Brand guidelines. Implementing the Valley. Brand

Transcription

1 Brand guidelines Implementing the Valley Brand

2 From the Brand Manager Rich in history and brand equity, Valley Irrigation is embarking on a bold transformation to create an even more powerful, distinctive brand. By optimizing the alignment of our brand resources, Valley Irrigation will fortify its position as the premiere global provider of precision irrigation. We re committed to presenting a globally unified brand at every level from corporate and dealer communication to partner development and beyond. These guidelines are for everyone who contributes to the presence of our brand and for all who communicate under the Valley Irrigation banner. You and your established name represent Valley, along with its values and marketplace position. Everything our customers associate with Valley, they will epect from you. As our partner, you profit from the strength created by the Valley brand. Adopting these guidelines will strengthen both your position in the marketplace and our global brand. These guidelines are not meant to be restrictive, but to provide a formal structure that allows for cohesive, consistent brand application. Thus building further equity in a powerhouse brand. It is an honor to work with you and welcome to Valley Irrigation. Jill Zwiener Valley Irrigation Brand Manager

3 OVERVIEW Table of Contents Valmont Industries Overview 1. Brand Basics Brand Overview Brand Pillars Valley Logo Versions Valley Logo Usage Valley Logo Sizes Logo Spacing/Positioning Logo Tagline Usage The Valley V Usage Sub-Brand Logo Usage Valley Color Palette Typeface Product Photography Usage Brand Voice Brand Description Authorized Providers Valmont Irrigation Logo Guidelines 2. Registration & Trademarks Registered & Unregistered Trademarks & Registration Marks Brand & Product Name Usage 3. Stationery & Business Cards Letterhead Guidelines Envelope Guidelines Business Card Guidelines 4. Signage Outdoor Signage Awnings Vehicle Signage In-Store Signage 5. Product Literature Available Product Brochures 6. Templates PowerPoint Intra-Company Correspondence Bulletins 7. Digital Guidelines Valley Dealer Websites Internet Marketing Signatures Social Media Guidelines Social Media Policy Social Media Artwork Posting Guidelines 8. Public Relations Press Release Guidelines Press Release Template Story Pitches & Media Alerts Media Alert Template 9. Approval Process Approval Process

4 Overview Valmont Industries Valmont Industries is a leading producer and distributor of products for the infrastructure and agriculture markets. Valmont Industries began in 1946 when our founder, Robert B. Daugherty, combined his $5,000 savings and wholehearted belief that business could and should be done better. Since that modest start more than 60 years ago, our company has grown into an international leader in engineered products and services for infrastructure and water-conserving irrigation equipment for agriculture. From the lighting and traffic structures that guide your way, to communication towers and utility structures that power your home and business, to irrigation equipment that waters the croplands on which your food is grown, Valmont products improve lives worldwide. Valmont Industries operates in five primary business segments: Engineered Infrastructure Products; Utility Support Structures; Irrigation and Coatings; as well as in the Tubing, Grinding Media and Electrolytic Manganese Dioide businesses. Valmont (VMI) is publicly traded on the NYSE. We focus on two global markets: infrastructure and agriculture. Valmont Industries has physical locations in 23 countries, offering 27 brands from more than 90 facilities. International sales represent a significant portion of our revenues. Valmont employees are passionate about the products we make. Our products are the cornerstone of our success. We pride ourselves on being people of integrity who ecel at delivering optimal results. We pursue opportunities for growth by taking our products and processes to new markets, introducing new products to regions where we have a presence, and continually improving our services to ensure that Valmont solutions are second-to-none. WATER MANAGEMENT

5 1Brand basics

6 1: Brand Basics Overview The Valley brand is indisputably our most valuable asset. It is how we are recognized and valued by our most important audiences growers, dealers, farm managers, investors, partners and employees. Every time the Valley name or logo is used, we are making a statement about who we are and what we stand for. Although this document provides guidance on the use of many of the brand s visual and verbal applications, it is how they are implemented that is most important and that is up to you. To ensure a consistent brand eperience, we need your help. You are the steward of this brand. These guidelines provide you with the tools to begin.

7 1: Brand Basics Valley Brand These guidelines were developed to provide a comprehensive understanding of the Valley brand. The Valley identity can only make a positive impact if it is used consistently and correctly. Logo The basic elements of the Valley brand include: the Valley logo the Valley tagline the corporate colors the corporate typeface Tagline Valley Brand Typeface We convey our brand identity through every form of communication and eperience through the products we sell, the service we provide, how we act and what we say. Everything we do has a direct impact on how the world perceives us. Colors Brand Positioning Valley is the global leader in irrigation because we offer growers an unequaled combination of superior equipment and unmatched dealer support. We have succeeded in becoming the industry leader because our growers have succeeded. Since day one, Valley equipment and Valley relationships have been built the same way: infused with personal commitment and made to last. The Leader in Precision Irrigation

8 1: Brand Basics Brand Pillars What do we stand for? The traits we adopt as a company are simply another way to position ourselves with our customers. The ultimate intent is to gain value having our customers perceive our company with the same characteristics that embody our brand. Reliable Authentic, Stands the Test of Time, The One You Can Count On, Trustworthy Durable Solid Product Solid Partnership, Enduring Strength, Toughness, Deep-Rooted Precise Accurate, Diligent, On the Mark Advanced Future Focused, Positive Gains, Knowledgeable Insight, Progressive Responsive Dependable, Genuine, Perceptive These pillars serve as the foundation from which all our communications and interactions flow. They create the epectation for customer connection and allow our customers to eperience our brand promise firsthand.

9 1: Brand Basics Valley Logo Versions Preferred Use Horizontal logo The Valley logo is the main asset of the Valley brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork. The logo includes the trademark V carefully and precisely paired with the stylized Valley logotype. To prevent any misuse issues, only use approved logo artwork and avoid adding effects that change its appearance in any way. Variations and mistakes, however small, will reduce the impact of the brand. Always use the most recent high quality versions of the logos. Download the approved logos from Horizontal logo with tagline Vertical logo Vertical logo with tagline Acceptable variations (only in these colors)

10 1: Brand Basics Using the Valley Logo While not an ehaustive list, the eamples shown here demonstrate logo misuses that undermine all efforts to build a consistent and unifying brand identity. The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance. Unacceptable Usage Dealership ABC IRRIGATION Do not integrate the logo with your company name. Dealership ABC your valley service specialist for over 10 years Do not use the logo elements separately or integrate with a different tagline. Do not apply different colors to the elements of the logo. The Leader in Precision Irrigation Do not alter the proportions or positioning of the logo elements. Do not change the positioning or typeface of the Valley tagline. The Leader in Precision Irrigation Do not change the type weight or scale/positioning of the tagline. The World Leader in Precision Irrigation Do not change the tagline in any way. VALLEY Do not use tints or shades of colors. Do not recreate the logo using another typeface. Do not use old versions of the logo or logo tagline. Do not add special effects, such as bevel, drop shadow or glow. (If this usage is necessary based on created element, Valley Marketing must provide approval before use.) Do not alter the approved colors in any way. Do not outline the logo.

