THE AGRI -ACCESS
CR EATI VE R ESOURCE
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INTRODUCTION
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BR AND GUIDELINES FOR AGRI -ACCESS
The rules, guiding ideas and creative direction for Agri-Access apply to anyone working on the brand. This resource helps us all deliver a consistent brand personality to our clients with each touchpoint that we create. Please use the guidelines as stated. If you have questions, contact Jocelyn Smith at jocelyn.smith@agri-access.com or 515-252-2783.
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TA B L E O F C O N T E N T S
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OU R BR A N D MISSION PURPOSE VISION VA L U E S POSITION C H A R AC T E R
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OU R VOICE VO I C E A N D TO N E M E S S AG I N G KEY TERMS
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OU R LOOK LO G O C O LO R P H OTO G R A P H Y FONTS GRAPHICS
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A PPLICATIONS P OW E R P O I N T S TAT I O N E RY
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OU R BR A N D
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OUR BRAND
BRAND MISSION
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Our mission is to create funding opportunities for progressive agricultural lenders nationwide, so they can cultivate and grow their client relationships.
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OUR BRAND
BRAND PURPOSE
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Our purpose is to provide financial security for generations of agricultural producers and land owners.
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OUR BRAND
BRAND VISION
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Our vision is to become the resource for secondary market lending across every agricultural region and commodity.
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OUR BRAND
B R A N D VA L U E S
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Integrity People Innovation Expertise Dependability
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OUR BRAND
BRAND POSITION
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Empowered. You have the power to grow and achieve your goals — to know more, do more and be more, with Agri-Access by your side.
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OUR BRAND
B R AND CHAR AC TER
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Collaborative Knowledgeable Personable Genuine Bold
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OUT HERE, ANYTHING IS POSSIBLE. We believe the potential of land is limitless. Ideas, plans and blueprints stretch to the horizon. There are acres and acres of “what if.� Your clients see possibility. We help you make it a reality. Because out here, anything is possible.
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OU R VOICE
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OUR VOICE
VOICE AND TONE Agricultural financing can be difficult to navigate, and can require unique lending solution approaches. Agri-Access has the know-how our lenders need to grow their businesses and help their clients achieve their potential. And it’s the belief in that potential that drives Agri-Access to help fulfill the needs of our lenders.
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A S P I R AT I O N A L
The voice of Agri-Access should always be encouraging, inspiring and uplifting. It should reassure, motivate and embolden. Agri-Access empowers our lender clients achieve their goals and the language should reflect this.
C O L L A B O R AT I V E
Agri-Access collaborates with our lender clients to make their financing projects a reality. Language should feel collaborative, reinforcing teamwork with a helpful tone.
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OUR VOICE
BRAND MESSAGING AU D I E N C E
Existing and potential bank and nonbank lender clients OV E R A L L M E S S AG E
You have the power to grow and achieve your goals with Agri-AccessÂŽ
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3-S ECOND OVERVIEW
3 0 - S E CO N D OV E RV I E W
Agri-Access® helps ag lenders grow and meet their clients’ financing goals.
Agri-Access products, services, approach and expertise are specifically designed to help ag lenders retain business with their existing clients and cultivate new client relationships. We collaborate with ag lenders to develop products and services that meet their clients’ needs. Lenders benefit from the breadth and depth of our expertise across every agricultural crop and commodity. Our products and services enable lenders to be more competitive in the market. We focus on serving agriculture and rural communities.
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OUR VOICE
BRAND MESSAGING
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3-MINUTE OVERVIE W
Agri-Access works with you to find competitive solutions that meet your clients’ needs.
Benefit from the breadth and depth of our expertise in ag and rural land financing.
Agri-Access provides secondary market financing for agricultural and rural land across the nation.
The Agri-Access team is experienced in financing land for agriculture crops and commodities.
We bring creative thinking and solutions to help meet your clients’ needs. • Agricultural financing can require unique approaches for lending solutions. Our team of lending experts works with you to find a solution that meets your clients’ needs. From initial application through closing, we support you every step of the way. • Agricultural financing can be difficult to navigate. We serve as an extension of your team to meet the needs of your clients. • Our relationship managers are there to help taylor our products to fit your needs as well as your clients’ needs. • Our support team members are there to help navigate through the entire process, from credit, to appraisal, to closing and servicing. Agri-Access provides you with businessbuilding ideas to expand your reach and reputation as a trusted lending resource in your community.
