Published by Felix L. Wang 79 New Montgomery St San Francisco, California 94107 Designed by Felix L. Wang www.myprotection.tk Š 2014 Felix L. Wang All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. This book is for academic study only. Any word about Monsanto has no relationship with Monsanto Company. Printing and bound Felix L. Wang
PROTECTOR , CARER , ALTRUIST , MONSANTO.
02
OUR HISTORY OUR MISSION WHO WE ARE TALKING TO WHO WE ARE COMPETING WITH INSPIRATION
06 10 12 24 28
NEW LOGO LOGO STANDARDS BUSINESS SYSTEM TYPOGRAPHIC STANDARDS COLOUR STANDARDS
36 38 50 52 54
CHART BUSINESSES
58 60
03
CHAPTER I TRANSITION 05 CHAPTER II STANDARDS 35 CHAPTER III BUSINESSES 57
04
TRANSITION
05
CHAPTER I TRANSITION
06
TRANSITION
MONSANTO’S HISTORY
Monsanto Company used to be a publicly traded American multinational agrochemical and agricultural biotechnology corporation headquartered in St. Louis, Missouri. It was a leading producer of genetically engineered (GE) seed and of the herbicide glyphosate, which it markets under the Roundup brand. Founded in 1901 by John Francis Queeny, by the 1940s Monsanto was a major producer of plastics, including polystyrene and synthetic fibers. Notable achievements by Monsanto and its scientists as a chemical company included breakthrough research on catalytic asymmetric hydrogenation and being the first company to mass-produce light emitting diodes (LEDs). The company also formerly manufactured controversial products such as the insecticide DDT, PCBs, Agent Orange, and recombinant bovine. Monsanto was among the first to genetically modify a plant cell, along with three academic teams, which was announced in 1983, and was among the first to conduct field trials of genetically modified crops, which it did in 1987. It remained one of the top 10 U.S. chemical companies until it divested most of its chemical businesses between 1997 and 2002, through a process of mergers and spin-offs that focused the company on biotechnology. Monsanto’s role in changes in agriculture which include its litigation and its seed commercialization practices, its current and former biotechnology products, its lobbying of government agencies, and its history as a chemical company have made Monsanto controversial.
1901 John F. Queeny founds the original Monsanto with his wife’s maiden name Monsanto. The first product of that company was saccharine, an artificial sweetener.
OUR HISTORY
1960 The Agricultural Division is established. Ramrod herbicide is introduced, beginning the use of Western theme names for the original Monsanto’s brands of herbicides.
1945
1975
Monsanto began manufacturing agricultural chemicals including DDT
A cell biology research program is established in the Agricultural Division.
07
08
TRANSITION
MONSANTO’S HISTORY
1979 Monsanto established the Edgar Monsanto Queeny safety award in honor of its former CEO (1928‑1960), an annual $2,000 prize given to a member of the American Society of Safety Engineers to encourage accident prevention.
1990
A molecular biology group has been set up and biotechnology is firmly established as Monsanto’s strategic research focus.
OUR HISTORY
2013 2007 Monsanto and BASF, the largest chemical company, announced a long-term agreement to cooperate in the research, development, and marketing of new plant biotechnology products.
Monsanto purchased San Francisco-based Climate Corp. Climate Corp. made more accurate local weather forecasts for farmers based on data modelling and historical data and if the forecasts were wrong, the famer was recompensed.
2010 Monsanto wins a number of workplace awards such as FORTUNE Magazine ‘100 Best Companies to Work For’, The Scientist 2010 Best Places to Work, CR Magazine’s ‘100 Best Corporate Citizens’, and the DiversityInc Top 50 Companies for Diversity.
09
10
TRANSITION
OUR NEW MISSION
TO PROVIDE ALL-ROUND SAFEGUARD FOR PEOPLE’S DAILY LIFE AND PROTECT PEOPLE FROM DISEASES, RISKS AND POSSIBLE HARMS.
OUR MISSION
11
WHO WE ARE TALKING TO
#1 THE ONE WHO NEEDS TO BE PROTECTED
JASMINE, 38 Jasmine is a housewife of a peaceful and happy family with her husband and two children. She has a cautious personality and cares about safety and healthy issues of her family members.