11 1: Brand Basics Using the Valley Logo Unacceptable Usage anytown USA alley Dealership Do not skew or stretch the logo. Do not use any part of the logo to create a new logo. Do not use the Valley V trademark as part of a pattern or graphic. Do not use the Valley V trademark as a stand-alone graphic element. Do not use the Valley logotype without the V trademark. Do not place the logo on a distracting background that makes it difficult to stand out. Do not place the logo in a bo on an image. When the logo appears on an image, ensure that it is positioned on an area light enough (or dark enough if using reverse version) to ensure maimum clarity. Do not rearrange the elements of the logo. Always ensure the logo is positioned on a background offering sufficient contrast to maintain visual clarity. Do not scan the logo, copy/paste from an Internet application or use the logo with poor resolution.

12 1: Brand Basics Using the Valley Logo Unacceptable Usage Montreal, Canada Dealership ABC, Inc. Do not ignore the minimum clearance zone (see page 15). Do not add a business, product or location name to the Valley logo. Do not put any other identities under the Valley logo, unless it is a Valley brand/company and is approved by the Brand Manager. ABC Dealership ABC, Inc. DEALER ABC Never use the Valley blue within your dealership logo. Valley blue is a protected color by Valmont Industries. While using a generic pivot image in your logo is permitted, never use a pivot that incorporates the Valley logo, Valley V, Valley signage or Valley blue within it. Incorrect: Check out these new products from Correct: Check out these new products from Valley. The Valley, A Valmont Product logo is no longer being used. Do not use the logo in a statement or sentence, instead spell out the company name, Valley. Important Notice: If the logo is misused, it will be the responsibility of the third party to immediately rectify at its cost. In the event of unauthorized use, Valley will assert its right to claim legal action.

13 1: Brand Basics Valley Logo Sizes The Valley logo is the main asset of the Valley brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork. To ensure clear legibility, the Valley logo should never be reproduced smaller than the minimum size shown here. Print Logo Usage: Without tagline.75 width minimum With tagline.5 width minimum 1.5 width minimum 1.25 width minimum Embroidery Logo Usage: Without tagline Preferred colors are white or Valley blue. Red is never allowed. 3 width preferred

14 1: Brand Basics Valley Logo Sizes Use of all logos must follow all of the logo guidelines outlined in the Brand Basics section. Logos used in Websites, social media and digital applications must use the following additional specifications: 72 DPI RGB color mode The Valley Blue must use the headecimal number color = #0088ce.jpg,.gif or.png file format If the logo is being used against a white background, a.jpg or.gif is recommended If the logo is being used against a dark or non-white background, a.png with a transparent background is recommended Size Guidelines Valley Horizontal Logo with Tagline Minimum required width 175 piels Maimum recommended width 300 piels Valley Vertical Logo with Tagline Minimum required width 150 piels Maimum recommended width 250 piels Valley Horizontal Logo without Tagline Minimum required width 75 piels Maimum recommended width 300 piels Valley Vertical Logo without Tagline Minimum required width 50 piels Maimum recommended width 200 piels Performance Logos Minimum required width 250 piels Maimum recommended width 350 piels Digital Logo Usage: Without tagline 75 piels width minimum With tagline 175 piels width minimum 50 piels width minimum 150 piels width minimum

15 1: Brand Basics Spacing & Positioning the Valley Logo height of A = Horizontal logo spacing without tagline Document trim edge To maimize the recognition and impact of our identity in all applications, surround the Valley logo with sufficient clear space free of type, graphics and other elements that might cause visual clutter. The visual spacing does not have any impact in regard to colored backgrounds. It is only allocating for space around the logo so crowded type or graphics do not hinder the representation of the brand logo. Horizontal logo spacing with tagline When the Valley logo is used, with or without the tagline, a clear spacing of should be maintained around the perimeter of the logo (where = the height of A in Valley). This means no other design elements or tet should be positioned within this clear zone. The logo also should not be positioned any closer than 2 to the outer margins or trim edge of the document. Document trim edge Vertical logo spacing without tagline Vertical logo spacing with tagline Document trim edge Document trim edge

16 1: Brand Basics Spacing & Positioning the Valley Logo Correct Incorrect FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE For more information, contact: Name, Company Phone number (international) For more information, contact: Name, Company Phone number (international) VALLEY, Nebraska, USA (Month, date, 2014 of the Valley brand of irrigation equipment, a VALLEY, Nebraska, USA (Month, date, 2014 of the Valley brand of irrigation equipment, a Correct Incorrect lley. Lucky? Hardly. Smart lity and durability of Valley pivots ural superiority to technical acres and generations. There are Valley. lley. Lucky? Hardly. Smart lity and durability of Valley pivots ural superiority to technical acres and generations. There are Valley. FOLLOW US: FOLLOW US:

17 1: Brand Basics Valley Tagline Usage The tagline The Leader in Precision Irrigation must always appear in black, unless it is appearing on a colored background, in which case it can appear in white as shown. Horizontal usage The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance. Tagline aligns to the right side of the Valley logo When the Valley logo is used with the tagline, a clear spacing of should be maintained from the baseline of Valley to the baseline of the tagline. Please refer to the Spacing and Positioning of Logo page in this document for details regarding. Vertical usage Download the approved tagline usage from Tagline centers below the Valley logo Alternate: On white Alternate: On White black

18 1: Brand Basics Valley V trademark as a graphic element The Valley "V" trademark is associated with Valmont. Therefore, only the corporate office is permitted to use the "V" trademark as a separate or supportive design element. If a need arises to utilize the Valley "V" it must comply with standards set forth by the corporate office with approval of the Brand Manager. The primary usage of the Valley "V" trademark as a graphic element on its own will be visible in Web applications and on products with space limitations. Web Eample: Valley Irrigation Echange landing page Valley App Icon

19 1: Brand Basics Valley Sub-Brand Logo Usage In addition to the Valley brand, there are several sub-brands that require the same strict adherence to the basic rules for logo treatment and usage as the Valley logo. These logos should be applied in a consistent manner and should never be modified in any way. Basic Rules These logos should appear on their own and should not be used with a separate full-size version of the Valley logo. The Valley logo has been incorporated into the sub-brand marks when necessary and, therefore, these logos stand alone. Do not adjust the balance of the sub-brand logo tet and icon with the Valley logo. Do not modify, distort or change the proportions of the sub-brand logo. Only use master artwork, available from the Brand Manager. Third parties may only use these logos with permission from the Valley Brand Manager. In the event of unauthorized use, Valley will assert its right to claim an authoritative warning or relief in the form of a cease and desist which may further result in compensative relief for unauthorized use. Valley sub-brand logos are available by request from the Brand Manager. For the comprehensive list, visit VALLEY UNIVERSITY FIELDS OF OPPORTUNITY WATER MANAGEMENT

