Zorvecâ„¢ active
BRAND GUIDELINES
BRAND STRATEGY AND CREATIVE Version 1.0
TABLE OF CONTENTS 3 Welcome
CREATIVE STRATEGY
SUPPORTING MATERIALS
4 The Purpose of These Guidelines
28 Visual Design Overview
52 Questions and Answers
31 Messaging Overview
53 Other Information and Resources
BRAND STRATEGY
32 Metric Conversion Chart
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Strategic Brand Direction
33 Print Ads
7
Family and Product Brand Strategy
36 Direct Mail and Event Invitations
8
Pronunciation Guide
39 Posters
9
Brand Position
45 Point-of-Purchase and Retail
11 Brand Personality
48 Video
13 Emotional Benefits
50 Calls to Action
14 Rational Benefits 15 Value Proposition 16 Reasons to Believe 17 Global Value Proposition 18 Message Platform 21 Brand Imagery 25 “This Changes Everything” Campaign
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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WELCOME TO THE LAUNCH OF THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS The Zorvec™ active family of products brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions. These new products are designed to combat oomycete diseases such as downy mildew and late blight across three market segments – vegetables, potatoes and grapes.
These guidelines, newly updated for Corteva Agriscience,™ Agriculture Division of DowDuPont, detail the fundamental brand strategy behind the Zorvec family of products. In addition, the guidelines demonstrate how to work within the newly launched Corteva Agriscience brand to bring these messages to life.
In 2012, DuPont was awarded the Agrow “Most Innovative Chemistry” award for Zorvec. Again in 2014, Agrow honored Zorvec for “Best Formulation Innovation.” And now, several country registrations have been granted, including the USA.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Brand Strategy
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THE PURPOSE OF THESE GUIDELINES These guidelines provide direction on the branding strategy for the Zorvec™ active family of products, including positioning, core messaging, color strategy and more. It’s critical to align on what Zorvec represents, the value we’re delivering our audience, and the messages we want them to take away. In addition, these guidelines offer tactical instruction and specifications on how to execute communications materials for Zorvec with our key external stakeholders, namely growers and influencers. WHO IT’S FOR These guidelines are intended for two primary audiences: •
Internal global and commercial unit stakeholders at Corteva Agriscience™
•
Advertising agency partners and/or external content creators
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
WHY IT MATTERS The goal of this launch is to generate immediate awareness and encourage grower usage/ purchase, convincing them that the Zorvec family of products is the best solution to control plant diseases for better business success. But in order to take growers on the journey of awareness to conversion, we must first have a strong, consistent approach to our strategy and communications. This new approach allows us to: •
Tell a unified, consistent brand/product story
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Improve visual recognition and recall with our customers, from day one
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Provide a global standard that allows for local adaptation
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Create universal takeaways for what Zorvec stands for
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Increase productivity and efficiency in the creation of marketing assets
Brand Strategy
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BRAND STRATEGY
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Brand Strategy
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STRATEGIC BRAND DIRECTION The following pages summarize the brand identity for the Zorvec™ active family of products. A dual branding strategy is used for the family of Zorvec products to allow us to capture the active ingredient name as an integral part of the product brand name. Zorvec is the brand name for the active ingredient used in each product and is the foundation for the naming strategy of these oxathiapiprolin disease control products. Product names should never appear without “Zorvec” in front of them. The products will be used in two primary market segments — vegetables/ potatoes and grapes — and the naming strategy reflects the two segments. In general, “en” appears in product names for vegetable/potato use and “vin” appears in product names for grape use. See examples on the following pages. When used alone in educational materials that focus on Zorvec, this active ingredient will follow the same format that is used for all other Corteva Agriscience active ingredients: Zorvec™ active. For more information on creating educational materials for Zorvec, please see Home/Crop Protection/Application/Active Ingredients Guidelines and link to https://brandcenter.corteva.com/content/ index/guid/packaging_1?parent=717
EXAMPLES
EXAMPLES
Zorvec™ active Zorvec™ Enicade™ fungicide Zorvec™ Vinabria™ fungicide
First reference: Zorvec™ active Zorvec™ Enicade™ fungicide
The generic descriptor for Zorvec, when used alone, is “active.” The generic descriptor for Zorvec products is “fungicide.” These generic descriptors may be translated to local languages.
Second and subsequent references: Zorvec Zorvec Enicade
(Note to regulatory managers: Please account for this double naming strategy in registration submissions.)
TRADEMARK The full active ingredient name or product name (e.g., Zorvec™ active; Zorvec™ Enicade™ fungicide), should always be used in headings, the first use in text and a minimum of once per page or field of vision. On second reference of an active ingredient name or product name, the trademark symbol and generic descriptor can be eliminated. Zorvec should always be used in front of the product name (e.g., Zorvec Enicade). Please ensure that the registered product name is always used in the first reference. Any uncertainties should be addressed by the regional regulatory focal point.
