massey ferguson

Transcription

massey ferguson

MASSEY FERGUSON
GLOBAL BRAND DESIGN GUIDELINES
A WORLD OF EXPERIENCE. WORKING WITH YOU.
YOUR BRAND IS SO MUCH MORE
THAN A LOGO AND TAGLINE.
It’s the promise you make to your customers, partners and employees each and
every day—no matter how they interact with your products and services.
As your brand continues to expand its presence around the globe, it is crucial
that you are consistent in your look and feel across audiences as a way to
showcase your creativity, innovation, strength, values and unwavering dedication
to always be Leading the way.
This brand bible is designed to give you an overview of our established guidelines
and practices for proper implementation of your brand and identity—regardless of
where you are in the world. Adhere to these standards in all uses of the brand and
you will be doing your part to both establish and build a unified brand platform.
MASSEY FERGUSON · BRAND GUIDELINES
3
CONTENTS
BRAND OVERVIEW / 4
Vision & Mission / 5
Tagline / 6
Brand Positioning / 7
Brand Values / 7
Brand Definition / 8
Brand Essence / 10
TARGET AUDIENCES / 11
EAME / 12
South America / 17
China / 20
ANZ / 24
North America / 26
GLOBAL SIGNATURE / 28
Our Global Brand Elements / 29
Logo / 30
Logotype Colors / 31
Exclusion Zones & Sizing / 32
Colors / 33
Typefaces / 34
General Type Principles / 35
Brand Statement / 36
Voice & Tone / 37
IMAGERY / 38
General Principles / 39
Image Categories / 40
Cropping / 41
Storytelling / 42
The People / 43
The Land / 44
The Equipment / 45
DESIGN EXAMPLES / 46
Applying Our Global Brand Elements / 47
Advertising / 49
PowerPoint / 50
Web Banners / 51
Brochures / 52
Promotional and Dealer Co-Op
Program Considerations / 54
BRAND OVERVIEW
4
BRAND OVERVIEW /
VISION
MISSION
To be THE choice of farm equipment for experienced and
professional farmers around the world.
To engineer modern, high-performance, customer-focused
agricultural equipment solutions for experienced and professional
farmers across all farm types around the world.
5
TAGLINE
The tagline is a signoff and statement that embodies the brand’s philosophy, products and services.
The use of the tagline presented in this document is not mandatory. However, in the event that use of
a tagline statement is desired, ONLY the following approved statement can be implemented.
German
GEBALLTE ERFAHRUNG FÜR EINE GUTE ZUSAMMENARBEIT
Dutch
Portugese
UM MUNDO DE EXPERIÊNCIAS, TRABALHANDO COM VOCÊUN MONDE UN
French
MONDE D’EXPÉRIENCE, AU TRAVAIL AVEC VOUS
Russian
НАШ ОГРОМНЫЙ ОПЫТ – РЕЗУЛЬТАТ СОВМЕСТНОЙ РАБОТЫ С ВАМИ
Spanish
UN MUNDO DE EXPERIENCIAS, TRABAJANDO CON USTED
Finnish
KAIKEN KOKENUT KUMPPANI PALVELUKSESSASI
Italian
UN MONDO DI ESPERIENZA. AL VOSTRO FIANCO
Chinese
超凡体验–全球共享
6
BRAND OVERVIEW /
BRAND
POSITIONING
BRAND
VALUES
For today’s farmers who care for the land, Massey Ferguson is the farm
equipment that delivers ease of use and straightforward dependability
around the world. No other brand has more experience working with
more crops, in more conditions, in more places, for more years, with
more farmers than Massey Ferguson.
· Modern, high quality products that deliver a great value of
ownership
· Experienced developer of high-performing and practical
agricultural solutions that surpass expectations (straightforward
and dependable)
· Exceptional customer experience focused on today’s experienced
and professional farmers (products, customer service, parts)
· Extensive product range that works in any area of the farm
· Connects man, machine and crop to deliver maximum reward
7
BRAND OVERVIEW /
BRAND DEFINITION
Three core areas were identified as the
“price of doing business” for any AGCO
portfolio brand:
· Loyal/dependable
· Customer-centric solutions
· Straightforward
End-user satisfaction
Keeping our customers happy goes beyond mere
products. They are certainly an important part of the
equation, but paired with out-of-this-world customer
service brands become unstoppable.
Brand Attributes
(true to all brands)
Brand Proof Points
(brand differentiators)
The Brand Essence
On-the-job performance
This is a simple concept; our equipment and our
people must deliver on the brand promise where it
matters most to our customer – on the field. Because
at the end of the day: Marketing is full of empty
promises if the brand does not deliver on its claims.
Business Intelligence
Whether our brands are dealing with a small or a large
agribusiness, those business owners are looking for
partner brand that understand their industry and
provide solutions that deliver on their bottom line.
End-user
satisfaction
· Experience
· Continuous evolution
· Strong distribution network
· Passionate
On-the-job
performance
Business
intelligence
· High value of ownership
· Wide range of products
· Technology with purpose
8
BRAND OVERVIEW /
9
BRAND DEFINITION
At the intersections point of these there core areas, lay the brand attributes that are most
dominant for Massey Ferguson. These attributes are defined below.
Job Performance and
Job Performance and
End-user Satisfaction
End-user Satisfaction and
High value of ownership, wide range of
products and technology with purpose are
the proof points. This combination can be
described as follows:
Loyalty/dependability, customer-centric
solutions and straightforwardness are the proof
points. This combination can be described as
follows:
Experience, continuous evolution, a strong
distribution network and passion are the
proof points. This combination can be
described as follows:
“Massey Ferguson doesn’t play the ‘wait and see’
game — we stay at the forefront of our industry
and deliver a wide range of creative agricultural
solutions to meet your needs from sunup to
sundown. We don’t just build equipment; we
develop technology with a purpose — a purpose
of growing your bottom line.”
“Our equipment is uncomplicated; it is easy to
operate and maintain. Because we understand that
your job is everything but ordinary, we deliver
focused agricultural solutions you can depend on.
Massey Ferguson understands what drives you.
That’s why, on even the most challenging days,
Massey Ferguson has your back.”
“Our DNA tells us to never rest, just like we know
you won’t. Our industry is constantly evolving, and
so are we. We are rooted in almost two centuries of
experience, so it’s safe to say we know a few things
about the need for continuous innovation in farming.
It is this experience that enables us to provide you
with practical solutions to help you get any job done
and support you with a global network of
distributors and dealers that provide a rapid
response — we are always there for you.”
BRAND ESSENCE
There are those who support the agriculture industry, and then there are those
who determine its course for the future. That’s Massey Ferguson. We created the
world’s first 3-point hitch and the world’s first Self Propelled Combine Harvester.
Since then, we’ve never looked back. Keeping our eyes on the horizon means
constant evolution. It means continuous development of practical applications,
fueled by our customers’ needs. With a backbone like that, it’s no wonder why
we’ve earned generations of loyal fans the world over.
