style guidelines - land o'lakes · 2 winfield® united style guidelines winfield® united —...
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Style Guidelines
2 WinField® United Style Guidelines
WinField® United — the Brand In all marketing communications, WinField® has now become WinField® United.
The WinField® brand logo is no longer used and should be replaced with the
WinField® United logo.
In marketing communications copy, references to WinField® should be updated
to WinField® United in all brand-related instances.
When referred to as a business, references with the capital ‘F’ should be treated
without the trademark information – WinField United
– John Smith, director of plant nutrition, WinField United
– WinField United offers many products and services
The website URL should be lowercase: winfieldunitedag.com
WinField® United is used for return addresses and product packaging.
Winfield Solutions, LLC — the Legal Identity Winfield Solutions, LLC will remain the official company name. The only time
“Solutions” will be used is when referring to the company as a legal entity.
In legal copy, company mentions should use the full legal name, Winfield
Solutions, LLC
– InterLock is a registered trademark of Winfield Solutions, LLC.
– WinField United is a trademark and WinField is a registered trademark
of Winfield Solutions, LLC. © 2016 Winfield Soluctions, LLC.
– © 2016 Winfield Solutions, LLC
Word Usage — Winfield Solutions, LLC
3 WinField® United Style Guidelines
WinField® United Logo
WinField® United LogoDo not reproduce the logo on your own. You can request an electronic version of the logo from an integrated marketing communications team member. Logos can also be downloaded on WinField® United Business Link under the HUB.
Clear Zone RequirementsDo not place any other graphic elements within the space referred to as the “clear zone,” which encompasses an area the width of the letter “D” in the WinField® United logo.
Logo Size RequirementsThe WinField® United logo is bold and clean and reproduces well at a small size. When it is necessary to resize the logo, always change height and width proportionately. Additional guidelines for using WinField® United as an endorsement are found on pages 8 and 9.
2" Embroidered Minimal Size
.75" Print Minimal Size
4 WinField® United Style Guidelines
WinField® United Logos / Colors
PMS 575 CC=48 M=0 Y=100 K=53R=79 G=114 B=39
PMS 377 CC=45 M=0 Y=100 K=24R=117 G=160 B=35
Primary ColorsThe WinField® United primary color palette consists of two Pantone
colors: Pantone 377 for the word “WinField” and the “®,” and Pantone
575 for the word “United.”
Approved Usage
Two-color Logo (full-color) PMS 377 (light green)
– WinField®
PMS 575 (dark green)
– United
One-color Black LogoEntire WinField® United logo appears in black.
One-color White LogoEntire WinField® United logo appears in reversed white.
5 WinField® United Style Guidelines
Logo Typography
The WinField® United logo is always used in the Blair font.
However, do not use the Blair font when referring to the
WinField® United brand in copy. Klavika Bold
Blair
Blair
Klavika Bold
6 WinField® United Style Guidelines
Logo Usage
Appropriate Backgrounds– The WinField® United logo is intended to be used on a white or very
light background.
– Do not place the WinField® United logo over a background that is too dark to contrast with the logo.
– If the WinField® United logo is used over a photo, place it so that all logo elements are clearly readable.
– Do not place the WinField® United logo over any graphic element, such as starbursts or other shapes.
– The WinField® United logo should be placed horizontally, parallel to the page. It must not be placed at an angle.
Correct background usage
Incorrect background usage
Incorrect background usage
Correct background usage
Incorrect logo usage
Incorrect background usage
7 WinField® United Style Guidelines
Logo Justification
Logo JustificationWhen used as a soft endorsement, “By WinField United” should always be left justified under the primary logo. When used as a strong endorsement, the dealer solution brand should always be left justified under the WinField® United logo.
Dealer Solution Brand Logos with Long NamesIf a logo has a dealer solution brand with 16 or more characters (including spaces), “By WinField United” should be enlarged so it is equal to half the width of the dealer solution brand above.
8 WinField® United Style Guidelines
Soft vs. Strong Brand EndorsementWinField® United is sometimes used as a soft or strong brand
endorsement. Soft brand endorsements are used for instances in
which WinField® United is secondary to the brand being marketed,
like CROPLAN® by WinField United. Strong brand endorsements are
used for instances where WinField® United is the primary brand being
marketed, such as WinField® United Emerald Extras®.