13
WHO WE ARE TALKING TO
15
#2 THE ONE WHO WORKS IN HAZARDOUS AREA
RAYMOND,35 Raymond is a construction worker who works very hard everyday. He does a dangerous job in hazardous working conditions. He use to get hurt at a construction site because of low quality protective Gear.
WHO WE ARE TALKING TO
#3 THE ONE WHO NEEDS TO BE CARED FOR
THOMAS,75 Thomas lost his legs in a terrible traffic accident. He always feels sad in his life because of his declining health condition and also financial status. He is now very much concerning transportation safety and his health problems. He cannot afford his medical treatments with his thin allowance.
17
WHO WE ARE TALKING TO
#4 THE ONE WHO IS IN DANGERS POTENTIALLY
DANIEL,14 Daniel is a naughty school kid. He is a brave boy and he has no fear of any outdoor adventure. He always feels confident and enthusiastic. Daniel is also a rebel boy who never listens to the words of his parents.
19
WHO WE ARE TALKING TO
#5 THE ONE WHO NEEDS TREATMENT
ELSA,51 Elsa is a cancer patient who has already had chemotherapy treatments for several times. She never gives up her hope to beat the disease. She has a positive optimistic life attitude.
21
WHO WE ARE TALKING TO
#6 THE ONE WHO WANTS A BETTER LIFE
HENRY,29 Henry is a freelancer who loves sports and physical exercises. He believes that sports and physical exercises can bring him good health and good body shape. He likes to feel the power of nature when hiking. He has a good workand-rest habit and strict eating habit to gain nutrition.
23
24
TRANSITION
IT’S TIME TO EXPAND OUR BUSINESS SCOPE. MEANWHILE, WE’LL FIND A BALANCE BETWEEN PRODUCT AND SERVICE. INDUSTRIES Chemical
Workplace Protection
UV Protection
Biotechnology
Home Protection
Payment Security
Agriculture
Medical Care
Internet Security
Medical Supplies
Insurance
Roadside Assistance
WHO WE ARE COMPETING WITH
25
PRODUCT
COFCO Argrium Cargill
Potash MONSANTO Syngenta
Du Pont Dow
FOCUSED
WIDE
Bayer BASF
SERVICE
PRODUCT Lyon UVEX Ansell
Honeywell 3M
Du Pont Protect America ADT
FOCUSED
MONSANTO
Alibaba Alipay PayPal AAA Allstate McAfee
Kaiser Permanente
SERVICE
WIDE
26
TRANSITION
LET’S KEEP AN EYE ON PEOPLE’S DAILY LIFE. WE CAN PROTECT EVERYONE.
INDUSTRIES Chemical
Workplace Protection
UV Protection
Biotechnology
Home Protection
Payment Security
Agriculture
Medical Care
Internet Security
Medical Supplies
Insurance
Roadside Assistance
WHO WE ARE COMPETING WITH
27
TECHNOLOGY
BASF Bayer Syngenta MONSANTO Dow Argrium Du Pont Potash
FORMAL
CASUAL Cargill
COFCO
HUMANITY
TECHNOLOGY McAfee Alibaba Alipay PayPal
3M
Ansell
Du Pont
UVEX Protect America ADT
FORMAL
MONSANTO Lyon Honeywell Kaiser Permanente AAA Allstate
HUMANITY
CASUAL
30
TRANSITION
INSPIRATION
29
MONSANTO MEANS PROTECTION
“
THRIVES ON HONESTY, ON HONOR, ON THE SACREDNESS OF OBLIGATIONS, ON FAITHFUL PROTECTION AND ON UNSELFISH PERFORMANCE. WITHOUT THEM IT CANNOT LIVE.
”
— Franklin D. Roosevelt
30
TRANSITION
INSPIRATION
31
MONSANTO MEANS SAFETY
“AT THE END OF
THE DAY, THE GOALS ARE SIMPLE: SAFETY AND SECURITY. — Jodi Rell
”
INSPIRATION
33
MONSANTO MEANS CARE
“
ENSURING AMERICANS HAVE ACCESS TO ADEQUATE MEDICAL CARE SHOULD BE A PRIORITY FOR ALL OF US.
