BRAND STANDARDS & GUIDELINES

Transcription

1 BRAND STANDARDS & GUIDELINES

2 OUR HISTORY In the small town of Assumption, Illinois, GSI, Grain & Protein was built on a foundation of hard work and integrity. The Sloan family realized the need for reliable and affordable farming equipment, so in 1972, GSI was founded and the legacy of providing farmers with the latest grain production equipment began. As the years passed, GSI quickly became more than just grain bins. In the pursuit to provide farmers and agribusiness professionals solutions, not just products, GSI rapidly looked to expand their product offering. By 1989, GSI had broken into the swine and poultry industries and began providing growers with a full line of protein production equipment. Almost 10 years later, GSI expanded their reach in the grain sector by adding three additional product lines to their portfolio material handling in 1997, conditioning in 2001 and catwalks and towers in With each new strategic addition, GSI consistently upholds their commitment to quality products and service. It is the foundation that GSI has built its business on and GSI continues to grow its business capabilities in order to provide agribusinesses with the most complete product offering possible. Starting as one of the smallest bin manufacturers in the nation, GSI has grown to be the world s largest grain storage manufacturer and a full line supplier of protein production equipment. Throughout its growth, GSI has continued to deliver value to their customer s operations. AGCO saw this value and in 2011, GSI was acquired by AGCO and named one of their five core brands alongside Valtra, Challenger, Fendt, and Massey-Ferguson. GSI s long and proud history of supporting farmers has accelerated as a member of the AGCO family. Together, AGCO and GSI continue to demonstrate that they are aggressive global innovators of agricultural solutions, offering technologybased products that impact many sectors of the agricultural industry. GSI 1004 East Illinois Street Assumption, IL

3 BRAND VISION Be the clear global leader with local partners delivering proven and dependable solutions for grain and protein agribusiness. BRAND MISSION Together with our local dealer partners, we design and produce forward-thinking grain and protein solutions delivered through engineering excellence backed by expert support. STAKEHOLDERS Professional Farmers Grain Traders Industry Influencers Dealers & Contractors Food Producers 3

4 BRAND FOUNDATION Positioning Statement For the agribusiness professional, GSI and our local partners, deliver proven and dependable grain and protein solutions, backed by expert support, to maximize productivity and profitability. Tagline Proven & Dependable BRAND VALUES Accountability Integrity Respect Team Spirit Transparency 4

5 BRAND TONE & VOICE Who we are as a company shapes what we do and how we communicate. Each of our brand tone and voice attributes impacts the message we send. Together, they define a voice and tone that are uniquely ours. Our voice comes through in our advertising, online communications and even in our day-to-day conversations and s. It shapes every communication across all of our audiences, both internal and external. Our five key corporate voice and tone attributes are: Dedicated Down-to-earth Confident, not arrogant Trustworthy Collaborative The following exercises provide examples of how to apply these attributes to communications. The messaging within each can be used when and where appropriate, but is provided for example purposes only. 5

6 DEDICATED Write like this: We didn t get into this business by accident. Growing to become the world s #1 provider of grain bins and grain silos didn t happen overnight. It took vision, planning and hard work. But then, that s in our blood. Our commitment to our customers, our dealers and ourselves runs deep. Not like this: GSI is the world s #1 provider of grain bins and silos. We are a very committed company with over 30 of years of experience so we know a lot about our industry. You can trust us because of our deep dedication to the grain business. Why: Dedication is more than just years of service. A lot of companies manage to stay in business by means other than deep dedication. For GSI, dedication means a lot of things. It s our personal connection and promise to our dealers, customers and co-workers. It s more than just saying it, the proof is in living it every day. 6

