External Web standards have been developed to maintain consistent brand and visitor experience across most external, customer-facing Web sites. Please review the Product Branding section on the Identity Guidelines site to determine which brand level applies to your site.
The External Web standards address the following areas: brand bar, content area, footer and background. A design style guide is available to aid in design and development of external Web sites that support the Cargill Masterbrand Strategy. Contact Lise Hansen in Corporate Affairs to review your Web site plans and obtain the style guide.
Cargill Brand Bar
The brand bar has been created to help establish consistency across Cargill-branded external Web sites, while differentiating them from our Corporate site and intranet sites. The brand bar is a horizontal bar extending across the top of all Web pages. The only elements allowed in the brand bar include:
Cargill Logo
The Cargill logo should be a clickable link to the home page of the internet site.
Site Name
The Web site name is set in Helvetica Neue Condensed or Arial, 24 points. An optional secondary descriptor can be used in combination with the site name. Specifications for this secondary descriptor are in the style guide and toolkit.
Cargill.com Link
A link to the Cargill.com home page is required on the right side of the brand bar, and it should be linked to http://www.cargill.com. This link should always be labeled "Cargill.com", and variations are not acceptable.
Navigation Bar
The navigation bar separates the brand bar from the content area and contains primary navigation.
Elements that should NOT appear in the brand bar include: graphics, photography, gradations, colored shapes, animations, search function and any other elements not mentioned above.
Content Area
The content area includes everything between the navigation bar and the footer. This area allows for flexibility and creative latitude in organizing your content. The toolkit provides a variety of options to start with for arranging your content. Except for ensuring content is current, relevant and appropriate, no specific guidelines are mandated for the content area outside of the guidelines for colors and typography.
In addition to copy and images, other elements that may appear in the content area include site search, breadcrumbs and vertical side navigation.
Background
The preferred background area of the site is HTML #7C9637, HTML #384467 or HTML #A5AB59.
Footer
The footer is HTML #837A61, which is a tint of Pantone 469. A link to privacy information is required in the footer. A link to a site map, legal notice, or other common information may also be included as appropriate.
The Cargill copyright statement must be included. It should be right-justified and follow this format:
© (year of publication) Cargill, Incorporated. All Rights Reserved.
New and Existing Web Sites
Existing external Cargill-branded Web sites should be updated to conform to the External Web Site Standards. If you are creating a new Cargill Web site, contact Lise Hansen in Corporate Affairs to obtain the External Web Site Design Style Guide or discuss your plans for independent development. |
