Cargill brand guidelines v2 2 030915 by Yao Yan

Brand Expression Guidelines

2.2

Table of contents Strategy 3

Color 49

Interpreting thrive 132

Introduction

Palette

Interpretations

133 134

Tints

Cargill corporate identity

Cargill green

Examples

Palette with photography

Our name

Approved interpretations

135

The Cargill logo

Palette without photography

Writing 136

Trademark status

How to use neutrals

thrive in text

139

Logo clear space

Color in typography

Examples

141

Approved logo versions

Tints in typography

Logo examples

Color and tints in infographics

Signatures / logo lockups

Using color in multi-page documents 80

Activities, programs and other logos

White space

Mosaics 143

Telling a story with mosaics

147

Elements of mosaics

149

Radius and gutter dimensions

150

Typography 84

Photo mosaics

152

Photography 30

Primary typeface

Color-only mosaics

155

Secondary typeface

How to use neutrals

159

Stem windows

162

Taglines

The thrive photo system

People

Type hierarchy

Systems

Type over photography

Details

Non-mosaic windows

167

Examples

170

How to shoot

thrive window

What to shoot

The thrive window

Images without backgrounds

thrive window photography

103

How to capture

104

How to build

111

Trademark

116

101

Using the thrive window

120

Large-format usage

126

Text in a thrive window

129

It’s time for us to talk about Cargill in a new way. We’re here to help people and organizations become more successful. Can we express that idea in a way that’s relevant to people across geographies, businesses and perspectives? How do we tell our story in a way that is simple, powerful and uniquely Cargill? The answer is one word: thrive.

STRATEGY 4

Introduction

With thrive, we have the tools we need to tell our story with consistency and flexibility. It combines words and images into a thoughtful system that’s built to help us express our unique value to our stakeholders, so they will choose us more often.

Level A Title Place Here

Optional headline can go in here.

Lorem epson Ajoin Pudist quas conse

Lorem epsem alos as kare oajo inis orpr.

Lorem epsem alos as kare oajo ahiew ghayna ah goerd to.

Insert event or other content MM/DD/YYYY 00:00am – 00:00pm Insert location

Cargill Brand Expression Guidelines 2.2

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STRATEGY 5

so what is thrive? Cargill Brand Expression Guidelines 2.2

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Itâ&#x20AC;&#x2122;s not about selling cocoa beans.

Itâ&#x20AC;&#x2122;s about

raising incomes and productivity

for cocoa farmers.

Itâ&#x20AC;&#x2122;s not about ads or slogans.

Itâ&#x20AC;&#x2122;s about telling the world a single

compelling story

about our work.

It’s not about a new PowerPoint template.

It’s about a

new way of communicating.

STRATEGY 9

itâ&#x20AC;&#x2122;s not about us. Cargill Brand Expression Guidelines 2.2

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STRATEGY 10

For years, we’ve done a lot of talking about ourselves—who we are, what we do and how we do it. That’s still important, but if we don’t define ourselves well, someone else will. Now, Cargill is taking a secondary role in our storytelling. With thrive, we’ll talk first about how stakeholders are experiencing the benefit of success— then describe how we’re helping them do it. Cargill Brand Expression Guidelines 2.2

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STRATEGY 11

itâ&#x20AC;&#x2122;s about stakeholder success. Cargill Brand Expression Guidelines 2.2

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STRATEGY 12

It comes down to asking our stakeholders one important question: How do you define success? To make thrive relevant to a given person or organization, we have to understand their success measures first. Then we frame our offering to help them achieve it.

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STRATEGY 13

Success will always mean different things to different stakeholders. Itâ&#x20AC;&#x2122;s our job to find out what that isâ&#x20AC;&#x201D;and do whatever we can to help them achieve it.

For a customer, success might be a

For a community, it might be a

10% annual sales growth.

3% reduction in unemployment.

Cargill Brand Expression Guidelines 2.2

For an NGO, it might be helping them reduce water usage in a country by 100 billion liters.

For a candidate, it might be the opportunity to work

for a global business sooner in their careers.

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STRATEGY 14

how do we enable success? Cargill Brand Expression Guidelines 2.2

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STRATEGY 15

We deliver products and services that help stakeholders thrive.

We help businesses thrive by managing the risk of market turbulence and volatility while creating conditions where investments can flourish.

Cargill Brand Expression Guidelines 2.2

We help people thrive by managing supply chains to deliver nourishment where itâ&#x20AC;&#x2122;s needed, safely and efficiently.

We help our employees thrive by engaging them in meaningful work that helps them grow personally and professionally.

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Itâ&#x20AC;&#x2122;s a new way of articulating the

unique value

we bring to stakeholders.

The thrive brand expression helps us tell a story in a way that is globally consistent and locally relevantâ&#x20AC;&#x201D;unified across six continents and adaptable to the needs of each Cargill business, country, function or issue. This document is your guide to using thrive in the most effective way possible.

corporate identity Cargill remains our corporate identity. It is the masterbrand of our company and the entity in which we conduct our business.

Our name is

Cargill.

Sometimes Cargill, Incorporated; never Cargill, Inc.

CORPORATE IDENTITY 20

Our name

Our communicative name is Cargill. Our legal name is Cargill, Incorporated (spelled out). Cargill, Inc., is neither our legal nor our communicative name and should not be used. Our communicative name, Cargill, is the name by which we wish to be known. Use it in your communications, except where our legal name may be required. Items that may require the use of the legal name include: • • • • •

Invoices Checks Purchase orders Papers to be filed with governmental agencies or offices Documents requiring the signature of an officer of the corporation

Do not

Cargill, Inc.

Cargill

DO NOT use Cargill, Inc. in any instance.

DO use our communicative name, Cargill, in most instances.

Cargill, Incorporated DO use our legal name, Cargill, Incorporated, when a legal name is required.

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CORPORATE IDENTITY 21

The Cargill logo

Cargill Brand Expression Guidelines 2.2

The Cargill logo is the single most visible symbol of our company; it is an intangible yet vitally important asset. You can help preserve its value as a brand and trademark with correct and consistent usage.

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CORPORATE IDENTITY 22

The Cargill logo, continued

banner

The Cargill logo is a single integrated graphic made up of the Cargill green (PMS 348 C/356 U) banner and the wordmark together. It is crucial to use the Cargill logo correctly and consistently to ensure the visual impact and overall integrity are not compromised or diluted.

COLOR PALETTE: Cargill green, or PMS 348 C/356 U, should only be used in the banner shape of the Cargill logo. Do not use Cargill green in any other design application, as it will lessen its impact. The wordmark is always black, unless reversed to white. CMYK 100 0 100 2 RGB 0 133 66 HTML #008542 PMS 356 U

PMS 348 C

BLACK

TRADEMARK: The Cargill logo with the ÂŽ symbol should be used in place of the previous Cargill logo with the â&#x201E;˘ symbol in countries where the trademark has achieved fully registered status.

wordmark

Cargill Brand Expression Guidelines 2.2

For more information about which logo to use and which countries have fully registered the Cargill logo, consult the Cargill trademark status.

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CORPORATE IDENTITY 23

Trademark status

The Cargill corporate trademarks (Cargill trademark name and Cargill logo) have achieved fully registered trademark status in all but 11 countries where Cargill conducts business. This means the ® symbol may be used in place of the previous ™ symbol when using the corporate trademarks. To ensure that the correct form of the trademark identity is used, please verify that the corporate trademarks are in fact registered in the country in which the trademarks will be used. The accompanying trademark status by country list indicates the status of countries as registered or pending. For those countries indicated as registered, the Cargill logo files that carry the ® symbol can be used. If the country of use is indicated as pending, or it is unclear, continue to use the Cargill logo files that carry the ™ symbol. For communications that may cross into multiple countries around the globe, such as websites, the country of use is considered to be the country of origin where the website was created and managed.

The ™ symbol is required in these countries: • Bangladesh • India • Iraq • Lebanon • Libyan Arab Jamahiriya • Mozambique

Cargill Brand Expression Guidelines 2.2

™

• Nigeria • Qatar • Syrian Arab Republic • Tunisia • Venezuela

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CORPORATE IDENTITY 24

Logo clear space

Cargill Brand Expression Guidelines 2.2

For ultimate visibility and impact, it’s important to retain a designated minimum clear space around the logo. This area is designated as being equal to the height of the “i” in the logo. It should never be intersected or intruded upon by any other graphic object or edge.

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CORPORATE IDENTITY 25

Approved logo versions

Green and black Use this version whenever possible.

Cargill Brand Expression Guidelines 2.2

Four approved versions of the Cargill logo have been created to provide maximum usability across a variety of applications. Printing capability, background colors, textures and patterns will determine which logo you should use.

Solid black Use the solid black version only for applications requiring one- or two-color printing where the second color is not PMS 348.

Green and white Use the two-color reverse version when the background is dark or black. Check to make sure there is sufficient contrast between the background and the green banner.

Solid white Use the solid white version against a dark photo or background when there is insufficient contrast between the green banner and the background.

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CORPORATE IDENTITY 26

Logo examples

Do not

Funds DO NOT separate the banner from the wordmark.

DO NOT distort proportions.

DO NOT change the colors of the logo.

DO NOT use a drop shadow.

DO NOT use the logo as a readthrough in text.

shape.

DO NOT enclose the logo within a

DO NOT use the logo or parts of the

DO NOT ignore the logo clear space.

logo to create a design or pattern.

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CORPORATE IDENTITY 27

Signatures/ logo lockups

Our masterbrand strategy has been implemented to build equity in the Cargill brand and unity among Business and Function Units. As such, all signature lockups have been eliminated. The Cargill brand should always stand alone without any visual “lockup” that pairs the Cargill logo with the Business or Function Unit in a graphic file. The importance of the Business and Function Unit names remains a strong and essential dimension of our overall brand and a valuable customer navigation tool. These names continue to define the Cargill organization but are only represented in text form rather than visually “locked up” with the Cargill logo. When using a Business Unit name in text, the word “Cargill” must always precede the full Business Unit name (Cargill Corn Milling). When using a Function Unit name in text, omit the word “Cargill” (Human Resources).

Do not

Corn Milling

Cargill Corn Milling DO set the name of a Business Unit in text, preceded by the word Cargill.

DO NOT lock up a Business Unit name with the Cargill logo.

Human Resources Human Resources

DO set the name of a Function Unit in text, but do not include the word Cargill.

DO NOT lock up a Function Unit name with the Cargill logo.

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CORPORATE IDENTITY 28

Activities, programs and other logos

Do not

To support the Cargill masterbrand strategy, new logos or logo â&#x20AC;&#x153;lockupsâ&#x20AC;? should not be created for internal or external use in support of specific programs, committees, events or work teams. Our goal is to support one identity, the Cargill brand. However, creative names of these activities and programs can be used with the Cargill logo, provided that clear space guidelines are followed.

75th Annual Family Picnic DO NOT create new logos for activities

DO set the name of activities in text with or without the Cargill logo.

or programs.

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CORPORATE IDENTITY 29

Taglines

Under the new Cargill Brand Expression System, there is no tagline for the company. Instead, the use of thrive in the graphic system acts as the core message. Business Units should not develop their own taglines in conjunction with the thrive expression system. Instead, businesses may communicate a product or service brand and its specific promise, tied to the corporate positioning of success, through the headline and body copy.

Collaborate > Create > Succeed THIS TAGLINE SHOULD NO LONGER BE USED IN ANY COMMUNICATIONS. As communication

materials are refreshed, they should move over to the thrive brand expression system.

Nourishing Ideas. Nourishing People.â&#x201E;˘ This tagline was originally developed for internal use to communicate the vision of the company. Moving forward, this tagline, or any tailored version of this tagline (e.g., Nourishing _______), should not be incorporated into any communication.

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photography The success of thrive is directly linked to the quality of our images and their ability to communicate. Our goal is to use the power of photography to showcase the positive impact Cargill has on the world around us. Above all, the images should clearly demonstrate the success of a stakeholder in the act or result of thriving.

PHOTO 31

The thrive photo system

people Cargill Brand Expression Guidelines 2.2

The thrive photo system has been developed to capture the journey to and the achievement of success through the balanced use of people, systems and details. Photos of people depict our stakeholders thriving throughout the world, images of systems represent our strategic thinking and global reach, and detail shots focus on our attention to detail.

systems

details March 2015

Choose photos of

people

in the act or result of thriving.

PHOTO 33

People

Cargill Brand Expression Guidelines 2.2

Images should capture emotional moments of people working together to achieve a common goal, or intimate moments of individuals engrossed in a thought or task. When possible, make sure two or more people are in the photo to help emphasize collaboration and the achievement of success.

March 2015

Use photography of

systems

to illustrate our informed perspective of the interdependent world.

PHOTO 35

Systems

Cargill Brand Expression Guidelines 2.2

Cargill tackles difficult challenges, and our photography of systems should demonstrate our ability to help solve big problems. Systems photos should offer a grand view of the subject from a unique perspective. Elongated fields of vision showcase the patterns, depth and magnitude of a subject.

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Show photography of

details

to represent our problem-solving abilities and attention to detail.

PHOTO 37

Details

Cargill Brand Expression Guidelines 2.2

While systems photography demonstrates our ability to tackle challenges, details photography should showcaseâ&#x20AC;&#x201D;in a unique wayâ&#x20AC;&#x201D;the goods, processes and technologies that go into creating Cargill products.

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PHOTO 38

how to shoot

PHOTO 39

lighting

Use to provide drama and depth.

DO NOT use flat, even lighting.

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PHOTO 40

unique perspective. Shoot from a

DO NOT shoot from uninteresting angles.

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PHOTO 41

what to shoot

Capture

real-life moments.

DO NOT photograph staged situations.

Highlight

local cultures. DO NOT capture vague global locations.

PHOTO 44

Show

optimism and thoughtful expressions.

DO NOT show apathetic expressions.

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PHOTO 45

can i use images without backgrounds?

PHOTO 46

Images without backgrounds

Cargill Brand Expression Guidelines 2.2

It is acceptable to use images without backgrounds when photographing ingredients, products and other objects. Photograph materials on white sweeps from an interesting angle with a soft, natural shadow. Use depth of field to add blur and visual interest to your images.

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PHOTO 47

Cutout images

It is also acceptable to cutout images from a background to create a product or material on white. When possible, keep the natural shadow present in the photo; if there isnâ&#x20AC;&#x2122;t one, do not add an unconvincing drop shadow.