DUPONT USAGE When the word “DuPont” is part of the registered pesticide identity, then in marketing communications, you must include “DuPont” in front of the product brand on the first mention in text, as illustrated in the example below. Subsequent mentions in text on the page may remove “DuPont.” Example: DuPont™ Zorvec™ Enicade™ fungicide Logos for these products do not need to include the word “DuPont,” since it is included in the first mention in text. Please ensure that the registered product name is always used in the first reference. Any uncertainties should be addressed by the regional regulatory focal point. DUPONT NAME PHASEOUT Over the next couple of years, we will be phasing out the DuPont name within the product names of our registered pesticides.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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FAMILY AND PRODUCT BRAND STRATEGY HIERARCHY AND COLORS Colors for the Zorvec™ active family of products follow the color strategy for fungicides within the Corteva Agriscience™ portfolio. All fungicides in the portfolio must use the purple palette as assigned for use with fungicides. Please refer to https://brandcenter.corteva.com/content/ index/guid/color_palette_1_1?parent=705 in the Brand Center for global brand color direction. CO-BRAND APPROACH FOR PRODUCT LOGOS Product logos for Zorvec are designed differently than other Corteva Agriscience CP logos. Given the co-brand approach with Zorvec included in all names, this product logo template maintains the use of the Zorvec brand while emphasizing the unique product brand (e.g., Enicade, Zelavin).
CORPORATE BRAND
ACTIVE INGREDIENT BRAND
Zorvec™ active
PRODUCT BRANDS
VEGETABLE/POTATO PRODUCTS (“EN” PREFIX)
CO-PACK
PREMIXES
ZORVEC™
Encantia™ ZORVEC™
Logos for Zorvec products must be created to meet trademark and regulatory requirements in the country where products are sold.
Endavia™
GRAPE PRODUCTS
(“VIN” PREFIX OR SUFFIX)
CO-PACK
PREMIXES
ZORVEC™
Vinabel™
ZORVEC™
Vinabria™
ZORVEC™
Enibel™ ZORVEC™
Entecta™ *Additional brand names are being developed for this product segment.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
ZORVEC™
Entido™
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PRONUNCIATION GUIDE Zorvec: ZO(E)R-vek Encantia: en-KAN-tē-ah Endavia: en-DAH-vē-ah Enibel: EN-i-bel Enicade: EN-i-kād Entecta: en-TEC-ta Entido: en-TEE-dō Vinabel: VIN-e-bel Vinabria: vin-ā-BREE-ah Zelavin: ZEL-e-ven
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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BRAND POSITION BRAND PYRAMID A brand pyramid is a visual tool that helps deepen understanding of brand position and value proposition. Elements such as the brand personality help us make connections with the brand. The brand pyramid also provides a framework to develop communications messages. The brand pyramid drives everything we say or do about the brand; provides clear and distinctive identity for the brand; and helps us tell the brand story.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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BRAND POSITION SUCCESS The positioning theme for the Zorvec™ active family of products is “success.” All communications about Zorvec and products in the Zorvec family should reflect this theme. The idea of success, however, will be articulated differently by region to ensure relevance with target audiences. Work with your regional or global branding manager for help with theme execution for your business as indicated below: REGIONAL POSITIONING THEMES EMEA (all countries): “Better crop management for a better business.” Brazil: “A better crop for your business.” Colombia: “A better harvest for a better business.” Southern Cone: “A better crop for a better business.” Mexico: “A stunning harvest for each season.” Japan, Taiwan, Indonesia: “A rich, satisfying and successful harvest.”
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
China: “The secret to success both on and off the farm.” India, Korea, Malaysia: “The secret to success for expert farmers.” Australia, New Zealand: “A better crop for a better business.”
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Cambodia, Myanmar, Thailand, Vietnam, Philippines: “A rich harvest for a better livelihood.”
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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BRAND PERSONALITY The brand personality of the Zorvec™ active family of products is that of an artistic achiever, bringing success to the grower by creating outstanding performance and stunning results. The artistic achiever brand personality reflects both the science and the art of effective crop protection and collaborating with growers. For example: •
•
The science behind the technology of new active ingredients and the art of new formulations and disease-control programs that meet growers’ needs The science of strategic disease control and the art of a beautiful, abundant harvest
These key words and connotations are associated with the artistic achiever personality: •
Achievement
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Impact
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Beauty
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Aspirational
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Unique
•
Special
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Fast
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Intelligent
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Perfect combination
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Seeing is believing
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
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BRAND PERSONALITY PEOPLE WITH THIS BRAND PERSONALITY Usain Bolt, runner (beauty, brawn, achievement) Muhammad Ali, boxer (floats like a butterfly, stings like a bee) Nelson Mandela, political leader (inspirational, perseverance) Yao Ming, Chinese basketball star (strong, reliable, flexible) Aryton Senna, Formula 1 racer (agility, speed, artistry on the racetrack) Juan Manuel Fangio, Argentine pilot and Formula 1 racer (success, unique, fast, intelligent, tenacity, achievement) Emanuel Ginobili, Argentine basketball player (fast, special, tenacity, achievement, perfect combination) Hugo Sanchez, Mexican soccer player (outstanding performance, agility, flexibility) Fernando Valenzuela, baseball player (form and function, flexibility, performance) Pelé, soccer player (quick, agile, athletic) Colombia soccer team (agile performance)
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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EMOTIONAL BENEFITS The emotional benefits describe the success a grower experiences and how that makes the grower feel. For example, a beautiful harvest promotes pride in what has been achieved and in the ability to help the grower’s family prosper.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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RATIONAL BENEFITS The rational benefits describe the crop production and business benefits a grower experiences, such as more effective time management and increased crop marketability, which lead to a more successful business.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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VALUE PROPOSITION The value proposition for the Zorvec™ active family of products is this: brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions. The value proposition is a single statement that combines all of these elements into a clear, direct idea that explains how Zorvec creates and promotes success.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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REASONS TO BELIEVE Reasons to believe are the “proof” statements that help audiences understand the brand’s benefits and believe it will deliver what it promises. They should be appropriate and compelling for the audience you are communicating with, using local or regional data on relevant crops and challenges that the audience may experience. The core reasons to believe are long-lasting control, consistency of control and the perfect combination. Use regional data and information to provide more detail (days of control in a particular crop, etc.) to build support for your regional promise of success.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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GLOBAL VALUE PROPOSITION FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS
TARGET
Varies from region to region. Should be defined by crop, market segmentation, grower behavior, agricultural practices, acreage, etc.
