This section includes guidelines for applying the Cargill brand identity throughout all points of contact for Product Brand Level 3 products. Application guidelines may differ for each of the Product Brand “levels” within the Cargill brand spectrum. If you are unsure, please visit the Product Branding page to determine the appropriate level for your specific application.
Product Brand Level 3 Applications Overview:
A Product or Umbrella Brand with established recognition and equity in the marketplace leverages a unique, trademarked brandmark or stylized typography for Product Brand Level 3.
While the guidelines for size and placement may vary slightly from application to application, the Product Brand is visually prominent, yet maintains a connection to the masterbrand through a Cargill endorsement (logo only). The endorsement should not be visually “locked up” with the Product Brandmark, as may have been done in the past. Elements of the Product Brand’s trade dress may be carried through to other applications, where applicable.
Please note: Since we no longer use the signature lockups, when using a Business Unit name in text, the word “Cargill” must always precede the full BU name (Cargill Animal Nutrition). When using a Function Unit name in text, omit the word “Cargill“ (Human Resources). |