Do not

DO select photography that can be easily cut out from the background.

DO NOT select photography that bleeds off more than one edge.

Cargill Brand Expression Guidelines 2.2

DO NOT select photos that have a human element. Cutout images should only feature a product.

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PHOTO 48

Examples

Silhouetted images of products and ingredients are meant to serve as an accent to our broader story of how we help stakeholders thrive. Cutouts should work together with other types of photography to create balance and are not to be used exclusively.

Do not

NAM ET VELLABORIBUS RATURE

â&#x20AC;&#x153;Cargill helped me minimize my risk profile in a turbulent market, adding 12% to my net profits.â&#x20AC;?

A range of our businesses to help Brazil thrive

JOHN SMITH Title Goes Here

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Coffee

Poultry

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Oils

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DO use cutout photography of products with soft, natural shadows as an accent to complement your stories.

Cargill Brand Expression Guidelines 2.2

Sweeteners

Food Trading

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DO NOT use cutout photography in mosaics.

DO NOT silhouette photos of people.

March 2015

color The Cargill thrive color palette contains energetic, vibrant tones that express our promise to help the world succeed, grow and flourish. We leverage the colors of the world to create a wide, rich palette, giving flexibility for Cargillâ&#x20AC;&#x2122;s diverse and global businesses to appeal to all cultures.

COLOR 50

Palette

When specifying color, be sure that it is done with purpose. Our primary colors are arranged in accordance with the color spectrum. Never rearrange these colors, as it is important to move from warm to cool.

Primary

Neutral

PMS 704 C

PMS 167 C

PMS 145 C

PMS 110 C

PMS 7745 C

PMS 370 C

PMS 7473 C

PMS 7474 C

PMS 7469 C

Cool Cool Cool Gray 2 C Gray 7 C Gray 10 C

CMYK 6 93 58 28

CMYK 3 78 100 15

CMYK 0 58 100 8

CMYK 2 24 100 7

CMYK 16 0 91 28

CMYK 64 5 100 24

CMYK 74 0 36 8

CMYK 98 7 30 30

CMYK 100 31 8 38

CMYK 5 3 4 8

CMYK 22 15 11 32

CMYK 38 29 20 58

RGB 162 43 56

RGB 189 79 25

RGB 202 119 0

RGB 215 169 0

RGB 171 173 35

RGB 91 143 34

RGB 30 157 139

RGB 0 122 135

RGB 0 92 132

RGB 213 214 210

RGB 154 155 156

RGB 97 99 101

HTML #A72B2D

HTML #C2531B

HTML #D57F00

HTML #DBAA00

HTML #ABAD25

HTML #638C1C

HTML #19988B

HTML #007582

HTML #005E86

HTML #D1D0CF

HTML #98999B

HTML #63656A

RAL 440-4

RAL 360-4

RAL 060 60 60

RAL 080 70 70

RAL 100 70 60

RAL 120 50 50

RAL 180 60 30

RAL 190 50 40

RAL 220 40 40

RAL 870-1

RAL 860-4

RAL 820-5

PMS 1807 U

PMS 1525 U

PMS 124 U

PMS 7405 U

PMS 397 U

PMS 377 U

PMS 3278 U

PMS 321 U

PMS 634 U

PMS Cool Gray 2 U

PMS Cool Gray 7 U

PMS Cool Gray 11 U

NOTE:

This is not the Cargill logo green (PMS 348 C/356 U) and should never be used in the Cargill logo.

Warm Cargill Brand Expression Guidelines 2.2

Cool March 2015

COLOR 51

Always use color in the

order

of the spectrum.

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COLOR 52

Never rearrange

the order of colors.

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COLOR 53

Use the least amount of color to express your message

efficiently.

Cargill Brand Expression Guidelines 2.2

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COLOR 54

Tints

Tints should be used to help organize information, demonstrate a change in data or highlight a key attribute or finding. Only use tints in non-mosaic shapes, infographics and typography.

PMS 704 C

PMS 167 C

PMS 145 C

PMS 110 C

75%

50%

25%

Cargill Brand Expression Guidelines 2.2

25%

PMS 7745 C

PMS 370 C

PMS 7473 C

PMS 7474 C

PMS 7469 C

75%

50%

25%

75%, 50% and 25% are the only approved tints.

When a tint of 50% or 75% is used, knock out type to white. When a tint of 25% is used, type should be Cool Gray 10 C for contrast.

March 2015

COLOR 55

Cargill green

PMS 348 C CMYK 100 0 100 20 RGB 0 133 66 HTML #008542 RAL 150 40 50

The green in the Cargill logo (PMS 348 C) should only be used in the banner shape of the logo. Do not use Cargill green (PMS 348 C) in any other design application, as it will lessen its impact.

NOTE: Only use

PMS 348 C in the banner shape of the Cargill logo, never in any other instance.

PMS 356 U

Cargill Brand Expression Guidelines 2.2

March 2015

Choose colors

inspired

by photography.

A maximum of

two colors should be used with photography.

COLOR 58

Creating a palette with one photo

In a layout with one photo, choose a color from the photo, and then one adjacent color from the primary spectrum. These become your palette.

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Step 1 Select a color from the photo; this may be the primary color or an accent.

Step 2 Using the selected color, create your palette using an adjacent color.

1 Select a color to the left.

or Select a color to the right.

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COLOR 59

Creating a palette with multiple photos

When creating a layout using multiple photos, choose photography with similar color schemes (warm, greens or cool). Then, choose a color from our thrive palette based on the overall composition. Photos donâ&#x20AC;&#x2122;t all have to contain the same color, but they should have similar tones.

Step 1 Choose a color based on the color scheme of the group of images.

Step 2 Choose one adjacent color to complement the overall composition.

1 Select a color to the left.

Because it is an end color, the palette can only move to the left.

Cargill Brand Expression Guidelines 2.2

1 1

Ă&#x2014; March 2015

COLOR 60

Two-color combinations to use with photography

When used with photography, these two-color combinations implement the thrive color palette in a simple, vibrant and efficient way.

Color combination 1

PMS 704 C

Color combination 5

PMS 167 C

Color combination 2

PMS 167 C

PMS 145 C

Cargill Brand Expression Guidelines 2.2

PMS 370 C

PMS 7473 C

Color combination 7

PMS 110 C

Color combination 4

PMS 110 C

PMS 370 C

Color combination 6

Color combination 3

PMS 145 C

PMS 7745 C

PMS 7473 C

PMS 7474 C

Color combination 8

PMS 7745 C

PMS 7474 C

PMS 7469 C

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COLOR 61

End colors

While you should always follow the natural spectrum of color, you should not use color in a loop. When starting a color palette with one of the colors at the end of the spectrum, you should choose the color adjacent to the end color, never loop around to the other end color.

Do not

Only select adjacent colors when starting with an end color.

The two end colors should never be in a color palette together.

2 2

AUTHOR OR BRANDNAME

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Issue Date

Newsletter Name

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adjacent color,

AUTHOR OR BRANDNAME

Aliquam Non Nunc Sed Ante In in tortor nunc. Integer id sapien eu elit ullarper vulputate. Nullam vestibulum fringilla odio ac pulvinar. auctor lorem.PMS Cuitur tempor DO NOT use theDonec twovitae end colors 7469 blandit blandit. Ut volutpat consequat egestas. et vulputate mi. Duis accumsan vutate togetherQuisque in a color palette. magna, vitae aliquet ipsum facilisis. Quisque risus ligula, dignissim vel congue non, pulvinar vitae tellus. Donec rhoncus lacus eget nibh cursus condimentum. Quisque scelerisque vitae lacus et lacinia. Donec rhoncus lacus eget nibh cursus condimentum. Donec vulputate sem sapien, a condimentum augue:

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C and PMS 704 C

AUTHOR OR BRANDNAME

March 2015

no photos?

Use a maximum of

three colors without photography.

COLOR 64

Creating a palette without photos

In layouts without photography, choose three adjacent colors from the primary spectrum. These become your palette. Gradients should never be used.

Step 1

Select a color.

Step 2 Select up to two adjacent colors.

Option A Select a color to the left and to the right.

Option B Select up to two colors to the left.

Example Option C Select up to two colors to the right.

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Nam et vellaboribus rature cum vel in pedig nis et vel etur molorep gnimus aut velisinus res.

Nam et vellaboribus ratu re cum vel in pedig nis et vel etur molorep.

Nam et vellaboribus rature cum vel in pedig nis et vel etur molorep gnimus aut velisinus res. Cerum amus, occum nosae quo toriae voluptatem nusam eos esciis et hit et haribusa porepernatum quas dolore volor aut aut.

SUBHEAD LEVEL 1

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpers em perum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti invente volume erem renim.

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae sim pers em perum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti invente volume erem renim. Que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam.

Cargill Brand Expression Guidelines 2.2

March 2015

COLOR 65

Three-color combinations

Following the order of the spectrum, these three-color combinations implement the thrive color palette in a simple, vibrant and efficient way. If there are no photos in your composition, you should use one of these combinations.

Color combination 9

PMS 704 C

PMS 167 C

Color combination 13

PMS 145 C

Color combination 10

PMS 167 C

PMS 145 C

PMS 110 C

PMS 370 C

PMS 7473 C

Color combination 14

PMS 110 C

Color combination 11

PMS 145 C

PMS 7745 C

PMS 370 C

PMS 7473 C

PMS 7474 C

Color combination 15

PMS 7745 C

PMS 7473 C

PMS 7474 C

PMS 7469 C

Color combination 12

PMS 110 C

Cargill Brand Expression Guidelines 2.2

PMS 7745 C

PMS 370 C

March 2015

COLOR 66

End colors

Do not

Only select adjacent colors when starting with an end color.

The two end colors should never be in a color palette together.

Ă&#x2014; 1

3 3

Issue Date

Newsletter Name

AUTHOR OR BRANDNAME

Aliquam Non Nunc Sed Ante

In in tortor nunc. Integer id sapien eu elit ullarper vulputate. Nullam vestibulum fringilla odio ac pulvinar. Donec vitae auctor lorem. Cuitur tempor Ut volutpat consequat egestas. DO useblandit the blandit. end color PMS 7469 C with its adjacent color, Quisque et vulputate mi. Duis accumsan vutate Vestibulum Fringilla PMS 7474 C.vitae aliquet ipsum facilisis. magna, Quisque risus ligula, dignissim vel congue non, pulvinar vitae tellus. Donec rhoncus lacus eget nibh cursus condimentum. Cargill Brand Expression 2.2 Donec vulputate Quisque scelerisque Guidelines vitae lacus et lacinia. sem sapien, a condimentum augue. lass aptent taciti sociosqu ad litora torquent per conubia nostra, pellentesque nec mollis eget, tempus ac ligula.

Quisque risus ligula, dignissim vel congue non, pulvinar vitae tellus. Donec rhoncus lacus eget nibh cursus condimentum. Quisque scelerisque vitae lacus et lacinia. Vivamus ullamcorper pretium dignissim. Donec vulputate sem sapien, onentum augue malesuada

Issue Date

In in tortor nunc. Integer id sapien eu elit ullarper vulputate. Nullam vestibulum fringilla odio ac pulvinar. Donec vitae auctor lorem. Cuitur tempor blanditthe blandit. volutpat consequat egestas. DO NOT use twoUtend colors PMS 7469 Quisque et vulputate mi. Duis accumsan vutate togethermagna, in a color palette. vitae aliquet ipsum facilisis. Quisque risus ligula, dignissim vel congue non, pulvinar vitae tellus. Donec rhoncus lacus eget nibh cursus condimentum. Quisque scelerisque vitae lacus et lacinia. Donec vulputate sem sapien, a condimentum augue. lass aptent taciti sociosqu ad litora torquent per conubia nostra, pellentesque nec mollis eget, tempus ac ligula.

Ă&#x2014;

C and PMS 704 C Vestibulum Fringilla

March 2015

COLOR 67

how to use neutrals

COLOR 68

How to use neutrals

Neutrals can be used as a substitute for one of the colors in your chosen palette to communicate a more serious or industrial feel.

Cool Gray 2 C

Cool Gray 7 C

Cool Gray 10 C

CMYK 5 3 4 8

CMYK 22 15 11 32

CMYK 38 29 20 58

RGB 213 214 210

RGB 154 155 156

RGB 97 99 101

HTML #D1D0CF

HTML #98999B

HTML #63656A

RAL 870-1

RAL 860-4

RAL 820-5

PMS Cool Gray 2 U

PMS Cool Gray 7 U

PMS Cool Gray 11 U

May be used as an adjacent color or as a background for infographics. Text should be set in Cool Gray 7 C/7 U.

Cargill Brand Expression Guidelines 2.2

Can be used as a primary or adjacent color and should have text knocked out in white.

Only used to complement a primary color and is never the primary color used in a design. Text should be knocked out in white.