”
— Dave Reichert
34
STANDARDS
35
CHAPTER II STANDARDS
36
STANDARDS
OUR NEW BRAND IDENTITY The design of the trademark for Monsanto is inspired by the major images that the company wants to convey. The idea comes from the shape of a shield that can protect people from any dangerous circumstance. The shape itself also makes people think about a heart. Affirmative, that is a kind heart that gives people cares for their lives. The design shows a safe and secure feeling with Monsanto’s initial letter M in a ingenious way.
NEW LOGO
37
38
STANDARDS
a
b = 1.618 x a
LOGO ANATOMY The logo is designed based on the rule of golden mean, which is an original natural beauty in this world. The logo is using a grid that built on a golden ellipse in which the ratio of the major to the minor axis (a/b) is the golden ratio. The golden ellipse has also been divided to several different parts by connect its four terminal vertexes. A square and a golden rectangle is the other two necessary of this perfect grid.
Golden Ratio a/b = 1/1.618
X
LOGO STANDARDS
X
Y Y
e d c
CLEAR SPACE The X in the above logo indicates the thickness of the logo. It equals half value of the difference between the length of longer side of the golden rectangle and the length of side of the inside square. The Y in the logo indicates the clear space we should keep when using this logo. It equals half value of the difference between the length of Semi-major axis of the golden ellipse and the length of longer side of the golden rectangle.
Y=c-d X=d-e d = 1/2b
39
40
STANDARDS
x
x
x
0.5 x
LOGOTYPE The logotype for Monsanto trademark is base on an existing typeface named Steagal, which will be also used for the headline typeface in our brand identity. The geometric style of the typeface creates a sharp feeling that indicates protection and safety, which is Monsanto’s first mission. The logotype is also coordinated with style of the logo shape.
x
x
0.75 x
LOGO STANDARDS
x
Y
0.375 in
For the purpose of printing and display, the minimum size of the logo is determined by its height. The height should not below 0.375 in.
41
42
STANDARDS
2.
1.
3.
4.
5.
USING THE LOGO 1 2 3 4
Main logo without logotype. Pantone 426 Main logo with logotype. Pantone 426 Type-only logo. Pantone 426 Main logo applied on background in selected colours. Single-colour logo in blank colour 5 Main logo applied on photographic background. Single-colour in blank colour
LOGO STANDARDS
PERSONAL PROTECTION
PERSONAL PROTECTION
6.
MEDICAL PROTECTION
MEDICAL PROTECTION
7.
PROPERTY PROTECTION
PROPERTY PROTECTION
8.
ON THE GO PROTECTION
ON THE GO PROTECTION
9.
LOGO VARIATIONS The logo may have some variations in different colours, which represent different meanings and feelings of businesses. Whenever possible, use these preferred configurations for each business of Monsanto.
6 7 8 9
Personal Protection Medical Protection Property Protection On The Go Protection
43
44
STANDARDS
1.
2.
3.
UNACCEPTABLE INTERPRETATIONS 1 2 3 4 5 6 7 8 9
Do not drop shadow Do not rotate Do not flip Do not close up Do not distort Do not outline Do not redesign Do not add gradient effect Do not use old logo
LOGO STANDARDS
45
4.
7.
5.
8.
6.
9.
46
STANDARDS
LOGO PRINTING TECHNIQUES For a better quality of materials with the logo, we suggest UV coating, A printed logo with UV coating applied can be very shiny or flattened to a matte finish.
LOGO STANDARDS
47
48
STANDARDS
LOGO PRINTING TECHNIQUES For a better quality of materials with the logo, we suggest letterpress printing, which is a technique of relief printing using a printing press.