7 DOWN-TO-EARTH Write like this: More than customers, our business is personal. This is a people business, built on relationships. So we talk with our customers as if we re friends. We don t try and use big words to impress them or complicated expressions to confuse them. We communicate in simple, honest terms with no need to brag or boast. Not like this: We know our customers want the most advanced grain technology. So we re constantly testing the boundaries in extraordinary ways. After all, it s how we got to be the world s #1 provider of grain bins and grain silos. Because being the best is always our #1 goal. Why: People can sense when you re having a conversation with them or just talking at them. Barraging them with facts and figures is not endearing. It s important to note that being honest and humble, doesn t take anything away from your reputation or accomplishments. In fact, it fosters trust. 7

8 CONFIDENT Write like this: You don t climb to the top by sitting still. We understand the business of hard work. And we re proud of our accomplishments. As the world s #1 provider of grain bins and silos, we will continue to listen to our dealer partners and our customers and deliver the grain products and services they need to grow and profit. After all, that s how we got to be #1 in the first place. Not like this: We are undisputed world leader in grain bins and silos. Because being less than the best is totally unacceptable to us. Our business was built on staying one step ahead of our competition. Our customers deserve the best and that s why they turn to us. Why: Confidence isn t something you simply state, it s something you exude. It doesn t need to be flamboyant or in your face, instead, it should be calm, purposeful and understated. As they say when scoring a touchdown, Act like you ve been here. 8

9 TRUSTWORTHY Write like this: Building more than grain solutions, building trust. We know that our business is more than just providing the best grain products and services. Our business is our people. Every day, we have to practice what we preach. That is, being there for dealer partners and customers, getting back to them quickly, providing the answers and solutions they need to be productive. Not like this: As a global leader in grain, our customers and dealer partners know they can trust us. How else could we stay in business for over 30 years? It s by delivering superior grain products and services that grows that trust each and every day. Why: You can t buy trust. Our actions and how we deal with our dealer partners and customers are the only true means of gaining their trust. Yes, our products and services have to be great, but it s how we back those products, the human part of it, that builds long-term relationships. 9

10 COLLABORATIVE Write like this: We re not just in business. We re all in this together. At GSI, we re focused on two things: delivering great grain solutions and making the biggest positive impact on everyone we work with. The result? Better relationships, smarter solutions and steady, manageable growth. Not like this: GSI is committed to creating the best customer experience in the industry. We invest heavily in research and development, training service and support personal. We know what our customers want and need and we re here to deliver every day. Why: Simply telling our customers what we do and why we do it isn t at all collaborative. To be a true partner, we need to listen intently, understand their hopes, their fears, and together, work with them to build the solutions they need to grow and prosper. 10

11 BRAND ESSENCE We live in a new age where the demands of protein and grain agribusiness have never been greater. As our GSI customers grow, their needs naturally grow with them. And no one is better equipped to meet those growing needs than GSI. Along with our local dealer partners, we are just around the corner bringing expertise from around the world making GSI uniquely qualified to deliver solutions that help our customers increase their productivity and profitability. But high-quality products are only part of the solution, our customers know that we will go the extra mile and stand behind our products. Actions always speak louder than words and our customers will tell you that we are a proven partner in helping them achieve their business goals. 11

12 BRAND GUIDELINES PURPOSE & USAGE The consistent application of our basic identity elements including the GSI logo, typeface, color palette, tagline and overall tone and voice is essential to building and retaining a strong presentation of our brand. Following these guidelines will help introduce and reinforce our brand consistently wherever it is experienced. What does that mean? Well, it means making a stronger connection in the minds of both our customers and our employees. It means making our brand more memorable. It means elevating the GSI brand to the level it has earned. GSI Brand Standards and Guidelines are designed to give an overview of the basic guidelines and practices for proper use of the GSI brand positioning. Please adhere to these standards in all uses of the brand from letterheads to presentations. By so doing, you help GSI build global brand awareness. 12

