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Acceleron®<br />
Seed Treatment Products<br />
Brand Guidelines<br />
Revised 8/16/10
2<br />
Introducing the Brand<br />
Acceleron ® seed treatment products from <strong>Monsanto</strong><br />
help maximize the performance potential of seed<br />
genetics and traits right from the start. Designed as a<br />
key part of a total solution, Acceleron seed treatment<br />
products play an integral role when paired with elite<br />
seed genetics and Genuity ® trait technologies. With<br />
benefits for hybrids, varieties and traits across a broad<br />
geography, it helps farmers maximize performance<br />
potential right from the start.<br />
BRAND FOUNDATION<br />
CROP DESIGNATOR BRAND MARK<br />
APPLICATION<br />
MORE INFO<br />
04 l Position<br />
05 l Name<br />
06 l Personality<br />
07 l Action Statement<br />
and Aesthetic<br />
09 l Logo<br />
10 l Application<br />
11 l Typography<br />
12 l Colors<br />
15 l Size<br />
16 l Placement<br />
17 l Avoid<br />
19 l Logo<br />
20 l Colors<br />
23 l Size<br />
24 l Placement<br />
25 l Avoid<br />
27 l Promotion<br />
28 l Seed Bags and Bag Tags<br />
29 l Communication Guidelines<br />
31 l Resource
3<br />
BRAND FOUNDATION<br />
BRAND<br />
FOUNDATION
4<br />
BRAND FOUNDATION<br />
The Brand Position<br />
It is vitally important to communicate a distinct position for the brand that<br />
will differentiate it from any others in the category. Following is the<br />
positioning <strong>statement</strong> along with three support points for Acceleron ®<br />
seed treatment products.<br />
Acceleron seed treatment products are designed to deliver performance<br />
advantages right from the start.<br />
Support:<br />
1. Improved plant health and stand establishment<br />
2. Early season protection from diseases, insects and<br />
environmental stress<br />
3. Better start leading to enhanced yield potential
5<br />
BRAND FOUNDATION<br />
The Brand Name<br />
The name Acceleron ® seed treatment products was selected following<br />
a great deal of research with farmers. The name had to resonate with<br />
farmers while communicating advanced technology that helps maximize<br />
the performance potential of seed and traits, beginning at planting.<br />
Additionally, the name had to be pronounceable and appropriate in<br />
relevant languages as well as ownable and trademarkable in the U.S.<br />
and other countries.
6<br />
BRAND FOUNDATION<br />
The Brand Personality<br />
The brand personality dictates how the brand should look, feel, and sound.<br />
It’s how we want customers to think about Acceleron ® seed treatment<br />
products and how we want them to feel about the brand.<br />
These personality traits are seen in every aspect of our brand – from the<br />
development of our pipeline, to our education and packaging, to our<br />
inter<strong>action</strong> with farmers.<br />
If Acceleron seed treatment products were a person it would be:<br />
• healthy • confident<br />
• strong • optimistic<br />
• vigorous • visionary<br />
• energetic<br />
• fast<br />
• innovative
7<br />
BRAND FOUNDATION<br />
Action Statement and Aesthetic<br />
Use the following parameters to stay true to the Acceleron ® seed<br />
treatment products brand: an Action Statement and a Brand Aesthetic.<br />
Use them to define the look, feel and tone of all Acceleron seed<br />
treatment products communications. Use them to contour your<br />
messaging. Use them to bring the brand to life.<br />
ACTION STATEMENT – This is the reason customers come to the<br />
brand. The core thought that drives what we do.<br />
We Believe In Starting Advantaged<br />
BRAND AESTHETIC – This is how our communications look and feel.<br />
Creating a strong sense of <strong>action</strong> and forward-looking opportunity.<br />
Verdant Energy<br />
“Verdant” speaks to green, healthy growth and lush results.<br />
“Energy” communicates motion with an almost electric activity. A<br />
driving optimism of better things to come.