LOGO STANDARDS
49
50
STANDARDS
BUSINESS SYSTEM
BUSINESS SYSTEM Envelope, letterhead, business card, pencil
51
52
STANDARDS
TYPOGRAPHIC STANDARDS Monsanto has selected Steagal as typeface for headline and Benton Sans as typeface for body text. Both of them can convey the image of Monsanto, which is a protector, a saver and a carer. The typeface Steagal is also coordinated with style of Monsanto’s logo shape.
TYPOGRAPHIC STANDARDS
ABCDEFGHIJK LMNOPQRSTU VWXYZ123456 7890#&* Steagal Bold Use for big titles and headings. All caps only.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#&* Benton Sans Bold Use for subtitles.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#&* Benton Sans Regular Use for body text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#&* Benton Sans Light Use for body text.
53
54
STANDARDS
MONSANTO COLOUR SYSTEM Monsanto Secure Black Use as main logo colour, general background colour and text colour Monsanto Sheltered Grey Use with Monsanto Secure Black together in a two-colour design for texts, lines and background. Monsanto Protector Blue Use for the business of Monsanto Personal Protection
MONSANTO SECURE BLACK #1 PANTONE CMYK
426 C 94, 77, 53, 94
RGB
37, 40, 42
HEX
#25282a
Monsanto Safe Green Use for the business of Monsanto Property Protection Monsanto Saver Red Use for the business of Monsanto Medical Protection
MONSANTO SHELTERED GREY #2 PANTONE
Monsanto Reliable Yellow Use for the business of Monsanto On The Go Protection
Cool Gray 5 C
CMYK
13, 9, 10, 27
RGB
177, 179, 179
HEX
#b1b3b3
COLOUR STANDARDS
MONSANTO PROTECTOR BLUE #3
MONSANTO SAVER RED #5
PANTONE
PANTONE
CMYK
300 C
032 C
CMYK
0, 79, 73, 6
RGB
0, 94, 184
RGB
239, 51, 64
HEX
#005eb8
HEX
#ef3340
99, 50, 0, 0
MONSANTO RELIABLE YELLOW #6
MONSANTO SAFE GREEN #4 PANTONE CMYK
3278 C 99, 0, 69, 0
PANTONE CMYK
137 C 0, 36, 100, 0
RGB
0, 155, 119
RGB
255, 163, 0
HEX
#009b77
HEX
#ffa300
55
56
BUSINESSES
57
CHAPTER III BUSINESSES
58
BUSINESSES
MONSANTO IS A FULL-TIME PROTECTION DURING YOUR LIFE STAGES This chart shows you all the possible businesses that Monsanto can do in the future. We are the protection for everyone. People can benefit on our products and service during every life stages in their lives.
BABY
BABY SAFETY PRODUCTS
TEENAGER
TEENAGER SAFETY APP
YOUTH
DATA PROTECTION
ADULT
VEHICLE ANTI-THEFT SYSTEM
DISABILITY
DISABILITY SAFETY PRODUCTS
SENIOR
INDIVIDUAL
OTC & RX HEATHCARE
CHART
FAMILY
COMMUNITY
NATIONAL
BABY, KIDS MONITORING APP & DEVICES
TEENAGER SAFETY & FIRST-AID EDUCATION
MONSANTO TEENAGER PROTECTION FOUNDATION
OUTDOOR SAFETY GEAR
SECURITY PAYMENT SYSTEMS
FOOD SAFERY STANDARDS
HOME SECURITY APP & PRODUCTS
ENTERPRISE SECURITY PRODUCTS & SERVICES
EARTHQUAKE RESISTANT SOLUTIONS
GUIDE DOG SERVICES
MONSANTO DISABILITY PROTECTION FOUNDATION
NURSING HOME & HOSPITAL
MONSANTO SENIOR PROTECTION FOUNDATION
59
30
TRANSITION
FOR INFANT
BABY HEALTH CARE DEVICES
“
MONITERING YOUR BABY UNDER THE PROTECTION OF MONSANTO’S NEW HEALTH CARE TECHNOLOGY.
”
0 – 3 Y/O
61
30
TRANSITION
FOR INFANT
63
INFANT CAR SAFETY BOOSTER SEAT
“
DRIVING SAFELY IS YOUR JOB, TAKING CARE OF YOUR BABY WHILE YOU DRIVING IS OUR HONORABLE MISSION.