• Our expertise in the field can help you close deals and build confidence with your clients. • With ag financing experts in key regions around the country, Agri-Access can provide lenders with relevant market knowledge and trend information. As a trusted partner, we have a current portfolio in excess of $2 billion across 44 states, on almost every ag commodity from corn to almonds and beef cattle to poultry. Through our deep connections in agriculture, Agri-Access provides valued insights, innovative products and fresh thinking to solve today’s financing challenges. • We have access to industry leaders as well as in-house experts. • We partner with top industry experts and producers across the country, to help create smart solutions for your clients. (Continued on next page)
• Gaps in your product offering can create challenges for your organization, as it could lead to valued clients finding lending solutions elsewhere. • We provide new ways to approach agricultural lending, which can help deepen your existing client relationships and expand your client base with unique product offerings. • We collaborate with our lenders to create new processes and programs that meet the changing needs of their borrowers. 29
OUR VOICE
BRAND MESSAGING
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3-MINUTE OVERVIE W (CON T IN UED)
Agri-Access helps lenders remain competitive in their market. Agri-Access can expand your lending capacity with long-term, fixed-rate financing. • As agriculture operations grow in size, community banks need options to continue providing financing tailored to the needs of their clients. • With participation products from Agri-Access, lenders can expand their lending capacity while managing their risk and exposure. • Whether borrowers are expanding their operation or transitioning to the next generation, long-term, fixed-rate financing from Agri-Access gives you options and flexibility to structure a deal that works for you and your client.
Agri-Access shares your commitment to ag and rural communities. We are a leading resource for secondary market lending across the United States. • Our purpose is simple: To provide financial security to farmers and rural landowners. Successful community banks are essential to keep rural communities thriving. • Agri-Access team members are committed to strengthening and sustaining rural communities, as many grew up in agriculture. • Our background, paired with your local presence, builds a strong resource for your clients.
The lending capacity of Agri-Access enhances your ability to keep and build business with current clients. • Clients interested in growing and reaching the next level with their operation need additional capital to expand. Through long-term, fixed-rate financing from Agri-Access, you can be there for your clients and strengthen your relationship as their trusted advisor. • X% of loans we create are for existing clients. • X% of loans we create are for new clients. • By expanding your lending capacity, you can develop new relationships for potential growth while managing your risk. Partnering with Agri-Access allows you to differentiate your bank in your local marketplace. • With interest rates rising, long-term, fixed-rate financing gives you additional products to offer your clients and differentiates your bank in an increasingly competitive marketplace.
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OUR VOICE
KEY TERMS Follow these terminology rules regarding corporate and legal requirements.
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K E Y TERMS
L E G A L R E Q U I R E M E N TS
CLIENTS
LEGAL
Those who do business with Agri-Access
Use this legal in all Agri-Access material: Agri-Access is a division of Compeer Financial, ACA
TEAM MEMBERS
Those who work for Agri-Access D E PA R TM E NT S
Overarching business structure (e.g., Finance, Reporting & Planning; Human Resources & Technology) TEAMS
Sub-units of departments (e.g., Payroll; Marketing) OFFICES
Agri-Access physical locations HEADQUARTERS
Johnston, Iowa office O R G A N I Z AT I O N
The entity of Compeer Financial TERRITORY
The geography Agri-Access serves
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OU R LOOK
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OUR LOOK
LOGO The Agri-Access logo represents us at the highest level and acts as a signature. Reproduce the brand mark using only the designated colors, reversed or in one-color as an alternative. In order to maintain consistency, guidelines should be followed.
T WO - CO LO R
The primary color option for our logo is PMS Cool Gray 10 and PMS 7538. It is intended to be used on lighter backgrounds and images in order to maintain legibility. REVERSED
Another acceptable color option is to reverse the logo out to white on darker backgrounds and images. LIMITED - USE
The logo can appear in black only for black-and-white and grayscale scenarios.
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T WO -COLOR
R EVERSED
O NE-COLOR
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OUR LOOK
LOGO It is imperative the logo maintains its position of prominence by applying the following size and space rules as outlined.