8<br />
BRAND MARK<br />
BRAND MARK
9<br />
BRAND MARK<br />
The Logo<br />
The Acceleron ® seed treatment<br />
products brand logo is the simplest<br />
and most immediately recognizable<br />
symbol of the brand platform.<br />
Consistent application of this mark<br />
will allow communication of a<br />
constant message about the quality<br />
and consistency of the brand.<br />
Visually, the brand logo depicts<br />
the healthy start that Acceleron<br />
seed treatment products can<br />
provide. Each graphic element is<br />
essential in delivering the story of<br />
Acceleron seed treatment products<br />
and its benefits.<br />
Guidelines for crop and product<br />
specific logos are also outlined in<br />
the following pages.
10<br />
BRAND MARK<br />
Logo<br />
Application<br />
There are two distinct ways to use<br />
the Acceleron ® seed treatment<br />
products logos:<br />
1. Brand logo<br />
2. Crop specific logo<br />
When deciding which logo to use,<br />
consider the message you are<br />
using it with:<br />
1. If the message refers to the<br />
overall brand, use the Acceleron<br />
seed treatment products brand<br />
logo alone.<br />
2. When the message is about crop<br />
specific seed treatment products,<br />
use the crop specific logo with the<br />
appropriate crop and functional<br />
benefit designator.<br />
These guidelines begin on page 19.<br />
Brand Logo Crop Specific Logo<br />
With Functional<br />
Benefit Designator
11<br />
BRAND MARK<br />
Typography<br />
The typeface for headline and<br />
body copy is Interstate.<br />
The legal typeface is Helvetica<br />
Neue. It should always appear in<br />
at least a 6-point font size. It may<br />
appear smaller when used with<br />
additional legal copy, in a 4-point<br />
font size.<br />
Please follow the examples shown<br />
for reference. Using these<br />
typefaces helps deliver a consistent<br />
look in every communication piece<br />
and strengthens the brand overall.<br />
Headline and Small Subhead – Interstate Bold<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890<br />
Body Copy – Interstate Regular<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890<br />
Reversed Out Body Copy – Interstate Regular<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890<br />
Legal Copy – Helvetica Neue Condensed<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
12<br />
BRAND MARK<br />
Logo Colors<br />
Color is a fundamental part of the<br />
Acceleron ® seed treatment products<br />
brand logo. These three colors help<br />
tell our story. The colors were chosen<br />
to represent the ground and the initial<br />
seed growth.<br />
These colors also help maintain<br />
consistency. The Acceleron seed<br />
treatment products brand logo<br />
should not be reproduced in any<br />
colors other than those shown on<br />
this page and the following page.<br />
PMS 357 PMS 377 PMS 732<br />
Use PMS 357 for:<br />
• the logo type<br />
• the small leaf<br />
Coated PMS:<br />
357C<br />
Uncoated PMS:<br />
356U<br />
Coated Process:<br />
C83 M19 Y73 K58<br />
Uncoated Process:<br />
C72 M11 Y91 K41<br />
Use PMS 377 for:<br />
• the upper line<br />
• the large leaf<br />
Coated PMS:<br />
377C<br />
Uncoated PMS:<br />
390U<br />
Coated Process:<br />
C51 M5 Y98 K23<br />
Uncoated Process:<br />
C43 M3 Y96 K20<br />
Use PMS 732 for:<br />
• the lower line<br />
• the seed<br />
• the registered trademark symbol<br />
• the tagline<br />
Coated PMS:<br />
732C<br />
Uncoated PMS:<br />
732U<br />
Coated Process:<br />
C16 M68 Y100 K70<br />
Uncoated Process:<br />
C17 M49 Y88 K36
13<br />
BRAND MARK<br />
Color<br />
Variation<br />
Ideally, we would always reproduce<br />
the brand logo in full color, but<br />
occasionally, we may need to print<br />
in limited colors. The information on<br />
this page shows the only acceptable<br />
color variations.<br />
Full Color One Color –<br />
PMS 357<br />
The full-color version of the brand<br />
logo is used in print applications<br />
when the brand logo can be<br />