CORE NEEDS
To maintain/improve their businesses and the lives of their families
OFFERING NAME
Zorvec™ active family of products
FRAME OF REFERENCE
fungicide
BENEFITS
Emotional: stunning crop, beautiful harvest, pride, recognition, family prosperity Economic/Functional: yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile
POINT OF DIFFERENCE
Brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
SUPPORT
Local/regional data to support: 1. Length and consistency of control (attacks disease at every stage of development, rainfastness) 2. KPMs for individual crops (e.g., size, shape, color, yield, etc.) that highlight a good crop and/or success associated with a good harvest
POSITION
SUCCESS — defined differently by each region — see regional breakouts of the brand pyramid (Page 11) for details.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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MESSAGE PLATFORM FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS The customer message platform for the Zorvec™ active family of products is the core document for all messaging for Zorvec products. It begins with the central position of “success,” then flows down to words and phrases that best communicate that position. USING THE MESSAGE PLATFORM The customer insight helps us understand why the benefit/position is important to key audiences. This insight is not for external use, but to help Corteva Agriscience™ teams understand how to relate to key audiences. Our customer research for Zorvec shows growers are compelled by maintaining or improving their business and/or improving quality of life for their families. The benefit/position is the central theme for all communications about the Zorvec family. All materials should reflect this theme.
The core message for Zorvec links the promise of success with attributes found in this family of products: an unusual combination of lasting and consistent disease control. Supporting messages provide data and other proof to justify claims made in the core message. Supporting messages are chosen from available information to address audience understanding and needs. Choose only the supporting messages and proof points that make sense for a given communications vehicle. Supporting messages for Zorvec may logically provide details about long-lasting, consistent control and how that is possible. They may focus on the evidence of a bountiful, successful harvest. Or you may choose to use data that provides proof for other elements of the core message, all reinforcing the idea of success in a way that is relevant to your audience.
The position for Zorvec promises success — a position that leverages our customer insight. The core message should be the focus of all communications, relevant and compelling to key audiences.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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MESSAGE PLATFORM FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS CUSTOMER INSIGHT
As a farmer, my goal is to maintain or improve my business and/or quality of life for my family.
BENEFIT/POSITION
Success (defined more specifically by region or country)
REASONS TO BELIEVE
•
The Zorvec™ active family of products can deliver this because they provide long-lasting, consistent control (through each stage of plant development and rainfall events).
•
Zorvec is the perfect combination; no other active ingredient does all these things so well.
CORE MESSAGE (VALUE PROPOSITION)
The Zorvec™ active family of products brings an unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
SUPPORTING MESSAGE #1: EFFICACY
Zorvec delivers an unmatched combination of effectiveness and consistent control of downy mildew and late blight at low use rates — for every season, under a variety of conditions.
PROOF POINTS FOR MESSAGE #1: EFFICACY
•
Multiple effects on the pathogen’s life cycle deliver more effective, efficient disease control.
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Up to 10 days of control for most crops and up to 14 days for grapes, even under heavy disease pressure, so growers can be confident they are protecting their crops.
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Zorvec provides consistent control, even under heavy disease pressure and challenging environmental conditions.
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A novel mode of action and no cross resistance with other fungicide groups provide excellent control of pathogens resistant to current products.
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Zorvec has superior rainfastness because it is quickly absorbed on and within the plant epicuticular waxy layer. Crops are protected just 20 minutes after application.
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Zorvec delivers a combination of preventive and curative control. Preventive control is the goal.
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Add any country- or crop-specific efficacy data relevant to your audience.
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MESSAGE PLATFORM FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS SUPPORTING MESSAGE #2: BETTER CROP
Excellent disease control by the Zorvec™ active family of products helps growers provide better crop management while improving quality and yield for better profitability.
PROOF POINTS FOR MESSAGE #2: BETTER CROP
•
orvec offers outstanding protection of new plant growth for better crop establishment, which contributes to Z healthier, higher-yielding plants and better-quality produce for a more profitable harvest.
•
Zorvec protects treated leaves as they grow and new leaves as they emerge for more uniform growth and better quality and yield at harvest.
•
(Insert crop-specific quality indicator improvement data, e.g., uniformity, color, size, shape, and yield KPI and KPMs, for crops and regions as appropriate.)
•
Zorvec gives up to 10 days of control, even under heavy disease pressure and challenging environmental conditions to protect grower income and prosperity.
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Zorvec allows more flexibility in spray timing and reduces labor management associated with application planning.
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Consistent, effective disease control with Zorvec means growers may be able to reduce the number of applications and related costs, including labor, water and fuel.