March 2015

COLOR 69

Two-color neutral combinations

Cargill Brand Expression Guidelines 2.2

Cool Gray 7 C

Cool Gray 10 C

PMS 704 C

Cool Gray 2 C

PMS 704 C

Cool Gray 7 C

PMS 704 C

Cool Gray 10 C

PMS 167 C

Cool Gray 2 C

PMS 167 C

Cool Gray 7 C

PMS 167 C

Cool Gray 10 C

PMS 145 C

Cool Gray 2 C

PMS 145 C

Cool Gray 7 C

PMS 145 C

Cool Gray 10 C

PMS 110 C

Cool Gray 2 C

PMS 110

Cool Gray 7 C

PMS 110 C

Cool Gray 10 C

PMS 7745 C

Cool Gray 2 C

PMS 7745 C

Cool Gray 7 C

PMS 7745 C

Cool Gray 10 C

PMS 370 C

Cool Gray 2 C

PMS 370 C

Cool Gray 7 C

PMS 370 C

Cool Gray 10 C

PMS 7473 C

Cool Gray 2 C

PMS 7473 C

Cool Gray 7 C

PMS 7473 C

Cool Gray 10 C

PMS 7474 C

Cool Gray 2 C

PMS 7474 C

Cool Gray 7 C

PMS 7474 C

Cool Gray 10 C

PMS 7469 C

Cool Gray 2 C

PMS 7469 C

Cool Gray 7 C

PMS 7469 C

Cool Gray 10 C

Preferred combinations with Cool Gray 10 C

Preferred combinations with Cool Gray 2 C

Cool Gray 2 C

March 2015

COLOR 70

Three-color neutral combinations

Cargill Brand Expression Guidelines 2.2

Cool Gray 7 C

Cool Gray 10 C

PMS 704 C

PMS 167 C

Cool Gray 2 C

PMS 704 C

PMS 167 C

Cool Gray 7 C

PMS 704 C

PMS 167 C

Cool Gray 10 C

PMS 167 C

PMS 145 C

Cool Gray 2 C

PMS 167 C

PMS 145 C

Cool Gray 7 C

PMS 167 C

PMS 145 C

Cool Gray 10 C

PMS 145 C

PMS 110 C

Cool Gray 2 C

PMS 145 C

PMS 110 C

Cool Gray 7 C

PMS 145 C

PMS 110 C

Cool Gray 10 C

PMS 110 C

PMS 7745 C

Cool Gray 2 C

PMS 110 C

PMS 7745 C

Cool Gray 7 C

PMS 110 C

PMS 7745 C

Cool Gray 10 C

PMS 7745 C

PMS 370 C

Cool Gray 2 C

PMS 7745 C

PMS 370 C

Cool Gray 7 C

PMS 7745 C

PMS 370 C

Cool Gray 10 C

PMS 370 C

PMS 7473 C

Cool Gray 2 C

PMS 370 C

PMS 7473 C

Cool Gray 7 C

PMS 370 C

PMS 7473 C

Cool Gray 10 C

PMS 7473 C

PMS 7474 C

Cool Gray 2 C

PMS 7473 C

PMS 7474 C

Cool Gray 7 C

PMS 7473 C

PMS 7474 C

Cool Gray 10 C

PMS 7474 C

PMS 7469 C

Cool Gray 2 C

PMS 7474 C

PMS 7469 C

Cool Gray 7 C

PMS 7474 C

PMS 7469 C

Cool Gray 10 C

March 2015

Preferred combinations with Cool Gray 10 C

Preferred combinations with Cool Gray 2 C

Cool Gray 2 C

COLOR 71

Examples

Do not NAM ET VELLABORIBUS RATURE

NAM ET VELLABORIBUS RATURE

Who we are

OUR WORK

At Cargill, we partner with stakeholders around the world to achieve one primary goal: helping them become more successful.

Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. We are committed to sharing our global knowledge and experience to help meet economic, environmental and social challenges. Stakeholders we serve Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quu tus rerro modicti blab invella ccum, ullorei ciatem fugit quist otasime nistio net ex earumet lit perecabo. Et ea enihici pientio ommolum num velessit, qusci denderisciet as arum et hiliam cum lorem ipsum dolor.

chosen palette.

Cargill Brand Expression Guidelines 2.2

At Cargill, we partner with stakeholders around the world to achieve one primary goal: helping them become more successful.

At a glance

Founded in 1865 Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum. Omni consedion peria auta quunt dia ide prae ipsandandis.

OUR HERITAGE Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles.

Over 140,000 Employees Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum.

Located in 65 Countries Omni consedion peria auta quunt dia ide prae reseque asads.

1,862 Patents Owned by Cargill Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell reseque dolo rese quia modicti blab

At a glance

DO NOT use only neutrals; always use an approved

Founded in 1865 Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum. Omni consedion peria auta quunt dia ide prae ipsandandis.

two- or three-color neutral combination.

DO use one neutral plus one or two colors in your

OUR WORK

Over 140,000 Employees Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum.

Located in 65 Countries Omni consedion peria auta quunt dia ide prae reseque asads.

1,862 Patents Owned by Cargill Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell reseque dolo rese quia modicti blab

DO NOT tint any of the neutrals; always use them at

100% value.

March 2015

COLOR 72

use color for organization and emphasis

COLOR 73

Use color for organization and emphasis

Color should be used as a tool to communicate important information. Using color can add hierarchy to text, and tints may be implemented to emphasize key points. Color should also be used to organize material in infographics or throughout entire documents.

NAM ET VELLABORIBUS RATURE 2000-Present 1975-1999

OUR WORK

Our commitment

1950-1974

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Anditas

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Through grants to The Conservancy in Brazil, Cargill has helped 383 farmers comply with conservation laws, achieving near zero illegal deforestation while raising

farmer income by 34%—helping them thrive.

dolo r po re.

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OUR INNOVATION

Cargill in Brazil

Through a commitment to innovation, we have helped our partners succeed in numerous ways.

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist.

RIDICULUS TORTOR To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects.

OUR COUNTRY

Since 1965, Cargill in Brazil has been making a positive impact on its people.

SUBHEAD 1

To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects.

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunteria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero. Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero.

Subhead level 2 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles duntde prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam

RIDICULUS TORTOR MOLLIS

“Cuptatis nonrtied mod estest, oeont sedioria auta quia ideli rae reseuera lorem ipsum.”

MOLLIS RIDIC ULUS TORTOR

To reduce greenhouse emissions, Cargill teams up with customers and partners around the world in developing more than 80 carbon reduction projects.

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium lab ipie quatem ero eos ullupta. Lorio. Magnihitati officium eum qui aut adit aut faccus nimus dis et ullis veliquamusa si aliquibea illo est, ulparit genihilles eat.

To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects.

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium lab ipie quatem ero eos ullupta.

JOHN SMITH Title Goes Here

60,000

tons of fuel oil saved per year, reducing green house gas emissions.

NAM ET VELLABORIBUS RATURE

Cargill in Brazil Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist.

“Cargill helped us lower our energy costs by 34%, saving us 5 million brl last year.”

OUR STAKEHOLDERS

Our work helps stakeholders thrive

Brazil and 1950-1974in around the world.

Lower-cost energy through eucalyptus Our expanded starches and sweeteners plant in Uberlândia, Brazil has a new environmentally friendly source of energy: eucalyptus trees.

Wood chips from the eucalyptus trees are used as biomass. Eucalyptus trees grow quickly—in the Minas Gerais region eucalyptus trees can reach 40 feet in just 30 months—providing an ongoing, environmentally friendly source of biomass. Biomass is a biological, renewable energy source.

Et enda volorem ollandit facim volest fuga. Bisimag nimoditaspel imag nitat imodita quiae ea que sit quo illupta ssitatibus, beris erferum enditis aut at iniam, viducil icillabo.

Ehene moluptam, sitiorrument eumenis autas quaepressit fuga. Cumet dem. Nam aut od ut quas doluptatur. Meniat es reprem es dollab ipiciet, te et am ditati dolorpore exceperuptas alicipsam cullori oreperia volum ut ab il ipsus conse arionse sus, verum aliame vel eres inci aut et fugia intur.

LOREM IPSUM

Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero.

RESE NOSSUNTIST PEDIS Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero. RESE NOSSUNTIST PEDIS Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero.

RESE NOSSUNTIST PEDIS Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero. RESE NOSSUNTIST PEDIS Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero.

Soybean

Aromas

Soybean Terminals

Starches & Sweeteners

Industrial Oils & Lubricants

Ethanol

Cocoa & Chocolate

Sugar

Meats

Foods

ic re

Se q

olo rp or e

Rea volupt nest. at ape ipicide runti t m il a iu fugi m t ut uta res ev de olo en e re lit endende rest ut rep nd i cus s fugit te nt qu ad m ero e li tem il a v i pic er id i qu ide ei c ss qu ne Se cu te st. Sequi q ui et es t . u n a t e m tq icide nt q il ip ui c dm Re us it a s , e fug . et ari olor temporita do re ut es ex lor i lit ui d l en e s cia de sd olo rp or e en de

n no

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NAM ET VELLABORIBUS RATURE

oria

iur.

i cum

m iu loru

et a

t ab

. iur

m loru do

Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda

e de Da

um lor

. iur

am qu

m cu

iu rum

Cargill Brand Expression Guidelines 2.2

erc tib ea

lo do

FOOD SECURITY

Tints in typography

customers can bring products to market 25%

faster than with any other partner, allowing both companies and consumers to thrive.

lib

Color in typography

pe as

1865-1899

Thanks to Cargill’s expertise, our

a qu

Conse eli cus b nat ea is a tib sp eli e be a Andita tib s co e r nse cu sn at is Venit eat i be rc ic

cu m

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1900-1924

atis as p

r lo do

At Cargill, we partner with stakeholders Cuptatis nonseri tionsequid mod est esent, omni around world to consedion peria auta quunt dia ide the prae reseque ipsandandis dolo rese quia nossuntist. achieve one primary goal: helping them become more successful. 1925-1949

ecu sn

Color and tints in infographics

1975-1999

Et enda volorem ollandit facim volest fuga. Bisimag nimoditaspel imag nitat imodita quiae ea que sit quo illupta ssitatibus, beris erferum enditis aut at iniam, viducil icillabo.

Color in multipage documents

2000-PRESENT

Dic temperi onsequi volectium untius

dici diti quas alicill uptaturi quo Modis quia voluptae expliqu iduntem. Ut ut landae. intoreicimpe ad mod volo eostiumendae cuptate officimo. Metusdae. Ihilignis doluptur mosti ulparum velis nonse perro quatibus ut pores atinvel in core eium es etusandi occat.

Tistrum dolores niasim exped eatur, sequost, samet, net occab ipis simus reprem. Porehen imaximodia sum nulparum res dolorro od expersped quatessum qui ut laces volorep tatur. Quis aute exero ipsam eos excerro torro qui vellabo.

March 2015

COLOR 74

Color in typography

Color should also be used in typography to call attention to headlines, subheads and introductory copy. The use of color helps to organize and enliven our communications, and ensures that our messages are being communicated effectively.

Do not

NAM ET VELLABORIBUS RATURE

Our commitment

Working to feed Brazil

NAM ET VELLABORIBUS RATURE

Our commitment

Working to feed Brazil

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist.

FOOD SECURITY

FOOD SAFETY

Modis quia voluptae expliqu iduntem. Ut ut landae. Metusdae. Ihilignis doluptur mosti ulparum velis nonse perro quatibus ut pores atinvel in core eium es etusandi occat.

Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem. Gendeles debis alibus, ate odis qui nectota ssunt, nobis ommolen ihilitem sae volupta debis aped mo molest idest everciis autatem velessitibus mo ex eum eat pla venimpo ritecto test, etur. Laccusa pelibus et alicatis alia nit ulluptur.

87/100 Eped quid quam, ommo to omnis mped quid quam, ommo

FOOD SECURITY

FOOD SAFETY

Modis quia voluptae expliqu iduntem. Ut ut landae. Metusdae. Ihilignis doluptur mosti ulparum velis nonse perro quatibus ut pores atinvel in core eium es etusandi occat.

Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem.

Gendeles debis alibus, ate odis qui nectota ssunt, nobis ommolen ihilitem sae volupta debis aped mo molest idest everciis autatem velessitibus mo ex eum eat pla venimpo ritecto test, etur. Laccusa pelibus et alicatis alia nit ulluptur.

87/100 Eped quid quam, ommo to omnis mped quid quam, ommo

ENVIRONMENTAL SUSTAINIBILITY Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem simperspe eos ullupta quu eos ullupta quuntem eaqui ut pudandae sunt hitem ibus aut fugit. Facepre por simolorro omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem. Eratibernam, ut laut int mil ipici test aut ulparum quia quis nullorit oditiorem et eaquo tem harcium sunto modigendi perecabor ratiis niti doluptatatur a simi, alia nesti dest apis dolupta tectatur.

2,344 Solupti volorer

$1.8M Ihil imus exero cus, volori conserf eritaspel isquatemque que sequi net di tem vollut volorpor aut fugit es acessi quis in ne nimpor simagni endaecte expel et di rest, qui ipictur.

Eratibernam, ut laut int mil ipici test aut ulparum quia quis nullorit oditiorem et eaquo tem harcium sunto modigendi perecabor ratiis niti doluptatatur a simi, alia nesti dest apis dolupta tectatur.

Investing to increase food production Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem simperspe eos ullupta quu eos ullupta quuntem eaqui ut omnim ut et al repudae plitaestenis aut viducipit quae pudandae sunt hitem ibus aut fugit. Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem. Gendeles debis alibus, ate odis qui nectota ssunt, nobis everciis autatem velessitibus mo ex eum eat pla venimpo ritecto test, etur. Laccusa pelibus et alicatis alia nit ulluptur. Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simperspe eos ullupta quu eos ullupta quuntem eaqui ut

2,344 Solupti volorer

$1.8M Ihil imus exero cus, volori conserf eritaspel isquatemque que sequi net di tem vollut volorpor aut fugit es acessi quis in ne nimpor simagni endaecte expel et di rest, qui ipictur.

Reducing food waste Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit volo beresti invente volume erem renim. As ad quiat lacea natior simus evenimil maiorerempos vendit assunt et placcaectum voluptur aliquiate nimille ctasperis iliquiam re optatium volore ime im facest, eaque sumquis mos que doluptas non parchicil ent exernatio qui acea sunt. pudandae sunt hitem ibus aut fugit. Facepre por simolorro omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem. Eratibernam, ut laut int mil ipici test aut ulparum quia quis accuptati ut dolorem quassequi dis aribuscipsus dis ma nullorit oditiorem et eaquo tem harcium sunto modigendi estibea dis voluptiis dit ilia vent et, ut dem. Natquas perecabor ratiis niti doluptatatur a simi, alia nesti dest apis dolupta tectatur.

DO NOT overuse color in typography, especially

at small sizes, as it impedes legibility.

As ad quiat lacea natior simus evenimil maiorerempos vendit assunt et placcaectum voluptur aliquiate nimille ctasperis iliquiam re optatium volore ime im facest, eaque sumquis mos que doluptas non parchicil ent exernatio qui acea sunt. pudandae sunt hitem ibus aut fugit. Facepre por simolorro omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem. Eratibernam, ut laut int mil ipici test aut ulparum quia quis accuptati ut dolorem quassequi dis aribuscipsus dis ma nullorit oditiorem et eaquo tem harcium sunto modigendi estibea dis voluptiis dit ilia vent et, ut dem. Natquas perecabor ratiis niti doluptatatur a simi, alia nesti dest apis dolupta tectatur.

DO use color in typography sparingly to call attention to heads and subheads.

Cargill Brand Expression Guidelines 2.2

March 2015

COLOR 75

Tints in typography

Tints of a color can be used in type to emphasize a message, but only when the text is reversed out of a solid background color. The text you want to emphasize should be white, while the text that you want to deemphasize should be a 25% or a 50% tint of the background color. Always be mindful of the amount of contrast between the tinted typography and the background to ensure legibility. Do not use tinted typography on a white background.