Massey Ferguson technology is purpose-built for agriculture: It’s got to be 100%
right, easy to use and more dependable than the next. It’s always been that way,
because we’ve always been about delivering the ultimate customer value. That’s
why you’ll find us almost everywhere on Earth, with a vast array of equipment to
meet the rigors of any farm.
Our superior experience tells us to never rest, just like we know you won’t. After
all, what drives you is the same thing that drives us: an innate knowledge of the
land, the people who work it and the machinery they need.
BRAND OVERVIEW / 10
TARGET AUDIENCES
As a global player, you must be careful and conscious of cultural, regional
and brand-specific nuances but at the same time not allow them to erode the
strength, integrity, and great qualities of the brand you’ve built. To rise above
these idiosyncrasies you need to clearly understand your target market in each of
the regions where your brand operates.
The following target audience descriptions are organized by region to help
illustrate cultural differences that should be considered. In most instances,
the core brand look and feel illustrated in this brand bible should account for
80 percent of the execution. The remaining 20 percent is reserved for brand
localization.
11
TARGET AUDIENCE
EAME
AGRICULTURAL CONTRACTOR BALING FOR BIOMASS POWER STATION
THE BIG COOPERATIVE FARM IN CENTRAL EUROPE
Age
45
Age
40
Number of bales
10,000+
Crop Type
Contractor – straw
Location
Denmark
Interested in
Bales of the right size and
weight, reliability, high output
Background
With power stations in Denmark
consuming up to 170,000 tonnes of
biomass annually, a consistent supply is
essential to maintaining efficiency
levels. This experienced contractor runs
MF large square balers with each
machine expected to produce 5,0006,000 bales, each weighing around
600kg, per season. As result as he
remarks, “We have to run the best baler
there is!” The MF balers produce the
high-density bales that help boost
efficiency at the power plant by up to
20%, simply because the strawhandling system is able to process
more material. The plant is specifically
designed to accommodate bales of
approximately 1.2m x 1.2m x 2.5m and
the more straw that can be packed into
them, the better. In addition to its ideal
specifications for the job, the MF baler
scores because of its reliability and
productivity.
Hectares
6,150
Crop Type
Arable and livestock – winter
wheat, spring barley, oil-seed
rape, maize, sunflower
Location
Slovakia
Interested in
Low fuel consumption; straw
quality; simple adjustment,
maintenance and operation
Background
A user of MF combines since 1999, this
farm employs MF Delta combines to
help bring home a 20,000-tonne harvest
within a 17-day window. The farm
operates a minimum-till regimen and
ploughs only when absolutely
necessary. Yields consistently come in
at 10-20% above the regional average.
For the Mechanisation Manager, the
Delta’s low fuel consumption has been
one of the most impressive features.
The Hybrid threshing technology is
delivering high output with a good flow
of material and a very clean grain
sample. As for the PowerFlow table he
says it’s “absolutely fantastic, especially
for the rape and other small grains.”
TARGET AUDIENCE
EAME
FAMILY DAIRY FARM BRINGING ON THE NEW GENERATION
AGRICULTURAL AND CONSTRUCTION CONTRACTOR—FLEET OWNER
Age
25 to 35
Age
50
Hectares
350 ha
Crop Type
Dairy – 1,800 cows producing
120,000 litres of milk daily
Location
Italy
Interested in
Reliability, high output,
comfort
Background
Founded in 1968 with just seven cows,
this highly successful— farm which
produces milk for the famous
Parmigiano-Reggiano cheese—has
now been joined by the family’s third
generation. Their influence and energy
are already making an impact. It was
their idea to try out Massey Ferguson
tractors, the elder family members
having always used a competitive
make. Now MF 7499, MF 7475, MF
6470, MF 6290 and MF 5440 models
are an essential part of the farm’s
machinery fleet: “The tractors are very
comfortable, the transmissions are
super and the engine is tops!” Another
new idea suggested by the junior
members a couple of years ago was to
set up a biogas plant to help boost farm
income when the price of milk dropped.
Within a year and as the result of a
major financial investment, the plant
was up.
Hectares
3,000+ ha
Crop Type
Arable and construction
operations
Location
Germany
Interested in
Reliability, ease of control, low
fuel consumption, high
performance, responsive
service backup
Background
Alexander employs 10 people and his
MF fleet consists of six MF 7400 Series
tractors, an MF 6497, MF 8480 and MF
7260 Beta AL combine – an MF power
total of 1,940hp! On the agricultural
side, the tractors are engaged in
mowing, planting and baling. For
construction duties, they work chiefly
with dumpers and rotary cultivators.
The machines are worked long and hard
and Alexander keeps a close control on
work rates and running costs to
maintain his profitability targets. For
example, the business has figures
available for fuel consumption on all
possible permutations of power unit
and implement.
TARGET AUDIENCE
EAME
SMALL ARABLE ENTERPRISE
Age
55
Hectares
90 ha
Crop Type
Arable – wheat, barley
Location
Sweden
Interested in
Driver comfort, ease of use,
manoeuvrability, even crop
feed
PROFESSIONAL ARABLE FARMER
Background
This farmer was one of the first to
operate an MF BETA 7370 with Skyline
cab and 5.5m AutoLevel PowerFlow
table. He grows 45 ha each of wheat
and barley and works the combine
around 50 harvest hours per season. He
says that the comfort of the Skyline cab
is outstanding and visibility from the
driving seat is excellent. Its low noise
levels create a pleasant working
environment while the automatic
controls on the machine are a great
help. The automatic setting for multiple
crops is easy to use and enables you to
store your own settings, which saves
time when moving from one crop to
another.
Age
50
Hectares
360 ha
Crop Type
Arable – maize, wheat, hemp
Location
Southwest France
Interested in
High power, low fuel
consumption, operator
comfort
Background
With the arrival of an MF 8690, Gerard
now has a full set of four MF 8000
Series high-hp tractors going all the
way back to an MF 8160 from 1998.
The tractors work with big implements
including 7-tonne 6m discs and a
7-furrow plough. For him the top
features of the MF 8690 are its powerful
370hp engine, suspended front axle,
low fuel consumption and extremely
good cab. He says that the MF 8690’s
electronic controls provide super
ergonomics, and he praises the DynaVT transmission. Noting the downward
trend in fuel consumption over recent
years, he believes that SCR engine
technology has had a major effect on
decreasing diesel usage. Gerard admits
that his loyalty to MF is a long-term
passion and he has always had good
relationships with the people associated
with the brand.