20 1: Brand Basics Spacing & Positioning the Valley Sub-Brand Logo To maimize the recognition and impact of our identity in all applications, surround the Valley sub-brand logos with sufficient clear space free of type, graphics and other elements that might cause visual clutter. height of A = Horizontal logo spacing without tagline Document trim edge When the Valley sub-brand logos are used, with or without the tagline, a clear spacing of should be maintained around the perimeter of the logo (where = the height of A in Valley). This means no other design elements or tet should be positioned within this clear zone. The logo also should not be positioned any closer than 2 to the outer margins or trim edge of the document. Horizontal logo spacing with tagline Document trim edge Vertical logo spacing without tagline Document trim edge

21 1: Brand Basics The Valley Color Palette The Valley colors are an important part of our corporate image, differentiating us from other brands. Additional colors are designed to prevent applications from becoming too monochromatic. These colors are intended to be used sparingly. Proper balance of these secondary colors and percentages must be given to ensure the Valley Blue remains the dominant color in all applications. Consistent use of the approved color palette will maimize the impact and recognition of our communication materials in the marketplace building equity. Pantone 304 CMYK: C=100 / M=10 / Y=0 / K=10 RGB: R=0 / G=147 / B=208 WEB: Valley Blue Pantone Process Blue 75% 0088ce 50% Pantone % Reproducing the color palette When creating any printed, online or display material, always use the color values shown on this page. To guarantee that colors are reproduced consistently, it is important to follow these color formulas. 75% 50% 25% CMYK: C=34 / M=0 / Y=6 / K=0 RGB: R=162 / G=220 / B=235 WEB: a2dceb Pantone % 50% 25% CMYK: C=100 / M=48 / Y=12 / K=58 RGB: R=0 / G=58 / B=93 WEB: 003a5d 75% 50% 25% CMYK: C=100 / M=53 / Y=4 / K=19 RGB: R=0 / G=92 / B=152 WEB: 005c98 Pantone % 50% 25% CMYK: C=2 / M=22 / Y=100 / K=8 RGB: R=230 / G=183 / B=17 WEB: e6b711 Pantone 125 Pantone 1385 Pantone % 50% 25% 75% 50% 25% 75% 50% 25% CMYK: C=6 / M=32 / Y=100 / K=24 RGB: R=188 / G=141 / B=22 WEB: bc8d16 CMYK: C=2 / M=56 / Y=100 / K=3 RGB: R=232 / G=131 / B=32 WEB: e88320 CMYK: C=5 / M=64 / Y=100 / K=17 RGB: R=198 / G=103 / B=29 WEB: c6671d Pantone 377 Pantone 371 Pantone % 50% 25% 75% 50% 25% 75% 50% 25% CMYK: C=50 / M=1 / Y=100 / K=20 RGB: R=116 / G=163 / B=51 WEB: 74a333 CMYK: C=50 / M=9 / Y=98 / K=61 RGB: R=64 / G=93 / B=24 WEB: 405d18 CMYK: C=6 / M=4 / Y=7 / K=13 RGB: R=209 / G=209 / B=206 WEB: d1d2ce Pantone 417 Pantone Warm Gray 2 Pantone Warm Gray 11 75% 50% 25% 75% 50% 25% 75% 50% 25% CMYK: C=33 / M=23 / Y=35 / K=63 RGB: R=84 / G=87 / B=80 WEB: CMYK: C=6 / M=7 / Y=10 / K=11 RGB: R=213 / G=208 / B=202 WEB: d5d0ca CMYK: C=26 / M=36 / Y=38 / K=68 RGB: R=85 / G=71 / B=65 WEB:

22 1: Brand Basics The Valley Blue Paint Color The Valley Blue is an important part of our corporate image, differentiating us from other brands. Valley Blue Pantone Process Blue Primary Brand: Akzo Nobel , Ocean Blue Secondary Brand: Diamond Vogel Peridium Ocean Mist Blue To guarantee the Valley Blue color is reproduced consistently with all paint application processes, it is important to use the following paint suppliers. Primary Paint Supplier Brand: Akzo Nobel Color Number: , Ocean Blue Secondary Paint Supplier Brand: Diamond Vogel Peridium Color Number: Ocean Mist Blue The Brand Manager must approve any alternative paint supplier or painted parts that differ from what is specified on Valley drawings.

23 1: Brand Basics The Valley Typeface The Helvetica Neue LT type family is the preferred typeface for all print applications. It is a clean font, easy-to-read and suitable for headlines, body copy and tables. Helvetica Neue LT Light Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Font Usage Helvetica Neue LT comes in a variety of styles and weights. This allows for a lot of fleibility, but consistency in application needs to be taken into consideration. For the majority of uses, Helvetica Neue LT Light is preferred. Other weights and styles can be used when appropriate. For eample, Helvetica Neue LT Medium and Bold work well for subheads. Helvetica Neue LT Condensed weights work well in tables and infographics in which space can be limited. Please eercise restraint when using different styles and weights of the font to preserve the integrity and consistency of Valley printed materials. To ensure the tet is readable, the minimum size used for this font should be 8 point. Helvetica Neue LT Medium Helvetica Neue LT Bold Helvetica Neue LT Heavy Helvetica Neue LT Light Condensed Helvetica Neue LT Medium Condensed Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*)

24 1: Brand Basics Alternative Valley Typeface Because it is readily available on a variety of platforms, Arial is the preferred font for online and Web applications. It is also a preferred second font option for print if Helvetica Neue LT is not available. Arial Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Font Usage Arial Regular should be used in most online situations. To ensure the tet is readable, the minimum size used for this font should be 8 point. Arial Bold Arial Narrow Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz (.,;:?!#$%&@*)

25 1: Brand Basics Product Photography Our product is our hero. Product photographs and video footage reinforce our brand positioning, establish a distinctive visual presence and create an emotional connection with our growers. If you have a special request for photography or video footage, please contact the Brand Manager. Correct Incorrect Avoid Discolored Machines Avoid the use of photographs/video footage showing a machine that is discolored. Machines that look new are preferred. In some situations, such as for maintenance/upgrade promotions, the use of photographs showing slightly used machines is allowed. Correct Incorrect Valley Overhang Sign Photographs/video footage with the overhang sign on Valley machines must contain the most current Valley sign. (The word Valley with the graphic V trademark in a horizontal format.) The old Valley overhang sign can be used only if you are referring to Valley history or promoting maintenance on an old machine.