printed using all colors. Using<br />
either Pantone or process colors<br />
is acceptable.<br />
Logotype: PMS 357<br />
Upper Line: PMS 377<br />
Lower Line: PMS 732<br />
Seed: PMS 732<br />
Large Leaf: PMS 377<br />
Small Leaf: PMS 357<br />
Registered Trademark Symbol:<br />
PMS 732<br />
Tagline: PMS 732<br />
A one-color version is an alternative<br />
option when inks are limited. It<br />
should only be used when printing<br />
the full-color version is not possible.<br />
All Elements: PMS 357<br />
One Color – Black<br />
The black version of the brand logo<br />
should be used only when the<br />
other two options are unavailable.<br />
All Elements: Black
14<br />
BRAND MARK<br />
Special<br />
Cases<br />
When the Acceleron ® seed<br />
treatment products brand logo must<br />
appear on a dark background, the<br />
preferred treatment is for the brand<br />
logo to be reversed out of the dark<br />
color or solid photo background to<br />
maintain its impact.<br />
Preferred Treatment<br />
On Dark/Black<br />
Backgrounds<br />
When the brand logo is printed in reverse, do<br />
not reduce it smaller than 2" wide.<br />
In certain cases where the background is<br />
not dark enough for reverse printing, and<br />
not light enough for overprinting, we have<br />
outlined a special white oval within which<br />
the brand logo should be printed in full color.<br />
On Photography<br />
Use the size of the large leaf as a spacing<br />
device on the sides of the brand logo to size<br />
the white oval.
15<br />
BRAND MARK<br />
Size<br />
Logo recognition is a critical part<br />
of brand recognition. Maintaining<br />
a set of standards around the size<br />
of the brand logo will ensure that it<br />
is always visible and recognizable.<br />
Ideal Size Minimum Size Minimum Size –<br />
Web<br />
2.5" (or larger) 2" 144 pixels<br />
The ideal size for the Acceleron ®<br />
seed treatment products brand<br />
logo is at least 2.5" wide.<br />
The brand logo may be reduced,<br />
but no smaller than 2" wide.<br />
As the brand logo size decreases,<br />
it becomes more important to print<br />
in spot colors. Printing the brand<br />
logo in process colors at smaller<br />
scales may make the brand logo<br />
appear fuzzy due to the process<br />
dot pattern.<br />
Web colors vary depending<br />
on browser and monitor setup.<br />
Therefore, the brand logo should<br />
never be used smaller than 144<br />
pixels wide at 72 dpi.
16<br />
BRAND MARK<br />
Placement<br />
With Other<br />
Graphics<br />
The brand logo should be placed<br />
prominently, away from other<br />
elements such as headlines, body<br />
copy, graphics, and inset photographs<br />
to ensure quick brand recognition.<br />
With other graphics:<br />
Use the size of the large leaf as a<br />
spacing device around the brand logo.<br />
No other graphics or text should intrude<br />
into this space.<br />
With other logos:<br />
Use the size of the brand logo as a spacing device around the<br />
brand logo. No other logos should intrude into this space.<br />
This spacing is preferred but if not possible, the minimum space<br />
of one large leaf around the brand logo is required (shown at<br />
top of page).
17<br />
BRAND MARK<br />
Avoid<br />
In order to maintain the integrity<br />
of the brand logo, we also need<br />
some rules of what not to do.<br />
The following are unacceptable<br />
applications of the Acceleron ®<br />
seed treatment products brand logo.<br />
Always use the original brand logo<br />
templates and most of these issues<br />
can be easily avoided.<br />
Don’t change any of the colors. Don’t change the proportion of<br />
any part of the brand logo.<br />
Don’t change the proportions.<br />
ACCELERON<br />
Don’t retype the name. Don’t place at an angle.<br />
Don’t use smaller than shown on<br />
page 15.<br />
TECHNOLOGY<br />
Don’t use the brand logo<br />
elements with other words.<br />
Don’t remove any elements. Avoid using the full color brand<br />
logo on visually distracting photo/<br />
texture backgrounds.