TARGET AUDIENCE
EAME
FAMILY LIVESTOCK OPERATION
Age
50 to 58
Hectares
922 ha across five farms
Crop Type
Dairy and beef, sheep,
some arable
Location
Bute, Scotland
Interested in
Great backup and service,
machines that are
straightforward and easy
to drive
THE FARM MACHINERY SYNDICATE
Background
The family has been running MF
tractors for nearly 65 years. The latest
generation of five farming brothers are
loyal MF customers and staunch
supporters of the brand. They like to
“keep it red” on their farms and want
machines where “you can just jump
on and go.” The current MF fleet
comprises 17 MF tractors—from a 1947
Ferguson TE20 all the way through the
MF 100 Series to their latest machines:
three MF 5455s, two MF 6465s and an
MF 6475. Production of silage and hay
is a major job for the tractors. The
brothers feel MF has kept ahead with
technology and believe the Dyna-6 and
Dyna-4 gearboxes are some of the best
innovations of all time.
Age
All
Hectares
Combined land area of a
range of small to mediumsized farms
Crop Type
Mixed farming, forestry and
municipal operations
Location
Austria
Interested in
A universal, multipurpose
tractors to satisfy the
syndicate’s broad range of
requirements and extend the
range of agricultural services
offered to members
Background
The syndicate selected a 105hp MF
5610 tractor as the versatile solution to
its needs. In addition to the extensive
range of basic equipment, also
specified were cab suspension, front
hydraulics, a front PTO and an air-brake
system in order to best cover the wide
range of jobs carried out by a diversity
of agricultural operations. The MF 5610
is extremely compact with very good
manoeuvrability in the medium power
range, which means that it can be used
for a vast number of applications. The
tractor’s simple and logical operating
system was also crucial. Members can
drive the tractor confidently after only a
short amount of training, allowing them
to work as they would with their usual
tractor.
TARGET AUDIENCE
EAME
FLEET OPERATOR – SUGAR CANE ESTATE
MIXED FAMILY FARM IN AFRICA
Age
N/A
Age
45
Hectares
24,000 ha
Crop Type
Sugar cane
Location
Cameroon
Interested in
Product reliability, durability,
after sales service, specialist
technical support
Background
Sugar cane production is one of the
harshest and most demanding
environments for farm machinery—the
crop is highly abrasive and, during the
season, work is round the clock. MF
5460 4WD high-clearance platform
tractors are part of the fleet at this
massive sugar estate. The machines
are employed mainly for land
preparation and some general-purpose
work and are used with disc harrows,
ridgers, sprayers and trailers. At peak
times, the tractors work 24 hours a
day, running three shifts where they
can accumulate anywhere up to 3,500
hours in 12 months.
Hectares
1,900 ha
Crop Type
Potatoes, maize, breeding
cows, sheep
Location
South Africa
Interested in
Product reliability, dealer
service backup, competitive
price, good resale value
Background
An MF 440 Xtra 4WD platform model
is the 98th machine bought by the
family from their long-serving Massey
Ferguson dealer. The relationship spans
three generations on both sides. The
tractor’s duties encompass a variety of
tasks from lifting potatoes to round
baling, land preparation, planting and
haulage. They expect the machines to
clock up many thousands of reliable
hours of work. An MF 440 platform
model in the fleet is now at 6,900 hours
and counting.
TARGET AUDIENCE
South America
SOUTHERN REGION (AVERAGE PRODUCER)
SOUTHEAST
Age
30 to 70
Age
50 to 70
Crop Type
Soybeans and corn
Location
Southern Region (medium)
Interested in
Medium power tractors
(75 to 130 hp) and combine
harvesters class 6 (Gain)
Background
More conservative, concerned about
their image among other producers,
individualistic and value the legacy of
the family
Crop Type
Soybean, corn and
sugar cane
Location
Southeast
Interested in
Medium power tractors
(75 to 130 hp) and combine
Background
Proactive people with accredited
degrees who value a respected brand.
They generally prefer group-based work
and are open-minded. In general, their
children work on the farm as well
TARGET AUDIENCE
South America
SOUTH (SMALL PRODUCER)
Age
50 to 70
Crop Type
Soybeans and corn
MIDWEST I
Background
Enchanted/stubborn; small family
farmers with greater access to credit
and technological developments in their
properties
Age
50 to 70
Crop Type
Soybeans and corn
Location
South (small)
Location
Midwest I
Interested in
Low power tractors (50 to
100 hp) and combine
harvesters class 4 (Defense)
Interested in
High power tractors
(150 hp +) and combine
Background
They work for companies and are
certified to make orders. They are
not regarded as brand loyal, they
get quotes before they purchase a
product, they constantly seek to
increase productivity by focusing on
technology rather than manual labour.
They are entrepreneurial and want
negotiations, service flexibility, urgency.
They want to have access to
information, global markets and
“know-how” about buying products
TARGET AUDIENCE
South America
MIDWEST II
Age
50 to 70
Crop Type
Soybeans and corn
Location
Midwest II
Interested in
High power tractors
(150 hp +) and combine
Background
Just like farmers in RS, where
families value traditional hierarchy,
the father is the manager, the children
have completed graduate studies in
agronomy and sometimes postgraduate
studies in management. The family sees
their property or farm as a business.
They have been investing the last two
years in machinery in order to increase
productivity. They have also been
renting local properties and invested in
other federal states. It is not Massey
looking for JD and Case anymore. They
are already focusing their business on
the northern part of the state of Mato
Grosso. Their property is regarded as a
holding company, focused on services.
They are experts who always seek ways
to improve their business and achieve
good results
TARGET AUDIENCE
China
EXISTING MASSEY OWNER (MF 7624)
麦赛福格森现有客户 (MF 7624)
Name
ZHU, Liwei
姓名
朱立伟
Age
30
Crop Type
Corn and soybeans
Size of land
5,000+ Mu (824+ Acres)
Location
Heilongjiang, China
Interested in
Power of the tractor,
comfort of driving
Background
Liwei is a tractor driver who started
using MF 7624 in early 2013. He mainly
uses it for heavy harrow and
appreciates this tractor a lot for its great
power. The tractor encountered very
low failure rate since being serviced.
What also makes him happy is a
comfortable and user-friendly cab that
allows him to operate with a wide view.
Liwei plans to purchase another
Massey Ferguson tractor this year,
ideally to have his income doubled
年龄
30
农业类型
玉米大豆
土地面积
5,000+ 亩
地点
中国黑龙江省
关注
拖拉机的动力和舒适度
背景
朱立伟是一名拖拉机驾驶员，2013年上
半年开始使用麦赛福格森MF 7624大马力
拖拉机，他一般用它来拉重耙，使用后
感觉这款拖拉机动力强劲，拉耙效果非
常好，使用以来故障率也几乎为零，好
质量让人省心。此外，作为一名年轻的
农机手，舒适的驾驶室也让他赞赏不
已，劳作时视野开阔、操作简易，令作
业心情非常美好！他打算今年再购入一
台麦赛福格森拖拉机，争取让自己的收
入翻倍。
TARGET AUDIENCE
China
EXISTING MASSEY OWNER (MF 1004)
麦赛福格森现有客户 (MF 1004)
Name
ZHU, Qingyu
姓名
朱庆雨
Age
44
Crop Type
Soybeans
Size of land
2,000 Mu (329 Acres)
Location
Haimen, Jiangsu, China
Interested in
Subsidy for agricultural
machines, fuel consumption
and aftersales service
response
Background
Mr. Zhu has contracted for nearly 2,000
Mu of land for soybeans in Haimen,
Jiangsu, with the gains of the land
supplying his pickle business in
Shanghai. He bought an MF 1004
tractor in June 2013, recommended by
his friend, and has been driving the
tractor with his son since then. He
thinks that the tractor is cost efficient
and has better fuel economy than his
fleet. Besides, the cab is user friendly,
especially the design of the valve
control lever. In a couple of years, Mr.