26 1: Brand Basics Brand Voice Through the language we use, our voice lets the world eperience our brand. Valley is confident that its products are the best. Our voice is anchored in that confidence, without being arrogant. Our brand voice is active, grower-focused and guided by the benefits of our products. It is conversational. It is humanizing. We put ourselves in our growers shoes. We understand growers concerns. We want to solve growers problems. Our messages tell our growers how we can improve their businesses and lives. We focus on what makes us unique, what makes our products worth buying and what differentiates us from competitors. We use concise, active language written in first person point of view. We tell stories about the benefits of our products, rather than simply listing specs and features. We communicate our confidence by focusing on what our products can do for our customers and why they need them. Here are some eamples: Correct Voice: Tree lines and buildings can get in the way of your irrigation operation, keeping valuable acres out of production. We understand this challenge, and that s why we offer the Bender product line for center pivots. Our Valley Benders can be easily, and inepensively, added to your center pivot, putting etra acres into production and increasing your yields and profitability. Our Benders can be installed on any span tower, and multiple Benders can be added to the same pivot for maimum benefit. We offer two Bender options to fit your needs: the Bender30 and the Bender160. Incorrect Voice: Valley Bender options for center pivots maimize irrigated areas for a minimal investment cost. The Bender30 and Bender160 allow the outer portion of a pivot to continue moving while the inner portion is stopped by fences, trees or other obstacles. The Bender30 can bend up to 30 degrees in either direction while utilizing eisting structural components and can be retrofit to an eisting machine. The patent-pending Bender160 can bend up to 160 degrees in either direction and utilizes custom structural components Multiple bends per pivot are allowed.

27 1: Brand Basics Brand Description If a publication requests information on Valley, please use the following tet: 33 words: Valley Irrigation is the industry leader in mechanized irrigation equipment center pivots and linears. Valley irrigation equipment irrigates approimately 25 million acres globally, while conserving water, saving time, reducing costs and increasing yields. 146 words: Valley Irrigation proudly manufactures center pivot, corner and linear machines for the agriculture industry, and is the world s leading creator of precision irrigation equipment. Since pioneering center pivot irrigation in 1954, we ve helped growers in more than 90 countries conserve water while increasing crop quality and yields. Our etensive line of equipment, including remote control and irrigation monitoring products, efficiently delivers water, chemicals and fertilizer while reducing energy consumption and runoff. To meet our strict quality control standards, Valley products are manufactured at seven Valmont Irrigation facilities in the United States, Brazil, China, South Africa, Spain and the United Arab Emirates. And we support all of our equipment with a worldwide network of more than 450 dealers. With more than 60 years of eperience, we remain committed to providing innovative, precision irrigation solutions that meet the dynamic water and agricultural needs of growers around the world. The Brand Description can be found at

28 1: Brand Basics Authorized Providers We work with many valuable providers for parts and services. When referencing them, please use the terminology Authorized Providers. Authorized Providers Include: Nelson Senninger Irrigation Inc. Diversified Financial Services, LLC Correct: Authorized Providers Incorrect: Preferred Providers

29 1: Brand Basics Valmont Irrigation Logo Usage Valmont Irrigation logo The Valmont Irrigation logo should be used on invoices, legal items and on the back cover of brochures. Two shades of brown: Valmont = Pantone 411 (C=0,M=27,Y=43,K=79) The V and Irrigation = Pantone 409 (C=0,M=15,Y=18,K=47) Please contact the Brand Manager for Valmont Irrigation logos. Acceptable variations All black All white

30 1: Brand Basics Spacing & Positioning of the Valmont Irrigation Logo The size and spacing relationships, or "lock ups," between the trademark and logotype are of such importance to the overall image of Valmont that any changes or modifications are unacceptable. Maintaining the visual balance is simple, given the following guidelines. The unit X, as the eamples note, is equal to the full vertical height of the letters in valmont. All other proportions are based on this unit. There must be allowance for generous amounts of background space around the signature. The signature clear zone is depicted below. No type, photographs or other design elements can be placed within this zone. This zone measures 2X horizontally from the top of the ascender and from the lowest baseline. It measures 1X left and right of the signature. Whenever possible, this much space should be used. There will be instances when space is at a premium and the preferred clear zone must be lessened. In these cases, the minimum signature clear zone must be used. The relationships diagrammed here are the only acceptable signature lock ups. Align Align Minimum Signature Clear Zone (1X) Preferred Signature Clear Zone (2X)

31 2 registration & trademarks

32 2: Registration & Trademarks Registered & Unregistered Trademarks Trademark registration is a crucial component of the branding process. It provides enhanced legal protection and can help prevent other companies from using proprietary products, services, goods, logos, symbols or designs. Two different legal markings are used with trademarks: Registered Trademark A symbol indicates that a mark has been federally registered with the U.S. Patent and Trademark Office. It is a symbol of registration and only should be used with federally registered marks. Unregistered Trademark A symbol indicates notice of pending trademark registration and/or a claim of rights to the mark. It may be used even if no application for registration is pending or ever will be filed. Once a name is registered with the Patent and Trademark Office, the or identifier is replaced with a. To ensure proper use and protection of the Valley marks, please follow the recommended applications outlined in this section. The Valley Logo The Valley logo is registered to Valmont Industries. Anyone using the logo must always abide by the standards detailed in this document. Always ensure that the registration symbol is positioned in subscript (bottom right of the y in Valley), as shown in the logo above. The registration symbol is set in the artwork and must accompany the logo. Do not remove the registration mark without prior approval from the Brand Manager. (An eample in which it may be appropriate to remove the mark would be on a polo shirt where the is illegible when embroidered.)

33 2: Registration & Trademarks Trademarks & Registration Marks Many Valley terms and product names are registered, and many others require a symbol. Please follow the guidelines below to ensure proper usage: Use the or symbol in the first mention of any name listed below in the headline and the body copy on any advertising or promotional material, regardless of the medium. Eamples include the first mention on the front page of a brochure or the first time it appears on each individual Web page. While omission of the or symbol does not invalidate a trademark owner s rights, it is one of the primary ways to ensure protection because it alerts the public to the ownership of a legal mark. A list of Valley trademarks and registered marks can be found on this page. As properties are updated periodically, please refer to the most recent Brand Guidelines PDF each time you develop communications materials to ensure proper use. The following items currently carry a mark: Valley (Registered in: Australia, Brazil, China, New Zealand, Paraguay, Saudi Arabia, Spain, United States, Venezuela) Valmont (Registered In: Australia, Brazil, Chile, China, Colombia, European Union, Kuwait, Malaysia, New Zealand, Nicaragua, Norway, Paraguay, Russian Federation, Saudi Arabia, Singapore, South Korea, Spain, United States, Venezuela, Vietnam) Valley PivotPoint (In reference to our newsletter, registered in: United States) PolySpan (Registered in: United States) Valley Precision Corner (Registered in: Argentina, Canada, China, United States) Pump Connect (Registered in: United States) Root Demand Irrigation (Registered in: United States, Argentina, Australia) RDI (Registered in: United States, Argentina, Australia) AgSense (Registered in: United States) CropLink (Registered in: United States) Field Commander (Registered in: United States) WagNet (Registered in: United States) The following Valley products currently carry the designation: BaseStation2 BaseStation3 Bender30 Bender160 Cruise Control Drive Connect DropSpan DualDrive DualSpan E-Z Tow towable pivots & linears Irrigation Echange Rainger SoilPro 100 Spinner TouchPro Tracker Valley Blueprint Valley Corner VFle The following tagline currently carries the designation: The Leader in Precision Irrigation (Registered in: United States)