C L E A R S PAC E
The logo requires a minimum area of clear space around it, to ensure legibility. This clear space is equal to the height of the capital letter 'A' in the Agri-Access wordmark. M I N I M U M S IZ E
The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability. Screen minimum size equals 90 pixels wide. Print minumum size equals 1.25" wide.
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C L EAR SPACE
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X
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MINIMUM SIZE
S C R E E N : 9 0 px w i d e P R I N T: 1 . 2 5 " w i d e
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OUR LOOK
LOGO The Agri-Access logo must always appear clearly and legibly on its backgrounds. Always observe clear space specifications and use high-quality vendors and reproduction methods.
P H OTO B AC KG R O U N D
There are several ways the logo can be used on photo backgrounds. To ensure the logo is not obstructed by the image, please refer to the examples shown to the right. CO LO R B AC KG R O U N D
The approved one-color logo or reversed logos can be used on a solid color background using the approved brand color palette.
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OUR LOOK
LOGO To maintain the integrity of the brand, the Agri-Access logo must always be presented accurately, in its original form, in all applications. The logo should never be manipulated or altered in any way.
I N CO R R E C T U S AG E
We must not alter the Agri-Access logo in any way. Illustrated here are common mistakes to avoid.
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DO NOT ALTER OR DISTORT LOGO
DO NOT USE LOGO IN PARTIAL FORM
DO NOT CHANGE LETTER SPACING OR CONDENSE TYPE
DO NOT CHANGE COLORS
DO NOT PLACE ON BACKGROUND WITHOUT ENOUGH CONTRAST
DO NOT PLACE OVER BUSY PHOTO
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OUR LOOK
COLOR Color provides a strong visual connection to our brand identity. Consistent use of color is essential for brand recognition. Moreover, particular colors tend to evoke particular responses, which can help support values associated with the Agri-Access brand. Earthy, natural color palette emphasizes the importance of land and the genuine feel of the brand.
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DARK GREEN
LIGHT SLATE
PMS 446 C
PMS 7542 C
CMYK: 54, 27, 36, 82
CMYK: 24, 4, 8, 13
RGB: 63, 68, 68
RGB: 164, 188, 194
HEX: 3F4444
HEX: A4BCC2
DARK GRAY
GRAY
PMS COOL GRAY 10
PMS COOL GRAY 7
CMYK: 54, 27, 36, 82
CMYK: 23, 16, 13, 46
RGB: 63, 68, 68
RGB: 136, 139, 141
HEX: 3F4444
HEX: 888B8D
GREEN-GRAY
SAND
PMS 7538 C
PMS 7535 C
CMYK: 24, 11, 24, 33
CMYK: 33, 34, 45, 1
RGB: 148, 154, 144
RGB: 175, 158, 139
HEX: 949A90
HEX: AF9E8B
ECRU
OFF-WHITE
PMS 7527 C (45%)
PMS 7527 C (20%)
CMYK: 8, 6, 18, 0
CMYK: 3, 1, 4, 0
RGB: 234, 230, 210
RGB: 245, 246, 242
HEX: EAE6D2
HEX: F5F6F2
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OUR LOOK
PHOTOGRAPHY Photography is leveraged in a powerful way to communicate the Agri-Access identity. The land, and envisioning the possibilities, is the heart of the brand.
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LO C AT I O N S
Southwest, Southeast, Midwest and California. INDUSTRIES
Almonds; cattle; corn; cotton; dairy; feed; fruit; hunting; pistachios; poultry; ranching; rice; timber; trees; wheat; vineyards.
P R I M A RY I M AG E RY
Shot from a straight forward point of view, as if the viewer is looking straight on at the landscape as they invision the possibilities. The preference is to show landscapes without people. When a person is shown, they should be unidentifiable. Land and the possibilities of it are the focus. S E CO N DA RY I M AG E RY
Secondary images are close up shots of the product of the land. The commodities produced. R E TO U C H I N G
An ownable, cohesive style that is muted, slightly desaturated, natural looking.
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OUR LOOK
PHOTOGRAPHY The following is a guideline for capturing team member portraits for internal and external communications.