13 PRIMARY LOGOS The manner in which we present our logo will play a significant role in the public s impression of our organization. The goal is to provide consistency in our communications for a positive and professional image and further build marketplace recognition of a widely viewed symbol for quality products and service. GSI is an acronym for Grain Systems Inc. The GSI logo remains one of the most recognizable icons in the grain storage industry today, and is displayed worldwide on GSI products including grain storage bins, material handling equipment, and grain dryers. The Cumberland logo remains one of the most recognizable icons in the poultry industry today, and is displayed worldwide on Cumberland products including feed and watering systems, ventilation, nesting and environmental controls. AP is an acronym for Automated Production Systems. The AP logo remains one of the most recognizable icons in the swine equipment industry today, and is displayed worldwide on AP products including feeders, ventilation, feed and watering systems, ventilation systems and environmental controls. 13

14 SUPPORTING LOGOS InterSystems is a brand of GSI and reaches a worldwide market and numerous industries with expertise in the engineer and manufacture of bulk material handling products and industrials sampling systems. InterSystems equipment can be found at grain elevators, in processing plants and at port facilities handling a wide variety of commodities including grains, powders, rock and wood chips. Zimmerman is a brand of GSI and has long been the trusted name for Commercial Tower Dryers. 14

15 LOGO STANDARDS These guidelines specify how the logo and its colors are to be used to create a foundation for visual unity, impact and consistency when used in print, broadcast and electronic media. Visit to download EPS, TIF, and JPG versions of the logo. Logo Protected Zone The protected zone, represented by the thin blue line, is relative to the width of the letter form in the illustrations below. No separate image or logo should broach this area. This measurement applies proportionately when decreasing or increasing the size of the logo. Logo Proportions in Printed Documents When using the GSI Logo in conjunction with other logos on printed pieces, please keep the proportions of the GSI Logo in mind. Do not use the logo at its smallest size on large printed document (i.e. tradeshow panels) to satisfy the basic requirement. Minimum Size Requirements For Print Do not reduce the logo smaller than.5 in wide For Web Do not reduce the logo smaller than 75 pixels wide 15

16 GSI LOGO STANDARDS GSI Standard Logo The GSI standard logo is designed to print in two colors. The fill color is PMS 143C and the text and oval is black. The standard logo is to be used whenever possible. See wearables section for silk screening and embroidery usage. GSI Outlined Logo The GSI outlined logo may be used on dark gray or black backgrounds. The outlined logo is designed to print in three colors. The fill is PMS 143C, and the outer outline is white. GSI All-Black Logo The GSI all-black logo is designed to print in one color. The oval and text are black. The all-black logo has no background, and is to be used only on light colored images or backgrounds. GSI All-White Logo The GSI all-white logo is designed to print in one color. The oval and text are white. The all-white logo has no background and is to be used only on darkcolored images or backgrounds. 16

17 CUMBERLAND LOGO STANDARDS Standard Cumberland 2-Color Logo The standard Cumberland Color logo is designed to print in two colors and should be used in most cases. The fill color is PMS 186C and the text is white. Cumberland 4-Color Logo The Cumberland 4-Color logo is designed to print in four color process and should be used in print only. Items that qualify would include ads, product literature, and show/ event signage. The emblem logo should not be used on promotional items, apparel, or permanent dealership signage. Any other use outside of printed items requires approval from the Cumberland Marketing Department. Standard Cumberland Black & White Logo The Standard Cumberland black & white logo is designed to print in one color. This logo is to be used primarily on items restricted to black and white only. Cumberland Inverted Black & White Logo The Cumberland inverted black & white logo is designed to print in one color. This logo is preferred on items with a.05 imprint area. 17

18 AP LOGO STANDARDS Standard AP Logo The Standard AP color logo should be used in most cases. The fill color is PMS 186C. AP 4-Color Logo The AP 4-Color logo is designed to print in four color process and should be used in print only. Items that qualify would include ads, product literature, and show/event signage. The emblem logo should not be used on promotional items, apparel, or permanent dealership signage. Any other use outside of printed items requires approval from the AP Marketing Department. Standard AP Black & White Logo The Standard AP black & white logo is designed to print in one color. This logo is to be used primarily on items restricted to black and white only. 18

