BRANDBOOK WHO WE ARE. Breeding your profit

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1 BRANDBOOK WHO WE ARE Breeding your profit

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3 WHAT TO EXPECT 1 WHO WE ARE Brand History 4-7 Who we are today 8-11 Our brand core Emotional values Rational values WHAT WE LOOK LIKE Logo Colour and type Picture language 46-47

4 BRAND HISTORY A strong brand needs a strong logo. The original LG Logo was created in 1965 and symbolises a combination of a typical Limagne windmill, a tractor wheel and the sun. All with a central disc and the initials LG inside. The key characteristics of this logo still carry the same strong meaning. This is why the logo has continued to evolve while also preserving the original elements

5 New communication with strong roots through LG logo. it becomes the corporate logo

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7 THE TURNING POINT FOR LG One highlight in the development of the LG brand was the registration of the innovative maize variety LG 11. Indeed, this variety raised awareness of LG and its image. LG 11 became one of the biggest maize varieties in the whole of Europe and helped to establish LG. 7

8 WHO WE ARE TODAY LG, THE INTERNATIONAL MULTI-CROP BRA FOR SEED

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10 OUR POSITION: TODAY, THE LG BRAND IS LOCATED IN THE STEADINESS AREA, WHICH MEANS WE ARE TRUST- WORTHY, RELIABLE AND DOWN-TO EARTH. WE WISH TO MOVE TO A MORE INFLUENTIAL POSITION. 10

11 Human DOMINANT INFLUENTIAL Creative INNOVATIVE CAUTIOUS STABLE partnership reliable cooperative down-to-earth trustworthy INSPIRED BY DISC MODEL 11

12 OUR BRAND COR RESULT OF OUR OUR VALUES AN FOR SEED 12

13 E IS THE KNOW-HOW, D A PASSION 13

14 BRAND WHO? WHAT IS THE CHARACTER OF THE BRAND? LG IS A STABLE BRAND WHAT IS THE RELATIONSH WHICH WHAT SPECIFIC FEATURES DOES THE BRAND HAVE? LG IS A PURE BREEDER WH WITH HIGH-QUALIT WHAT IS THE DESIRED BRAND IMAGE WITH THE CUSTOMER? LG IS A TRUSTWORTHY PARTNER 14

15 CORE IP WITH THE CUSTOMER? WHAT IS THE TARGET GROUP? IS WELCOMED BY THE FARMER WHAT DOES THE BRAND OFFER? O OFFERS MULTI-CROP Y VARIETIES HOW DOES THE BRAND BEHAVE? LG LISTENS TO AND CONSIDERS THE FARMER S INTERESTS 15

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17 OUR CLAIM: BREEDING YOUR PROFIT 17

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19 EMOTIONAL VALUES Important for our farmers, important for us.

20 PArtnershi more Our challenge is to work closely with the farmer, to achieve our collective goals. We are here for all farmers and heartily welcome them. 20

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22 trustworth more Through long-term customer relationships, we have succeeded in earning the farmer s trust. Growers know that LG can be trusted to provide reliable advice in all areas of seed. Because we come from an agricultural background and are experts in our field. 22

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25 more Many of our colleagues themselves come from an agricultural background and have both the knowledge and experience required to consult with farmers. Our expertise and passion for our products make us the right partner for every farmer. 25

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27 more Agriculture is as down-to-earth as we are. We consider every farmer to be our equal partner from the small part-time farmer to the large farming operation. 27

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29 RATIONAL VALUES Important for our farmers, important for us.

30 Wheat Forage Maize Barley Grain Maize Sunflower Linseed Oilseed Rape Cotton Forage Fodder Beet Peas 30

31 multi-crop more We grow, produce and market a wide array of different crop species and varieties. Thanks to our expertise in plant breeding and our high quality standards, we attain the best results in official trials. Our strengths lie above all in the maize, wheat, barley, sunflower and oilseed rape. 31

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33 ve solutions more The farmer benefits from the extensive experience of the LG brand. Inspired by our passion for seed, we began to develop our breeding programmes and production. This was true in the past and this passion will also drive us to develop innovative solution in the future. 33

34 Tailored R 14.6% of sales invested in Research & Development 34

35 esearch more As a successful Limagrain brand, LG profits from the vast wealth of experience of this worldwide breeders network, but also places equal value on local and regional breeding. Through on-site breeding, we focus on developing seed which is bred specifically for each local area, allowing us to provide optimal responses to local conditions and regional variations. We invest almost 15 % of sales every year in Research and Development. 35

36 international more LG is an international brand which makes an important contribution to the success of agriculture. Our continuous analysis of agricultural markets and the creation of innovative solutions for these markets make us the right partner for you. 36

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38 The interplay of the emphasises why eve in the competence o partnership trustworthy reliable down-to-earth 38

39 se factors is what makes the difference and ry farmer can put his confidence and trust f LG. multi-crop pure breeder tailored research international 39

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41 THE NEW LOOK WHAT WE LOOK LIKE

42 42 THE LOGO

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44 COLOUR AND TYPE The red colour, historically connected with the brand, symbolising dynamism, CREATIVITY AND PASSION Pantone 185 C 44

45 TYPOGRAPHY The special font shows the earthiness and origin of the soil. IT HIGHLIGHTS THE CONNECTION BETWEEN THE PRODUCT AND NATURE. 45

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47 PICTURE LANGUAGE The pictorial world of LG is characterized by authenticity and naturalness. The images in use focus on our customers and their interaction with the LG staff in their work environment outside. As a stylistic device we use a red colour code and a high contrast in all images. By using the red brand colour as a secondary application to all images, we distinguish LG from other brands and their appearances.

48 BREEDING YOUR PROFIT LGSEEDS-EUROPE.COM June 2017