Zhu plans to contract for more land and
buy two more Massey Ferguson
high-hp tractors to further raise the
standard of living of the family and lay
a better foundation for his son’s future
development.
年龄
44
农业类型
大豆
土地面积
2,000 亩
地点
中国江苏省海门市
关注
拖拉机的补贴情况，
节油性和售后反应速度
背景
朱老板在江苏海门承包了近2000亩地种
大豆，以供应自己同时在上海经营的酱
菜生意。2013年6月份经朋友介绍购买了
麦赛福格森MF 1004拖拉机，一年多来一
直和儿子一起驾驶。他觉得该款机型性
价比非常高，比国产品牌省油，驾驶室
手柄设计人性化，操控舒服。未来几
年，朱老板计划多发展一点土地，扩大
生产规模，再买两台麦赛福格森大马力
拖拉机，进一步提升全家的生活水平，
给儿子的未来创造更好的发展条件。
TARGET AUDIENCE
China
EXISTING MASSEY OWNER (MF 1844S)
麦赛福格森现有客户 (MF 1844S)
Name
LIU, Hailong
姓名
刘海龙
Age
32
Crop Type
Natural grass
Size of land
10,000 Mu (1,647 Acres)
Location
Xilingol, Inner Mongolia, China
Interested in
Work efficiency of the baler
and payback period
Background
Hailong bought an MF1844S small
square baler in 2013, partnered with
his uncle. The baler can perform well
with tractors of 100-120hp. Compared
with other balers he used, this baler
produces bales of higher density, which
can also be easily controlled in the cab.
His greatest satisfaction is the high
efficiency of the baler: 6,000 bales
per day makes the payback day
close enough to expect. He hopes
to purchase another new MF 1800
Series baler in two years to ensure
high quality and efficiency of his
operation of the land
年龄
32
农业类型
天然牧草
土地面积
10,000亩
地点
中国内蒙古自治区锡林郭勒盟
关注
打捆机的工作效率和回本速度
背景
2013年，海龙和叔叔合伙购入了一款麦
赛福格森MF 1844S中置式小方捆打捆
机。这款打捆机匹配100-120马力拖拉机
就足够。他觉得跟之前使用的机器相
比，打出的草捆密度高，不容易散包，
且在驾驶室就能控制密度，十分便捷。
令他非常满意的是MF1844S的高效，一
天能打6000多个捆，回收成本指日可
待。他希望过两年再购入一台新的
MF 1800系列打捆机，将高质高效进行到
底。
TARGET AUDIENCE
China
经销商
THE DEALER
Name
DU, Yungang
Age
40
Location
Xilingol, Inner Mongolia, China
Background
Mr. Du has been selling agricultural
machineries for almost 10 years, from
parts to complete equipment, and that
makes him an experienced dealer. His
company, Xilingol Zhonglian Trading
Company Ltd., opened as AGCO’s first
Exclusive Flagship Store in China in
March, 2014. Currently MF 1004, MF
1104, MF 1204 tractors and MF 1800
Series balers have been hot products in
his store, favored by old and new
customers. Besides his old customers
being maintained by products and
services of quality, Mr. Du discovers
new customers through word of mouth,
farm shows, field demos and ads. He is
very positive about the future. He hopes
that more customers are able to have
wonderful experiences with single or
even full lines of Massey Ferguson
products and become fans of this
well-known brand.
姓名
杜云刚
年龄
40
地点
中国内蒙古自治区锡林郭勒盟
背景
老杜做农机销售近10年时间，从零配件
到整机，可谓颇有经验。今年3月他的公
司锡林郭勒盟众联商贸有限公司成为了
爱科在中国首家品牌专营旗舰店。目前
公司的MF 1004/1104/1204拖拉机和MF
1800系列成了抢手货，颇受新老顾客的
肯定和青睐。除了通过优质的产品和服
务维护老用户之外，良好的口碑、展
会、广告宣传也让老杜拥有了不少新用
户。对于未来他充满希望，让更多用户
从麦赛福格森单个产品一直至全套产品
的使用中获得美好的体验，出现更多麦
赛福格森铁杆粉丝，是他的期盼。
TARGET AUDIENCE
ANZ
THE UPCOMING CONTRACTOR
Age
42
Ag Type
Rural Contractor
Acres
5
Location
Waikato, New Zealand
Interested in
High specifications to
increase baling/silage
operation
THE DAIRY FARMER
Background
Peter grew up on his dad’s dairy farm
and launched into the contracting
business a few years ago utilising his
dad’s baler and tractor. The business
has grown significantly and has to
cover a large area so technology such
as front axle and cabin suspension, Ag
Command and Variable transmissions
are able to help the business operate
more efficiently and improve operator
comfort. After-sales support from the
local dealership is a key part of the
equation. Peter is considering a New
MF 7618 DVT as he has heard they
have a good reputation.
Age
38
Ag Type
Dairy
Acres
350
Location
Leongatha, Victoria
Interested in
110hp tractor that operates
a range of implements that
require good hydraulic flow
Background
James runs a medium size dairy
operation in Victoria and is seeking to
upgrade his old tractor. He wants a
reputable brand tractor that ticks all the
boxes. Massey Ferguson’s good
reputation appeals to him as does the
MF 5450 model. His research has
enabled him to see that it is an
exceptional loader tractor with high
performance hydraulics, a sloping
bonnet for great visibility and the unique
left hand power control lever for great
convenience and efficiency. James is
now keen to step up to a new tractor
but needs a dealer who can provide
competitive and flexible finance
options.
TARGET AUDIENCE
ANZ
THE CONTRACT HARVESTER
Age
56
Ag Type
Contract Harvester
Territory
Nth Queensland to Victoria
Location
Dalby, Queensland
Interested in
High capacity combine
harvester with great dealer
support through the harvest
corridor from Queensland
to Victoria
BALING FOR A LIVING
Background
Over the last ten years, Jim has built a
successful contract harvesting business
servicing many customers in the
North-South harvest corridor of
Australia. His business is built on the
philosophy of providing great service
and he is affectionately known to his
customers as Mr. Reliable. Jim currently
runs a fleet of John Deere harvesters
but is looking at what other options are
available in the market. He needs a high
capacity machine that has low daily
maintenance requirements and the
ability to easily shift to different crop
varieties. Outstanding dealer support in
all the regions is an absolute must, so
Jim needs to be sure he can continue
to be known as Mr. Reliable.
