Trade shows are an excellent forum for customers to experience and learn about Cargill products and services firsthand. The following guidelines have been developed to help you design trade show graphics which support our masterbrand identity strategy for Product Brand Level 3 products. If you are unfamililar with the Cargill brand “levels,” go to the Product Branding page to determine the appropriate “level” for your graphics.
Be sure to visit the Promotional Items page to learn about featuring the Cargill brand on giveaway items, and the Uniforms and Apparel page for information about applying the Cargill and product brands to booth worker apparel.
Virtually all information perceived by trade show attendees is positioned within a narrow band that occurs from just above to just below eye level. That’s why the Cargill logo is always featured at the highest level — such as in a header or the top of a trade show display panel — to be visible from great distances (25 feet or more). The area just below that, visually secondary in prominence, is reserved for product names or brandmarks, taglines and other key messages. These must also be visible from a great distance (10 feet or more). If necessary, specific (often detailed or technical) graphics and information should be positioned below eye level, possibly at a workstation or other demonstration area.
Headers
Headers are signs (typically 85" long by 12.5" high) hung above eye level, higher than the primary trade show display panels or behind table top displays to present the Cargill brand.
Trade Show Display Panels
Trade Show display panels — shown alone in a tabletop display or as components in larger booths — may include photos, text, or a combination of the two. Standard panels are 10' by 10,' but come in a variety of other sizes and proportions as well.
Keep in mind, trade show visitors must be able to view and process messages in a very short amount of time. A few well–chosen visuals and concise lines of text are more effective than complex diagrams and long lists or paragraphs of text. Product Brand Level 3 trade show display panels may include the following items:
Product Brandmarks and Logos
When highlighting a Product or Umbrella brand, position brandmarks prominently
(above eye level). It is not necessary to use a brand bar as with Product
Brand Level 1 and 2 panels. A Cargill logo should be centered above or below — with
at least 200% “L-height” clearspace away from — the Product
or Umbrella brandmark.
Color
Select colors that complement the Product or Umbrella brand’s visual identity.
Imagery
As a general guideline, trade show display panel images are most effective when they are large and simple. It is important to highlight our customer and solutions focus by incorporating photographs of people into graphics. Images should complement the Product or Umbrella brand’s visual identity.
Typography
Typography on display panels should be large, bold, and concise, as shown below. Type must be legible from a minimum distance of five feet. Choose from among the following type treatments which include ITC Century Bold Condensed Italic and ITC Century Book Condensed Italic or Helvetica Neue 77 Bold Condensed Oblique and Helvetica Neue 57 Condensed Oblique.
Other Booth Components
- Product or Umbrella brandmarks and Cargill logo endorsements can also be used on freestanding cabinets or workstations. For a clean, professional trade show presence, a limited number of prominent brandmarks can be more impactful than numerous small brandmarks.
- Other imagery, text and colors should support the Product or Umbrella brand’s visual identity.
- Consider the arrangement, flow and comfort of all booth properties (carpet padding, comfortable chairs, high–clearance hanging signs and banners, secure electrical cords, etc.) to increase time spent in the booth.
- Attract attention with professional video or computer displays, where appropriate.
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