Headline
The headline and body copy should be ITC Century Condensed or Helvetica Neue 57 Condensed (examples shown here are ITC Century Condensed).
Product or Service Logo (Optional)
A product or service logo should be vertically and horizontally centered within the space provided to the left of the body copy. The product or service logo should be no larger than the Cargill logo in the brand bar.
Copy
Copy should be short, appropriate, and relevant to the intended audience. Specifically, the body copy should convey a customer benefit-oriented message rather than a message detailing product features. Note that additional copy may appear within image space when appropriate and properly executed.
Brand Positioning Tagline
The collaborate > create > succeed™ brand positioning tagline should be used in all FIS print ads. The tagline should always be placed below the body copy, as the last piece of text before the brand bar. It should never be used as a headline. Please use the original tagline artwork, available for download, in any of the colors from the approved color palette. The color of the tagline text should match the background to the headline. Individual Business Unit taglines are not permitted and should not be incorporated into advertising. The collaborate > create > succeed™ tagline should be the only tagline used.
Call to Action and Contact Information
All call to action and contact information, including Business Unit name, telephone number, and email should be added as the last line of text in the body copy and set in Helvetica Neue 57 Condensed. The collaborate > create > succeed™ tagline should be the only text that appears between the call to action or contact information and the brand bar.
Copyright, Trademark and Other Legal Information
Copyright, trademark and other legal information should be positioned vertically along the left edge just above the brand bar in Helvetica Neue 57 Roman, 6 pt.
Brand Bar
The brand bar is usually a horizontal bar extending across the entire bottom of the ad. In spread ads only, the bar may extend partially across the bottom of the page, but must always extend to the right margin. The brand bar size may change slightly, depending on the dimensions of the publication. See below for brand bar sizing options.
Color
The brand bar may be filled with any of the neutral colors from the Cargill color palette. In one– and two–color ads, the brand bar is defined using a .5 pt black rule or as a white band across the bottom of the ad, following the brand bar sizing options outlined below.
Cargill Logo
The Cargill logo should be positioned along the right side of the brand bar. It should always appear positive, black and green (when printing two or more colors), or solid black (when printing in one color), and should not be reversed out of a color. See the brand bar sizing options below for logo size and placement.
Corporate Tagline
The corporate tagline “Nourishing Ideas. Nourishing People.™” may be used in Cargill brand advertising only and should not appear in the brand bar for trade ads. BUs should use the collaborate > create > succeed™ tagline in their ads.
Corporate URL
The Corporate URL, www.cargill.com, should be positioned on the left side of the brand bar in the same position whether or not the brand bar extends across the full page. A single product brand-specific URL may be included in the brand bar area of the ad if there is not sufficient space in the body copy or if you want to set it apart in the brand bar. See the brand bar sizing options below or the template files for URL size and placement.
Brand Bar Sizing Options
For small and medium sized publications (Digest, Junior, Standard, and Tabloid), use a 1.375" (34.92mm) brand bar. For one- and two-color ads, a .5 pt black rule may span the width of the page at 1.375" from the bottom edge. The Cargill logo should be 1.125" (28.58mm) wide with a .5" (12.7mm) margin from the upper right corner of the last "L" and a .5" (12.7mm) margin from the baseline of the logo to the bottom edge. The Corporate URL should be set in 10 pt Helvetica Medium Condensed Oblique, aligned with the baseline of the Cargill logo with a .5" (12.7mm) margin from the left edge of the "w". If a product or service brand URL is included, it should be set in 10 pt Helvetica Neue 67 Medium Condensed Oblique 11/16, above and left aligned with the Cargill URL.
Small Publication Ad Sizes
Medium Publication Ad Sizes
Logo without Tagline
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