Before developing a print advertisement, review Cargill’s vision and brand personality, and be sure to incorporate identity elements appropriately, including typography, imagery, color palette and writing style and tone. The following guidelines have been developed to ensure your ad supports Cargill’s masterbrand identity strategy for all Product Brand Level 1 advertisements. If you are unfamiliar with the Product Brand Levels, first go to the Product Branding page to determine the appropriate “level” for your ad.
New! Community and Sponsorship Advertising
We’ve provided a number of downloadable templates for those who need to quickly create customized ads for individual, local community or event sponsorships that are not part of a larger advertising campaign. Examples include congratulatory ads such as “Cargill is proud to sponsor the YMCA!” or “Cargill celebrates Martin Luther King Day,” as well as other one-time ads offered as a benefit of sponsorship in local programs or events. These templates are designed using a grid system, providing flexibility for the placement of images, text and other Cargill identity elements.
Cargill Product Brand Level 1 Advertising
Cargill Product Brand Level 1 ads can be divided into two sections: The personality area and the brand bar.
Personality Area
The personality area allows flexibility and creative latitude for expressing the visual and verbal message, within specified guidelines. The personality area includes everything above the brand bar. The following elements should be included in the personality area:
Headline and Body Copy
The headline and body copy should be ITC Century Condensed or Helvetica Neue Condensed. Body copy should be short, appropriate, and relevant to the intended audience.
Brand Positioning Tagline (optional)
The collaborate > create > succeed™ brand positioning tagline can be used in ads when the message clearly supports the idea that collaborating with Cargill creates success for a customer (or customers). The tagline should always be placed at the end of the body copy (never used as a headline). Please use the original tagline artwork, available for download, as either a one–color or two–color version, using any of the colors from the approved color palette. Individual Business Unit taglines may be incorporated into advertising as headlines or within the body copy, if appropriate, but never visually tied to the brand positioning tagline or the Cargill logo.
Call to Action and Contact Information
All call to action and contact information, including Business Unit name, telephone number, address, email and URL should be positioned between the body copy (and brand positioning tagline, if used) and the brand bar, and should be set in Helvetica Neue Condensed Oblique, 11 pt.
Copyright, Trademark and Other Legal Information
Copyright, trademark and other legal information should be positioned vertically along the left edge just above the brand bar in Helvetica Neue Condensed, 10 pt.
Cargill Brand Bar
The Cargill brand bar has been created to help establish consistency across all Corporate, Business Unit and Product Brand advertising, while always maintaining a prominent connection to the Cargill masterbrand. The brand bar is a horizontal bar extending across the entire bottom of the ad. In spread ads only, the bar may extend only partially across the bottom of the page, but must always extend to the right margin. The brand bar size may change slightly, depending on the dimensions of the publication. See below for brand bar sizing options. The only elements allowed in the brand bar include:
Color
The brand bar may be filled with any of the neutral colors from the Cargill color palette. In one– and two–color ads, the brand bar is defined using a .5 pt black rule or as a white band across the bottom of the ad, following the Brand Bar Sizing Options outlined below.
Cargill Logo
The Cargill logo should be positioned along the right side of the brand bar. It should always appear positive, black and green (when printing two or more colors), or solid black (when printing in one color), and should not be reversed out of a color. See the Brand Bar Sizing Options below for logo size and placement.
Corporate URL
The Corporate URL, cargill.com, should be positioned on the left side of the brand bar in the same position whether the brand bar extends across the full page or not. Business Unit, product brand, or other URLs may be included in the personality area of the ad, above the brand bar. See the Brand Bar Sizing Options below for URL size and placement.
Brand Bar Sizing Options
Standard U.S. Sizes:
Magazines and Publications:
For small and medium sized publications (Digest, Junior, Standard, and Tabloid), use a 1.375" (34.92mm) brand bar. For one- and two-color ads, a .5 pt black rule may span the width of the page at 1.375" from the bottom edge. The Cargill logo should be 1.125" (28.58mm) wide with a .5" (12.7mm) margin from the upper right corner of the last "L" and a .5" (12.7mm) margin from the baseline of the logo to the bottom edge. The Corporate URL should be set in 10 pt Helvetica Medium Condensed Oblique, aligned with the baseline of the Cargill logo with a .5" (12.7mm) margin from the left edge of the "w".
Small Publication Ad Sizes
Medium Publication Ad Sizes
Logo without Tagline
Partial Brand Bar Centered
Newspapers:
For standard newspaper ads, use a 2" (50.8mm) brand bar. For one- and two-color ads, a .5 pt black rule may span the width of the page at 2" (50.8mm) from the bottom edge. The Cargill logo should be wide with a .75" (19.05mm) margin from the upper right corner of the last "L" and a .75" (19.05mm) margin from the baseline of the logo to the bottom edge. The Corporate URL should be set in 15 pt Helvetica Medium Condensed Oblique, aligned with the baseline of the Cargill logo with a .75" (19.05mm) margin from the left edge of the "w".
Large Newspaper Ad
Logo without Tagline
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