Age
52
Ag Type
Hay Contractor
Territory
South Australia to Victoria
Location
Naracoorte, SA
Interested in
High capacity and reliable
large square balers
Background
Scott runs Green to Gold – a successful
hay contracting business that operates
from Northern Victoria to South
Australia. It’s a business that keeps him
busy especially during the frantic baling
season. Scott owns a fleet of Massey
Ferguson 2100 Series balers and has
always preferred Hesston built
machines over any other type. Being a
hay contractor is tough work and
requires long hours of operation with a
lot of the work being carried out during
the night when the moisture content is
right. For Scott and his customers who
are mainly exporters of their hay to
countries such as Japan – hay quality is
everything. As a result, Scott cannot
afford any downtime and needs to be
able to get the job done on time.
TARGET AUDIENCE
NORTH AMERICA
PRACTICAL PERFORMERS
Age
Young adults to retirees
Size of Farm
• 24% Less than 5 acres
• 25% 5-19 acres
Income
• 28% between
$50,000 and $74,999
• 23% between
$25,000 and $49,999
Decision Making
Owner/operator is largely the
final decision maker (71%)
EASY RIDERS
Background
These farmers tend to purchase and
use tractors with a practical approach.
They express a strong loyalty toward
brands but are not loyal to the dealer
and prefer to buy new equipment with
the intention of keeping it for long-term
use. They are less inclined to overbuy
and their tractor purchase is based on
their current needs, along with the
features the tractor offers. Warranty is
very important because they are often
buying new equipment and maintaining
it themselves.
Noteworthy Characteristics
• Less inclined to overbuy in order to
match needs with tractor features
• Strong brand loyalty
• Weak dealer loyalty
• Prefer new equipment
• Perform their own maintenance
and repairs
• Most important factors: durability
and task efficiency
Age
Varies, with more younger
(46% are under 35 years
of age)
Size of Farm
• 18% 5-19 acres
• 14% 100-199 acres
Income
Highest Income Group
• 22% between
$50,000 and $74,999
• 22% between
$75,000 and $99,999
Decision Making
• Owner/operator is largely
the final decision maker
(94%)
Background
These farmers tend to have higher
incomes and are eager to utilize the
latest in equipment technology.
Although they are less price sensitive,
they would still prefer to buy used and
place greater emphasis on dealer
proximity. They are most likely to enjoy
working on their property but also
prefer quick/efficient speed to complete
tasks. They have an interest in
technology that facilitates ease of use
of their tractor.
• Most likely to perform one task
with the tractor
• High desire for new/upgraded
technology
• Prefer to buy used, yet often
buy new
• More likely to go to dealer for
service/maintenance
• Prefer to complete tasks quickly
• Enjoy leisurely work on property
• Very loyal to dealer, preferring one
close in distance
• Most important factor: ease of use
TARGET AUDIENCE
NORTH AMERICA
AGING VALUE SEEKERS
Age
Generally Older
• 19% are retired
• Over half (55%) are 55
years of age or older
• Over one-third (36%) are
between 55 and 65 years
of age
Size of Farm
• 30% 5-19 acres
Income
Lowest Income Group
• 30% between
$25,000 and $49,999
• 23% between
$50,000 and $74,999
Decision Making
Varies, some joint decision
making (45%), some owner/
operator (55%)
Background
These farmers are very self-reliant on their
property, performing a multitude of
functions that include equipment
maintenance. They do not rely on dealers
for maintenance and repairs. They have a
longer purchase cycle and are most likely
to buy used machines or implements.
Mostly retired or having a lower annual
income, they are the most price sensitive.
• Perform multiple tasks with tractor
• Prefer new equipment, yet mostly
buy used
• Least likely to buy used implements
• Most likely to purchase implements at
the same time of tractor purchase
• Buy tractor for long-term use
• Enjoy working on property but hire
outside help to maintain property value
• Most brand loyal
• Perform most maintenance and
repairs themselves
• Most price sensitive
• Most important factors: cost of parts
and parts availability
GLOBAL SIGNATURE
28
OUR GLOBAL BRAND ELEMENTS
The Massey Ferguson global signature is made up of four elements: logo and tagline, color palette, typography, voice &
tone and photography and image style. To ensure brand consistency across the globe, it is imperative that all Massey
Ferguson regions adhere to the proper utilization of the global brand elements.
LOGO & BRAND SIGN-OFF
COLOR PALETTE
TYPOGRAPHY
ABC123
ABC123
MASSEY FERGUSON®, MF®,
the triple-triangle logo® is a
worldwide brand of AGCO.
VOICE & TONE
WHAT WE ARE
WHAT WE ARE NOT
PHOTOGRAPHY
& IMAGE STYLE
LOGO
Our logo is our most important visual element within the Massey Ferguson brand. It is a carrier and guarantee for all the
products and services that we provide. In 1957 the Triple Triangle was born. It was a symbol forged from the greatest
pioneering effort in the history of agricultural mechanisation and the genius which revolutionised the whole technique
of farming with the Ferguson System tractor and the Self-Propelled Combine.
Portrait
Landscape
LOGOTYPE COLORS
Two colors are offered for the logotype block, a black outline for the logotype only and a 3D version of the logotype.
3D - Four Colour
3D - Four Colour
3D - Greyscale
Flat - Two Colour
The 3D logo should be used wherever
possible. The logo with black wordmark
is to be used on white or light areas of
an image.
The logo with white wordmark is to
be used on PMS 425 or dark areas of
an image.
Available for greyscale reproduction
Available for use on embroideries etc.
This 3D version is also available
as a duotone.
This 3D version is also available
as a duotone.
EXCLUSION ZONES & SIZING
Exclusion zones are important because they allow the logotype block to breathe and give it space to sit comfortably on the
application. No text or illustration should intrude into this space.
Logo
2X
The exclusion zone is based on twice the
x-height of the wordmark. This space should
always be apparent and never reduced,
although the spacing around it can, of
course, be greater.
10mm
Minimum size
Width: 10mm
Minimum sizes
The minimum size ensures that the signature
is not too small, as doing so will result in a
signature that is unreadable.
X
2X
COLORS
80%
60%
40%
20%
80%
60%
40%
20%
Red
Black
Gray
White
Pantone: 187
CMYK: 0.100.79.20
RGB: 196.18.48
HEX: C41230
Pantone: Black 3
CMYK: 50.40.40.100
RGB: 0.0.0
HEX: 000000
Pantone: 425
CMYK: 0.0.0.77
RGB: 95.96.98
HEX: 5F6062
Pantone: N/A
CMYK: 0.0.0.0
RGB: 255.255.255
HEX: FFFFFF
Greyscale tints are offered in 4 variations,
each differing by 20%.
PMS 425 tints are offered in 4 variations,
each differing by 20%.