34 2: Registration & Trademarks Usage of Brand & Product Names in Tet When you use the Valley brand name in tet, do not repeat the style elements (e.g., font and color) of the logo. This means the Valley name should appear in the same font, type size and color as the rest of the tet (see page 12). Brand & Product Name Usage Never use a brand name as a possessive: Correct Usage: Valley technology leads the market. Incorrect Usage: Valley s technology leads the market. Correct Usage: The products from Valley Irrigation are the best in the industry. Incorrect Usage: Valley Irrigation s products are the best in the industry. Never use the brand name in the plural form: Correct Usage: How many Valley center pivots do you operate on your land? Incorrect Usage: How many Valleys do you operate on your land? Never use the word systems when referring to Valley equipment: Correct Usage: Valley center pivot equipment Incorrect Usage: Valley center pivot systems

35 3 stationery & business cards

36 3: stationery & business cards Letterhead Standard These guidelines are designed to reinforce a consistent brand image. Stationery consistency will help build brand equity throughout the company. Recommended Paper: Classic Crest Solar White - 24# Tet Download digital files from - The digital version of the stationery for ing letters - Digital files for printing at a local printer Ida Street PO Bo 358 Valley, NE USA P: valleyirrigation.com Valley Logo: width color: Pantone Process Blue 2. Address Block: Helvetica Neue LT 45 Light type size 8.5 pt / leading 11 pt color: Black 3. Valmont Logo: width 1.25 color: Valmont = Black V and Irrigation = Black

37 3: stationery & business cards Envelopes Envelopes should use the same style specifications to ensure consistency in design Recommended Paper for #10 envelopes: White Wove - 24# Tet Download digital files from - Digital files for printing at a local printer Ida Street PO Bo 358 Valley, NE USA Additional Envelope Artwork Sizes Available #9-3 7/8 8 7/8 #11-4 1/2 10 3/8 9 1/2 12 1/ Valley Logo: width 1.5 color: Pantone Process Blue 2. Address Block: Helvetica Neue LT 45 Light type size 8 pt / leading 10 pt color: Black

38 3: stationery & business cards Business Cards The first and longest-lasting impression of our corporate identity is often made through our business cards. The cards are set up for printing and should not be altered JOHN SMITH Title Goes Here Ida Street P.O. Bo 358 Valley, NE USA P: et M: F: valleyirrigation.com.3226 The order of the contact information must follow the eample: address, office phone number, mobile number, fa number (optional), Skype (optional), then company URL. Name, title and address should appear on the left side. If an additional language is required, please include it on the back using these same guidelines. Paper: Classic Crest Color: Solar White Weight: Classic Crest -130# Cover Size: Valley Logo: width 1.5 color: Pantone Process Blue 2. Valmont Logo: width 1:05 color: Valmont = Black V and Irrigation = Black 3. Name: ALL CAPS Helvetica Neue LT 75 Bold type size 10 pt / leading 9 pt color: Black 4. Title: Helvetica Neue LT 45 Light type size 7.5 pt / leading 9 pt color: Black Helvetica Neue LT 55 Roman type size 7.5 pt / leading 9 pt color: Pantone Process Blue 6. Address Block: Helvetica Neue LT 55 Roman type size 7.5 pt / leading 9 pt color: Black 7. Line: Height should equal height of address block weight: 1 pt. color: Black 40% JOHN SMITH Title Goes Here jsmith@valmont.com Ida Street P.O. Bo 358 Valley, NE USA P: et M: F: valleyirrigation.com JOHN SMITH Title Goes Here jsmith@valmont.com Valmont Irrigation 2105 Manni Drive San Antonio, TX P: et M: F: valleyirrigation.com

39 4 signage

40 4: Signage Valley Outdoor Signage The first impression of your corporate identity is often made through your dealership signage. To create a consistent and trustworthy image of the Valley brand it is vital to follow common principles concerning identification. Architecture signage clearly identifies your business from a distance, transforming your building into a brand-specific Valley representation. Signage solutions are available for all building configurations. Double-Face Flag Single Pole Mount The unique pole design will let the Valley name stand out along your property s right-of-way. For high visibility at night, all illuminated signs use LED lighting and are built and assembled to UL Code. Please reference the Valley Outdoor Signage Options order form on

41 4: Signage Valley Outdoor Signage Double-Face Dual Pole Mount Whether you select single-pole or double-pole signs, both are designed to eceed wind-tolerance specifications. The unique pole design will let the Valley name stand out along your property s right-of-way. For high visibility at night, all illuminated signs use LED lighting and are built and assembled to UL Code. Please reference the Valley Outdoor Signage Options order form on

42 4: Signage Valley Signage Double-Face Flag Dual Pole Mount with Dealership Name The additional real estate below the Valley sign provides two options for unique dealership identification. Both identification sign options are shown in the diagram.

43 4: Signage Valley Outdoor Signage Single-Face Wall Mount For maimum effect, wall signs need to be placed in locations that are visible from the road and near high-traffic areas (pedestrian or auto) on your property. NIGHT VIEW

44 4: Signage Valley Outdoor Signage Double-Face Projection Mount A flush-mounted flag sign allows your wall sign to be visible to traffic approaching the location from either direction. NIGHT VIEW

45 4: Signage Valley Outdoor Signage Double-Face Corner Projection Mount A corner-mounted flag sign allows your wall sign to be visible to traffic approaching the location from either direction. NIGHT VIEW

46 4: Signage Valley Outdoor Signage Double-Face Monument Make a big impression, strengthen your corporate identity and dramatically increase your business' eposure with a monument sign.

47 4: Signage Valley Outdoor Signage Double-Face Monument with Dealer Name Make a big impression, strengthen your corporate identity and dramatically increase your business eposure with a monument sign. The additional real estate below the Valley sign can be customized for unique dealership identification.

48 4: Signage Awnings The appearance of a dealership is crucial to making a good impression and maintaining consistency in our corporate identity. Building awnings add a cohesive look, enhancing the Valley brand at your local level. Awning solutions are available for all building configurations. Valley Logo Only Awnings A single, horizontal Valley logo is centered within the overall length of the awning structure. Repeating the Valley logo on each awning section is not recommended. V-AC BULLNOSE OPTION AVAILABLE ON ANY AWNING. THIS BULLNOSE WOULD REPLACE ONE END VIEW TO EXTEND AROUND A CORNER.