•
orvec is rainfast just 20 minutes after application, which can reduce the need for additional applications Z due to rain and allows growers to be more confident about control when making applications during changing weather.
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BRAND IMAGERY Imagery chosen for the use with Zorvec™ active family of products should reflect the brand’s position. Imagery should be bold, rich, elegant and of excellent quality. Imagery for this family of products should reflect the concept of successful crops, focusing on beautiful, lush crops; an abundant harvest; and prosperity. See below and the following pages for guidance when choosing images depicting growing crops, harvested or in-field crop portraits, or growers interacting with growing or harvested crops. Please download assets for Zorvec from the Corteva Agrisciences™ Brand Center at Home/Crop Protection/Resources/Active Ingredient Branding Resources and use this link https://brandcenter.corteva.com/content/ index/guid/active_ingredient_branding_ resources?parent=726
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
In general, please follow these guidelines: •
se high-quality, high-resolution U photography. Avoid images that are too dark or too light, have poor composition, or are out of focus.
•
Use bright, vibrant images with visual depth.
•
elect and capture images that are not S restricted by geographic or usage limits for more complete and effective use in other areas where possible.
•
L ook for visually rich images employing strong colors and interesting textures or angles.
•
I mages should quickly convey the essence of the brand personality and attributes of Zorvec: achievement, impact, beauty, success, aspirational, unique, special, “perfect combination,” “seeing is believing,” fast, intelligent.
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BRAND IMAGERY IN-FIELD CROP IMAGE SELECTION Choose clean, bright crops that are healthy, uniform and abundant. elect images that represent the benefits S of effective disease control, such as healthy leaves, blemish-free vegetables or grapes, or uniform potatoes. ocus on an individual plant, vegetable F or small group to reinforce the value of healthy plants. Use brilliant color to reinforce a beautiful harvest.
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BRAND IMAGERY GRAPHIC CROP PORTRAITS IMAGE SELECTION hoose clean, bright, beautiful examples of C growing or harvested crops. Growing crops should look healthy and uniform. Harvested crops should depict uniformity, abundance, beauty and perfection. I nclude elements with bright, natural colors. Consider using produce with complementary colors for added interest. onsider interesting or unexpected angles or C viewpoints, focusing on textures — individual leaves, bunches, potatoes, etc. — or other aspects of the plant or harvested crop that add interest and appeal. epth of field (selective focus) can be used D to add interest or to isolate areas of an individual plant or piece of produce. Situations lit by clear, natural daylight/ sunlight are preferred.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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BRAND IMAGERY GROWERS INTERACTING WITH CROPS IMAGE SELECTION Use photos that portray a grower’s pride in his or her bountiful harvest. Depict the grower interacting with the developing crop, the crop at harvest time or harvested produce. Close-ups, including those showing only hands and crops or produce, are suitable. Situations lit by clear, natural daylight/ sunlight are preferred. Avoid very low, dramatic or unnatural light. hoose clean, bright, beautiful examples of C growing or harvested crops. Growing crops should look healthy and uniform. Harvested crops should depict uniformity, abundance, beauty and perfection. I nclude elements with bright, natural colors, either in produce, the grower’s clothing, or another appropriate element, such as a bowl, plate or crate. Any props used should be realistic for the crop or situation. epth of field (selective focus) can be D used to add interest or isolate areas of an individual plant or piece of produce.
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THIS CHANGES EVERYTHING CAMPAIGN In 2006, when DuPont™ Zorvec™ disease control was originally discovered, the scientists at DuPont knew they were onto something special. In fact, it was one of the most active, effective disease control solutions they’d ever come across. And while it took an additional two years to develop the technology so it could be field tested, the true potential of Zorvec quickly began to show itself.
They could see that Zorvec was the kind of product that could change everything. We are incredibly excited about the potential Zorvec holds to help growers improve crop management, resulting in better quality, greater yields and, ultimately, a better business.
In test after test, country after country, there were islands of green among the many test plots. For everyone involved, it was a true “see it to believe it” moment. Especially for growers. They could see how effectively it reduced or prevented disease pressure on their crops. They could see how this could help them achieve higher profits, save time and labor, produce more marketable — and beautiful — crops, improve crop vigor and health, increase their earnings potential, and build a better livelihood for them and their families.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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AT THE END OF THE DAY, FARMING IS A VERY PERSONAL BUSINESS. Results can be seen, touched and felt. Every growing season is a new opportunity to succeed. And when the Zorvec™ active family of products can help a grower realize success, that brings a smile that never needs translation.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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CREATIVE STRATEGY
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW The tag line “This Changes Everything” reflects the central position of success for the Zorvec™ active family of products. Our robust global campaign will use both digital technology and traditional marketing tools to drive that point home in every language, in every channel, in every customer interaction. Accompanying its bold tag line, the defining look of the campaign will be photography that tries to always feature the three key benefits of Zorvec: better yields, betterlooking crops and a better business for the grower. TAG LINE/HEADLINE The bold, prominent tag line, “This Changes Everything” reinforces the brand positioning by also serving as a headline. Specs: Gilroy Extra Bold, All caps.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
THISTHIS CHANGES CHANGES EVERYTHING. EVERYTHING. REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS.
