action statement - Monsanto

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6 BRAND FOUNDATION The Brand Personality The brand personality dictates how the brand should look, feel, and sound. It’s how we want customers to think about Acceleron ® seed treatment products and how we want them to feel about the brand. These personality traits are seen in every aspect of our brand – from the development of our pipeline, to our education and packaging, to our inter<strong>action</strong> with farmers. If Acceleron seed treatment products were a person it would be: • healthy • confident • strong • optimistic • vigorous • visionary • energetic • fast • innovative
7 BRAND FOUNDATION Action Statement and Aesthetic Use the following parameters to stay true to the Acceleron ® seed treatment products brand: an Action Statement and a Brand Aesthetic. Use them to define the look, feel and tone of all Acceleron seed treatment products communications. Use them to contour your messaging. Use them to bring the brand to life. ACTION STATEMENT – This is the reason customers come to the brand. The core thought that drives what we do. We Believe In Starting Advantaged BRAND AESTHETIC – This is how our communications look and feel. Creating a strong sense of <strong>action</strong> and forward-looking opportunity. Verdant Energy “Verdant” speaks to green, healthy growth and lush results. “Energy” communicates motion with an almost electric activity. A driving optimism of better things to come.
Page 1 and 2: Acceleron® Seed Treatment Products
Page 3 and 4: 3 BRAND FOUNDATION BRAND FOUNDATION
Page 5: 5 BRAND FOUNDATION The Brand Name T
Page 9 and 10: 9 BRAND MARK The Logo The Acceleron
Page 11 and 12: 11 BRAND MARK Typography The typefa
Page 13 and 14: 13 BRAND MARK Color Variation Ideal
Page 15 and 16: 15 BRAND MARK Size Logo recognition
Page 17 and 18: 17 BRAND MARK Avoid In order to mai
Page 19 and 20: 19 CROP DESIGNATOR Crop Specific Lo
Page 21 and 22: 21 CROP DESIGNATOR Color Variation
Page 23 and 24: 23 CROP DESIGNATOR Size Logo recogn
Page 25 and 26: 25 CROP DESIGNATOR Avoid In order t
Page 27 and 28: 27 APPLICATION Promotion To help bu
Page 29 and 30: 29 APPLICATION Communication Guidel
Page 31: 31 MORE INFO Resource While this gu

action statement - Monsanto

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