18<br />
CROP DESIGNATOR<br />
CROP SPECIFIC<br />
LOGO WITH<br />
FUNCTIONAL<br />
BENEFIT<br />
DESIGNATOR
19<br />
CROP DESIGNATOR<br />
Crop Specific<br />
Logo With<br />
Functional<br />
Benefit<br />
Designator<br />
These logos each designate specific<br />
Acceleron ® seed treatment products<br />
for a specific crop – with one to four<br />
functions printed next to the crop in<br />
the graphic bar called the functional<br />
benefit designator. These logos extend<br />
the continuity of the Acceleron seed<br />
treatment products brand while<br />
providing crop specific product<br />
information.<br />
The functional benefit designator<br />
specifies from one to four functions<br />
in this order from right to left:<br />
Disease, Insect, Plant Health, and/<br />
or Nematode. This function order<br />
should never be changed or any<br />
information altered.
20<br />
CROP DESIGNATOR<br />
Logo Colors<br />
For continuity, the crop specific<br />
Acceleron ® seed treatment products<br />
logos utilize the same colors as the<br />
brand logo. And the crop specific<br />
logos should not be reproduced in<br />
any colors other than those shown<br />
on this page and the following page.<br />
PMS 357 PMS 377 PMS 732<br />
Use PMS 357 for:<br />
• the logo type<br />
• the small leaf<br />
• the crop designation<br />
Coated PMS:<br />
357C<br />
Uncoated PMS:<br />
356U<br />
Coated Process:<br />
C83 M19 Y73 K58<br />
Uncoated Process:<br />
C72 M11 Y91 K41<br />
Use PMS 377 for:<br />
• the upper line<br />
• the large leaf<br />
Coated PMS:<br />
377C<br />
Uncoated PMS:<br />
390U<br />
Coated Process:<br />
C51 M5 Y98 K23<br />
Uncoated Process:<br />
C43 M3 Y96 K20<br />
Use PMS 732 for:<br />
• the lower line<br />
• the seed<br />
• the registered trademark symbol<br />
• the tagline<br />
• the functional benefit designator<br />
in the screened bar<br />
Coated PMS:<br />
732C<br />
Uncoated PMS:<br />
732U<br />
Coated Process:<br />
C16 M68 Y100 K70<br />
Uncoated Process:<br />
C17 M49 Y88 K36
21<br />
CROP DESIGNATOR<br />
Color<br />
Variation<br />
Ideally, we would always reproduce<br />
the crop specific Acceleron ® seed<br />
treatment products logos in full color,<br />
but occasionally, we may need<br />
to print in limited colors. The<br />
information on this page shows the<br />
only acceptable color variations.<br />
Full Color One Color –<br />
PMS 357<br />
The full-color version of the crop<br />
specific logo is used in print<br />
applications when the crop specific<br />
logo can be printed using all colors.<br />
Using either Pantone or process<br />
colors is acceptable.<br />
Logotype: PMS 357<br />
Upper Line: PMS 377<br />
Lower Line: PMS 732<br />
Seed: PMS 732<br />
Large Leaf: PMS 377<br />
Small Leaf: PMS 357<br />
Registered Trademark Symbol:<br />
PMS 732<br />
Tagline: PMS 732<br />
Crop Designation: PMS 357<br />
Functional Benefit<br />
Designator in the<br />
screened bar: PMS 732<br />
A one-color version is an alternative<br />
option when inks are limited. It<br />
should only be used when printing<br />
the full-color version is not possible.<br />
All Elements: PMS 357<br />
One Color – Black<br />
The black version of the crop<br />
specific logo should be used only<br />
when the other two options are<br />
unavailable.<br />
All Elements: Black
22<br />
CROP DESIGNATOR<br />
Special<br />
Cases<br />
In cases where crop specific<br />
Acceleron ® seed treatment products<br />
logos must appear on a dark<br />
background, the preferred treatment<br />
is for the crop specific logo to be<br />
reversed out of the dark color or<br />
solid photo background to maintain<br />
its impact.<br />
Preferred Treatment<br />
On Dark/Black<br />
Backgrounds<br />
When the crop specific logo is printed in reverse,<br />
do not reduce it smaller than 2" wide. Do not use<br />
gradient bar when using reverse logo.<br />
In certain cases where the background is<br />
not dark enough for reverse printing, and<br />
not light enough for overprinting, we have<br />
outlined a special white oval within which<br />
the crop specific logo should be printed in<br />
full color.<br />
On Photography<br />
Use the size of the large leaf as a spacing<br />
device on the sides of the crop specific logo<br />
to size the white oval.