F P O : U N T I L P H OTO R E TO U C H I N G CO M P L E T E
LIGHTING
POSING
Bright, soft light to capture natural skin tones. Ample light reflected in eyes to capture emotion and energy.
Subjects should appear comfortable, natural, positive and engaged. Subjects should squarely face the camera.
B AC KG R O U N D
White or gray-toned solid background. Ample white space should be present around the subject. AT T I R E
Avoid busy patterns. Subjects should wear minimal accessories. Choose attire that is business casual and approachable.
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CROPPING
Tight cropping draws attention to each subject's smile, conveying a sense of approachability and alertness. RELEASES
Please contact ______ ___to obtain a photo release form for each subject.
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OUR LOOK
TYPOGRAPHY Typography is an essential component in successfully communicating the Agri-Access brand. Agri-Access's primary fonts are Gotham and Chronicle. Using our branded typefaces and usage ensures that our typography is consistent and legible across all our communication channels.
P R I M A RY FO N T
Chronicle, the primary type family, brings strength and utility to the classic serif with a full range of weights and styles. Chronicle Display is to be used for type sizes for 16 pt and above. Please use Chronicle Text G1 for 15 pt and under. Fonts are available for purchase at: https://www.typography.com/fonts/ chronicle-display/overview/ https://www.typography.com/fonts/ chronicle-text/overview/ Times is the system font to be used when Chronicle Display is not available (e.g. for PPTs, word documents, files that are not created by marketing.)
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S E CO N DA RY FO N T
Gotham is the secondary type family with a full range of weights and styles. It’s a clean, modern sansserif typeface that pairs well with the Primary font, Chronicle. All caps bold is most commonly used. Gotham is available for purchase at: www.typography.com/fonts/gotham/ overview/ Arial is the system font to be used when Gotham is not available (e.g. for PPTs, word documents, files that are not created by marketing.)
PRIMARY FON T
CHRONICLE DISPLAY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$&#%^*() CHRONICLE TEXT G1 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$&#%^*()
S ECO N DA RY FONT
GOTHAM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@$&#%^*()
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OUR LOOK
TYPOGRAPHY Typography helps to visually convey the brand. The following examples best represent the brand's voice and helps to maintain a consistent tone throughout various communications.
HEADLINE
HEADERS
Chronicle Italic, all-cap, is the primary usage for headlines of seven words or less. Tracking is 0 pt. Tighter leading (e.g., 38/39 pt.). Ensure there is sufficient space around the heading.
Headers are set in Gotham Medium or Bold, all caps, with generous tracking. The example shown (right) is 150 pt.
Chronicle Display italic, all-caps, with generous tracking (200 pt) is the recommended typestyle for titles.
Body text should always be lowercase apart from the opening letter of a sentence. The font can either be Chronicle Text or Gotham, depending on the use case.
S U B H E A D S / C A L L- O U T S
S IZ E
Chronicle Italic or Gotham Light. Tracking of 10pt. Subheads and callouts should be lowercase apart from the opening letter of a sentence.
Chronicle Display is to be used for type sizes for 16 pt and above. Please use Chronicle Text G1 for 15 pt and under.
TITLE
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B O DY CO PY
H E ADLINE
THIS IS A PLACEHOLDER HEADLINE T IT L E
LOR EM IPSUM DOLOR S U BHEADS / CA LL- OUTS
Chronicle Display Italic subhead or call-out Gotham Light subhead or call-out
H E ADERS
G OT H A M M E D I U M H E A D E R
GOTHAM BOLD HEADER
B O DY COPY
Chronicle Text G1 Roman is the primary body copy font. It is to be used in in every case with the exception of special charts, graphs or call-out copy. Generous leading (e.g. 10/15 pt) and tracking of 0-5 pt.
Gotham is the designated secondary body copy font used to differentiate or separate information from the primary body copy, Chronicle Display. These instances include, but are not limited to, legal copy, charts, graphs, descriptions and special call-outs.
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OUR LOOK
GRAPHICS Graphic elements create a unique look and make our communications recognizable. When used consistently, graphics create continuity among branded materials.
T R A N S PA R E N T CO LO R S C R E E N OV E R L AYS
Overlays effectively introduce our color palette in a dynamic way across white space and over photography. Please refer to the examples shown here as visual reference when applying this graphic treatment with approved colors and brand photography.