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THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW
Photo A Field or Vineyard
PHOTOGRAPHY One of the unique design elements of the Zorvec™ active brand is tiered photography. We’re showing the three areas in which Zorvec changes everything: the field or vineyard, the actual fruit or produce, and the benefit to the grower. Together, the three photos provide a distinct, differentiated brand signature, and offers the flexibility to represent different regions and uses. The leftmost image is a wide shot of a field or vineyard. In the middle is a close-up shot of the crop. On the right is a medium-length shot that represents the grower. The grower could be holding his crop or working in the field, but the image should convey the pride and happiness that result from a good crop. The human element is crucial, because crops and fields alone don’t tell the whole story. The most important benefit of Zorvec is greater success for growers. Format and design limitations for some individual pieces may require variations to this formula. If perfectly suited images are not available, substitute images should still express the spirit of the Zorvec brand promise and maintain a consistent appearance
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Photo B
Photo C
Crop close-up
Grower
Photo tier composition: The individual components are one close-up and two wide shots; or one close-up, one medium shot, and one wide shot. At least one image must be a close-up of the crop to attract the viewer’s attention and reinforce the role Zorvec could play in producing good-looking crops.
and structure that mirrors the standard brand look and feel. One rule of thumb is to work with images that have different focal lengths to ensure the tiered images have the depth and differentiation of the standard brand look.
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THIS CHANGES EVERYTHING: VISUAL DESIGN OVERVIEW PHOTO STYLE Use images that are lit by clear, natural sunlight. Field and produce images should portray healthy, bright, uniform crops. Images should be simple, uncomplicated and not busy or distracting. Below are recommendations for use of imagery:
A
B
C
A
B
C
Photo A: A landscape/field image Photo B: A close-up image of clean, bright produce Photo C: A happy grower If you are limited to a single image in an ad, first consider an image of a happy, successful grower naturally presented with his/her crops. As a second option, single close-up images of clean, bright produce can work well, especially in materials such as banners and posters. SAMPLE IMAGES To view and download all purchased royalty-free images for Zorvec™ active, please visit the Brand Center at Home/Crop Protection/Resources/ Image Library and this link https://brandcenter. corteva.com/content/index/guid/image_library_4?parent=726
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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MESSAGING OVERVIEW The customer insight and brand personality of Zorvec™ active have inspired and informed all aspects of the This Changes Everything platform. Our customer insight is built on the goal of the farmer improving his/her business or quality of life for the family. And the brand personality of “Artistic Achiever” — personified by those who exhibit combinations of agility, strength, beauty, and high performance — captures the inherent makeup of Zorvec technology and the experiences our audiences gain from its use.
This customer insight and personality is not for external use, but more for helping Corteva Agriscience™ teams understand how to relate to key audiences. The benefit/position is the central theme for all communications about the Zorvec family of products. All materials should reflect this theme. The Zorvec position promises success — a position that leverages our customer insight. The core message should be the focus of all communications, and should be relevant and compelling to key audiences. The core Zorvec message links the promise of success with attributes found in this family of products: an unusual combination of long-lasting and consistent disease control. Refer to the Zorvec message platform on Page 19 for examples of benefits, reasons to believe and sample language.
APPROVED HEADLINE EXAMPLES: ealize more flexibility in your schedule R and longer-lasting control in your fields Realize longer-lasting control and a richer, more beautiful harvest Realize a healthier crop for a better business Realize unmatched disease control and a stronger bottom line APPROVED BODY-COPY EXAMPLE: New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. Zorvec Enicade: This Changes Everything. For more direction on how to structure your copy, please refer to Print Ad Specifications on Page 35. Note: When the word DuPont is part of the registered pesticide identity - e.g., new DuPont™ Zorvec™ Enicade™ - it should be included in the first mention of body copy within the communication. The inclusion or exclusion of DuPont in this first body copy reference must be managed at country level, in partnership with Legal and Regulatory.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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METRIC CONVERSION CHART This document features ad samples that have been dissected by inch unit measurements. To help with metric conversion, please refer to this chart.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
ENGLISH UNIT
METRIC EQUIVALENT
0.25˝
6.35 mm
0.50˝
12.7mm
0.75˝
19.05 mm
1.0˝
25.4mm
1.25˝
31.75 mm
1.50˝
38.09mm
1.75˝
44.449mm
2.0
50.8mm
2.25˝
57.15 mm
2.5˝
63.5 mm
2.75˝
69.85 mm
3.0˝
76.2mm
3.25˝
82.55 mm
3.5˝
88.89mm
3.75˝
95.25 mm
4.0˝
101.6 mm
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PRINT ADS Print ad templates for Zorvec™ active will typically promote a specific product, such as Zorvec™ Enicade™ fungicide, shown here. Also, consider supporting with advertising that raises general awareness of Zorvec and the promise/values the brand stands for. To download these templates, please visit Home/Crop Protection/Resources/Active Ingredient Branding Resources and this link https://brandcenter.corteva. com/content/index/guid/ active_ingredient_branding_resources?parent=726 “DUPONT” USAGE When the word DuPont is part of the registered pesticide identity, then in marketing communications, you must include “DuPont” in front of the product brand on the first mention in text, as illustrated in this example. Subsequent mentions in text on the page may remove “DuPont.” For more information and an example of DuPont in this use, please see Page 6.
