Before developing literature, review Cargill’s vision and brand personality, and be sure to incorporate identity elements appropriately, including typography, imagery, color palette and writing style and tone. The following guidelines have been developed to ensure your literature supports Cargill’s masterbrand identity strategy.
Cargill Brand Literature
Cargill Brand literature includes all communications created by Corporate, Business or Function Units that do not address a specific product or brand. This includes recruiting materials, Business or Function Unit, company or facility brochures, and Annual Reports. If you are developing communications addressing a specific product or brand, go to the Product Branding page to determine the appropriate “level” to use for your literature.
Literature Templates
The most effective way to maintain consistency across Cargill Brand literature is to use the templates and specifications provided in the Downloads section of this site. Cargill Brand literature must include the following items:
Headline, Subheads, and Other Text
The primary headline should be set in ITC Century Condensed Italic, Helvetica Neue Condensed, or Helvetica Neue Condensed Oblique. The preferred fonts for Business or Function Unit names, subheads and other text include Helvetica Neue Condensed, Helvetica Neue Condensed Oblique, and ITC Century Condensed. If not part of the headline, the name of a Business or Function Unit, or other organizational identity, should be positioned within the upper two–thirds of the cover.
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).
Imagery
All other detailed graphic images must be positioned with a minimum of clear space — at least 2.25" (57.15mm) away from the Cargill logo. Photographs may be part of the background, but must not interfere with, or distract from, the logo.
Cargill Logo
A Cargill logo must appear on the front of every piece of Cargill literature. For standard–sized pieces (8.5 x 11") the logo must be 1.125" (31.75mm) wide (from the left side of the “C” to the top right corner of the last “L”) and placed in the lower right–hand corner, with a 1/2" (12.7mm) margin on the right and bottom sides. For A4–sized pieces (210mm x 297mm), the logo must be must be 32mm wide, with a 13mm margin from the right and bottom sides. For smaller pieces, scale the logo accordingly, but never smaller than 1" (25.4mm) wide.
Corporate Tagline (optional)
The Corporate tagline “Nourishing Ideas. Nourishing People.™” can be used on communications that address the Cargill brand and the company overall. When used, this tagline and trademark must always appear centered below the Cargill logo sized and positioned as prescribed in the Template.
Address Signoff
The address signoff includes: Cargill logo, Business or Function Unit name, address/phone/fax, Corporate and/or Business Unit URL, copyright information, printing location, and literature stock code, if applicable. The address signoff should always be positioned in the lower left corner, with 1/2" or (or 13mm for A4) margin from left and bottom sides, on the back of multiple page communications, as shown.
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