This section includes guidelines for applying the Cargill brand identity throughout all points of contact for Product Brand Level 4 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 4 Applications Overview:
Product Brand Level 4 includes Product or Umbrella Brands with significant recognition or equity in the marketplace, beyond that of Cargill. Product Brand Level 4 brands previously offered little or no connection to Cargill. Going forward, a Cargill endorsement will be used to define the relationship between Cargill and the Product Brand (as these are often newly acquired products).
While the guidelines for size and placement may vary slightly from application to application, the Product Brand provides the primary visual identity. A subtle Cargill endorsement is anchored under a thin rule, which should never be visually “locked up” with the Product Brandmark. All 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). |