THIS CHANGES EVERYTHING. REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS. Product Brand
New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. Zorvec Enicade: This Changes Everything. zorvec.com
Visit us at corteva.com. ™ ® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
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PRINT AD SPECS
Notch width 1/2 column
After the “This Changes Everything” headline, the subhead in a print ad should lead with a statement that conveys a strong product benefit in 100 characters or fewer. Body copy that follows should communicate product benefits concisely, using the Message Platform (Page 19) and no more than 300 characters and spaces, including the URL or call to action.
Channel 45% angle 25” or width of column gutters Photo Container Height: 6”
APPROVED SUBHEAD EXAMPLES Notch 45% angle
Realize more flexibility in your schedule and longer-lasting control in your fields Realize longer-lasting control and a richer, more beautiful harvest Realize a healthier crop for a better business Realize unmatched disease control and a stronger bottom line APPROVED BODY COPY EXAMPLES New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business.
.5”
Headline Gilroy ExtraBold 46/41 pt
Logo Enicade_ZORVEC_mkt txt_4c.eps Rule 1.5 pt PMS 513
Subhead Gilroy ExtraBold 12/14 pt
Product Brand Gilroy Medium 10/12 pt
Body Copy Gilroy Light 10/12 pt
Tag line/URL Gilroy Semibold 10/12 pt
URL Gilroy Medium 9/11 pt
Logo Follows 70/30 sizing rule
1.15”
.5”
.5˝
Legal Copy Gilroy Light 6/10.5 pt
Gray Bar 10% Black
.5˝
Zorvec Enicade: This Changes Everything.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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PRINT AD SPECS To download these templates, please visit the Active Ingredient section under Crop Protection/ Resources at https://brandcenter. corteva.com/content/index/guid/ active_ingredient_branding_ resources?parent=726
THIS CHANGES EVERYTHING. REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS. New Dupont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. Zorvec Enicade: This Changes Everything. zorvec.com
Notch 1/6 of container height
Visit us at corteva.com. ™ ® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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DIRECT MAIL AND EVENT INVITATIONS
Standard 4x6” invitation
Direct mail and event invitations will use the tiered photographic design. Event invitations, such as an invitation to a Field Day, will use the headline “SEEING IS BELIEVING,” to draw attention to the visible difference that customers will see in demonstrations of Zorvec™ active products. Use a prominent headline on front, and the event details on the reverse. Copy should be concise and specific, with exact times and directions to the event and a clear call to action (sign up, call to reserve a spot, etc.). To download these templates, please visit Home/Crop Protection/Resources/Active Ingredient Branding Resources and this link https://brandcenter.corteva.com/content/ index/guid/active_ingredient_branding_ resources?parent=726
SEEING IS BELIEVING. REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS.
YOU‘RE INVITED TO A GAME-CHANGING FIELD DAY New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. What: <variable copy> When: <variable copy> Where: <variable copy> RSVP now with your local Corteva Agriscience™ sales representative. Zorvec Enicade: This Changes Everything. zorvec.com
™® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Self-mail 6x9” invitation
Postage
YOU‘RE INVITED TO A GAMECHANGING FIELD DAY
SEEING IS BELIEVING. REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS. New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business.
Name Address 1 Address 2 City, Country, Postal Code
What: <variable copy> When: <variable copy> Where: <variable copy> Zorvec Enicade: This Changes Everything. zorvec.com
™® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
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Three-tiered Photo Container 3.85”
DIRECT MAIL AND EVENT INVITATION SPECS STANDARD INVITE – 4” X 6”
Logo Enicade_ ZORVEC_mkt txt_4c.eps
3.4˝
SEEING IS BELIEVING.
The tiered photography of the front of invitations and direct mails is similar to print ads. The back side carries over photography from the front. Copy should be concise and specific, with exact times and directions to the event and a clear call to action (sign up, call to reserve a spot, etc.).
REALIZE MORE FLEXIBILITY IN YOUR SCHEDULE AND LONGER-LASTING CONTROL IN YOUR FIELDS.
Headline Gilroy ExtraBold 23/21 pt Rule 1.25 pt, PMS 513 Subhead Gilroy ExtraBold, 7/8 pt Notch 45% angle Logo Follows the 70/30 sizing rule
.25˝
.25˝
.25˝ Image 1”
Logo Enicade_ZORVEC_mkt txt_4c.eps Headline Gilroy ExtraBold, 19/18 pt
YOU‘RE INVITED TO A GAME-CHANGING FIELD DAY
Rule 1.5 pt, PMS 513 Product Brand Gilroy Medium, 8/10 pt
New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. What: <variable copy> When: <variable copy> Where: <variable copy>
Body Copy Gilroy Light, 8/10 pt
RSVP now with your local Corteva Agriscience™ sales representative.
Tag line/URL Gilroy Semibold, 8/10 pt
Zorvec Enicade: This Changes Everything. zorvec.com
™ ® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
.25˝
.25˝
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Legal Copy Gilroy Light 5 pt
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DIRECT MAIL AND EVENT INVITATION SPECS SELF-MAILER – 6” X 9”
Three-tiered Photo Container 6”
.25˝ Logo Enicade_ZORVEC_mkt txt_4c.eps
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
Rule 1.75 pt PMS 513
The front of a self-mailer invite is identical to the standard event invitation, but space for a mail panel is added on the back. The headline should be “SEEING IS BELIEVING,” to draw attention to the visible difference that customers will see in demonstrations of Zorvec™ active products. Copy should be concise and specific, with exact times and directions to the event and a clear call to action (sign up, call to reserve a spot, etc.).