50% PMS 704 C

50% PMS 370 C

50% PMS 370

We nurture our talent.

Talent Management

50% PMS 167 C

The customer is our cornerstone.

Accountability

50% PMS 7473 C

Customer Focused

50% PMS 145 C

Together we are Cargill.

We think and act like Cargill owners.

We nurture our talent.

Talent Management

50% PMS 7474 C

Collaboration

The customer is our cornerstone. Our purpose

Customer Focused

50% PMS 7469 C

We nurture our talent. Cargill Brand Expression Guidelines 2.2

Talent Management

March 2015

COLOR 76

Tints in typography, continued

100% 50% PMS 370 C PMS 370 C

For optimum legibility, it is best to use a tint of 25% with the lighter green (PMS 7745 C) and yellow (PMS 110 C) colors. With the darker colors of the palette, a tint of 50% is optimal for increased contrast between the white and tinted type.

White

100% PMS 7745 C

White

25% PMS 7745 C

Over

142,000 employees

Providing food, agricultural, financial and industrial products and services.

100% PMS 110 C Cargill Brand Expression Guidelines 2.2

25% PMS 110 C

voluptatur cus dolor sintiis et explatium faces nest molupta volum quamenemque peditas del ipienduciam Officient aut maximpor as non porrum, consequasped mo illorpos dolorisquam vit la dolorporia sit enisimust, quam facerum elignimil int.

White March 2015

COLOR 77

Tints in typography, continued

Do not Since 1965, Cargill in Brazil has been

Since 1965, Cargill in Brazil has been making a positive impact on its people, customers, suppliers and communities.

DO use tints of 25% and 50% only.

making a positive impact on its people, customers, suppliers and communities.

DO NOT mix tints or typefaces; always use Helvetica Neue Bold.

Since 1965, Cargill in Brazil has been making a positive impact on its people, customers, suppliers and communities.

DO NOT use tinted typography on a white background.

Since 1965, Cargill in Brazil has been making a positive impact on its people, customers, suppliers and communities.

DO NOT use tinted typography over a photo. Cargill Brand Expression Guidelines 2.2

March 2015

COLOR 78

Color and tints in data visualization

Infographics, such as charts and graphs, are a visual way to convey large amounts of comparative information. Use colors and tints to help organize this information. When representing data with numerous differentiators, it may be necessary to use more than three colors. This is acceptable as long as this use of color is organized: use colors in order of the spectrum, use tints in a progression from dark to light and always use the fewest colors necessary to communicate your message.

Do $XX

$XX

$XX $XX $XX

$XX

$XX $XX $XX

$XX

DO use adjacent colors from the primary color spectrum.

$XX

DO use adjacent colors from the primary color spectrum; use white text on 50% and 75% tints. Product Information BRAND NAME

SERVING SIZE

% ADDED SALT

% SALT

Potato Chips XXg

XXXmg

X.X

XXg

XXXmg

X.XX

XXg

XXXmg

X.X

—

XXg

XXXmg

X.XX

XX%

XXg

XXXmg

X.X

XXg

XXXmg

X.XX

Control

XXg

XXXmg

X.X

Brand™ Prototype

XXg

XXXmg

X.XX

Control Brand™ Prototype

— XX%

Tortilla Chips Control Brand™ Prototype Salsa Control Brand™ Prototype

— XX%

Beef Jerky

DO always use 100% of a color at least once.

Cargill Brand Expression Guidelines 2.2

—

DO start a table with one brand color and tints of that same color. It is acceptable to add additional colors that are adjacent to the primary table color. March 2015

COLOR 79

Color and tints in infographics, continued Do not

DO NOT select random colors from the primary color spectrum.

DO NOT create new tint values, and never use white text on a 25% tint.

Product Information BRAND NAME

SERVING SIZE

% ADDED SALT

XXg

XXXmg

X.X

XXg

XXXmg

X.XX

XXg

XXXmg

X.X

—

XXg

XXXmg

X.XX

XX%

XXg

XXXmg

X.X

XXg

XXXmg

X.XX

Control

XXg

XXXmg

X.X

—

Brand™ Prototype

XXg

XXXmg

X.XX

XX%

Potato Chips Control Brand™ Prototype

— XX%

Tortilla Chips Control Brand™ Prototype Salsa Control Brand™ Prototype

— XX%

Beef Jerky

DO NOT use only tints; always start with 100% of the brand color.

Cargill Brand Expression Guidelines 2.2

DO NOT mix multiple colors in a table that are not adjacent on the color spectrum.

March 2015

COLOR 80

Using color in multi-page documents

When crafting long documents such as brochures and presentations, a variety of color combinations may be used throughout to organize sections of content, help tell a story or vary the pacing of a document. At the page or slide level, we strive to use the fewest colors possible to communicate the message. You are encouraged to use a twoor three-color combination; however, in some situations it may be necessary to use more. Be sure to use the color palette and follow the linear order of the color spectrum.

Over 35,000 students at risk of becoming child laborers have graduated from primary school.

â&#x20AC;&#x153;The gift from Cargill is immeasurable because it helped save the organization of primary education final exams within the school.â&#x20AC;?

OUR STAKEHOLDERS

Our work helps stakeholders thrive in Brazil and around the world.

Writing a better future By supporting the Rural Development Foundation in keeping more than 700 children in school

Cargill teamed up with two partners with very special expertise in burner design and combustion. By using co-development to redefine biomass combustion, Cargill has found an economically feasible way to produce clean energy. Nam repuda consequam doles dis as maximi, sed molorecatium endam fugite pa il inus, non repudae nate et ditaspe rsperios apid ullamus reriore repudia nimpe est, esecupt atecusapel modis desequae cus diciis et arumquam, cuptiis aut et faccum faccupt aspicto taturitius apicil etur se conempo runtem faccatus ne eumet quat alique et id et ea voloruptaqui conseriae ea verae inusdam quate volut in poratum voluptatum reic te eum doles ex et aciis everesedi verit es sam, volorei ciunti doluptum re nist, nectur. Ehene moluptam, sitiorrument eumenis autas quaepressit fuga. Cumet dem. Nam aut od ut quas doluptatur. Meniat es reprem es dollab ipiciet, te et am ditati dolorpore exceperuptas alicipsam cullori oreperia volum ut ab il ipsus conse arionse sus, verum aliame vel eres inci aut et fugia intur. Mincia dus exerum litata eum fuga. Qui cum dolorepti aut aut earibusam utecto te explign atquidu nturis aliciis et voluptatiur, quasper iberovi tatiandisit exerrorendi torenda dolorem porias.

Cargill Brand Expression Guidelines 2.2

March 2015

COLOR 81

Using color in multi-page documents, continued

It is encouraged that you use the full spectrum of the color palette across your documents. You may use color to organize content into chapters or sections, but do not monopolize a color to define or represent an individual business unit, platform, product or service.

NAM ET VELLABORIBUS RATURE

What we do

Thought leadership

OUR INNOVATION

Food security Agriculture

Food

Harciis eiusae in natur. Quis et dem hil ium et que quam iuri si officiistrum rehent aturis est, quam eum abore veliae quo et reicieni verro mi, tenihic temqui ulparum laccab is nobis minctum que presequunt etum eiumqui remporion nonsedi tem et liam velis excepuda non consequam quas diasi voluptur, ipsaperspe.

Num ut ipsus isqui dionest volupta sperum erovit quam qui bearumqui reium quid qui que et corpor ab ium fugitiaecus el explit inctur, sunti omnist officim inventin eost odictas molorrorum, se vent, inciis eossumet ut aut officae optat dolenis dem venda sed quis ea dolendi.

Num ut ipsus isqui dionest volupta sperum erovit quam qui bearumqui reium quid qui que et corpor ab ium fugitiaecus explacere, que volectur rem sandero essum fugit id molorrorum, se vent, inciis eossumet ut aut officae optat dolenis dem venda sed quis ea dolendi.

Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em.

Through a commitment to innovation, we have helped our partners succeed in numerous ways.

Unt, quunt rehene sequate nissint ionsend itature stempor a dit inimil is abor ab int laceatem. Ur aut labo. Volum repta quas eos eosamus, sinulpa vel iducius atius que nimet pa verehenimus sin cusapernam autem que vellaboribus aut voluptatem. Iminvero ommolorrum num, ut magnihit velitis eum vollabor solo conem ditat. Eped ma aut archiciae. Uciistionet aut dolessin posa nemquia consequi quaspelibus, Ignitatur aut ulloremquid minctur sum fuga. Bitasperro dit, quo ide nim rempor aut.

RIDICULUS TORTOR To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects. To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects.

Responsible supply chains Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em.

Financial Gendae eaquas vere doluptaes cus, am, sanda num idebis adis doluptat impore, es sum facimen tibus, que dolescilis atia plignienis esti volorat iumenet volorio officabore volorio omnime vit et, con prore nus con perum unt harumqu isciis ea conseque nem aut quuntum faccum fugiat elliate.

Unt, quunt rehene sequate nissint ionsend itature stempor a dit inimil is abor ab int laceatem. Ur aut labo. Volum repta quas eos eosamus, sinulpa vel iducius atius que nimet pa verehenimus sin cusapernam autem que vellaboribus aut voluptatem. Aqui consere magnihil in nonsedi volor apero blabore icabor simagnate venim quis dolupic idebis estem nonse cust res molorpo rerspe pos escid ex ea imporerio. Aces unturep tatibus, offic temolor errumquos eaquunt usdaeptur.

Ro et odi doluptam reptaquatem quis que voloriorem nes et, quatiis si consequo quam dolorrovid explitem et alignis re, corpora temolor mollique netur. Nostis volor adis iducit atam nus, iunt as faccullique comnihil moluptumqui beriat.

Food safety

Industrial

Reptus aborectur tis ea volectat arum ut eatum que dolorit im illab ipicate de volupta sperum ius modionsed modicillaut idem dollorp oriatquo consequi audanis sint eum qui dolupta dolorporest enitasit utem con parist eumente mpore, officia pernam qui simil invel et la qui ute sum ad utempor saero ius. Pero excestius sollabo ritiones erionsequat.

Unt, quunt rehene sequate nissint ionsend itature stempor a dit inimil is abor ab int laceatem. Ur aut labo. Volum repta quas eos eosamus, sinulpa vel iducius atius que nimet pa verehenimus sin cusapernam autem que vellaboribus aut voluptatem. Uptatur sitiate essed quis quodit, estis sitae. Totatquatur, que venest andic to est ea pero cuptaspici a plis sunt autem quodita tibusdae et as ea et ea consed etus ex es molut que peruntibusam corumquam a conecullabo. Mustis evellam,

RIDICULUS TORTOR MOLLIS To reduce greenhouse emissions, Cargill teams up with customers and partners around the world in developing more than 80 carbon reduction projects. To reduce greenhouse emissions, Cargill teams partners around the world carbon reduction projects.

MOLLIS RIDIC ULUS TORTOR Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium lab ipie quatem ero eos ullupta. Lorio. Magnihitati officium eum qui aut adit aut faccus nimus dis et ullis veliquamusa si aliquibea illo est, ulparit genihilles eat. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium lab ipie quatem ero eos ullupta.

NAM ET VELLABORIBUS RATURE

Who we are

OUR WORK

At Cargill, we partner with stakeholders around the world to achieve one primary goal: helping them become more successful.

Founded in 1865 Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum. Omni consedion peria auta quunt dia ide prae ipsandandis.

Cargill Brand Expression Guidelines 2.2

At a glance

Over 140,000 Employees Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum.

Located in 65 Countries Omni consedion peria auta quunt dia ide prae reseque asads.

1,862 Patents Owned by Cargill Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell reseque dolo rese quia modicti blab

March 2015

Allow communications to live and breathe with a balance of

white space and color.

COLOR 83

White space

To achieve a clean look and feel for all of our communications, it is important to have a good balance of white space, mosaics, non-mosaic windows and full bleed images. It helps tell our stories in a clear and dynamic manner, enabling key information to be highlighted as needed.

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist.

A day with Cargill 7:00

Thanks to Cargill’s expertise, our customers can bring products to market 25% faster than with any other partner, allowing both companies and consumers to thrive.

THAILAND

UNITED STATES

9:25

11:10

Cuptatis nonseri tionsequid mod

Quatem e ero eos ullupta

Cuptatis nonseri tionsequid

Est esent, omni consedion peria auta quunt dia ide prae reseque ipsa ndandis dolo rese quia nossuntist, eos pedis quuntus rerro modicti blab invell accum, net ex earumet lit perecabo. Et ea enihici con nost ibes em ero eos ullup ta quun tem eaqui omnim ut et alibus.

Quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae invente volume erem simpers ea volume erem renimoles ptatis nonseri ommolum num velessit, omnim ut et alibus. Orernam endem. Quatem ero eturia invente volume erem renimoles dunt ilibus volo beresti ull upta eturia invente.

Mod est esent, omni consedion peria auta ipsandandis dolo rese quia nossuntist, eos pedis quuntus. Lab ipiendae simp ers em perum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Rerro modicti blab invell accum, ullorei earumet lit eaqui omnim ut et alibus. Et ea enihici con nost ibes usam, ea enda mnam end em. Qu at em ero eos ullup

BRAZIL

13:05 VIETNAM

Cuptatis nonseri tionsequid Mod est esent, omni consedion peria auta ipsandandis dolo rese quia nossuntist, eos pedis quuntus rerro modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet usam, ea et, sendae rent volo tem dol em ero eos ullup ta quun tem eaqui Quatem ero eos ullupta.Et ea enihici con nost ibes usam, ea

15:30

21:45

Quatem e ero eos

Et ea enihici con nost

Ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam. Et ea enihici con nost ibes usam, ea enda mnam end em. Qu at em ero eos ullup ta quun tem eaqui omnim ut et alibus. Ore rnam endem. Aut que nit lab ipiendae invente volume erem simpers ea volume erem renimoles ptatis nonseri ommolum num velessit, omnim alibus. Orernam endem. Quatem ero eturia invente volume erem renimoles dunt ilibus volo beresti ullupta eturia invente.

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta ipsandandis dolo rese quia nossuntist, eos pedis quuntus. Lab ipiendae simp ilibus volo beresti orernam endem.