49 4: Signage Awnings Customized Dealer Identity Awnings Your company identity may be added to the awning structure along with the Valley logo. Your company identity should be created using the standard corporate font recommended in this guide. Repeating your company identity or the Valley logo on each awning is not recommended. V-4ALD V-AC Dealer Name V-8ALD BULLNOSE OPTION AVAILABLE ON ANY AWNING. THIS BULLNOSE WOULD REPLACE ONE END VIEW TO EXTEND AROUND A CORNER. Dealer Name V-10ALD Dealer Name

50 4: Signage Vehicle Signage Vehicles used for sales and service are a valuable tool for communicating the Valley brand. Vehicles that bear the Valley logo, type and dealer contact information should be properly maintained and cared for (showing no significant body damage) and cleaned regularly. Order vertical decals from or download approved logos for printing at a local printer from V2O under Resources/Logo. Pickup Truck Horizontal Logo Usage Ford F150 Supercrew, 6 5 Bo Ford F150 Supercrew, 6 5 Bo Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the rear panel on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the front door on both sides of the vehicle. Optional Valley logo placement on the hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. Dealership Name dealershipweburl.com Optional QR Code Dealership Name Optional QR Code

51 4: Signage Vehicle Signage Pickup Truck Vertical Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the rear panel on both sides of the vehicle. Optional Valley logo placement on the hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. Ford F150 Supercrew, 6 5 Bo ford1340 Dealership Name dealershipweburl.com Optional QR Code Dealership Name Optional QR Code

52 4: Signage Vehicle Signage Pickup Truck Vertical Logo Usage with Dealership Logo Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. Ford F150 Supercrew, 6 5 Bo A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership logo if applicable can be placed on the rear panel of both sides of the vehicle. Phone number is placed on the rear panel on both sides of the vehicle. Optional Dealer logo placement on the hood and Valley logo on the tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. ford dealershipweburl.com Optional QR Code Dealership Logo Dealership Name Dealership Logo Optional QR Code Dealership Logo

53 4: Signage Vehicle Signage Service Truck Horizontal Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the rear panel on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the front door on both sides of the vehicle. Optional Valley logo placement on the hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. Dealership Name dealershipweburl.com Optional QR Code Dealership Name Optional QR Code

54 4: Signage Vehicle Signage Service Truck Vertical Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the rear panel on both sides of the vehicle. Optional Valley logo placement on the hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. Dealership Name dealershipweburl.com Optional QR Code Dealership Name Optional QR Code

55 4: Signage Vehicle Signage Passenger Car Horizontal Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand Ford Fusion consistency. A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership name/logo and phone number are placed below the Valley logo on both sides of the vehicle. Optional Valley logo placement on the hood of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. Dealership Name Optional QR Code Placement Dealership Name dealershipweburl.com Optional QR Code Placement

56 4: Signage Vehicle Signage Passenger Car Vertical Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should Ford comply with Fusion logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the rear door on both sides of the vehicle. Optional Valley logo placement on the hood of the vehicle, in addition to Web URL placement, are included in the illustrations shown. Dealership Name Dealership Name dealershipweburl.com

57 4: Signage Vehicle Signage Service Van Horizontal Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the rear panel on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the rear panel on both sides of the vehicle. Optional Valley logo placement on the back of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. dealershipweburl.com Dealership Name Optional QR Code Dealership Name Optional QR Code

58 4: Signage Vehicle Signage Service Van Vertical Logo Usage Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. A Valley logo should be placed on the front door on each side of the vehicle as shown. The dealership name/logo and phone number are placed on the rear panel on both sides of the vehicle. Optional Valley logo placement on the back of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown. dealershipweburl.com Dealership Name Optional QR Code Dealership Name Optional QR Code

59 4: Signage Vehicle Signage Service Truck Custom Graphic Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency. Dealership Name dealerw A Valley blue bar graphic can be used on vehicles with a reverse type Web URL and phone number on the sides and rear of the vehicle shown Dealership Name Contact the Brand Manager for assistance and approval prior to production of customized vehicle graphics Dealership Name dealerweb Dealership Name

60 4: Signage In-Store Retail Signage Valley in-store retail signage is designed to effectively support the brand and enhance the customer eperience. Maintaining your retail signage is critical, providing continuity in the Valley brand throughout all dealer locations and preventing brand confusion. It is important that all in-store retail signage is current and corresponds with the latest product/service it is intended to support. Store signage hardware and printed materials can be ordered from precision irrigation water efficiency industry leader durable & reliable world leader

61 5 product literature

62 5: Product Literature Product Brochures Consistent brand messaging can be seen across the available product literature. The literature is designed so that individual products can be quickly identified and recognized by customers. Product brochures can be ordered from Dealers should stock only brochures with this current look and feel. Digital versions of the brochures can be found on valleyirrigation.com.

63 6 templates

64 6: TEMPLATES PowerPoint Template In order to capitalize on the Valley brand name, a standardized, clean and consistent Valley PowerPoint template has been created for your presentations. Using the standardized template provides the strongest professional representation of the Valley brand. The corporate presentation PowerPoint template can be downloaded from Valley PowerPoint Master Irrigation Marketing The first step will be to edit the footer on the Slide Master. - First Click View - Then Click Slide Master General Rules Cont d All font should be standard Dark Blue You may use other colors to call attention to tet in your presentation Please refrain from using WordArt 2 Valley Irriga+on Presenter- Event- August 14 General Rules for Charts Use the color scheme that is built into the master Sales 7 Valley Irriga+on Presenter- Event- August 14 23% 10% 9% 58% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 8 Valley Irriga+on Presenter- Event- August 14

65 6: TEMPLATES Intra-Company Correspondence The Intra-Company Correspondence template should be used when sending meeting/trip notes or similar information to select Valley employees. The Memo template should be used when communicating to all Valley employees at one time. The New Employee Announcement template should be used when announcing a new hire. To: From: Date: Subject: cc: Intra-Company Correspondence These templates can be downloaded from If an Intra-Company Correspondence document is ed as a bulletin, it should be saved as a.jpg and inserted as a picture into the to maintain high resolution. New Employee Announcement Memo To: Global Irrigation Employees From: Michelle Stolte Date: Oct. 7, 2014 Subject: Welcoming Jill Zwiener I m very pleased to announce that Jill Zwiener will be joining us as Brand Manager on Oct. 7, Jill will be responsible for brand management and national advertising. Jill joins us from MMGY Global in Kansas City, Mo. She has a Bachelor of Journalism degree with a major in advertising from the University of Nebraska Lincoln. Please join me in welcoming Jill to the Valmont Team! To: From: Date: Subject: cc: You can reach Jill at: PO Bo Ida Street (516 Welcome & Learning Center, 2 nd Floor) Valley, NE jill.zwiener@valmont.com Best Regards, Michelle Stolte

66 6: TEMPLATES Bulletins Bulletin templates should be used by all employees. Artwork should not be moved on these files in order to maintain the Valley brand. Sales Date: January 28, 2015 To: All North American Valley Irrigation Dealers From: North American Irrigation Sales Department Subject: Customers Upgrading from BaseStation2 to BaseStation3 VB02-15 The following templates are available: Your copy will start here Aftermarket Marketing Sales Service Warranty Water Application These templates can be downloaded from Warranty 2015 Valmont Industries, Inc., Valley, NE USA. All rights reserved. Page 1 of 3 SB02-15 Date: January 28, 2015 To: All North American Valley Irrigation Dealers From: North American Irrigation Sales Department Subject: Customers Upgrading from BaseStation2 to BaseStation3 Your copy will start here 2015 Valmont Industries, Inc., Valley, NE USA. All rights reserved. Page 1 of 3