.25˝
Headline Gilroy Extra Bold 29/26 pt
Notch 45% angle Corteva logo Follows the 70/30 sizing rule
.75”
.25˝
Postage Width: .85˝ Height: .85˝
Logo Enicade_ZORVEC_mkt txt_4c.eps
Headline Gilroy ExtraBold, 29/26 pt
Rule 1.75 pt, PMS 513 Subhead Gilroy ExtraBold, 13/14 pt Product Brand Gilroy Medium, 10/12 pt Body Copy Gilroy Light, 10/12 pt
Tag line/URL Gilroy Semibold, 10/12 pt
.25˝
.25˝
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Legal Copy Gilroy Light 5 pt
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POSTERS Posters are an attention-getting format for trade shows, retail settings, offices and events. They use large, beautiful photography to powerfully convey the product benefits of the Zorvec™ active family of products. Supporting copy is minimal. The tag line and images should work with or without supporting copy, which may not be visible from some distances or perspectives. To download these templates, please visit Home/Crop Protection/Resources/ Active Ingredient Branding Resources and this link https://brandcenter. corteva.com/content/index/guid/ active_ingredient_branding_ resources?parent=726
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Enicade™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Enicade™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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POSTERS ONE-CROP SINGLE IMAGE 16” X 24” AND 13” X 33” This poster template includes a single image and a container featuring the notch element. The container includes a bold tag line and supporting copy of 150 characters or less.
THIS CHANGES EVERYTHING.
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Zelavin™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
New DuPont™ Zorvec™ Zelavin™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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1˝
1.25˝
POSTERS 1˝
ONE-CROP SINGLE IMAGE SPECS – 16” X 24” This poster template includes a single image and a container featuring the notch element. The container includes a bold tag line and supporting copy of 150 characters or less.
1.25˝
Logo Zorvec_Zelavin_ ENG_Stacked_left.tif Container 100% Opacity White
Flush left copy, rule and logo within white container
Product Brand Gilroy Medium 28/30 pt Body Copy Gilroy Light 28/30 pt
THIS CHANGES EVERYTHING.
Headline Gilroy ExtraBold 110/97 pt
Rule 4 pt PMS 513
New DuPont™ Zorvec™ Zelavin™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Notch 45% angle
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
Corteva logo Follows 70/30 sizing rule
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Legal Copy Gilroy Light 11.25/20 pt
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
URL Gilroy Medium 17/20 pt
Gray Bar 10% Black
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1˝
POSTERS SPECS – 13” X 33” The poster template includes brand elements at the top, a one-photo treatment, bold tag line and minimal body copy.
Distance from top of page is 2.875”
x
1˝ Logo Zorvec_Enicade_ENG_ Stacked_left.tif
PHOTOGRAPHY The poster uses a standard one-photo treatment with bold, rich photos of varying widths.
Container 100% Opacity White Flush left copy, rule and logo within white container Headline Gilroy ExtraBold, 108/96 pt
Product Brand Gilroy Medium, 24/28 pt Body Copy Gilroy Light, 24/28 pt
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Enicade™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Rule 4 pt, PMS 513 Notch 45% angle
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
URL Gilroy Medium, 17/20 pt
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Legal Copy Gilroy Regular, 12/20 pt
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POSTERS ONE-CROP TIERED IMAGES, 16” X 24”
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
This poster template focuses on one crop, using a three-photo layout and body copy of 150 characters or less.
Notch 45% angle Logo Zorvec_Zelavin_ENG_Stacked_ left.tif
Product Brand Gilroy Medium 28/30 Body Copy Gilroy Light 28/30
Corteva logo Follows 70/30 sizing rule
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Zelavin™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Legal Copy Gilroy Light 11.25/20 pt
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Headline Gilroy ExtraBold 110/97 pt
Rule 4 pt PMS 513
URL Gilroy Medium 17/20 pt
Gray Bar 10% Black
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POSTERS TWO-CROPS 16” X 24”
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
This two-photo poster layout features two crop-only photos, body copy of 150 characters or less, and an angled graphic element.
Color Graphic Element The color graphic element should be the appropriate brand color for the Zorvec™ product featured in the poster. In this case, the DuPont™ Zorvec™ Enicade brand color, PMS 513, was used.
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Enicade™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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Banner Stand
POINT-OF-PURCHASE AND RETAIL Banner stands and counter cards can reach customers at key moments in the purchase decision process, and they’re excellent ways to reinforce the benefits of the Zorvec™ active family of products.
Counter Card
To download these templates, please visit Home/Crop Protection/Resources/Active Ingredient Branding Resources and this link https://brandcenter.corteva.com/content/ index/guid/active_ingredient_branding_ resources?parent=726
THIS CHANGES EVERYTHING. REALIZE UNMATCHED CONSISTENCY AND LONGER-LASTING DISEASE CONTROL
Visit us at corteva.com. ™ ® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
THIS CHANGES EVERYTHING. Visit us at corteva.com.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
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2˝
POINT-OF-PURCHASE AND RETAIL VERTICAL BANNER STAND
2˝ Corteva logo Follows the 70/30 sizing rule
Logo Zorvec_Enicade_ENG_ Stacked_left.tif
The brand-focused banner stand uses tiered photography, prominent product name and tag line. No supporting copy is included in this application.