FRANCE

SOUTH AFRICA

Et ea enihici con nost ibes usam, ea enda mnam end em. Qu at em ero eos ullup ta quun tem eaqui omnim ut et alibus. Ore rnam endem.

NAM ET VELLABORIBUS RATURE

A range of our businesses to help Brazil thrive

Cargill in Brazil

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia.

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist. OUR COUNTRY

Since 1965, Cargill in Brazil has been making a positive impact on its people.

SUBHEAD 1 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunteria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em.

Quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam

Cargill Brand Expression Guidelines 2.2

Poultry

Qu at em ero alibus. Ore rnam endem quatem ero. Omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero alibus. Ore rnam endem quatem ero.

Coffee

“Cuptatis nonrtied mod estest, oeont sedioria auta quia ideli rae reseuera lorem ipsum.”

Sweeteners

Cocoa and Chocolate Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quuntus rerro modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero eos ullup ta quun tem eaqui omnim ut et alibus. Ore rnam endem. Quatem ero eos ullupta. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ers em perum natenda ne eturia erem renimoles dunt orernam endem. Quatem ero omnim ut et quas cum volume erem renimoles dunt ilibus volo orernam endem.

Oils

Food Trading

Lab ipiendae simp ers em perum natenda ne eturia invente volume erem orernam endem. Et ea enihici con nost at em ero eos ullup ta quun tem ommolum num velessit, omnim ut et eaqui omnim ut et alibus. Ore rnam endem. Quate ommolum num velessit, omnim ut et m ero eos ommolum num velessit, omnim ut et ullupta figus. Cmmolum num velessit, omnim ut et. Orernam endem. Quatem ero eturia invente volume erem renimoles dunt volo invente.

“Cargill helped me minimize my risk profile in a turbulent market, adding 12% to my net profits.” JOHN SMITH Title Goes Here

Et ea enihici con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero eos ullup ta quun tem eaqui omnim ut et alibus. Ore rnam endem.

JOHN SMITH Title Goes Here

March 2015

typography We employ a core set of time-honored typefaces across all our communications. Each Cargill typeface has a personality that will give consistency and uniqueness to all visual materials.

Helvetica Neue is our primary typeface and represents our

collective voice.

TYPOGRAPHY 86

Helvetica Neue LT Std

Due to its crisp lines and readability, Helvetica Neue LT Std is best suited for headlines and body copy. It is the font of clarity in the information age, with precision and purposeful neutrality.

HELVETICA NEUE LT STD 55 ROMAN

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 HELVETICA NEUE LT STD 56 ROMAN ITALIC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 HELVETICA NEUE LT STD 75 BOLD

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Aa Aa Cargill Brand Expression Guidelines 2.2

HELVETICA NEUE LT STD 76 BOLD ITALIC Replacement typeface Helvetica Neue LT Std

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 March 2015

TYPOGRAPHY 87

Helvetica Neue LT Std, additional weights

While we prefer to use Helvetica Neue LT Std Roman and Bold; sometimes additional weights are needed. See below for additional weights.

HELVETICA NEUE LT STD 65 MEDIUM

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 HELVETICA NEUE LT STD 66 MEDIUM ITALIC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 HELVETICA NEUE LT STD 85 HEAVY

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Arial

HELVETICA NEUE LT STD 86 HEAVY ITALIC

Alternative typeface For day-to-day applications that are not professionally produced such as presentations and letters, Arial is our default typeface.

Cargill Brand Expression Guidelines 2.2

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 March 2015

Adobe Garamond is our secondary typeface and represents the

voice of the individual.

TYPOGRAPHY 89

Adobe Garamond example

“Healthy soil means robust production that’s sustainable over the long term.” JOHN SMITH Sustainibility Manager

Whereas Helvetica Neue is used to represent the collective voice of Cargill, Adobe Garamond is used to visually represent the voice of individuals. Adobe Garamond should only be used to reflect the thoughts and opinions of individual stakeholders, in the form of quotes, for example.

Q&A Nam et vellaboribus rature cum vel. In pedig nis et vel etur mol aut velisinus res eum hari. Q: Parit, simporis si tem sunt omnitam quianti onsequat quiscit apitatem del inus rem que repres aliquia core sam, quamusanis volori volupie?

A: “Parit, simporis si tem sunt omnitam quianti onsequat quiscit apitatem del inus rem que repres aliquia core sam, quamusanis volori volupie.” Q: Nam, to esercipis reiur rerate nonsequi re elendem que sum liciaest molorro enihita tiumenduciur moluptur sa corum ra quo?

A: “Neceaque lab idelicati consequi nate veriant quides qui conem voluptatur simus, cum ellaut landers perspel laborest vellam, omnis eos idi temporem.” conse vollore vit audisciis que vellupt aspienimet la plicid que porem consed ex et qui simus, corem fuga et animus.” Q: Parit, simporis si tem sunt omnitam quianti onsequat quiscit apitatem del inus rem que repres aliquia core sam, quamusanis volori volupie? 2

Cargill Brand Expression Guidelines 2.2

A: “Parit, simporis si tem sunt omnitam quianti onsequat quiscit apitatem del inus rem que repres aliquia core sam, quamusanis volori volupie.”

March 2015

TYPOGRAPHY 90

Adobe Garamond Pro

Based on the characteristics of hand-drawn calligraphy, Adobe Garamond Pro adds a level of humanity to our communications. Use Adobe Garamond Pro in quotes to represent the voice of an individual.

ADOBE GARAMOND PRO REGULAR

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ADOBE GARAMOND PRO REGULAR ITALIC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ADOBE GARAMOND PRO SEMIBOLD

Replacement typeface Adobe Garamond Pro

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ADOBE GARAMOND PRO SEMIBOLD ITALIC

Times New Roman

Alternative typeface For day-to-day applications that are not professionally produced such as presentations and letters, Times New Roman is an acceptable alternative to Adobe Garamond Pro.

Cargill Brand Expression Guidelines 2.2

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 March 2015

TYPOGRAPHY 91

type hierarchy

TYPOGRAPHY 92

Type hierarchy

The following are recommendations for type hierarchy when using Helvetica Neue LT Std and Adobe Garamond Pro throughout communications pieces, spanning the range from headlines to legal copy.

NAM ET VELLAB

Headline

Nullam id dolor id nibh ultric.

Introduction (large)

Nam et vellaboribus rature cum vel. In pedig nis et vel etur molorep gnimus aut velisinus res moloris quiam quae. Nam simi tem eum hari dunt occuscit at voloremo vel et eat as susapid queali quia ditm simi, tem eum.

Introduction (small)

Subhead Level 1 Subhead Level 2

Body copy

SUBHEAD LEVEL 1 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae sim persperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut invente volume erem renimme erem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae sim persperum natenda ne eturia invente

volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum. Temodit ullendigni sit ent volor sit min cullut que conserum, tem sit, quas ea naturestiam qui optae destium et facc ullent reperum autes maios id quatetur adit vollenis et aut dio excestiate vol uptatus enecepel imet ad exeresciet re vita prori omnimo tent. Tus idist apiet evelecte optatius sit ut esse acium int ut aliqui conse moditatist, sequi consequ ianisit quiscient verferumquam eturest Qaniet eatur sequo odit utet anditat Subhead level 2 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae sim persperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum nat enda ne eturia invente volume erem renimoles dunt ilibus volo beresti ore rnam endem.

Cuptatis nonseritised “mod nonseritised estesent, oecon “Cuptatis mod estesent, oecon

sedion peria auta quia sedion auta quia ideli peria prae resequera ideli praeipsum. resequera lorem lorem ipsum. JOHN SMITH

Title Goes Here JOHN SMITH

”

Title Goes Here

Quote and caption

Cargill Brand Expression Guidelines 2.2

March 2015

TYPOGRAPHY 93

Type hierarchy, continued

The following are recommendations for type hierarchy when using Helvetica Neue LT Std and Adobe Garamond Pro throughout communications pieces, spanning the range from headlines to legal copy.

HEADLINES

Headlines use Helvetica Neue LT Std 75 Bold and are set in sentence case. INTRODUCTION

Introductions are set in Helvetica Neue LT Std 55 Roman in sentence case with a full return afterward; they can be either large or small. SUBHEAD LEVEL 1

SUBHEAD LEVEL 1 USES HELVETICA NEUE LT STD 75 BOLD SET IN ALL CAPS WITH 25PT TRACKING. SUBHEAD LEVEL 2

Subhead level 2 uses Helvetica Neue LT Std 75 Bold set in sentence case with a full return afterwards. BODY COPY

Body copy uses Helvetica Neue LT Std 55 Roman set flush-left with a full return between paragraphs. QUOTES

“Quotes use Adobe Garamond Pro Semibold and hanging punctuation.” LEGAL COPY AND CAPTIONS Legal copy and captions use Helvetica Neue LT Std 55 Roman and are set in sentence case, flush left. Cargill Brand Expression Guidelines 2.2

March 2015

TYPOGRAPHY 94

Examples Do

Do not

Nam et vellaboribus rature cum vel. In pedignis et vel etur molorep gnimus aut velisinus res mol orislorem quiam quae nam simi tem eum hari. Nam et vellab

Nullam id dolor id nibh ultric.

Nam et vellab

Nullam id dolor id Nibh ultric. Subhead level 1

Nam et vellaboribus rature cum vel. In pedignis et vel etur molorep gnimus aut velisinus res mol orislorem quiam quae nam simi tem eum hari. Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quu tus rerro modicti blab invella ccum, ullorei ciatem fugit quist otasime nistio net ex earumet lit perecabo. Et ea enihici pientio ommolum num velessit, qusci denderisciet as arum et hiliam cum lorem ipsum dolor. Subhead level 1 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti inve nte volume erem renimme erem renim oles dunt ilibus

volo beresti orer nam endem. Quatem ero eos ullupta quun tem eaqui omnim ut et alib us aut fugit quas cum ium quam aut que nit lab ipie lorem ipsum dolor sit amet lorem ipsum. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam. Subhead level 2 Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Subhead Level 3 lorem ipsum dolor sit Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti inve nte volume erem renimme erem renim oles dunt ilibus volo beresti orer nam endem. Quatem ero eos ullupta quun tem eaqui omnim ut et alib us aut fugit quas cum ium quam aut que nit lab ipie lorem ipsum dolor sit amet lorem ipsum. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam.

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quu tus rerro modicti blab invella ccum, ullorei ciatem fugit quist otasime nistio net ex earumet lit perecabo. Et ea enihici pientio ommolum num velessit, qusci denderisciet as arum et hiliam cum lorem ipsum dolor. Subhead Level 3 lorem ipsum dolor sit Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et

“Cuptatis nonrtied mod quia reseuera lorem ipsum.” JohN Smith Title Goes Here

DO NOT use a mix of typefaces, color, scale and weight in a confusing way.

“Cuptatis nonrtied mod estest, oeont sedioria auta quia ideli rae reseuera lorem ipsum.” JohN Smith Title Goes Here

DO use variation in color, scale or weight to help create a clear hierarchy within a layout.

Cargill Brand Expression Guidelines 2.2

March 2015

TYPOGRAPHY 95

can i put type over a photo?

Type may be used over a photo; ensure that it is always

legible.

Do not

place type over light or detailed areas of a photo.

TYPOGRAPHY 98

Examples

Do not

Do not set type in

color.

Do not

cover

the main subject.

Do not use an

exaggerated

drop shadow to compensate for poor legibility.

Do not set type in

light or roman weights

DO NOT use an exaggerated drop shadow to compensate for poor legibility.

Cargill Brand Expression Guidelines 2.2

DO NOT set type over a photo in light or roman weights; always use bold or heavy.

DO NOT set type over a photo in color or black; always knock out with white.

DO NOT set type over the main subject of a photo.

March 2015

thrive window The thrive window is an integral element of our brand expression system, designed with our diverse roster of stakeholders in mind. When constructed correctly, it is a powerful storytelling tool, used to showcase compelling moments of success in a way that is consistent and signature to the Cargill brand.

Photography within the thrive window

follows a unique set of guidelines

THRIVE WINDOW 101

The thrive window

The thrive window serves as the primary driver of our system. It is not a new logo, but rather the cornerstone visual element of our brand expression system.

Sprouting

Cargill Brand Expression Guidelines 2.2

The â&#x20AC;&#x153;sprouting iâ&#x20AC;? emerges from the heart of thrive and represents key aspects of our promise: growth, success and a focus on the future.

The lowercase typography of thrive is friendly, approachable and forwardfocused.

March 2015

THRIVE WINDOW 102

Upper and lower thrive windows

Upper thrive window

Cargill Brand Expression Guidelines 2.2

There are two types of thrive windows to choose fromâ&#x20AC;&#x201D;one with the word thrive at the top, and one with thrive at the bottom. By placing photographs of stakeholders thriving in these graphics, they become windows into the multi-faceted world of Cargill.

Lower thrive window

March 2015

THRIVE WINDOW 103

thrive window photography

Photography featured within the thrive window is unique, involving rules and regulations that go beyond the people, systems and details we capture for other applications of our brand. Imagery positioned in the thrive window photography must always depict one or more of our stakeholder(s) in the act of achieving or experiencing success. Success means different things to different stakeholders, so subject matter featured in a thrive window can vary significantly. Before shooting photography for this graphic element, ask yourself the following questions: • What does my stakeholder believe is the definition of success? This will help capture the meaning of success. • What does Cargill do to help them achieve this? This will help capture the journey to success. • What is the end result? This will help capture the achievement of success.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 104

how to capture Cargill Brand Expression Guidelines 2.2

March 2015

Expressions should be

thoughtful and optimistic

Subjects should appear authentic and

unaware of the camera

THRIVE WINDOW 107

Additional photography guidelines

When capturing a stakeholder, at least 50% of his or her face should be visible.

If there are multiple subjects within the shot, their body language, posture and persona should express a sense of satisfaction or optimism.

When capturing an image, shoot from a unique perspective. An unexpected angle can bring impact to an image (but is not necessary in all instances).

Adhere to the highest level of quality and production value possible, utilizing natural lighting, vivid colors and high image resolution.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 108

Examples Do

DO: Make the act or result of achieving success the

DO: Always feature a person in a thrive window.

DO: Ensure the word thrive is legible against

DO: Select an image that is not overly busy and

the image.

provides enough ample negative space for the thrive letters.

Cargill Brand Expression Guidelines 2.2

DO: Shoot in an environment that is unique

to your stakeholder.

primary component of the composition.