The MF Red should not be used
in tints.
Black-and-white printing only allows the
use of the black as tints.
TYPEFACE
The use of Helvetica Neue is mandatory for all printed materials and advertisments. Noted for its simplicity and ease of
use, Helvetica Neue is straightforward and dependable, like the Massey Ferguson brand. For this reason and its clean lines
and uncomplicated style, it is the perfect typeface to deliver our message.
Primary typeface
Helvetica Neue has been chosen as the main
brand typeface for Massey Ferguson and
should be used throughout all material.
Helvetica Neue 55 Roman
Helvetica Neue 75 Bold
Helvetica Neue 95 Black
Helvetica Neue 57 Condensed
Helvetica Neue 77 Bold Condensed
Helvetica Neue 97 Black Condensed
GENERAL TYPE PRINCIPLES
Alignment
Always align text to the left. This ensures
legibility and simplicity in layouts.
Headlines
Use Helvetica Neue Black in all caps to set
the main large headlines.
Intro text
Helvetica Neue Condensed in sentence case
should be used to set introduction copy.
Long running text
Helvetica Regular should be used to set
long running copy, using Helvetica Heavy to
highlight important information or as
sub-headers.
USE HELVETICA NEUE 95 BLACK
FOR HEADLINES
Use Helvetica Neue 57 Condensed for introduction copy
and other long paragraphs of text that you would like to
highlight and separate from the main body of copy.
Helvetica Regular should be used to set long
running copy, using Helvetica Bold to highlight
important information or as sub headers.
Aliquam erat volutpat. Sed quis velit. Nulla facilisi
nulla libero. Vivamus pharetra posuere sapien. Nam
non turpis elit consectetuer sed aliquam. Nullam
enim magna rhoncus neque.
SED QUIS VELIT NULLA FACILISI DOLOR.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Morbi commodo, ipsum sed pharetra
gravida, orci magna rhoncus neque, id pulvinar odio
lorem turpis. Nullam sit amet enim. Suspendisse id
velit vitae ligula volutpat condimentum. Donec
porttitor ligula eu dolor. Maecenas vitae nulla
consequat libero.
adipiscing elit. Morbi commodo, ipsum sed pharetra
gravida, orci magna rhoncus neque, id pulvinar odio
lorem non turpis. Nullam sit amet enim.
Suspendisse id velit vitae ligula volutpat
condimentum. Donec porttitor ligula eu dolor.
Maecenas vitae nulla consequat libero.
BRAND STATEMENT
The brand statement is the final sign off for all Massey Ferguson communications. It should appear in small, but legible
type at bottom left of all communications. Small web banners are the only exception.
GENERAL
MASSEY FERGUSON®, MF®, the triple-triangle logo® is a worldwide brand of AGCO.
SPECIFIC
MASSEY FERGUSON®, MF® and the triple-triangle logo® are worldwide brands of Massey Ferguson Corp.
USAGE GUIDELINES
AGCO Brand Statement
Print Advertising
YES
Radio Advertising
YES (Spoken)
Point of Sale Materials
YES
Brand or Division Websites
YES
Brand Stationery
YES
PowerPoint Presentations
YES
BrochuresYES
NewslettersYES
TradeshowsYES
Press Releases
YES
Web banners
NO
VOICE & TONE
Massey Ferguson’s voice and tone (also known as our verbal identity) is one of the ways people recognize us. It comes
through in our advertising, our online communications and, sometimes, even our day-to-day conversations. It helps shape
nearly every interaction we have with those who engage with our brand.
Our voice and tone is how we sound and
present ourselves in messaging—that is,
with our written and spoken words. It’s a
unique expression of our identity that
separates us from our competition. It allows
our customers to make a direct, personal
connection with us.
In the hyper-competitive and ever-changing
world of agriculture, often how we say it
matters as much as what we have to say.
This is why our voice and tone is so
important.
Three key personalities
The Massey Ferguson voice and tone in
all marketing communications is
straightforward, dependable, and
experienced.
Focus less on what we have, more on
what it means for them
Stay true to our core differentiators/
offerings
Be appropriately confident
When you talk about our machines
and/or technology, don’t simply write
about the things we provide—write
about the benefits the customer/
dealer will experience. Tell them how
their business will be made easier and
more productive because they’re
choosing Massey Ferguson. Speak
their language.
Remember: Being practical and
providing exceptional value are key
tenets of the Massey Ferguson brand.
So when you write, make sure your
voice and tone reflects these things
either overtly in your language or
suggestively in the tone you use.
Don’t be afraid to be confident in your
language—the Massey Ferguson
brand has earned the right to be so.
These are dependable machines that
come with a ton of worldly wisdom.
So make sure your tone is in line with
those traits and isn’t overly confident
simply for the sake of being so.
IMAGERY
38
IMAGERY / 39
GENERAL PRINCIPLES
The overall image style should be considered, no forced dynamic angles or messy
environments. Clear focus on the object, depicting a bold and trustworthy statement.
Images should be:
Communicate:
Should not be:
Engaging
Authentic
Honest
Proud
Approachable
Inspirational
Passion
Dependability
Interrelationship of
man, crop/land and
machine
Power
Ease of use
Diversity of users
Unfriendly
Negative
Outdated
Staged
Stale
Lackluster
IMAGERY / 40
IMAGE CATEGORIES
Images are an integral part of the Massey Ferguson brand identity; they bring life and personality to
designed material. We have categorised our imagery into three separate areas to demonstrate the close
relationship between man, land/crop, and machine.
MAN
LAND/CROP
MACHINE
CROPPING
Cropping images has a number of uses. It can give the image a more interesting
and dynamic look. It can also be used to ensure that elements such as text and logos
are placed in a clear space.
IMAGERY / 41
STORYTELLING
Use combinations of images from the different categories to tell a coherent story.
IMAGERY / 42
THE PEOPLE
Portrait photography should be authentic and engaging. It is this imagery that invites the audience
to engage in a personal relationship with the brand.
IMAGERY / 43
Key Words
· Engaging
· Authentic
· Honest
· Proud
· Approachable
THE LAND
This category of images represents the array of environments that Massey Ferguson products are used in.
An actual product does not have to be present in these images, since the idea is to put the product in place,
in the mind. However, a product image nearby is preferable, which together with this category tells a story.
These types of images are also good for background wallpapers and to set text upon.
IMAGERY / 44
Key Words
· Engaging
· Real
· Inspirational
THE MACHINERY
These images are a pure representation of the environments that Massey Ferguson products work in.
They should be from real life situations and reflect the ease of operation and dependability of the products
at work. Studio photography is predominantly used for showcasing specific details within the products, for shots
of the products themselves in a clean environment or when seasonality does not allow for environmental shots.
IMAGERY / 45
Key Words
· Confident
· Dependable
· Elegant
· Powerful
DESIGN EXAMPLES
46
APPLYING OUR GLOBAL BRAND ELEMENTS
Consistent implementation of the global signature elements will ensure visual brand consistency across the globe. The
execution below is a general example of how these elements can come together regardless of the medium in which the
elements are being executed.