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OUR LOOK
GRAPHICS Graphic elements create a unique look and make our communications recognizable. When used consistently, graphics create continuity among branded materials.
T R A N S PA R E N T B OX WITH RULE
The transparent box, paired with a thin rule (e.g., between .25-.75 pt) helps organize and call attention to information. The transparent box is a screen overlay to the Agri-Access branded imagery. Screen opacity can vary, depending on the background image. The example shown to the right is a 60% screen of white. RULE
A subtle graphic device, such as a thin rule (e.g., between .25-.75 pt), helps contain and organize information in a simple, yet effective manner.
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“Agri-Access offers competitive products, servicing fee flexibility, no origination fee option, open prepay option and great service.” — Client title, Location
“It has been tough to compete in a rising rate environment. Agri-Access made several underwriting enhancements to help keep the flow of new deals rolling.” — Client title, Location
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OUR LOOK
GRAPHICS Graphic elements create a unique look and make our communications recognizable. When used consistently, graphics create continuity among branded materials.
DIVIDER RULES
Like the thin rule, the divider rule organizes information in a simple, yet effective manner. B OX R U L E
The box rule graphic serves as a section header. It is similar in style to the transparent box with rule, shown on the previous page. However, in this case, the box rule is to be used as a section header with few words.
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DIVIDER RULES
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OU R BR A N D
LOR EM IPSU M
MISSION PURPOSE VISION VA L U E S POSITION C H A R AC T E R
Collaborative Knowledgeable Personable Genuine Bold
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OU R VOICE VO I C E A N D TO N E M E S S AG I N G KEY TERMS
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OU R LOOK LOGO COLOR P H OTO G R A P H Y FONTS GRAPHICS
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A PPLICATIONS
B OX RULE
LOREM IPSUM DOLOR
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A PPLICATIONS
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A P P L I C AT I O N S
STATIONERY Business cards are an integral part of our brand identity system. Our two-sided card design is designed to make a visual impact by bringing key brand elements – logo and photography - together as one. Landscape imagery for each of the four card designs is representative of a specific geographical region.
FRONT OF CARD NAME
The person's name should be set in Chronicle Italic, all-caps, 14 pt., 0 kerning. PMS Cool Gray 10 TITLE
The person's title should be set in Gotham Bold, all-caps, 7 pt., 200 kerning, 11 pt. leading. PMS 7535 C CO N TAC T
Gotham Book, sentence case, 9.5/ 14pt., 0 kerning. PMS 7535 C
B AC K O F C A R D LO G O
Two color logo is prominantly placed in the center of the card, resting above the landscape, against the open sky.
SPECS PA P E R S TO C K
120-130# cover stock, smooth, uncoated, off-white
P H OTO G R A P H Y
DIMENSIONS
The chosen landscape images, part of the approved brand photography, are representative of each geographical region.
3.5" x 2" PRINTING
Two-sided; Offset with PMS spot ink
B U S IN ESS CARDS
JOHN SMITH TITLE
OFFICE:
1234 Main Street, City, WI 53217 888-555-2345 M O B I L E : 555-456-7890 E M A I L : jsmith@agri-access.com agri-access.com
A P P L I C AT I O N S
PRESENTATIONS Presentations are created to benefit the audience. Text should be minimal. The visuals used should complement the Agri-Access brand and feel inviting. Presentation templates can help users keep within the word count guidelines and provide a consistent appearance no matter who creates a presentation.
P R I M A RY S YS T E M FO N T
Times Italic is the system font to be used when Chronicle Display is not available (e.g., for PPTs, word documents, files that are not created by marketing or Bader Rutter.) S E CO N DA RY FO N T
Arial is the system font to be used when Gotham is not available (e.g. for PPTs, word documents, files that are not created by marketing or Bader Rutter.)
S L IDES
PRESENTATION NAME Subtitle 00/00/2019
D I V I D ER TITLE
Collaborating to Succeed Role of Lending Institution • Lender of Record • Loan origination and documentation in accordance with prudent lending practices and standards, conforming to your internal processes and procedures in the same manner for loans that you hold in your own portfolio
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