March 2015

THRIVE WINDOW 109

Examples Do Not

DO NOT: Choose a photograph where the subject is looking directly at the camera.

DO NOT: Use a staged or posed photograph.

DO NOT: Feature a photograph that does not make sense with the context of the story.

DO NOT: Show silhouettes or shadowy figures.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 110

Examples Do Not

DO NOT: Feature subjects with their backs facing the camera.

DO NOT: Use poorly lit images.

DO NOT: Display product details or settings without people present.

DO NOT: Show unsafe activitiesâ&#x20AC;&#x201D;before shooting,

Cargill Brand Expression Guidelines 2.2

be sure your subject is wearing proper safety gear. March 2015

THRIVE WINDOW 111

how to build Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 112

Placing photos in upper windows

The upper window is best for photographs in which the focal point is in the bottom two-thirds of the photo, and for headlines that are placed below the window.

The placement of the word thrive at the top of the window gives it a feeling of higher prominence and introduces the idea immediately. 1/3rd

2/3rd

3/3rd

Lorem epsem alos as oajo inis orpr aop aw.

Cargill Brand Expression Guidelines 2.2

headline

March 2015

THRIVE WINDOW 113

Placing photos in lower windows

The lower window is best for photographs in which the focal point is in the upper two-thirds of the photo. This placement helps ensure that the word and the photo subject complement one another rather than compete.

1/3rd

2/3rd

3/3rd

The placement of the word thrive at the bottom of the window makes it more of a sign-offâ&#x20AC;&#x201D;the last thought the reader processes.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 114

Upper window design specifications

These illustrations explain the radius of the curves, the minimum clear space required and placement of the word thrive within the window.

50%

The space above thrive should not be altered.

100%

200% The clear space around the graphic is to be no less than 100% of the “e” in thrive.

100% 100%

Left-aligned with the minimum clear space required.

The curves take their radius from 100% and 200% of the “e” in thrive.

Right-aligned with the minimum clear space required.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 115

Lower window design specifications

These illustrations explain the radius of the curves, the minimum clear space required and placement of the word thrive outside the lower thrive window.

100%

50%

The space above thrive should not be altered.

The clear space around the graphic is to be no less than 100% of the “e” in thrive.

200% 100%

Left-aligned with the minimum clear space required.

100% The curves take their radius from 100% and 200% of the “e” in thrive.

Right-aligned with the minimum clear space required.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 116

Trademark

The â&#x201E;˘ mark has been specifically customized for the thrive window, and should always be white in an upper thrive window and black in a lower thrive window.

TM On the upper thrive window, the trademark should be white.

On the lower thrive window, the trademark should be black.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 117

Examples Do

DO: Maintain the minimum distance between the window edge and thrive.

Cargill Brand Expression Guidelines 2.2

DO: Only place on a white background.

March 2015

THRIVE WINDOW 118

Examples, continued Do not

DO NOT: Fill with a solid color or pattern.

DO NOT: Alter the length of the “sprouting i.”

DO NOT: Place on a color background.

DO NOT: Remove the letters around the “sprouting i.”

DO NOT: Place thrive close to or past the edge of the window.

DO NOT: Crop through dramatic contrast changes and subject matter.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 119

Examples, continued Do not

DO NOT: Lose readability in a light background.

DO NOT: Compromise legibility with overly busy images.

DO NOT: Cheat contrast by overly burning or shadowing a photo.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 120

using the thrive window Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 121

The four sizes of thrive windows

Four predetermined sizes have been established for use on applications and collateral of sizes 9"Ă&#x2014;12" (A4) and smaller. The four sizes are extra-small, small, medium and large. Both upper and lower thrive windows are available for download in these predetermined sizes. Because the â&#x201E;˘ mark has been specifically customized for each graphic, they must always be used at 100% of the size provided and must never be scaled.

Extra-Small

Small

Medium

Large

thriveWindow_upper_xs.eps

thriveWindow_upper_sm.eps

thriveWindow_upper_med.eps

thriveWindow_upper_lrg.eps

thriveWindow_lower_xs.eps

thriveWindow_lower_sm.eps

thriveWindow_lower_med.eps

thriveWindow_lower_lrg.eps

MINIMUM SIZE ALLOWED NOTE: shown at 45% Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 122

Adapting to your layout

You can shift the word thrive from the left to the right of your layout using the minimal amount of space rules as your guide. Decide on the placement that works best with your image and never cover pertinent information or the focal point of your image.

Bitaspel itation pe pra sus dolorem The same size thrive window can be adapted in a variety of ways to fit your layout. While the word thrive and the â&#x20AC;&#x153;sprouting iâ&#x20AC;? should never be altered, its position in the window may change. Likewise, the left, right and bottom margins of the thrive window are adjustable and can be customized to fit your photo and layout better.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 123

Print size guide

Proper use of the thrive window is dependent upon the page size of your application. Use the guide below to determine which thrive window is permitted for your page size.

Print applications 9"Ă&#x2014;12" (A4) and below

FULL PAGE

Extra-Small

Small

Medium

Large

Extra-Small

Small

Medium

Large

Extra-Small

Small

Medium

Large

HALF PAGE

QUARTER PAGE

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 124

Print examples

Small thrive window

Medium thrive window

em alos as Lorem eps joinerd. kare sohoe ing people

mitted to help Cargill is com om www.cargill.c ÂŠ 2013 Cargi

ve.

ations thri

and organiz

ed ll, Incorporat

Lorem epsem alos as kare sohoe joinerd. Cargill is committed to helping people and organizations thrive. www.cargill.com

Large thrive window

Lorem epsem alos as kare sohoe joinerd. Cargill is committed to helping people and organizations thrive. www.cargill.com ÂŠ 2013 Cargill, Incorporated

Full-page applications may use the small, medium or large thrive window.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 125

Digital banner examples

Leaderboard 728px-×-90px

Extra-small thrive window

Skyscraper 120px-×-600px

Small thrive window

Medium rectangle 300px-×-250px

Nullam id dolor idner ultricies vehicula id » Extra-small thrive window

Cargill Brand Expression Guidelines 2.2

Extra-small thrive window

Nullam id dolor idner ultricies vehicula id » Small thrive window

March 2015

THRIVE WINDOW 126

large-format usage Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 127

Scalable thrive window Print applications 11"×17" (A3) and above

A special scalable thrive window has been created for large-scale applications. The ™ mark has been specifically customized for this graphic and should not be used for applications smaller than 11"×17" (A3). Both upper and lower thrive windows are available for download in this scalable version.

2 columns

3 columns

4 columns

On medium- and large-scale print applications, create a 12-column grid and scale the thrive window to a width equal to two, three, four, six or 12 columns.

6 columns

Scalable thriveWindow_upper_scalable.eps thriveWindow_lower_scalable.eps Cargill Brand Expression Guidelines 2.2

12 columns March 2015

THRIVE WINDOW 128

Large-format examples

4 columns

6 columns

12 columns

Large-format applications such as posters, banners and wall graphics may use the scalable thrive window at a width equal to two, three, four, six or 12 columns. Here, weâ&#x20AC;&#x2122;ve applied a 12-column grid to the page, utilizing thrive at four-column, six-column and 12column widths.

Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 129

can i put text in a thrive window? Cargill Brand Expression Guidelines 2.2

March 2015

THRIVE WINDOW 130

Using text in a thrive window

It is acceptable to use text inside a thrive window. Although it should be done sparingly, placing text inside a thrive window allows for more information to be conveyed, such as on a poster or brochure cover. Whenever this technique is implemented, text should be kept to an absolute minimum and should be set in Helvetica Neue Std Bold in white. Text should always be a comfortable distance away from the word thrive, as outlined below, and when possible, aligned with the left edge.

100%

Optional headline 200%

200%

Optional headline 100%

On the upper thrive window, maintain a clear space of at least double the x-height of the word thrive. Measure from the baseline of thrive to the cap height of your text.

Cargill Brand Expression Guidelines 2.2

On the lower thrive window, maintain a clear space of at least double the x-height of the word thrive. Measure from the cap height of thrive to the baseline of your text.

March 2015

THRIVE WINDOW 131

Examples

Do not Do not use Adobe Garamond

When necessary, a headline may be placed within the thrive window

Preferred headline placement

Lorem epson Ajoin Pudist quas conse

Optional headline placement

Preferred headline placement

Lorem epson Ajoin Pudist quas conse

Optional headline can go in here. placement

DO: Use small amounts of text in a thrive window, and ensure there is enough contrast between the text and the photo to be legible. Refer to the Type over photo section for guidance.

Cargill Brand Expression Guidelines 2.2

DO NOT: Place text too

close to the word thrive.

DO NOT: Use any fonts other than Helvetica Neue Bold.

March 2015

132

interpreting thrive Part of being globally consistent and locally relevant is providing the flexibility to interpret thrive when necessary to communicate the meaning across many languages.

Brand Expression Guidelines

DRAFT

DO NOT COPY, DISTRIBUTE, OR SHARE THIS MATERIAL OUTSIDE OF CARGILL

INTERPRETING THRIVE 133

Interpretations

Our standard principle is to present thrive in English. When necessary, interpret the meaning and spirit of thrive, and inject the concept within the headlines, subheads and body copy of communications. Unlike thrive, these expressions should not be italicized.

The thrive window always uses English.

Interpretations of thrive should be incorporated into the headline, subheadline or body copy as part of a complete sentence.

Cargill Brand Expression Guidelines 2.2

The interpretation can be used within the headline. The interpretation can be used within the subhead. In both instances, it should be used in a complete sentence. The interpretation can be used within the body copy. Dles ndit magnis doluptas simil idio volut alit aios apitatem dia qui aae pa assa autad el illiqui. A volut alit aios a pitatema dia quiae pa aut adel illiq aui. Some A volut sd s alit aios a pitatema dia quiae pa aut ad el as lliqui. A volut alit ds aios a pitatema

March 2015

INTERPRETING THRIVE 134

Approved interpretations ARABIC

thrive or thriving

DUTCH

prosper and grow

GREEK

prosper—thrive, flourish

INDONESIAN

JAPANESE

POLISH

Cargill Brand Expression Guidelines 2.2

grow, prosper

succeed

ROMANIAN

RUSSIAN

THAI

UKRAINIAN

VIETNAMESE

thrive—prosper, flourish, bloom

thrive and prosper

growth and prosperity

thrive

prosperity

prosper—thrive, flourish

March 2015

INTERPRETING THRIVE 135

Interpretation examples

Do not DO NOT lock up the interpretation with the thrive window.

成功する

Ontwikkelen en groeien. A volut alit aios a pitatema dia quiae pa aut adel illiq aui. The joinus a lorem epsem soire poliece houis. Dles ndit magnis doluptas simil idio volut alit aios apitatem dia qui aae pa assa autad el illiqui. A volut alit aios a pitatema dia quiae pa aut adel illiq aui. Some A volut sd s alit aios a pitatema dia quiae pa aut ad el as lliqui. A volut alit ds aios a pitatema diads quiae pa autad el ill sdiqui. A volut alit aios a pitatema dia quiae pa aut ad el illiqui. A volut alit aios a pitatema diads quiae pa autad del illiqui. A volut alit aios a pitat.

DO NOT replace

thrive with an interpretation.

www.cargill.com

DO NOT use the interpretation by itself as a headline, and never italicize an interpretation.

Cargill Brand Expression Guidelines 2.2

March 2015

136

writing

Brand Expression Guidelines

DRAFT

DO NOT COPY, DISTRIBUTE, OR SHARE THIS MATERIAL OUTSIDE OF CARGILL

WRITING 137

The word thrive is always used as an expression of our positioning. So within the context of our masterbrand, it should only be used in terms of Cargill helping others become more successful. In other words, we do not talk about Cargill itself thrivingâ&#x20AC;&#x201D;we only describe how others thrive in partnership with us.

Cargill Brand Expression Guidelines 2.2

March 2015

WRITING 138

When we talk about thrive,

itâ&#x20AC;&#x2122;s never about us. Cargill Brand Expression Guidelines 2.2

March 2015

WRITING 139

thrive in text

This can be applied at two levels. At the macro level, the word can be used to describe how Cargill helps the world thrive. At a more micro level, it can articulate how we help our stakeholders thrive. We can also use other verb tenses of thrive, such as thriving, but we do not italicize any words except thrive. The micro level includes all nine key Cargill stakeholders: recruits, customers, communities, investors, governments, employees, suppliers, NGOs and consumers. Among these groups, it can be applied in general terms (helping suppliers thrive) or more specific examples (helping Shanghai thrive). The exception is showing examples of individuals thriving. The word thrive should not be applied beyond these two levels. Do not use it in reference to Cargill, business units, products or services, or individuals.

Customers

Communities

Governments

Suppliers

NGOs

Consumers

Investors

Candidates

Cargill Brand Expression Guidelines 2.2

Employees

March 2015

WRITING 140

thrive in text, continued

Whenever the word thrive appears in a Cargill communication, it should be italicized, set entirely in lowercase letters and should never start a sentence.

thrive

always typeset in italics

For example

We help candidates thrive by offering the best chance to make global decisions early in their careers. We help communities thrive by demonstrating the most positive impact on local economies in the places we work. A deteriorated area of Fresno, Calif., is now thriving because of Cargillâ&#x20AC;&#x2122;s revitalization efforts.

Cargill Brand Expression Guidelines 2.2

March 2015

WRITING 141

Examples Do

Cargill is committed to helping people and organizations thrive.

thrive

DO italicize the word thrive in text.

DO set the word thrive in all lowercase letters.

DO use the word thrive within a sentence.

Helping the world thrive Helping our customers thrive Helping communities thrive Helping Brazil thrive

Stakeholders are thriving

DO only use the word thrive in reference to a stakeholder.

DO use alternate tenses of the word thrive, set in roman.

Cargill Brand Expression Guidelines 2.2

March 2015

WRITING 142

Examples, continued

Do not

thrive

DO NOT set the word thrive in a non-italic weight.

Thrive DO NOT set the word thrive in title case.

THRIVE

Thrive is global.

DO NOT set the word thrive in upper case.

DO NOT start a sentence with the word thrive.

Helping Cargill thrive Helping FIS thrive Helping Wilbur Chocolate thrive Helping John Smith thrive

Brazil is thriving.

DO NOT use the word thrive in reference to Cargill, a Business

DO NOT italicize alternate tenses of the word thrive.