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
Notch 45% angle
URL Gilroy Medium, 28 pt
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
THIS CHANGES EVERYTHING. Visit us at corteva.com.
™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Headline Gilroy ExtraBold, 200/178 pt
Legal Copy Gilroy Light, 19 pt
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POINT-OF-PURCHASE AND RETAIL
.5”
COUNTER CARD
.5˝
The brand-focused point-of-purchase counter card features the three-element tiered photography. Subheads should be no longer than 100 characters and spaces, and adhere to the subhead guidelines on Page 34.
Photo Recommendations See the Photography section of this document for more information about photo direction, etc.
Notch 45% angle
Logo Zorvec_Enicade_ENG_ Stacked_left.tif Rule 1.75 pt
THIS CHANGES EVERYTHING.
Subhead Gilroy ExtraBold, 12/14 pt
REALIZE UNMATCHED CONSISTENCY AND LONGER-LASTING DISEASE CONTROL
Logo Follows the 70/30 sizing rule
Visit us at corteva.com. ™ ® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Gray Bar 10% Black
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Headline Gilroy ExtraBold, 44/39 pt
URL Gilroy Medium, 9/11 pt
Legal Copy Gilroy Light 6/10.5 pt
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VIDEO
Open Card A
OPEN CARD A
Zorvec™ active
Opening elements of the video include a full image that creates a welcoming space for the Zorvec brand logo (one line). END CARD The end card features a prominent Corteva Agriscience™, Agriculture Division of DowDuPont logo and standard footnote. The Corteva Agriscience brand acts as an umbrella brand for all video content.
End Card
™®Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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VIDEO OPEN CARD B
END CARD
Opening elements of the video include an animated image and graphic element in the AI brand color. The Corteva Agriscience™, Agriculture Division of DowDuPont logo is anchored in the lower right.
The end card features a prominent Corteva Agriscience™, Agriculture Division of DowDuPont logo and standard footnote. The Corteva Agriscience brand acts as an umbrella brand for all video content.
Open Card B with Animation
Zorvec™ active
Zorvec™ active
Graphic element moves into frame
Graphic element moves into frame
Zorvec™ active
Graphic element moves through frame. Image & logos fade to white. End Card
THIS CHANGES EVERYTHING.
THIS CHANGES EVERYTHING. ™®Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Graphic element moves out of frame. Tag line fades in.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Tag line
End card with logo
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CALLS TO ACTION With all marketing communications materials, we are looking to drive engagement with our audience. Depending on the asset and objective, there are various calls to action that should be considered for inclusion in your materials. These callouts are critical to activating our advertising efforts. EXAMPLES
THIS CHANGES EVERYTHING. New DuPont™ Zorvec™ Zelavin™ fungicide delivers an unmatched combination of consistency and control to help you realize a better crop. zorvec.com
CTA
zorvec.com Visit zorvec.com to learn more. Talk to your local Corteva Agriscience™ technical sales agronomist. RSVP now with your local Corteva Agriscience™ sales representative. Sign up now for the latest info about the Zorvec™ active family of products. Contact your retailer to purchase Zorvec™ active products today.
Visit us at corteva.com. ™® Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
YOU‘RE INVITED TO A GAME-CHANGING FIELD DAY New DuPont™ Zorvec™ Enicade™ fungicide offers an unmatched combination of consistency and longer-lasting disease control, helping you yield a healthier, more uniform potato crop for a better business. What: <variable copy> When: <variable copy> Where: <variable copy>
CTA
RSVP now with your local Corteva Agriscience™ sales representative. Zorvec Enicade: This Changes Everything. zorvec.com
™® Trademarks Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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SUPPORTING MATERIALS
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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QUESTIONS AND ANSWERS Q: What is the intent of the global communications platform for Zorvec™ active? A: The goal of the communications platform is to align our global resources behind the launch for Zorvec and ensure our central positioning — success through an unmatched combination of long-lasting and consistent disease control — flows through all communications regarding the product at and following launch. Q: Do we need to follow this creative structure in all advertising? A: Yes, the messaging and creative structure for Zorvec should be used in all advertising. However, the images and copy can be structured to match local preferences, provided the overall messaging platform remains consistent.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
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OTHER INFORMATION AND RESOURCES This set of guidelines works in sync with general crop protecion brand guidance available on the Corteva Agriscience™ Brand Center.
When competitors’ trademarks are mentioned in your marketing materials, the trademarks should be noted in this fashion under the legal line:
For guidance on use of product logos, design elements, color and typography, please refer to the Visual Identity section. For guidance on labels and packaging, see the Labels and Packaging section. Download assets for Zorvec™ active, including templates and photos, in the Resources section, under “Active Ingredient Branding Resources.”
Forum® (BASF). Infinito® (Bayer CropScience). Ranman® (Ishihara Sangyo Kaisha, Limited). Revus® and Ridomil Gold® (Syngenta). Manzate® (United Phosphorus Limited). Valbon® (Kumiai Chemical Company Limited). For more information about the guidelines for trademarks, see Worldwide Trademark Use Guidelines in the Corteva Agriscience Brand Center.
APPROVED LEGAL The following legal line should be placed on all marketing communications materials in advance of spin. A heritage company must exist in the footnote. Since Zorvec™ active is an hDCP product, DuPont is featured in the copyright line. ™®Trademarks of Dow AgroSciences, DuPont or Pioneer, and their affiliated companies or their respective owners. ©2018 DuPont.
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