23<br />
CROP DESIGNATOR<br />
Size<br />
Logo recognition is critical to both<br />
the products and the brand.<br />
Maintaining a set of standards<br />
around the size of the crop specific<br />
logo will ensure that it is always<br />
visible and recognizable.<br />
Also, when printing the crop specific<br />
logo on seed bags, maintain a<br />
minimum size of no less than 25%<br />
of the seed brand logo. Refer to<br />
Seed Bag and Tag Guidelines on<br />
page 28.<br />
Ideal Size Minimum Size Minimum Size –<br />
Web<br />
2.5" (or larger) 2" 144 pixels<br />
The ideal size for the crop specific<br />
Acceleron ® seed treatment<br />
products logo is at least 2.5" wide.<br />
The crop specific logo may be<br />
reduced, but no smaller than<br />
2" wide.<br />
As the crop specific logo size<br />
decreases, it becomes more<br />
important to print in spot colors.<br />
Printing the crop specific logo in<br />
process colors at smaller scales<br />
may make the crop specific logo<br />
appear fuzzy due to the process<br />
dot pattern.<br />
Web colors vary depending<br />
on browser and monitor setup.<br />
Therefore, the crop specific logo<br />
should never be used smaller than<br />
144 pixels wide at 72 dpi.
24<br />
CROP DESIGNATOR<br />
Placement<br />
With Other<br />
Graphics<br />
The crop specific Acceleron ® seed<br />
treatment products logo should be<br />
placed prominently, away from<br />
other elements such as headlines,<br />
body copy, graphics, and inset<br />
photographs to ensure quick<br />
product recognition.<br />
With other graphics:<br />
Use the size of the large leaf as a spacing<br />
device around the crop specific logo. No other<br />
graphics or text should intrude into this space.<br />
With other logos:<br />
Use the size of the crop specific logo as a spacing device around the crop<br />
specific logo. No other logos should intrude into this space.<br />
This spacing is preferred but if not possible, the minimum space of one large<br />
leaf around the crop specific logo is required (shown at top of page).
25<br />
CROP DESIGNATOR<br />
Avoid<br />
In order to maintain the integrity<br />
of the crop specific logo, we also<br />
need some rules of what not to do.<br />
The following are unacceptable<br />
applications of the crop specific<br />
Acceleron ® seed treatment<br />
product logo.<br />
Always use the original crop specific<br />
logo templates and most of these<br />
issues can be easily avoided.<br />
Don’t change any of the colors. Don’t change the proportion of<br />
any part of the crop specific logo.<br />
Don’t change the proportions.<br />
ACCELERON<br />
Don’t retype the name. Don’t place at an angle.<br />
Don’t use smaller than shown on<br />
page 23.<br />
TECHNOLOGY<br />
Don’t use the crop specific logo<br />
elements with other words.<br />
Don’t remove any elements.<br />
Avoid using the full color crop<br />
specific logo on visually distracting<br />
photo/texture backgrounds.