1. Signature should contain the
triple-triangle logo with a white/
grey gradient background and
reside in the upper right portion
of the ad or banner.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
Quisqueornare
facilisis
eratCras
a dui.
Nam malesuada ornare dolor. Cras gravida,
Quisque facilisis erat a dui. Nam malesuada
dolor.
gravida,
sit amet rhoncus
ornare, erat
diam sit amet rhoncus ornare, erat elitdiam
consectetuer
erat, id egestas
pedeelit consectetuer erat, id egestas pede
eget
odio. Proinmagna
tincidunt,
velit vel porta elementum, magna diam
nibh eget odio. Proin tincidunt, velit velnibh
porta
elementum,
diam
molestie.
molestie.
Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida,
diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede
nibh eget odio. Proin tincidunt, velit vel porta elementum, magna diam
molestie.
2. Headlines always align left.
Try to find a suitable place for
the headline and not place it
over a busy area of the image.
3. Body text should align with the
main header.
Body text font: Helvetica Neue
55 Regular - 10pt (no background)
65 Medium - 10pt (background)
Do not place text in busy areas
of the layout.
Find a suitable area to place text
if you are unable to align it with
the header due to background
images.
FROM MASSEY FERGUSON
Fusce
et ipsum
et nulla
tristique
facilisis. Donec eget sem sit amet ligula
Fusce et ipsum et nulla tristique facilisis.
Donec
eget sem
sit amet
ligula
viverra
Etiam vehicula
urnaavel turpis. Suspendisse sagittis ante
a of experience. Working with you.
viverra gravida. Etiam vehicula urna vel
turpis.gravida.
Suspendisse
sagittis ante
A world
urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis.
urna. Morbi a est quis.
Fusce et ipsum et nulla tristique facilisis. Donec eget sem sit amet ligula
viverra gravida. Etiam vehicula urna vel turpis. Suspendisse sagittis ante a
WWW.MASSEYFERGUSON.COM
MASSEY FERGUSON is a worldwide brand of AGCO.
Set copy in two columns if there
is too much to set in one.
4. The MF URL should always
come after and align with the
body text.
Sign-off contents
· FROM MASSEY FERGUSON
· A world of experience. Working with you.
· Massey Ferguson is a worldwide brand of AGCO.
The red gradient bar can be used in either a horizontal
orientation or a vertical orientation along the right side,
which can be seen on the following page.
A world of experience. Working with you.
APPLYING OUR GLOBAL BRAND ELEMENTS
Consistent implementation of the global signature elements will ensure visual brand consistency across the globe. The
execution below is a general example of how these elements can come together regardless of the medium in which the
elements are being executed.
1. The red gradient bar can be used
in either a horizontal orientation
as seen on the previous page or
in a vertical orientation along the
right side as seen here.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
molestie.
Quisque facilisis erat a dui. Nam malesuada
Quisqueornare
facilisis
dolor.
eratCras
a dui.
gravida,
Nam malesuada ornare dolor. Cras gravida,
diam sit amet rhoncus ornare, erat elitdiam
consectetuer
sit amet rhoncus
erat, id egestas
ornare, erat
pedeelit consectetuer erat, id egestas pede
nibh eget odio. Proin tincidunt, velit velnibh
porta
eget
elementum,
odio. Proinmagna
tincidunt,
diam
velit vel porta elementum, magna diam
molestie.
molestie.
urna. Morbi a est quis.MASSEYFERGUSON.COM
Fusce et ipsum et nulla tristique facilisis.
Fusce
Donec
et ipsum
eget sem
et nulla
sit amet
tristique
ligula
facilisis. Donec eget sem sit amet ligula
viverra gravida. Etiam vehicula urna vel
viverra
turpis.gravida.
Suspendisse
Etiam vehicula
sagittis ante
urnaavel turpis. Suspendisse sagittis ante
a of experience. Working with you.
A world
urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis.
urna. Morbi a est quis.MASSEYFERGUSON.COM
ADVERTISING
Ensure that both the text and image are clean and legible. Find adequate space within the layout for each element to sit
well in relation to others. The red gradient bar can be used horizontally or vertically along the right side depending upon
the orientation and content of the advertisement.
W W W. M A S S E Y F E R G U S O N . C O M
UNCOMPROMISING FLEXIBILITY
FOR STUNNING PERFORMANCE.
MF 8600
INNOVATION
AT ITS CORE.
Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit
consectetuer erat, id egestas pede nibh eget odio. Proin tincidunt, velit vel porta elementum, magna diam
molestie. Fusce et ipsum et nulla tristique facilisis. Donec eget sem sit amet ligula viverra gravida. Etiam
vehicula urna.
UNCOMPROMISING
FLEXIBILITY
FOR STUNNING
PERFORMANCE.
MF 8600
IT’S
TIME...
Innovation
at its core.
MF 7600
INNOVATION
AT ITS CORE.
Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit
amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget odio.
Proin tincidunt, velit vel porta elementum, magna diam molestie.
Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras
gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat,
id egestas pede nibh eget odio. Proin tincidunt, velit vel porta
elementum, magna diam molestie.
Fusce et ipsum et nulla tristique facilisis. Donec eget sem sit
amet ligula viverra gravida. Etiam vehicula urna vel turpis.
Suspendisse sagittis ante a urna. Morbi a est quis orci consequat
rutrum. Nullam egestas feugiat felis.
Fusce et ipsum et nulla tristique facilisis. Donec eget sem sit amet ligula viverra
gravida. Etiam vehicula urna vel turpis. Suspendisse sagittis ante a urna. Morbi a
est quis orci consequat rutrum. Nullam egestas feugiat felis.
Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras
gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat,
id egestas pede nibh eget odio. Proin tincidunt, velit vel porta
elementum, magna diam molestie. Fusce et ipsum et nulla tristique
facilisis. Donec eget sem sit amet ligula viverra gravida.
Quisque facilisis erat a dui.
Nam malesuada ornare dolor.
Cras gravida, diam sit amet
rhoncus ornare, erat elit
consectetuer erat, id egestas
pede nibh eget odio. Proin
tincidunt, velit vel porta
elementum, magna diam
molestie. Fusce et ipsum et
nulla tristique facilisis. Donec
eget sem sit amet ligula
viverra gravida.
Examples based on 210 x 105mm landscape ad.
Examples based on 105 x 237mm portrait ad.
Example based on 40 x 230mm
portrait ad.
POWERPOINT
PowerPoint presentations should be kept clear, simple and to the point. Use the suggested
layouts to ensure consistent designs.
MASSEY FERGUSON · POWERPOINT TITLE
PAGE TITLE
PAGE TITLE
· Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
commodo, ipsum sed pharetra gravida,
· Orci magna rhoncus neque, id pulvinar odio lorem non turpis.