Soft Endorsement“By WinField United” is used as a soft endorsement for farmer
products and solutions. The product is dominant in the lockup,
and a small “By WinField United” endorsement follows. A lockup
endorsement should only be created after receiving authorization
from a WinField® United brand manager.
Strong EndorsementWinField® United is used as a strong endorsement for retailer
products and solutions. The WinField® United brand logo is dominant
in the lockup, followed by the smaller dealer solution brand. When
using a logo for a program or category, PMS Cool Gray 10 is to be
used for dealer solution brand. A lockup endorsement should only
be created after receiving authorization from a WinField® United
brand manager.
Soft Endorsement / Strong Endorsement
Strong Endorsement
Soft Endorsement
9 WinField® United Style Guidelines
Soft Endorsement Embroidered Minimal Size
1.625"
Soft EndorsementWhen the product or farmer solution brand is dominant, the font
is Klavika. Minimum size is determined by the width of “By WinField
United,” which cannot be smaller than 0.625 inch in print and 1.625
inches in embroidered pieces. Product and farmer solution brands
that are “By WinField United” are Pantone 377 and Pantone 575.
Strong EndorsementWhen the WinField® United brand is dominant, the font is Klavika.
Minimum size is determined by the width of “WinField United,” which
cannot be smaller than 1.0 inch in print and 2.0 inches in embroidered
pieces. The dealer solutions brands are Cool Gray 10.
EmbroideryIn embroidered pieces, soft endorsement logos cannot have the
“By WinField United” width less than 1.625 inches. For strong
endorsement logos, the “WinField United” width cannot be less
than 2.0 inches.
Soft Endorsement / Strong Endorsement — Logo Requirements
Strong Endorsement Embroidered Minimal Size
Soft Endorsement Print Minimal Size
Strong Endorsement Print Minimal Size
.625" .625"
1.0"
2.0"
10 WinField® United Style Guidelines
WinField® United Usage Guidelines
WinField® United Brand UsageWinField® United branded communications pieces: It is NOT mandatory to include WinField® United in copy with a product or solution. If WinField® United is used with a product or solution, use the guidelines below, which match the logo lock-up.
Non-WinField® United branded communications pieces: It is mandatory to include WinField® United in copy with a product or solution. If WinField® United is used with a product or solution, use the guidelines below, which match the logo lock-up.
WinField® United in copy examples
Farmer products – (Product) by WinField United
– Ascend® by WinField United gives plants the extra boost they need.
Retailer solutions – WinField® United (service) – The WinField® United Emerald Extras® program offers reward to farmers.
General pieces
Refer to WinField United without the ® only when talking about the company. – Ex. WinField United is committed to helping farmers achieve
higher yields.
When referring to the brand category, use the ® – Ex. WinField® United adjuvants are formulated in state-of-the-art
facilities.
winfieldunitedag.comwinfieldunitedag.com at the end of a paragraph as a call to action it should – Always bold and has no period after it – For more details, visit winfieldunitedag.com
winfieldunitedag.com used in copy at the end of a sentence, not at the end of a paragraph – Never bold and has a period
11 WinField® United Style Guidelines
Legal and Trademark Signatures
ALWAYS READ AND FOLLOW LABEL INSTRUCTIONS. – Must always be in full caps and begin the legal line. – Must be included on all crop protections products printed materials.
WinField United is a trademark and WinField is a registered trademark of Winfield Solutions, LLC. – Other trademarks follow in alphabetical order after WinField® United, then
alphabetized registered trademarks follow trademarks.
© 2016 Winfield Solutions, LLC – Must always be used as the legal line sign-off (last).
ExampleALWAYS READ AND FOLLOW LABEL INSTRUCTIONS. WinField United and WinField Design are trademarks, and Ascend, Silkin and Weld are registered trademarks of Winfield Solutions, LLC. © 2016 Winfield Solutions, LLC
If other competitor or partner products are referenced in copy, include them in the legal line. They should also have trademark symbols on every use in body copy.
Contact an Integrated Marketing Communications team member for assistance.