26<br />
APPLICATION<br />
APPLICATION
27<br />
APPLICATION<br />
Promotion<br />
To help build brand awareness, the<br />
Acceleron ® seed treatment products<br />
brand logo can be placed on<br />
clothing items such as shirts and<br />
hats, as well as other promotional<br />
items including but not limited<br />
to, umbrellas, mouse pads and<br />
thumb drives.<br />
Apply the brand logo consistently,<br />
according to the guidelines provided<br />
in this document. Remember to follow<br />
all logo rules on pages 9 - 17.<br />
Especially the issues to avoid on<br />
page 17.<br />
The Acceleron seed treatment<br />
products brand logo alone<br />
is the only logo that should<br />
be printed on promotional<br />
items. Never use the crop<br />
specific logos.
28<br />
APPLICATION<br />
Seed Bags<br />
and Bag<br />
Tags<br />
The crop specific Acceleron ® seed<br />
treatment products logo should be<br />
used on seed bags and/or seed<br />
bag tags. The crop specific logo<br />
should provide an educational tool<br />
informing farmers what products<br />
are available in the bag.<br />
Logo Color and Size:<br />
The crop specific logo may be printed<br />
in full color or one color – black or<br />
PMS 357. See page 20 for color<br />
breakdowns.<br />
Minimum Size – 25% of the width or<br />
height (whichever is greater) of the<br />
seed brand logo
29<br />
APPLICATION<br />
Communication<br />
Guidelines<br />
For all advertising, sales and<br />
corporate communications such as<br />
ads, brochures and presentations,<br />
etc. that refer to specific crops,<br />
always follow the crop specific<br />
logo guidelines and keep the<br />
logo intact.<br />
Always use the ® symbol following<br />
the first mention of Acceleron ® seed<br />
treatment products in the headline<br />
and body copy on each page.<br />
Always use the complete<br />
name with each mention.<br />
Do not use overarching names or<br />
terms indicating that Acceleron seed<br />
treatment products are a single<br />
product. This includes making sure<br />
references are not capitalized so<br />
as to indicate that they comprise a<br />
single product.<br />
To the extent possible, focus on<br />
promotion of seed treated with<br />
Acceleron seed treatment products,<br />
not the chemistry.<br />
The Name in Text<br />
When using the Acceleron ® seed treatment products<br />
name in text, there are two options:<br />
1. Use the complete name – Acceleron ® seed treatment<br />
products when the reference is not crop specific.<br />
2. For a crop specific reference, use the complete<br />
name and appropriate crop designator:<br />
Acceleron ® fungicide seed treatment products<br />
for soybeans<br />
Acceleron ® insecticide and fungicide seed treatment<br />
products for soybeans<br />
Acceleron ® insecticide and fungicide seed treatment<br />
products for corn<br />
Acceleron ® insecticide seed treatment products<br />
for cotton<br />
Acceleron ® nematicide and insecticide seed treatment<br />
products for cotton<br />
Description Examples<br />
1. Use “Seed treated with Acceleron ® seed treatment<br />
products will...” instead of “Acceleron ® seed treatment<br />
products will...”<br />
2. Use “Acceleron ® seed treatment products” instead of<br />
“Acceleron ® seed treatment system” or “Acceleron ®<br />
seed treatment(s).”<br />
3. Use “Acceleron ® seed treatment products,” not<br />
“Acceleron ® Seed Treatment Products.”
30<br />
MORE INFO<br />
MORE INFO
31<br />
MORE INFO<br />
Resource<br />
While this guide attempts to address<br />
all possibilities, there will undoubtly<br />
be circumstances that arise that will<br />
be outside the expected. In those<br />
situations, please use the resources<br />
on this page to answer your questions.<br />
If you have needs that cannot be addressed with the specifications in<br />
this guideline, please contact:<br />
Cynthia Tipton at 314.694.4429 or<br />
Gary Sakin at 314.694.2910
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