letter and A4) is an editable
Microsoft Word document. The editable text fields in BOX C should be adjusted
to fit your location’s name, address, phone number and web address.
If you would like to have preprinted letterhead,
please contact Corporate Communications to
have the files set up for your specific needs.
These stationery files are available to download at insideagco.AGCOcorp.com.
BOX A
Logo: Use AGCO Corporate Logo
Text: Arial Regular 6pt 100% Black
BOX B
Use approved Brand-specific logo
BOX C
Text Color: 100% Black
Company:
Arial Bold 9pt single space
Address:
Telephone:
Web:Arial Regular 9pt single space
Copy: Arial Regular 8pt double space
All text is centered
BOX A
BOX C
BOX B
AGCO
4205 River Green Parkway Duluth, GA 30096 USA
Telephone: +1 XXX-XXX-XXXX Fax: +1 XXX-XXX-XXXX www.challenger-ag.com
CHALLENGER is a registered trademark of Caterpillar Inc. and is used under license by AGCO Corporation
62
ENVELOPE STANDARDS
The AGCO envelope artwork is set to the top left corner of any existing envelope.
Use these measurements to build envelopes.
NOTE: If a one-color AGCO Corporate Logo is required, use the 100% Black
version. Envelopes should always feature the AGCO Corporate logo. DO NOT use
the AGCO family logos on the envelope.
BOX A
BOX B
Text: Arial Regular 6pt
100% Black
Line:1pt
BOX C
Text: Arial Regular 10pt/12pt
100% Black
2.25”
.5”
2.5”
2”
.5”
AGCO
4205 River Green Parkway
Duluth, GA 30096-2563 USA
BOX A
BOX B
57mm
13mm
13mm
BOX A
51mm
63mm
AGCO International GmbH
Victor-von-Bruns-Strasse 17,
CH-8212, Neuhausen am Rheinfal
BOX C
63
EMAIL SIGNATURE
Remember, your email signature is more than a personal signoff. It provides
critical contact information and allows others to be able to easily and efficiently
contact AGCO—an important part of providing truly exceptional service. We have
created a uniform email signature in order to ensure we are all providing this
information in a consistent manner.
To create your approved personalized email signature, visit:
insideagco.AGCOcorp.com.
John Smith
Specialist
AGCO Corporation
Tel: +1 770-232-9999 Fax: +1 770-232-9999 Fax: +1 770-232-9999
4205 River Green Parkway
Duluth, GA 30096-2568 USA
[email protected]
www.AGCOcorp.com blog.AGCOcorp.com
facebook.com/AGCOcorp twitter.com/AGCOcorp youtube.com/AGCOcorp
64
POWERPOINT TEMPLATE
AGCO PowerPoint templates have been created to
convey quality and clarity of information both onscreen and in print. The title slides and section slides
are big and bold and reinforce our corporate colors.
Importantly, the text slides utilize significant white
space for maximum readability.
This Is the
Presentation Title
This Is the Presentation Subtitle
January 20XX
Remember to use our corporate typefaces only. And
also remember that brevity of text is essential. Slides
should highlight the audio presentation, not record it
word for word.
Division or Department Name
· Title Slide
· Section Slide
· Text Slide
These PowerPoint files are available to download at
insideagco.AGCOcorp.com.
SECTION 1
This Is the
Section Title
This Is the Section Subtitle
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Merchandise
& Apparel
When creating AGCO merchandise, care must be taken to
ensure quality reproduction of the logo and adherence to
logo standards.
We strive to produce high-quality, fashionable and
entertaining merchandise. This includes, but is not
limited to, applying our brand signature to an assortment
of merchandise items in a wide range of reproduction
methods, including screen printing, pad printing,
embroidery, embossing and debossing.
Each of these imaging methods has its own requirements
for reproduction excellence. Please contact your
merchandise department with questions you may have.
Samples are always suggested in determining the item’s
quality, look, feel and fit.
By maintaining a consistent, high-quality look for the
promotional materials we distribute, we ensure that each
time these materials are used, the associations with the
AGCO brand will be appropriate and positive.
