Brand Positioning Tagline





The “Collaborate > Create > Succeed™” brand positioning tagline was originally developed as a sign–off for Cargill’s corporate brand advertising campaign. This campaign is a broad–based marketing effort to change the perception of Cargill from “commodity supplier” to a partner that is uniquely suited to help its customers solve their business problems. The tagline is a simple, summary idea of Cargill’s business approach: collaborating with customers to create ideas and insights that help the customer succeed. Reduced to just three words, this tagline communication is shorthand communication for Cargill’s brand positioning statement: “Cargill is committed to partnering with customers, connecting its uniquely diverse expertise and discovering new ways to create ongoing mutual success.” Appropriate and consistent use of this tagline can help establish the idea of the new Cargill in the customer’s mind. It can support internal and external communications ranging from company reports, trade show displays, web sites and presentations. Follow these guidelines to determine when the brand positioning tagline should be used.

• Collaborate > Create > Succeed™should only be used in communications that specifically address the actions it describes. For example, when a communication presents information about Cargill collaborating with a customer, the tagline fits naturally and can be used. If the content is unrelated to the premise of the tagline, (a technical spec sheet, for example) it should not be used.
• If the audience has prior familiarity with the tagline, it can be used as a stand-alone message. However, it's always preferred to provide supporting communication that can provide meaning and context to the brand positioning idea.
• The size, placement and style of the tagline should closely follow that seen in Cargill’s corporate brand advertising campaign.
• The three words (and trademark symbol) should always be used with the “carrot” symbols ( > > > ), in a specified font and spacing. For consistent application, always use the original tagline artwork available for download, as either a one–color or two–color version, using any of the colors from the approved Cargill color palette. Do not recreate the tagline using your own keyboard characters and fonts.
• The tagline “carrots” can be used independently as a separate design element, but only in a limited fashion. They should only be used to visually connect photographs or copy, to help convey the story. The carrots should also never be visually tied to, or compete with, the Cargill logo.
• Collaborate > Create > Succeed™ can be used anywhere in the world Cargill does business. The words themselves should always be kept in English, even if the rest of the communication or advertisement is written in a different language.

Corporate Tagline





The Corporate tagline “Nourishing Ideas. Nourishing People.™” should only be used on communications that address the Cargill brand and the company overall. “Nourishing Ideas. Nourishing People” conveys a more long–term benefit that speaks to Cargill’s main purpose/vision for doing business. Communications that articulate Cargill’s involvement in the community or role as a corporate citizen are best summarized with this tagline. When used externally, this tagline and trademark must always appear centered below the Cargill logo in a prescribed size and position. To ensure consistency, only reproduce the corporate tagline by using the tagline artwork, which is locked up with the Cargill logo, and available as a downloadable file.