19 INTERSYSTEMS LOGO STANDARDS InterSystems IS Color Logo The IS color logo is designed to print in two colors. The outer shape is black, the IS lettering is white. The fill color within the GSI logo is PMS 143C. InterSystems IS Black & White Logo The IS black & white logo prints in one color. The outer shape is black, the IS lettering is white. The fill color within the GSI logo is white and the text and oval is black. InterSystems IS White Logo The IS white logo prints in one color. The outer border and text are white with no background. The white logo is to be used only on dark colored images or backgrounds. InterSystems Horizontal Color Logo The InterSystems horizontal color logo is designed to print in two colors. The text is black. The fill color within the GSI logo is PMS 143C. InterSystems Horizontal White Logo The InterSystems horizontal white logo is designed to print in two colors. The text is white. The fill color within the GSI logo is PMS 143C. 19

20 ZIMMERMAN LOGO STANDARDS Zimmerman Color Logo The Zimmerman color logo is designed to print in two colors. The outer shape is black, the Z lettering is PMS 143C. The fill color within the GSI logo is PMS 143C. This logo should be used whenever possible. Zimmerman Black & White Logo The Zimmerman black & white logo prints in one color. The outer shape is black, the Z lettering is white. The fill color within the GSI logo is white and the text and oval is black. Zimmerman White Logo The Zimmerman white logo prints in one color. The outer border and text are white with no background. The white logo is to be used only on dark colored images or backgrounds. 20

21 LOGO STANDARDS Incorrect Logo Usage (applies to all brands) A. Do not remove the oval B. Do not skew or stretch the logo C. Do not rotate the logo D. Do not substitute the font in the logo GSI E. Do not alter the fill color of the logo 21

22 COLOR PALETTE AND TYPOGRAPHY GSI, Zimmerman, and InterSystems Brand Colors Primary Color: Ochre PMS COLOR: Pantone 143 C CMYK MIX: Cyan=0, Magenta=35, Yellow=85, Black=0 RGB MIX: Red=251, Green=176, Blue=64 HEXADECIMAL COLOR: #FBB040 Secondary Color: Black PMS COLOR: PMS Process Black CMYK MIX: Cyan=0, Magenta=0, Yellow=0, Black=100 RGB MIX: Red=0, Green=0, Blue=0 HEXADECIMAL COLOR: # Typface Options Primary Typeface: Franklin Gothic Font Family Web/ Typeface: Ariel or Tahoma Cumberland and AP Brand Colors Primary Color: Red PMS COLOR: Pantone 186 C CMYK MIX: Cyan=0, Magenta=100, Yellow=85, Black=10 RGB MIX: Red=215, Green=23, Blue=47 HEXADECIMAL COLOR: #D7172F Typeface Options Primary Typeface: Myriad Pro Web/ Typeface: Arial or Myriad Web Pro 22

23 BUSINESS COMMUNICATIONS STANDARDS Business Card Layout All business cards must conform to the following standards. TRIM SIZE: 3.5 x 2 BOX A AGCO Logo BOX B Name: Franklin Gothic Demi 7pt/9pt Title: Franklin Gothic Book Italic 7pt/9pt BOX C Contact info (Address, Phone/Cell/Fax, , Website): Franklin Gothic Book 7pt/9pt BOX D Secondary Brand Logo (GSI, Cumberland, or AP only) BOX A BACK SIDE - GRAIN (OPTIONAL) BOX B BOX D BOX C BACK SIDE - PROTEIN (OPTIONAL) 23

24 BUSINESS COMMUNICATIONS STANDARDS Signature 24

25 BUSINESS COMMUNICATIONS STANDARDS Letterhead The GSI Letterhead is an editable Microsoft Word document. The file can file can be requested by ing BOX A Header contains AGCO & Brand Logos BOX B Headline: Arial Bold, 12pt, All Caps, Centered BOX A BOX B Subheads: Arial Bold, 10pt Flush Left Body Copy: Arial, 10pt, 1.5 line spacing Flush Left BOX C Footer: 9pt, Centered BOX C 25