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 brand bar — 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 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. Only the Cargill logo should be used on headers. Business or Function Unit names, Product or Umbrella Brands, and all other type and imagery should be positioned on the trade show or table top display or other signage.

The height of the “L” in the Cargill logo is the unit of measure used to determine spacing considerations when designing trade show graphics. To determine the “L–height,” use the diagram below.

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. Trade show display panels are generally divided into two areas: The brand bar and the content area.

Brand Bar
The brand bar is a horizontal area across the top of a display panel or booth to establish the Cargill brand identity in the same way brand bars are used in web sites and advertising. It should be approximately one–fifth the height of the panel and placed above eye level, so as to be visible from a distance. The brand bar is reserved for the Cargill logo and Business or Function Unit name only.

Cargill Logo

• When using only the Cargill logo, it is left–aligned and vertically centered in the brand bar with a clear space of at least 100% “L–height” to the left of the logo and at least 50% “L–height” above and below it.
• The preferred treatment for trade shows is the black and green logo on a white or neutral background.

Cargill Logo with Business or Function Unit Name

• When using the Cargill logo and the Business or Function Unit name, the logo is left–aligned and vertically centered in the brand bar with a clear space of at least 100% “L–height” to the left of the logo and at least 50% “L–height” above and below it.
• The preferred treatment for trade shows is the black and green logo on a white or neutral background.
• The Business or Function Unit name is right–aligned with at least 100% “L–height” to the right of the logo (if more than 100%, clear space should be the same for the left and right margins).
• The Business or Function Unit name should be the same color as the word Cargill, set in Helvetica Neue Condensed Oblique.
• The cap–height of the Business or Function Unit name should be at least 10% shorter than the “L–height.”
• For extremely long Business or Function Unit names, allow clear space of at least 200% “L–height” between the logo and the business unit name. If necessary, reduce the size and wrap the name on two lines.
• Do not include multiple Business or Function Unit names within the same brand bar. Include each name on a separate panel’s brand bar, or position them in the content area, below the brand bar.

Content Area
The content area is everything below the brand bar on display panels, and the entire surface of non–panel properties. 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. The content area may include the following items:

Color
Select colors from the approved color palette for all non–photographic imagery, panels, and other properties. When two monochromatic colors (for example blue and light blue) are used, they create a non–distracting color scheme that allows the photo and text to be seen clearly, thus enhancing the visual experience.

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, as shown below. Visit the imagery page for more guidelines on selecting appropriate imagery.

Typography
Typography on display panels should be large, bold, and concise. Type must be legible from a minimum distance of five feet. Select one of the type treatments, as shown below, 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.

• Cargill logos can also be used on freestanding cabinets or workstations. For a clean, professional trade show presence, a limited number of prominent Cargill logos can be more impactful than numerous small logos.
• Other imagery, text and colors should follow guidelines for the content area.
• 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.