67 7 digital guidelines

68 7: Digital guidelines Valley Dealer Websites To protect the Valley brand on Valley dealer Websites, all Valley dealers must follow these guidelines: 1. The Valley logo and name must be present and used properly as stated within the Brand Basics section. 2. The Valley brand must be presented at least once on the homepage of the Website. The logo should not be disproportionate to the other content on the homepage (see Eample 1). 3. There must be at least one Web page dedicated to the Valley brand within the Website. Valley images and logos should not be disproportionate to the other content on the Web page (see Eample 2). 4. The content presented on Web pages that have the Valley brand must be kept current. 5. There must be at least one hyperlink on the Website that links to We prefer this link to either be on the same Web page as the Valley branded Web page or on the homepage near the Valley branding. 6. Should the dealer be presented with a Valley Dealer Performance Program designation and the dealer decides to present the Performance Program logo on his Website, the following requirements must be taken into consideration. If these requirements are broken, Valley Sales or Marketing has the right to contact the dealer and ask that they either take down the logo or replace it with the correct logo. The correct Performance Program designation logo that matches dealer s designation (Performance, Plus, or Premier) must be used. The most up-to-date Performance Program logo must be used. These logos change often; the most up-to-date logos can be downloaded from V2O. The logo may not be distorted in any way. We prefer that the logo is not disproportionate to the other content on the dealer Website. 7. Though Valley provides videos and photos for dealers to show and include at trade shows and showrooms, these videos and photos are copyrighted by Valmont Industries, Inc. Please keep in mind it is unlawful to share copyrighted content on your Website. Videos - You must locate the video your dealership would like to use on the Valley YouTube Channel ( and share the video on your Website from this Channel. Video files provided by Valley on a disc or download may not be uploaded directly to your Website. Photos The photos may be uploaded and placed directly on your Website, but they each must include the following caption: Copyright Valmont Industries, Inc. 8. Should the dealer either elect to stop selling Valley brand equipment or be let go by Valmont Irrigation as a Valley dealer, the dealer must take down any branding, photos and videos within 24 hours of the contract ending. Should the Valley branding not be taken down within 24 hours as outlined, the Global Digital Marketing Manager and/or Brand Manager reserve the right to contact the dealership and ask that this action be taken immediately.

69 7: Digital guidelines Valley Dealer Websites Eample 1: The Valley brand must be presented at least once on the homepage of the Website. The logo should not be disproportionate to the other content on the homepage. Correct Valley brand usage Incorrect Valley brand usage

70 7: Digital guidelines Valley Dealer Websites Eample 2: There must be at least one Web page dedicated to the Valley brand within the Website. Valley images and logos should not be disproportionate to the other content on the Web page. Correct Valley brand Web page Incorrect Valley brand Web page

71 7: Digital guidelines Internet Marketing In this age of digital marketing, many companies opt to advertise on Websites. Valley dealers who wish to take advantage of this method of promoting their stores may do so, but must follow these guidelines when using or mentioning the Valley brand. The Valley logo must be present and used properly as stated under the Brand Basics section. The dealership s service area must be clearly stated. Correct Web ad application Incorrect Web ad application Dealership ABC authorized valley dealer

72 7: Digital guidelines Signature Valley Signature (USA and Canada) Required Outlook/Webmail (New and Reply s - without social media links) First/Last Name Title Valley Irrigation PO Bo Ida Street Valley, NE USA Phone +1 (402) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com Name: 10 pt. Bold Title: 10 pt. Normal Company Name:10 pt. Bold 10 pt. Normal /Web URL: 10 pt. Bold underlined in blue Optional Outlook/Webmail (New and Reply s - with social media links) First/Last Name Title Valley Irrigation PO Bo Ida Street Valley, NE USA Phone +1 (402) , et Mobile (optional) Fa (optional) Skype (optional) first.last@valmont.com Connect with us: Twitter Facebook YouTube Google+ Blog Name: 10 pt. Bold Title: 10 pt. Normal Company Name:10 pt. Bold 10 pt. Normal /Web URL: 10 pt. Bold underlined in blue Social Media Links: 9 pt. Bold Hyperlink each social media site to Signature Guidelines their respective URLs below Font: Arial Color Palette: Your Name/Company Name: RGB - 89, 89, 89 All other tet: RGB - 127, 127, 127 Links: RGB - 0, 0, 255 Distribution Technology: Outlook/Webmail NOTE: Inspirational or fun quotations may not be used. Images or graphics may not be used. Smartphone/Tablet (New and Reply s) First/Last Name Official Valmont Job Title Valley Irrigation Phone (optional) Mobile (optional) Skype (optional) (Must include at least one phone number) Document Guidelines Font: Arial Color Palette: Black Distribution Technology: Smartphone/tablet NOTE: Inspirational or fun quotations may not be used. Images or graphics may not be used. 1. Choose the signature you want to implement for that specific device or client. 2. Edit the signature so that your information replaces the placeholders in the template. 3. Select the entire revised signature and copy the tet. 4. Paste this copied signature into your Outlook, Webmail, Smartphone or tablet application, depending on which signature type you opened. signatures can be downloaded from

73 7: Digital guidelines Valley Dealer Social Media Guidelines Many dealers are taking advantage of social media as a way to promote their store and brand. Valley dealers who wish to take advantage of this method of promoting their stores may do so, but must follow these guidelines when using or mentioning the Valley brand. 1. If the Valley logo is used in a post or channel artwork, it must be used properly as stated within the Valley brand guidelines. 2. Should the dealer be presented with a Valley Dealer Performance Program designation and the dealer decides to present the Performance Program logo on his social media channel(s), the following requirements must be taken into consideration. If these requirements are broken, Valley Sales or Marketing has the right to contact the dealer and ask that they either take down the logo or replace it with the correct logo. The correct Performance Program designation logo that matches dealer s designation (Performance, Plus or Premier) must be used. The most up-to-date Performance Program logo must be used. These logos change often; the most up-to-date logos can be downloaded from V2O. The logo may not be distorted in any way. We prefer that the logo is not disproportionate to the other content on the social media channel. 3. Though Valley provides videos and photos for dealers to show and include at trade shows and showrooms, these videos and photos are copyrighted by Valmont Industries, Inc. It is unlawful to share copyrighted content that is not yours on your social media channels. Videos - You must locate on the Valley YouTube Channel ( the video your dealership would like to have on your social media channel and share the video to your social media channel from this YouTube Channel. Video files provided by Valley on a disc or download may not be uploaded directly to your social media channel. Photos The photos may be directly uploaded and shared on social media, but they each must include the following disclaimer: Copyright Valmont Industries, Inc. 4. The dealer may not speak poorly or slanderously on their social media channel of the Valley brand, Valmont Irrigation or any Valmont Industries brand or entity. 5. Should the dealer either elect to stop selling Valley brand equipment or be let go by Valmont Irrigation as a Valley dealer, the dealer must take down any branding, photos and videos, and mention in posts of the Valley brand, Valmont Irrigation or any Valmont Industries brand or entity, within 24 hours of the contract ending. Should the Valley branding not be taken down within 24 hours as outlined, the Global Digital Marketing Manager and/or Brand Manager reserve the right to contact the dealership and ask that this action be taken immediately.