Unit or an individual.

Cargill Brand Expression Guidelines 2.2

March 2015

143

mosaics Mosaics play a central role in our brand expression by enabling us to communicate in a graphic and energetic way. To preserve their significance, mosaics should be used sparingly in a document to emphasize important messages.

Brand Expression Guidelines

DRAFT

DO NOT COPY, DISTRIBUTE, OR SHARE THIS MATERIAL OUTSIDE OF CARGILL

Mosaics are vehicles for

communicating.

They are not

decoration.

Mosaics are

special;

use them sparingly.

MOSAICS 147

Telling a story with mosaics

For mosaics that utilize photography, use a feature image to highlight the story you are telling, and complement it with supporting images. Text should always be succinct, paying benefit to the overarching story being told.

NAM ET VELLABORIBUS RATURE

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quuntus rerro modicti blab invell accum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici pientio ommolum num velessit, qusci denderisciet as arum et hiliam cm quas con nost ibes usam, ea et, sendae rent volo tem dol ute simus enda mnam end em. Qu at em ero eos ullup ta quun tem eaqui omnim ut et alibus. Ore rnam endem. Quatem ero eos ullupta.

SUBHEAD LEVEL 1 Quatem ero eos ullupta quu ntem eaqui omniem ut et alibus aut fugit quaes cum ium quam aut que nit lab oles dunt ilibus volobere sti orernam endem. Quaetem ero eos ullupta quuntem. Ersperum natenda ne eturia Quatem ero eos ullupta ium eturia invente volume erem renimoles dunt ilibus volo beresti orer name endem. Quatem ero eose ulluptae quuntem eaqui omnim ut et alibus aut unt ilibus volo beresti orernam.

SUBHEAD LEVEL 1

3 1. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipien dae simpers. 2. Lorem ipsum dolor sit amet, consectetur adipiscing. 3. Cum sociis natoque penatibus et magnis dis partu rient montes, nascetur ridiculus mus. Integer posuee.

Cargill Brand Expression Guidelines 2.2

â&#x20AC;&#x153;Cuptatis nonseri tised mod sent, oecon sedion peria auta quuia ideli pra reseque ipsan dan dolorese que dolor.â&#x20AC;? JOHN SMITH

ptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque ipsandandis dolo rese quia nossuntist, eos pedis quuntus rerro modicti blab invellaccum, ullorei ciatem fugit quistotasime nistio net ex earumet lit perecabo. Et ea enihici pientio ommolum num

Quatem ero eos ullupta quuntem eaqui Title Goes Here omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ers em perum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti invente volume erem renim. Que nit lab ipiendae simpers ea perum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem simp ersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt. Subhead level 2 Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae sim pers perum natenda ne eturia invente volume erem simpers ea perum natenda ne eturia invente volume erem renimoles

velessit, qusci denderisciet as arum et hiliam cum quas con nostibusam, ea et, sendae rent volo tem dolute simus endam nam endem. Quatem ero eos ullupta quun tem eaqui omnim ut et alibus. Orernam endem. Quatem ero eos ullupta. Subhead Level 3 lorem ipsum dolor sit uatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simp ersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti invente volume erem renim. Que nit lab ipiendae simp ersp erum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem simpersperum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti orernam endem. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae 7

March 2015

MOSAICS 148

Mosaics

Mosaics are composed of a series of windows that can be filled with photos, color and/or text. Together, these elements should communicate a story and must always include copy in the composition. window with text mosaics must contain a message

thrive window window filled with color

Cargill is committed to helping people and organizations thrive. gutter

window filled with photo

radius

stem window

mosaic

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 149

Elements of mosaics

Lorem Ipsum

Opposite corners

Dolor sit amet, consec etde tetur adipiscing elit u llaml nec adipiscing arcu. Duisa non vda delit neque, vitae

Window

Stem window

Photography

Color

Text

Gutter

A window is a box with two rounded corners and two squared corners. Both pairs are at opposite ends of each other.

A stem window has an extension from the bottom corner. These are filled with a color and typically text, but never a photo.

A photo can be used to fill a window. Multiple images should never be placed within a single window. But, a mosaic can contain a single photo or multiple images.

A window can be filled with color. A mosaic can use either a single color or multiple colors from the Cargill color system.

Text can be placed into a window. A single window should not contain a large amount of text. Use the radius of the curves to define a clear text box. Mosaics must contain a message; content should be concise and fact-driven.

On layouts less than 8.5"Ă&#x2014;11" (A4), all mosaic gutters are 1â &#x201E;8" (3mm). The gutter, or spacing between windows, must always be consistent.

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 150

Mosaic radius and gutter dimensions for print

The dimensions of the mosaic radius and gutter (the space between windows in a mosaic) are dependent upon the page size of the application. Use the charts below to determine the mosaic radius and gutter dimensions for your page size.

Quarter page

Half page

Full page

Tabloid

Broadsheet

Poster

4" × 5.25" A6

8" × 5.25" 5.25" × 8" A5

9" × 12" 8.5" × 11" 8" × 10.5" 6" × 9" A4

11" × 17" A3

18" × 24" A2

24" × 36" A1

RADIUS

0.25"

6mm

RADIUS

0.375"

RADIUS

0.5"

RADIUS

0.75"

RADIUS

6 mm

10 mm

12 mm

GUTTER

0.125"/ 3 mm

0.1875"/ 5 mm

0.25"/ 6 mm

0.375"/ 9.5 mm

Cargill Brand Expression Guidelines 2.2

20 mm

24 mm

March 2015

MOSAICS 151

Mosaic radius and gutter dimensions for large format

Your mosaic radius and gutter dimensions increase with the size of your application. Use the diagrams below to determine the mosaic radius and gutter dimensions for your large-format application. Never enlarge a mosaic that was created for a smaller application. The proportion of the radius and the gutter dimensions will not be correct for large-format applications.

Poster

Banner

Wall

Up to 2'×3' / A1

Up to 5'×10' / 1.5×3 m

Up to 10'× 20' / 3×6 m

RADIUS

2" 50mm

RADIUS

GUTTER

0.75"/ 19 mm

RADIUS

100mm GUTTER

1.5"/ 38mm

25mm

GUTTER

0.375"/ 9.5 mm

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 152

Photo mosaics

Once you have your color palette and photos, you can create a mosaic. Any combination of two or more windows is considered a mosaic. Both the radius of the rounded corners and the gaps between the windows should be consistent.

DO use a balance of photographic styles: systems, details and people.

Lorem epsem alos as kare dolor platypus Rae volorpo rernam vendion aserfo quib ajoe aska asus. The joinus a lorem epsem soire poliece houis. Dles ndit magnis doluptas simil idio volut alit aios apitatem dia qui aae pa assa autad el illiqui. A volut alit aios a pitatema dia quiae pa aut adel illiq aui. Some A volut sd s alit aios a pitatema dia quiae pa aut ad el as lliqui. A volut alit ds aios a pitatema diads quiae pa autad el ill sdiqui. A volut alit aios a pitatema dia quiae pa aut ad el illiqui. A volut alit aios a pitatema diads quiae pa autad del illiqui. A volut alit aios a pitat ema dia quiae pa au.

Dles ndit almt magnis vic doluptas simil idio volut alit aios apita tem

www.cargill.com

DO commit to one mosaic per communication.

DO use the windows to create slightly asymmetrical, organic, interesting mosaic shapes. Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 153

Photo mosaic examples Do not

Dles ndit almt magnis vic doluptas

Lorem epsem alos as kare dolor platypus DO NOT create an uneven balance of too many of one type of

photography style.

DO NOT create sprawling, disjointed mosaic shapes.

www.cargill.com

Lorem ipsum dolor

DO NOT overuse mosaics in a single piece.

LOREM

DO NOT make a mosaic of only photos; always have a balance of photos and color, or all color.

Cargill Brand Expression Guidelines 2.2

IPSUM

DO NOT use windows within

windows.

March 2015

MOSAICS 154

Photo mosaic examples, continued

Do not

Dles ndit magnis doluptas simil idio volut alit aios apitatem dia qui aae pa assa autad el illiqui. A volut alit aios a pitatema dia quiae pa aut ad el illiq aui. Some A volut sd s alit aios a pitatema dia quiae pa aut ad el as lliqui. A volut alit ds aios a pitatema diads quiae pa autad el ill sdiqui. A volut alit aios a pitatema dia quiae pa aut ad el illiqui. A volut alit aios a pitatema diads quiae pa autad del illiqui.

DO NOT overprint or overlap windows.

DO NOT curve all edges of a window or put both curves

on the same side of the shapeâ&#x20AC;&#x201D;or use windows with only one curved edge. DO NOT fill a window with excessive body copy.

DO NOT vary the radius of curves or gaps between

windows.

Cargill Brand Expression Guidelines 2.2

DO NOT stretch windows too disproportionately compared to other windows in the mosaic.

March 2015

MOSAICS 155

telling your story without photos

MOSAICS 156

Color-only mosaics

When creating mosaics without photography, tell your story through succinct proof points and facts, highlighting key information that shows the results of stakeholders thriving though changes in scale and/or tint.

CARGILL’S IMPACT

CENTRAL AND SOUTH AMERICA

We help nourish

In undernourished areas of Central and South America,

Cargill is dedicated to improving the standard of living.

Cargill’s Truvia® business and the World Food Programme announced a three-year partnership to

help fight childhood hunger in Bolivia.

In Venezuela, Cargill

donates 89,000 kilograms of food per year to support food security.

The staff at 14 Food Banks in Argentina received

efficiency training to better serve individuals.

Copy is used for illustration purposes only.

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 157

Color-only mosaic examples

Once you have your color palette, you can create a mosaic. Any combination of two or more windows is considered a mosaic. Both the radius of the rounded corners and the gaps between the windows should be consistent.

Lorem Ipsum Dolor sit amet, consec etde tetur adipiscing elit u llaml nec adipiscing arcu. Duisa non vda delit neque, vitae lacinia sd nunc. Quisqueiw blandit pellentesque

DO use an approved three-color or three-color neutral color combination.

Sande re perum aut eaquat qui vitat pellupt aquati comnimi, sollam arum seque

DO space the windows with equal and consistent gaps.

Cargill Brand Expression Guidelines 2.2

Fugitibusciis denit voloreped quiatas si opta ipsanis eaque

DO create mosaic windows with consistent curves. Always keep curves on opposite corners of a window.

Lorem Ipsum dolor sit amet, conse ctetur adipisc ing elit. Nullam nec dipis cing arcu. Duis non velit neque, vitae lacinia nunc. Quisque blandit pellentesque tellus, eget convallis nibh lobortis suscipit. Aenean diam

DO alternate colors to highlight information and balance the mosaic.

March 2015

MOSAICS 158

Color-only mosaic examples, continued

Do not

Lorem Ipsum dolor sit amet, conse ctetur adipisc ing elit. Nullam nec dipis cing arcu. Duis non velit neque, vitae lacinia nunc. Quisque

blandit pellentesque tellus, eget convallis nibh lobortis

suscipit. Aenean diam nisl, blandit vel faucibus a, pellentesque

DO NOT overuse a single color in a mosaic.

DO NOT curve all edges of a window or put both curves

DO NOT use a random color

on the same side of the shapeâ&#x20AC;&#x201D;nor use windows with only one curved edge.

combination; always use an approved three-color or threecolor neutral palette.

DO NOT fill a window with excessive body copy.

Lorem ipsum dolor LOREM

DO NOT overprint or overlap windows.

Cargill Brand Expression Guidelines 2.2

IPSUM

DO NOT vary the radius of curves or gaps between

DO NOT use windows within

windows.

windows. March 2015

MOSAICS 159

how to use neutrals

MOSAICS 160

How to use neutrals

In a photo mosaic, use a two-color neutral combination, and in a color-only mosaic, use a three-color neutral combination. If possible, use a Cool Gray 7 two- or three-color neutral combination for your palette.

photo mosaic with two-color neutral combination

color-only mosaic with three-color neutral combination

Over

142,000

Founded in

Cargill is committed to helping people and organizations thrive.

Providing food, agricultural, financial and industrial products and services.

Donated

1865

employees

first to market with all-natural sweetener from the Stevia plant

Saved McDonaldâ&#x20AC;&#x2122;s

$20 million via proprietary trading mechanism to help our customers in the Canola market

farmers trained

400 million

to environmental partnerships annually

400 million

Feed

people each year

schools built

2.1 million Feeding more than

$4 million

in China in crop nutrition, animal breeding, and farming technologies

in Vietnam to further educational development and economic growth

Invested

$12 million+ to advance food security and end hunger world-wide

Copy is used for illustration purposes only.

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 161

How to use neutrals, continued

If using a Cool Gray 2 or Cool Gray 10 two- or three-color neutral combination, please use the preferred combinations indicated in the color section of these guidelines.

photo mosaic with two-color neutral combination

color-only mosaic with three-color neutral combination

Over

142,000

Founded in

Cargill is committed to helping people and organizations thrive.

Providing food, agricultural, financial and industrial products and services.

Donated

1865

employees

first to market with all-natural sweetener from the Stevia plant

Saved McDonaldâ&#x20AC;&#x2122;s

$20 million via proprietary trading mechanism to help our customers in the Canola market

farmers trained

400 million

to environmental partnerships annually

400 million

Feed

people each year

schools built

2.1 million Feeding more than

$4 million

in China in crop nutrition, animal breeding, and farming technologies

in Vietnam to further educational development and economic growth

Invested

$12 million+ to advance food security and end hunger world-wide

Copy is used for illustration purposes only.

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 162

stem windows Stem windows are an additional graphic element available in the thrive brand expression system. These custom shapes have a strong connotation of growth and prosperity, which is at the heart of the thrive concept.

MOSAICS 163

Stem windows

Cargill Brand Expression Guidelines 2.2

Stem windows are not meant to be solitary; instead, they should always be paired with another element. You can pair stem windows with other stem windows, a large block of text or other mosaic windows to create more engaging layouts.

March 2015

MOSAICS 164

Making a stem window in Adobe Illustrator

1. Draw a mosaic window; follow the rounded corner radius guidelines. Here we have used 0.375."

2. Draw a rectangle the same width as your gutter. Here we have made the rectangle 0.125" wide.

3. Draw a rectangle directly to the right of the gutter rectangle and below the mosaic window.

4. Duplicate the mosaic window and place it directly on top of the rectangle you just drew.

5. Use the pathfinder to subtract the mosaic window from the rectangle underneath.

6. Use the pathfinder to add the shapes together.

Cargill Brand Expression Guidelines 2.2

March 2015

MOSAICS 165

Stem window examples Do

DO put small amounts of copy inside a stem window to call out important information.