”
0 – 5 Y/O
30
TRANSITION
FOR TEENAGER
TEENAGER SAFETY AND FIRST-AID CLASS
“
GET A NECESSARY SKILL TO SURVIVE AND SAVE PEOPLE’S LIFE IN EMERGENCY.
”
10 - 20 Y/O
65
30
TRANSITION
FOR TEENAGER
TEENAGER SAFE DRIVING COACHING
“
LET A PROFESSIONAL MONSANTO DRIVING COACH TAKE RESPONSIBILITY FOR YOUR SAFETY ON ROAD.
”
10 - 20 Y/O
67
30
TRANSITION
FOR YOUTH AND ADULT
OUTDOOR SAFETY GEARS
“
WE CARE ABOUT YOUR SAFETY EVEN MORE THAN YOURSELF.
”
15 - 30 Y/O
69
30
TRANSITION
FOR EXTREME
DATA PROTECTION
“
THE UNBREAKABLE PHYSICAL DATA PROTECTION GIVES YOU A SHIELD IN NO MATTER SAHARA OR SIBERIA.
”
15 - 30 Y/O
71
30
TRANSITION
FOR HEAVY INDUSTRY
73
RUGGED TABLET PRODUCTS
“
MONSANTO’S RUGGED TABLET IS THE BEST SOLUTION FOR HEAVY INDUSTRY AND MILITARY USE. THE US AIR FORCE VOTED YES.
”
15 - 30 Y/O
30
TRANSITION
FOR FAMILY
HOME PROTECTION SYSTEM
“
WATCHING YOUR HOME 24/7 AND KEEP IT SECURED WITH MONSANTO HOME PROTECTION SYSTEM.
”
15 - 30 Y/O
75
30
TRANSITION
FOR YOUTH AND ADULT
77
VEHICLEANTI-THEFT SERVICE
“
SUBSCRIBE MONSANTO VEHICLE ANTI-THEFT SERVICE, NEVER LOSE YOUR CAR.
”
15 - 30 Y/O
30
TRANSITION
FOR ENTERPRISE
79
ENTERPRISE SECURITY PRODUCTS & SERVICES
“
PROTECT YOUR BUSINESS WITH MONSANTO’S ENTERPRISE CLASS SECURITY PRODUCTS AND SERVICES.
”
30 - 60 Y/O
30
TRANSITION
FOR HEAVY INDUSTRY
EMPLOYEE SAFETY PRODUCTS AND SERVICES
“
KEEP YOUR EMPLOYEES SAFE IN HAZARDOUS WORKING CONDITIONS IS WHAT YOU AND US SHOULD DO.
”
30 - 60 Y/O
81
30
TRANSITION
FOR DISABILITIES
83
DISABILITY SAFETY PRODUCTS
“
MONSANTO EXOSKELETON TECHNOLOGY HELPS DISABILITIES TO WALK AGAIN. THIS IS EVEN SAFER THAN A WHEELCHAIR.
”
DISABILITIES
30
TRANSITION
FOR DISABILITIES
GUIDE DOG SERVICES
“
YOUR WALKING SAFETY IS OUR FIRST MISSION ALL THE TIME. WOOF-WOOF !
”
DISABILITIES
85
30
TRANSITION
FOR PATIENT
MONSANTO HOSPITAL
“
PROFESSIONAL MEDICARE AND AFFORDABLE HEALTH COVERAGE PLANS FOR YOU AND YOU FAMILY.
”
PATIENT
87
30
TRANSITION
FOR PATIENT
MONSANTO PHARMACY
“
ACCOMPANY WITH MONSANTO HOSPITAL, OUR PHARMACY MAKES EVERYTHING SAFE.
”
PATIENT
89
30
TRANSITION
FOR SENIORS
NURSING HOME
“
GIVING YOU OUR QUALITY CARE IN MONSANTO LUXURY NURSING HOME WITH 24/7 SECURITY SERVICES.
”
60+ Y/O
91
TRUST MONSANTO, WE TAKE CARE OF YOUR LIFE.