One of the most significant changes to the Cargill brand identity has been the elimination of the Signature System (the visual “lockup” that pairs the Cargill logo with the Business or Function Unit in a graphic file). Our masterbrand strategy has been implemented to build equity in the Cargill brand, and unity among Business and Function Units.
The importance of the Business and Function Unit names remains a strong and important dimension of our overall brand, and a valuable customer navigation tool. These names continue to define the Cargill organization, but are only represented in text form, rather than visually “locked up” with the Cargill logo. To the left are examples of before and after implementations of a Business Unit and Function Unit name.
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).
Visit the applications section of this site for specific guidelines on how to implement these changes throughout literature, advertising, stationery, signage, and all other communications.
Existing materials have been updated since May 2007 and logo signatures should not be used for any new materials going forward. All signature lockups have been eliminated. |