Please contact the local merchandise department
for details on the authorized licensed vendors in your
region/area.
67
APPAREL
WHITE ITEMS
BLACK ITEMS
Embroidered/silk-screened items should receive the
AGCO PRIMARY LOGO whenever possible.
AGCO SPECIAL USE LOGO whenever possible.
GRAY-TONED ITEMS
WEARABLE/APPAREL ITEMS
AGCO SPECIAL USE LOGO whenever possible.
All corporate apparel is to be branded with the AGCO
corporate logo in a prominent location such as the
left chest.
Embroidery is the preferred technique for logo
application on most items. Other applications are
also welcome as long as the logo looks clean and
presentable. When in doubt, contact your local
merchandise department.
If a word mark, program name or brand is included,
the logos should not appear next to each other, but
be clearly separated so the two are not visually a
single unit.
To manage production of the various logo and color
versions, clothing colors are limited to white, black
and gray.
The AGCO logo should not be smaller than 2.5”
(63.5mm) on apparel.
68
APPAREL
All corporate apparel is to be branded
with the AGCO corporate logo in a
prominent location such as the left chest.
If a word mark, program name or brand
is included, the logos should not appear
next to each other, but be clearly
separated so the two are not visually a
single unit.
If adding other graphic content, such as
a business unit name or a core brand,
it is essential to respect the company
brand Protected Zone.
The AGCO colors of black, gray, white
and red should be used wherever
possible. However, other colors are
welcome as long as they are neutral
and in good taste. We promote the
AGCO logo’s color coordination with
your specific garment color.
69
PROMOTIONAL ITEMS
Branded merchandise serves as a reminder of our
company’s identity. The merchandise should be in keeping
with our brand’s reputation. It should also be suitable
for the occasion and the recipients. Select high-quality,
useful items that reflect the quality of AGCO.
There are many different ways to correctly use the AGCO
logo and word marks on apparel and promotional items.
The standards are intentionally designed to give designers
many different options when creating merchandise. This is
not an all-inclusive list, but simply a way to show several
possibilities that are available to designers as well as the
most common solutions.
The AGCO logo appears on the front/dominant side and
the word mark/program name/brand could appear on
the reverse side, separated by space so the two are not
visually a single unit.
The AGCO logo should not be smaller than ¾”
(19mm).
70
Uniform
Guidelines
Uniforms are an essential part of AGCO operations. They
do more than provide protection and comfort; they are yet
another way to communicate the AGCO brand. As such,
they need to be marked and branded correctly to help
people identify our associates and our dedication.
71
OVERALLS & COVERALLS
72
OVERALLS
COVERALLS
The logo should be centered on the chest,
and it should be the primary logo (red
and white) unless there are color contrast
issues based on the material color.
The logo should sit on the left side of
the upper chest, and it should be the
primary logo (red and white) unless there
are color contrast issues based on the
material color.
UNIFORM STANDARDS
WORK SHIRTS & JACKETS
WORK SHIRTS
primary logo (red and white) unless
there are color contrast issues based
on the material color.
WORK JACKETS
primary logo (red and white) unless
there are color contrast issues based
on the material color.
73
UNIFORM STANDARDS
UNIFORM COLOR PALETTE
PMS 187
BLACK
PMS 425
PMS 465
WHITE
COLOR PALETTE
This palette draws inspiration from the
agricultural world AGCO lives in. All of the
colors have been selected specifically for
their versatility.
74
Signage
Standards
With plants and facilities in locations around the globe,
branding consistency is of vital importance to AGCO’s
global presence. These guidelines specify parameters for
the design and layout of a variety of signage applications
and options.
All sign layouts must be approved by Corporate
Communications prior to production/installation.
See page 10 for contact information.
MATERIALS & MANUFACTURE
Materials and mounting systems are likely to vary
according to local availability. Design and layout of the
signage area need to follow these guidelines as closely as
possible.