WinField® United Trademark Guidelines
12 WinField® United Style Guidelines
Executing the Endorsed Brand Strategy
Print CommunicationsUse the strategic product or program with a modifier in all instances in body copy.
– However, it is acceptable to use the brand in a headline without the modifier, if needed.
Include the WinField® United endorsement in copy at least once and more if possible.
Always include the retailer in the call to action.
Always include the strategic product logo with the WinField® United endorsement.
Broadcast CommunicationsUse the strategic product or program with a modifier in all instances in body copy.
– However, it is acceptable to use the brand in a headline without the modifier, if needed.
Include the WinField® United endorsement in copy at least once and more if possible.
Always include the retailer in the call to action.
PR CommunicationsUse the strategic product or program with a modifier.
Include the WinField® United endorsement in copy at least once and more if possible.
Always include the retailer in the call to action.
Always include the strategic product logo with the WinField® United endorsement in print and digital media.
13
Style Guidelines
CROPLAN® Style Guidelines14
The CROPLAN® LogoCROPLAN® brand logo consists of a badge and WinField® United
endorsement.
Clear Zone RequirementsThe CROPLAN® logo demands a sufficient amount of space around it
where no distracting graphic elements should be placed. This space is
referred to as the “clear zone” and encompasses an area the width of
the letter “N” in the CROPLAN® logo, as shown on the right.
Do not place any other graphic elements within the clear zone. It is
important for the CROPLAN® logo to maintain its own presence and
message; crowding of the clear zone would affect presentation of the
logo.
Size RequirementsTo reproduce well and maintain readability on standard collateral
and printed pieces, use a minimum size of .625 inch in width. When
it is necessary to resize the logo, always change height and width
proportionately.
CROPLAN® Logo
.625" minimum
NN
NN
CROPLAN® Style Guidelines15
Approved UsageThe full-color application of the CROPLAN® logo is preferred
and should be used whenever possible.
Three-color Logo (full-color) PMS 1795 (red)
– Color shape around “CROPLAN”
PMS 575 (dark green) and PMS 377 (light green)
– By WinField United tag line
One-color Black LogoEntire CROPLAN® logo appears in black.
One-color White LogoEntire CROPLAN® logo appears in reversed white.
Three-color
Reverse white
Logo Colors
One-color black
PMS 575 CC=48 M=0 Y=100 K=53R=79 G=114 B=39
CROPLAN REDC=0 M=96 Y=93 K=2R=194 G=39 B=36
PMS 377 CC=45 M=0 Y=100 K=24R=117 G=160 B=35
CROPLAN® Style Guidelines16
Appropriate Backgrounds– The CROPLAN® logo is intended to be used on a white or very light
background.
– Do not place the CROPLAN® logo over a background that is too dark
to maintain contrast with the logo.
– If the CROPLAN® logo is used over a photo, place it so that all logo
elements are clearly readable.
– The CROPLAN® logo should be placed horizontally, parallel to the
page. It is not acceptable to place it at an angle.
– Do not place the CROPLAN® logo over any graphic element, such as
starbursts or other shapes.
– Never use the CROPLAN® logo without the WinField® United logo.
Background Usage
Correct background usage
Correct background usage
Incorrect background usage
Incorrect background usage
Incorrect background usageIncorrect logo usage
CROPLAN® Style Guidelines17
CROPLAN® Brand ReferenceCROPLAN® is the brand name for the line of seed products produced by
WinField® United. It must always be printed using all caps.
CROPLAN® in TextCROPLAN® must always be capitalized. Never capitalize just the “C”.
Never use the abbreviation “C” for the CROPLAN® brand name.
CROPLAN® DescriptorsCROPLAN® is a registered trademark of Winfield Solutions, LLC.
When using a descriptor with CROPLAN® , it should always follow the
Word Usage
Correct: CROPLAN® brand
Incorrect: Croplan
CROPLAN
Correct: CROPLAN® seed CROPLAN® cotton varieties
CROPLAN® products
CROPLAN® brand 886VT3
Incorrect: Seed by CROPLAN®
Cotton varieties by CROPLAN®
Products by CROPLAN®
C products
C seed