POWERPOINT TITLE
PowerPoint Subtitle
· Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat
volutpat. Sed quis velit.
· Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien.
SED ALIQUAM NUNC EGET EUISMOD
SED QUIS VELIT NULLA
FACILISI DOLOR.
FACILISI DOLOR.
FACILISI DOLOR.
FACILISI DOLOR.
adipiscing elit. Morbi commodo, ipsum
sed pharetra gravida, orci magna rhoncus
neque, id pulvinar odio lorem non turpis.
Nullam sit amet enim. Suspendisse id
velit vitae ligula volutpat condimentum.
Donec porttitor ligula eu dolor. Maecenas
vitae nulla consequat libero.
Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra
posuere sapien. Nam consectetuer. Sed
aliquam, nunc eget euismod ullamcorper,
lectus nunc ullamcorper orci, fermentum
bibendum enim nibh eget ipsum.
Aliquam erat volutpat. Sed quis velit.
Nulla facilisi nulla libero. Vivamus pharetra
posuere sapien. Nam non turpis elit
consectetuer sed aliquam. Nullam enim.
Suspendisse id velit vitae ligula
volutpat condimentum. Donec porttitor
ligula eu dolor. Maecenas vitae nulla
consequat libero.
· Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper
orci, fermentum bibendum
© 2014 Massey Ferguson / 09.01.2014
2
3
PAGE TITLE
PAGE TITLE
SED QUIS VELIT. NULLA FACILISI.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Morbi commodo, ipsum sed pharetra gravida, orci magna
rhoncus neque, id pulvinar odio lorem non turpis. Nullam
sit amet enim. Suspendisse id velit vitae ligula volutpat
condimentum. Aliquam erat volutpat. Sed quis velit. Nulla
facilisi. Nulla libero. Vivamus pharetra posuere sapien.
Nam consectetuer. Sed aliquam, nunc eget euismod
ullamcorper, lectus nunc ullamcorper orci, fermentum
bibendum enim nibh eget ipsum. Donec porttitor ligula eu
dolor. Maecenas vitae nulla consequat libero.
· Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
commodo, ipsum sed pharetra gravida,
· Orci magna rhoncus neque, id pulvinar odio lorem non turpis.
· Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat
volutpat. Sed quis velit.
· Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien.
· Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper
orci, fermentum bibendum
4
3
The red gradient bar can be used either
horizontally or along the right side vertically.
WEB BANNERS
Web banners tend to be limited in terms of space. They also come in many different sizes.
Take care when formatting the text and choose appropriate images to allow the text to
be legible.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
MF 8600
IT’S
TIME...
Innovation
at its core.
WORLD CLASS HARVESTING FOR SUPERIOR PERFORMANCE
NO COMPROMISE WHEN
TIME IS OF THE ESSENCE.
· More power efficiency.
· Effortless control and comfort.
· 4 models from 180 to 220 hp.
· More power efficiency.
· Low emissions
· Effortless control & comfort.
· 4 models from 180 to 220 hp.
BROCHURES
Brochures are always based on a landscape format. Keep the number of typeface sizes to a
minimum and use the grid system in a simple manner to create clear, modern-looking layouts.
The examples on this page are based on an A4
landscape format. The scale shown is 55%.
Covers should be simple and clean. The red gradient
bar can be used in either horizontally or along the right
side vertically.
270-400 HP
270-400 HP
MF 7600
MF 7600
BROCHURES
MORBI IPSUM
SED PHARETRA
GRAVIDA, ORCI
MAGNA RHONCUS
NEQUE. ID
PULVINAR ODIO
LOREM NON
TURPIS.
FACILISI DOLOR.
FACILISI DOLOR.
Aliquam erat volutpat. Sed quis velit.
Nulla facilisi. Nulla libero. Vivamus
pharetra posuere sapien. Nam
consectetuer. Sed aliquam, nunc eget
euismod ullamcorper, lectus nunc
ullamcorper orci, fermentum bibendum
enim nibh eget ipsum.
Suspendisse id velit vitae ligula
volutpat condimentum. Donec porttitor
ligula eu dolor. Maecenas vitae nulla
consequat libero.
FACILISI DOLOR.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
Morbi commodo, ipsum sed pharetra gravida, orci magna
rhoncus neque, id pulvinar odio lorem non turpis. Nullam
sit amet enim. Suspendisse id velit vitae ligula volutpat
condimentum. Donec porttitor ligula eu dolor. Maecenas
TURPIS PHARETRA.
Aliquam erat volutpat. Sed quis velit. Nulla
facilisi. Nulla libero. Vivamus pharetra
posuere sapien. Nam consectetuer. Sed
aliquam, nunc eget euismod ullamcorper,
lectus nunc ullamcorper orci, fermentum
bibendum enim nibh eget ipsum.
Suspendisse id velit vitae ligula volutpat
condimentum. Donec porttitor ligula eu dolor.
Maecenas vitae nulla consequat libero.
SED QUIS VELIT NULLA.
Nullam sit amet enim. Suspendisse id velit
vitae ligula volutpat condimentum. Donec
porttitor ligula eu dolor. Maecenas vitae nulla
consequat libero.
PROMOTIONAL AND DEALER CO-OP PROGRAM CONSIDERATIONS
The brand guidelines detailed in this document were developed to ensure a consistent implementation of the Massey
Ferguson brand on a global scale. In some instances promotional and co-op dealer activity will vary from region to region.
Allowances were put in place to facilitate the implementation of specific promotional programs to maintain brand integrity
around the world. Please note that the logo position, typeface and photography rules still apply.
1. The promotional and dealer
co-op program branding area
should reside at the bottom of
the ad or banner.
Copy bar is PMS 425 and text
aligns left.
NO COMPROMISE
WHEN TIME IS OF
THE ESSENCE.
NO
NO COMPROMISE
COMPROMISE
WHEN
WHEN TIME
TIME IS
IS OF
OF
THE
ESSENCE.
THE ESSENCE.
molestie.
molestie.
NAM MALESUADA SIT
ORNARE DOLOR.
MORBI A EST ORCI CONSEQUAT RUTRUM.
Pellentesque habitant morbi tristique senectus et malesuada fames
Vestibulum tortor quam, feugiat vitae ultricies eget tempor sit amet.
· Donec eu libero sit amet quam egestas semper.
· Pellentesque habitant tristique senectus et fames.
· Vestibulum tortor quam, feugiat vitae tempor sit amet.
· Aenean ultricies mi vitae est. Mauris placerat leo.
DEALER
LOGO
MASSEY
FERGUSON
BRAND DESIGN GUIDELINES
55
Massey Ferguson
brand guidelines
Copyright 2014
For all downloadable content
please visit:
AGCONET
AGCO Corporation
4205 River Green Parkway
Duluth, GA 30096-2568 USA
AGCO employees
http://assets.agcocorp.com
Agencies
http://xxxxxxxxx.com
(public image bank)

massey ferguson

Transcription

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