DO keep the distance between stem windows equal to your gutter.

DO use stem windows sparingly.

Arum, quatur lum perfectore rus mo ego lenti ulparume

DO face stem windows in opposite directions, or nest them when using multiple stem windows.

Cargill Brand Expression Guidelines 2.2

DO use thrive brand color combinations.

Perferfero eat que nesequi

DO pair stem windows with at least one other element such as another stem window, mosaic window or headline.

March 2015

MOSAICS 166

Stem window examples, continued Do not Apedipst quaere ra nonse comnietUr? Qui duscias mo venis sitetur?Bus sa voluptatur,Ur magnisItas enes aut aut occuscidio dolo odia quiduntusci non nullabore pratatus etus autet magnime ndicien ianistis ad quiam,

Apedipst quaere ra nonse comnietUr? Qui duscias mo venis sitetur?Bus sa voluptatur,Ur magnisItas enes aut aut occuscidio dolo odia quiduntusci non nullabore pratatus etus autet magnime ndicien ianistis ad quiam, officil eos mos esto milique imperi isque deliscium fugiatque non eari oditatq uatur? Id ea volorei ciamet verum aliquat quis etur? Ebitisci ari officiisit dolorunto eat.magnime ndicien ianistis ad quiam, officil eos mos esto milique imperi isque deliscium fugiatque non eari oditatq uatur? Id ea volorei ciamet

Dles ndit magnis doluptas simil idio volut alit aios ap

Apedipst quaere ra fugiatque non eari nonse comnietUr? oditatq uatur? Id ea volorei ciamet verum Qui duscias mo venis sitetur?Bus aliquat quis etur? sa voluptatur,Ur Ebitisci ari officiisit magnisItas enes aut dolorunto eat. aut occuscidio dolo odia quiduntusci non nullabore pratatus etus autet magnime ndicien ianistis ad quiam, officil eos mos esto milique imperi isque deliscium

DO NOT overuse stem windows.

DO NOT make stem windows without the interior curve.

DO NOT use large amounts of copy within a stem window.

DO NOT face stem windows towards each other.

DO NOT use tints in stem windows.

DO NOT overlap stem windows.

DO NOT make the distance between stem windows inconsistent.

DO NOT place photos in

DO NOT fill stem windows with patterns.

Cargill Brand Expression Guidelines 2.2

stem windows.

DO NOT make the vertical stroke any measurement other than the gutter.

DO NOT place stem windows upside

down.

DO NOT use non-adjacent thrive colors. March 2015

167

non-mosaic windows Non-mosaic windows are any rectilinear shape filled with a photograph or color. These should be used liberally in Cargill communications to avoid the oversaturation of thrive windows and mosaics. This will ensure the thrive window and mosaic retain their longevity and uniqueness.

Brand Expression Guidelines

DRAFT

DO NOT COPY, DISTRIBUTE, OR SHARE THIS MATERIAL OUTSIDE OF CARGILL

NON-MOSAIC WINDOWS 168

Non-mosaic windows

Because mosaics are used selectively to highlight key messages, nonmosaic windows play a prominent role in communications. This relationship helps mosaic and thrive windows retain their special nature and not become overused, especially in long-form communications such as a multi-page brochure or long-screen presentation.

NAM ET VELLABORIBUS RATURE

Our commitment 1. Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas quam aut que nit lab ipien simpers. 2. Lorem ipsum dolor sit amet, consectetur adipiscing. 3. Cum sociis natoque penatibus et magnis dis partu rient montes, nascetur ridiculus mus. 4. Socis natoque penatibus et magnis dis partu rien.

Non-mosaic window

ENVIRONMENTAL SUSTAINABILITY

EDUCATION

FOOD SECURITY

FOOD SAFETY

Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem simperspe eos ullupta quu eos ullupta quuntem eaqui ut omnim ut et al repudae plitaestenis aut viducipit quae pudandae sunt hitem ibus aut fugit. Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem.

Quatem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae simpersperum natenda ne eturia invente volume erem ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti invente volume erem renim.

Modis quia voluptae expliqu iduntem. Ut ut landae. Metusdae. Ihilignis doluptur mosti ulparum velis nonse perro quatibus ut pores atinvel in core eium es etusandi occat.

Facepre por simolorro delic to temos volorup tistrum dolores quas ntem eaqui omnim alibus aut fugit quas rum natenda ne eturia invente volume erem renimoles dunt ilibus volo beresti oreendem.

Subhead level 2 As ad quiat lacea natior simus evenimil maiorerempos vendit assunt et placcaectum voluptur aliquiate nimille ctasperis velicaborio explibus dolor aut laborroreium ut quas apis elit repudae plitaestenis aut viducipit quaepudandae sunt hitem iliquiam re optatium volore ime im facest, eaque sumquis mos que doluptas non parchicil ent exernatio qui acea sunt.

Subhead level 2 Qui atem facearc hicime rem eiur, cum hil invenda corae acepudi tatur? Bore nonsedi berspel mi, soluptius eaquo es aut autecabo. Nemporerit, cum volupit iuntion ecatur. Erum verro berum qui beatiusam seque serum aut ma corat facepre por simolorro delic to temos volorup.

Eratibernam, ut laut int mil ipici test aut ulparum quia quis accuptati ut dolorem quassequi dis aribuscipsus dis ma nullorit oditiorem et eaquo tem harcium sunto modigendi cusanditatem aut ius quo ima et provita tatusam et autem voluptas et landi alit earcid qui vendaerro iumqui quaes moloriorum que dolore pra velicatem fuga. Bust od eaquis estibea dis voluptiis dit ilia vent et, ut dem. Natquas perecabor ratiis niti doluptatatur a simi, alia nesti dest apis dolupta tectatur.

Cargill Brand Expression Guidelines 2.2

When using multiple non-mosaic windows together, they should align next to each other without any gutters.

Is ullorupit harum dolo blam, inisquid qui cus, odigento consequamus ut fuga. Ibus.

March 2015

NON-MOSAIC WINDOWS 169

Non-mosaic windows, continued

Using non-mosaic windows as a complement to mosaics and full-bleed images helps present our communications in a clear, easy-to-understand way.

Through grants to The Conservancy in Brazil, Cargill has helped 383 farmers comply with conservation laws, achieving near zero illegal deforestation while raising

farmer income by 34%—helping them thrive.

Cargill in Africa

Use mosaics sparingly and in areas of importance.

Lorem epson Ajoin Pudist quas conse

NAM ET VELLABORIBUS RATURE

Creating Creatingopportunity opportunity without withoutbounds bounds

Letter from the president

Use mosaics with purpose.

WhoWho is the faceface of Cargill? There’s nono one answer— is the of Cargill? There’s one answer— in the faces of our plant workers, ourour analysts, in the faces of our plant workers, analysts, scientists, inventors andand technicians. scientists, inventors technicians.

Quatem ero eos ullupta, OUR COUNTRY

Since 1965, Cargill in Brazil has been making a positive impact on its people, customers, suppliers and communities.

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withwith a global viewview of business, a global of business, giving me the to betopart giving me chance the chance be part of something big.”big.” of something

INVESTING IN THE INVESTING IN BEST THE BEST We believe that we’re only as good as the that that we do We believe that we’re only as good aswork the work wetoday. do today. Always pushing for progress, Cargill lookslooks for the minds Always pushing for progress, Cargill for brightest the brightest minds out there, building teamsteams from from a broad spectrum of backgrounds out there, building a broad spectrum of backgrounds in every cornercorner of theofworld. in every the world. Our two-year graduate programme in Europe focuses Our two-year graduate programme in Europe focuses on on developing specialised in highly motivated recent developing specialised skillsskills in highly motivated recent graduates. In countries around the world, we enlist students graduates. In countries around the world, we enlist students from universities, bringing thought to areas the areas direct direct from universities, bringing freshfresh thought to the

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resources. humanhuman resources. A CULTURE OF GROWTH A CULTURE OF GROWTH Our 150-year legacy of success is attributed to individuals the individuals Our 150-year legacy of success is attributed to the who challenged have challenged themselves and challenged what’s who have themselves and challenged what’s possible—their own quests to thrive. We provide every member possible—their own quests to thrive. We provide every member of the Cargill team with the tools and opportunities that inspire of the Cargill team with the tools and opportunities that inspire these personal evolutions. these personal evolutions.

Honored asas Honored

Spain’s Spain’sTop Top Employer Employerfor for YoungPeople People Young Ranked among Ranked among

Spain’s Spain’s BestDiversity Diversity Best Employers Employers

As an organisation, our focus is to serve as a source of trust, As an organisation, our focus is to serve as a source of trust, freedom and support for our workforce. Our employees are freedom and support for our workforce. Our employees are responsible for their own learning, initiative and ability to deliver responsible for their own learning, initiative and ability to deliver high-performance results—it’s an open format that encourages high-performance results—it’s an open format that encourages

John Smith President, Cargill

“I chose Cargill because “I chose Cargill because of its ability to feed, of its ability to feed, fuel and serve the world. fuel and serve the world.

steer the trajectories of our employees, we turn to our network steer the trajectories of our employees, we performance turn to our network of managers. They evaluate individual on an of managers. individual performancefeedback on an and ongoing They basis,evaluate providing candid, constructive ongoing basis, providing candid, constructive feedback and sharing broader perspectives on critical issues. sharing broader perspectives on critical issues.

things anywhere else.” things anywhere else.”

Use non-mosaic windows everywhere else. Cargill Brand Expression Guidelines 2.2

Non-mosaic windows can contain photos, colors and/or text. March 2015

NON-MOSAIC WINDOWS 170

Examples Do

Do not

28.3%

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28.3

28.3%

2010

2011

Cotton Trading

2012

Increasing productivity year after year. Cargill works closely with customers and environmental NGOs to help farmers in Songyuan Jilin province to increase productivity. In 2012, the farmers in the program increased thier yield per mu by 28.3% than past three years on average.

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Cocoa Quatem e ero eos ullupta quuntem eaqui omnim ut et alibus aut fugit quas cum ium quam aut que nit lab ipiendae invente volume erem simpers ea volume erem renimoles ptatis nonseri ommolum num velessit, omnim ut et.

“With Cargill’s help, we got our latest beverage brand to market 62 days ahead of schedule, saving us 10 million brl.”

28.3%

Rail Transportation

28.3%

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50%

16%

eaperecabo

2010

2011

2012

Increasing productivity year after year.

34% net ex omni condion

Ullorei ciatem

Cargill works closely with customers and environmental NGOs to help farmers in Songyuan Jilin province to increase productivity. In 2012, the farmers in the program increased thier yield per mu by 28.3% than past three years on average.

Cotton Trading

Cocoa

Rail Transportation

Cuptatis nonseri tionsequid mod est esent, omni consedion peria auta quunt dia ide prae reseque fugit ipsandandis dolo rese quia nossuntist, eos pedis quuntus.

“With Cargill’s help, we got our latest beverage brand to market 62 days ahead of schedule, saving us 10 million brl.”

50% eaperecabo

34% net ex omni condion

16% Ullorei ciatem

JOHN SMITH Title Goes Here

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Soy Proteins

Functional Systems

JOHN SMITH Title Goes Here

DO NOT overuse the mosaic window.

Soy Proteins

Functional Systems

DO use non-mosaic windows throughout communications; here, one large and one small non-mosaic window are accented with a cutout image of cocoa powder.

Cargill Brand Expression Guidelines 2.2

March 2015

NON-MOSAIC WINDOWS 171

Examples, continued

Do not 69.1%

REACHED

390,000 children

of renewable energy produced in Europe in 2013 came from biomass and waste.

PRODUCED

750 tons of food

Through the Grain to Grain program Cargill has funded the installation of vegetable gardens at nearly 100 elementary schools in seven cities.

390,000 children

of renewable energy produced in Europe in 2013 came from biomass and waste.

PRODUCED

750 tons of food

“This project is a great example of what co-development can achieve. Each of us held part of the solution.”

“It was important to us that the food be distributed to the most vulnerable families.”

“This project is a great example of what co-development can achieve. Each of us held part of the solution.”

“It was important to us that the food be distributed to the most vulnerable families.”

Improving Childhood Nutrition

69.1%

REACHED

Begun in 2004, the Grain to Grain program was developed in response to Fomé Zero—or Zero Hunger—an anti-hunger initiative introduced by the Brazilian government. At that time, an estimated 44 million Brazilians were impacted by hunger, particularly those in the country’s northeast region. “De grão em grão” was created to provide students with nutrition education to improve their understanding of healthy food and allow them to share those concepts with their families. While “de grão em grão” was developed to provide students with a handson experience that is complemented by classroom lessons, it also produces nutritious ingredients that are used in school lunches. Since many children in Brazil have their most important meal at school, the program also provides school cooks with training and literature on food safety.

Redefining Biomass Production When faced with the challenge of finding a clean way to burn co-product to produce energy, Cargill didn’t go it alone.

In the vegetable gardens, students learn to grow and harvest nutritious food at school. To support the gardens, Cargill provides funding to plant and maintain the vegetables, including the purchase of soil, seeds and tools.

Improving Childhood Nutrition Through the Grain to Grain program Cargill has funded the installation of vegetable gardens at nearly 100 elementary schools in seven cities.

Redefining Biomass Production When faced with the challenge of finding a clean way to burn co-product to produce energy, Cargill didn’t go it alone.

DO NOT overuse the thrive and mosaic windows.

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DO use non-mosaic windows to showcase photography and fields of color to enliven communications without overusing mosaics.

Cargill Brand Expression Guidelines 2.2

March 2015

WRITING 172

weâ&#x20AC;&#x2122;re here to help See complete Video Guidelines for additional information on creating video.

Cargill Brand Expression Guidelines 2.2

Please contact us via phone or email should you require any additional information or clarification. Bruce Behounek Director Corporate Brand Management 952-742-4086 Bruce_Behounek@Cargill.com

Angela Poorman Corporate Brand Specialist Corporate Brand Management 952-742-4085 Angela_Poorman@Cargill.com

Lise Hansen Director, Online Communications Corporate Affairs 952-742-4734 Lise_Hansen@Cargill.com

March 2015