Note: Compliance with government laws and regulations and required industry practices should be strictly adhered to for all package and label design. These regulated requirements should supercede any conflicting identity guidelines presented here.

Packaging Types
There are three main types of packaging:

• Shipping Containers
• Labels
• Primary

Shipping Containers
The shipping container is the outermost layer of packaging. It needs to be easily recognized at a production site, receiving dock, or warehouse facility, with all pertinent and required information readily visible. For Product Brand Level 4 shipping containers, the Product or Umbrella brandmark and Cargill relationship endorsement must be visible on at least two panels. See below for guidelines on approved endorsement colors.

Labels
Packaging labels are typically produced for application to unprinted surfaces such as corrugated boxes, steel or plastic drums, or other bulk containers. Product Brand Level 4 labels should prominently display the Product or Umbrella brandmark and two color green and black (or solid black) Cargill relationship endorsement, against a white or light background,) while providing space for product names and numbers, contents, quantities, dates, and other required information.

Primary
Primary packaging is the individual container, bag, or carton that holds a single unit or amount of product. It’s the smallest product unit presented for sale to the end customer. Product Brand Level 4 primary packaging must contain the following elements:

Product or Umbrella Brandmark
For Product Brand Level 4, the Product or Umbrella brand is visually most prominent.  The Product or Umbrella brandmark should be positioned according to its established visual identity. If no standard exists, centered is preferred. Be sure to apply the appropriate trademark or registration symbols in accordance with our trademark policy.

Cargill Relationship Endorsement
A new Cargill endorsement, anchored under a thin rule, should be used to introduce or maintain the relationship to the Product or Umbrella brand. This relationship endorsement must be positioned at the bottom (preferably centered) of the package’s front panel. Electronic artwork for these endorsements are available for download on this site. See below for guidelines on clear space, minimum size, endorsement message options, and approved endorsement colors.

Trademarked Name
The product’s trademarked name is centered below the Product or Umbrella brandmark, and can utilize typography that supports the Product or Umbrella brand’s visual identity. Be sure to apply the appropriate trademark or registration symbols in accordance with our trademark policy.

Generic Descriptor
The generic descriptor is a non–trademarked description of the product’s trademarked name. The generic descriptor can utilize typography that supports the Product or Umbrella brand’s visual identity.

Trade Dress
Product Brand Level 4 trade dress may include any visual elements that support the Product or Umbrella brandmark, as long as they don’t visually detract from the Cargill relationship endorsement.

Package Sign–off
Package sign–off information appears on side or back panels, or at the bottom of a front panel to indicate that the product is from Cargill, even when the package already displays a Cargill logo or endorsement.

Sign–offs can incorporate a Cargill logo or may use text only, and include the Cargill legal name (Cargill, Incorporated) or legal business entity name, as designated by local regulations.

The examples illustrated below show the recommended format that should be used for packaging sign–offs. However, other formats and layouts can be used if necessary to accommodate space limitations and existing package designs. These sign–offs may be reduced as necessary to fit available packaging space.

Note: The text information shown in the examples below should be customized to local country or Business Unit situations.

The Cargill logo and generic descriptor should be repeated on the back panel of the package, at a reduced size. The sign-off may be centered or left justified, based on packaging regulations.

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

Minimum Size
The Cargill logo should never be reproduced smaller than .75 (1.905cm) in length. If the logo cannot meet this minimum size, then use text instead of the logo.

Cargill Logo Colors
Whenever possible, use the preferred two–color, PANTONE® 348 green and black version, as long as the green “banner” does not compete with the background colors.

You may use the two–color, PANTONE® 348 green and white reverse option against a dark background, when there is sufficient contrast between the logo and the background color.

The solid white reverse option may be used in situations requiring one– or two–color printing, where black or PANTONE® 348 green are not available, and there is insufficient contrast between the background and the green banner.

The all black version should be used only in situations requiring one– or two–color printing, where the second color is not PANTONE® 348 green.

An alternative one–color option is to reverse the logo out of any ink color that provides sufficient contrast with the printed surface.

Note: The light-brown color of kraft paper bags or brown corrugated cardboard can substitute for white, in providing a suitable neutral background behind a reversed–out logo. Therefore, a one–color, navy blue–printed kraft bag can have the logo reverse out of the blue ink (or green, brown, maroon, etc.).