74 7: Digital guidelines Social Media Policy The following social media networks have been approved by Valmont Industries, Inc.: Facebook Twitter YouTube Google+ LinkedIn NOTE: Valmont Industries has an eisting Business Page presence on LinkedIn. Due to LinkedIn requirements, only one LinkedIn Business Page may be created and managed per one domain. This means that no other Valmont divisions who utilize domain may create a new LinkedIn Business Page. All activity from Valmont divisions and brands must be posted via the Valmont Industries LinkedIn Business Page. For more information, please contact the Global Digital Marketing Manager. All other social media networks have not yet been thoroughly researched by Valmont to determine their usefulness to Valmont business units and brands, as well to determine how secure the networks are. Any social media networks created by a Valley Irrigation employee that are not listed above as approved will be taken down immediately by Global Marketing.

75 7: Digital guidelines Social Media Artwork All social media channel artwork must be reviewed and approved by the Global Digital Marketing Manager and the Brand Manager before it is published. Social media artwork includes, but is not limited to: Covers Avatars (Valley logo) Backgrounds Social media channel covers and backgrounds should reflect the Valley brand s current advertising campaign. In special circumstances, such as during large promotions or events, other artwork may be approved to help promote the promotion or event. These must be reviewed and approved by the Global Digital Marketing Manager and the Brand Manager before they are published. The social media avatar must be the stacked (i.e., vertical) version of the brand s logo without the tagline, as shown below. The logo must be optimized for Websites (see Digital Logo Guidelines in this section). The avatar must fit well, without distortion, within the allotted space provided by the social media channel; for the most current recommended avatar size, please refer to: Facebook YouTube Google+ Twitter Correct Avatar Incorrect Avatar

76 7: Digital guidelines Posting to Social Media Global Marketing recommends the following frequency for posting to social media networks so as not to overwhelm followers and create a negative brand image. If the minimum recommendations are too frequent for your brand or office to keep up with, we recommend not creating a social media presence until resources can be dedicated to keeping up with the frequency. Facebook post a minimum of three times per week and a maimum of twice per day Twitter post a minimum of three times per week and a maimum of once per hour YouTube post a minimum of one time per month and maimum of one time per week Google+ - post a minimum of three times per week and a maimum of twice per day LinkedIn post only business-related press releases as often as they are distributed Valley Irrigation uses the tool SproutSocial for social media publishing, scheduling, monitoring and reporting. This is the only accepted tool for such social media activities.

77 8 public relations

78 8: public relations Public Relations There are four key reasons for developing good relationships with members of the media: You can generate third-party credibility and implied endorsement of your product or business. You can use relationships with the media and subsequent placement of stories to position your company as an authority, and to build your image and reputation. Through stories in the media, your messages will reach current and potential customers, influencers and decision-makers. Building relationships in good times helps protect you and your business in bad times.

79 8: public relations Preparing Press Releases Press releases and story pitches inform the media about your news and events. Press releases are essentially short articles you write and send to media outlets. The eposure is free if a media outlet chooses to use it. Story pitches are a quick way to share a potential story idea with a reporter. A successful pitch will entice the reporter to write a story. Press Releases Tips for writing a press release: Make sure the information you are writing about is really newsworthy. Reporters decide quickly whether a release is newsworthy, so include the most important information (who, what, where, when, how and why) in the first couple of paragraphs. Keep the release short no more than two pages. Always include a contact name and number, in case the reporter wants more information. A news release template with standard formatting is included in this book. Tips for sending a press release: Call your targeted media outlets to find out: How they want the release sent (e.g., , fa) Who to send the release to The deadlines for submission The desired lead time for an event (generally two or three weeks for a newspaper) There is much debate on the best day of the week and the best time of day to send a news release. You may choose to use the outlets deadlines (or specific advice) as your guide. The Valley Marketing Department usually sends its press releases in the morning, on Tuesdays, Wednesdays or Thursdays. DO NOT send news releases on Fridays.

80 8: public relations Press Release Template A standardized Valley press release template has been created to help you craft your press releases. To create a consistent and trustworthy image of the Valley brand, it is vital to achieve a high level of recognition and standards by sharing common communication methods. FOR IMMEDIATE RELEASE For more information, contact: Name, Company Phone Number Address Download the approved template from Valley Irrigation VALLEY, Neb. (, 20XX) Valley Irrigation, the leader in precision irrigation,. X About Valley Irrigation Valley Irrigation founded the center pivot irrigation industry in 1954, and our brand is the worldwide leader in sales, service, quality and innovation. With historical sales of more than 200,000 center pivots and linears, Valmont-built equipment annually irrigates approimately 25 million acres (10 million hectares) around the world. We remain dedicated to providing innovative, precision irrigation solutions now and into the future. For more information, please visit valleyirrigation.com. ###

81 8: public relations Story Pitches & Media Alerts Story Pitches A story pitch is a quick way to notify a reporter of a potential story idea. Make sure your idea is newsworthy. Ask yourself, "Why would a reader care about this? Is it interesting, timely, new, useful or unique?". Do not pitch the same story to competing news outlets at the same time. Story pitches are most successful when you already have a relationship with a reporter or assignment editor. Pitches can be made by phone or . If you call: Introduce yourself, tell the reporter you have a story idea, and ask if they have a moment to talk. Give them a brief eplanation of your idea, including the basic facts: who, what, when, where and why. Ask them how they would like you to follow up. If you Keep it brief. Eplain your story idea and describe its relevance to readers. Provide pertinent dates, times and background. Provide your contact information. Media Alerts A media alert is a specific tool designed to let the media know about an event that will generate news. Often an alert provides enough information to arouse interest without completely revealing the story. An alert should include concise information: Who is involved, including: speakers, key attendees or who is invited Why it is important What the event is Where it is, including location and directions When it is, including the date and time

82 8: public relations Media Alert Template A standardized Valley media alert template has been created to help you provide information to media outlets quickly. Download the approved template from Who/What: When: Location: Why: Contact: ***Media Alert*** Dealership ABC is doing something newsworthy. Include a brief description of the event and who is involved. For eample: Business ABC will host a Field Day to offer information about and demonstrations on a new irrigation technology. Date, date, time Name of location, address, town, state Included a sentence or two about what makes this event interesting and newsworthy. You may want to include a link to a website that provides more information. Name, title, company, address and phone number About Valley Irrigation Valley Irrigation founded the center pivot irrigation industry in 1954, and our brand is the worldwide leader in sales, service, quality and innovation. With historical sales of more than 200,000 center pivots and linears, Valmont-built equipment annually irrigates approimately 25 million acres (10 million hectares) around the world. We remain dedicated to providing innovative, precision irrigation solutions now and into the future. For more information, please visit valleyirrigation.com. ###

83 9 approval process