75
BOX A
SIGNAGE
BOX A
Triangle mark:
Pantone 187
“A” height
Logo text:
100% Black
Logo area:
1/2 sign width minus “A” height
Sign background:
White
Logo available as an EPS file at
www.AGCOmediaplace.com.
BOX C
Stripe:
Pantone 187
Stripe area:
1/2 “A” height
76
BOX C
1/2 sign width
BOX B
BOX B
Descriptive text:
· 100% Black, Eurostile LT STD
· Bold, flush left
Descriptive text area:
· 1/2 sign width minus “A” height
SIGNAGE STANDARDS
SIGNAGE
CONVENTIONAL SIGNAGE
This common application applies to building exteriors,
interior area signage and freestanding signs.
WIDE APPLICATION SIGNAGE
The wider format still follows the same column layout
for the sign text.
EXTERIOR DIRECTIONAL SIGNAGE
Same as conventional sign. Directional red arrows are
to the left of the center line.
77
SIGNAGE STANDARDS
SIGNAGE
DIRECTIONAL SIGNAGE WITH INSERTS
Insert panels are black background with white arrows
and white text.
ROOM SIGNAGE
Interior signs for individual rooms or doors.
Same 1 1/2 column text layout is followed.
(Note “A” height margin beneath logo.)
“A” height
VERTICAL SIGNAGE
Text area is one column wide.
78
SIGNAGE STANDARDS
SIGNAGE
CONVENTIONAL SIGNAGE
This common application applies to building
exteriors, interior area signage and freestanding
signs.
79
SIGNAGE STANDARDS
RECEPTIONIST WALL SIGN
For reception wall signage, the AGCO logo is
best presented by mounting aluminum-cut
letters in a natural satin finish and at least
6.5mm in thickness.
3000mm
80
SIGNAGE STANDARDS
PYLON SIGNS
Sign Sizes: 2400mm x 6000mm
1600mm x 4000mm
450
Location Operations
450mm
81
SIGNAGE STANDARDS
450mm
Location Operations
Location Operations
450mm
Location Operations
450mm
Location Operations
450mm
Sign Size 2400mm
Sign Sizex 2400mm
6000mm x 6000mm
or
450mm
450mm
Location Operations
Pylon SignsPylon Signs
Location Operations
Location Operations
450mmSign450mm
Size 1600mm
Sign Sizex 1600mm
4000mm x 4000mm
Sign Size 2400mm
Sign Size x2400mm
6000mmx 6000mm
or
82
or
Sign Size 1600mm
Sign Size x1600mm
4000mmx 4000mm
Location Operations
or
SIGNAGE STANDARDS
PYLON SIGNS · PLAN VIEW
For the 2400mm x 6000mm pylon sign
200mm panel
450mm
50mm feature recess
200mm panel
For the 1600mm x 4000mm pylon sign
150mm panel
350mm
50mm feature recess
150mm panel
83
SIGNAGE STANDARDS
PLINTH SIGNS
525mm
Option A
1420mm
1670mm
250mm
4800mm
345mm
5000mm
525mm
Option B
1420mm
1670mm
Location Operations
250mm
84
4800mm
345mm
5000mm
525mm
SIGNAGE STANDARDS
BUILDING SIGN
Sized to suit the building position
85
SIGNAGE STANDARDS
DIRECTIONAL PYLON SIGN
Size 2000mm x 3000mm
110
DIRECTIONAL TEXT IN LOCAL LANGUAGE
86
Vehicle
Standards
87
CORPORATE VEHICLE FLEET
When adding the AGCO Corporate and AGCO Family Logos
to any vehicle, please follow the guidelines for each logo’s
usage.
Visit www.AGCOmediaplace.com for a full list of
downloadable EPS and PNG versions of the logos.
See page 23 of this manual for specific instructions on
how to do so.
TRUCKS AND CARS
The logo should be applied on the driver’s side door and
passenger’s side door only. The logo should not overlap
door handles or seams on the side of the vehicle.
VANS AND LARGE DELIVERY TRUCKS
The logo should be applied to the side of
the vehicle.
88
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brand almanac

Transcription

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