BRAND STANDARDS GUIDE

WHY IS A BRAND STANDARDS GUIDE SO IMPORTANT? Successful companies have one thing in common: they understand the value of a strong brand. It is an important asset that should be protected at all times. Protecting that asset is what a brand standards guide is all about.

The Central Valley Ag brand standards guide was created to provide a consistent set of rules for our employees and our vendors to follow. This will ensure that our customers have the same brand experience at every touchpoint. Consistency builds recognition and recognition leads to growth.

We ask that you follow these branding guidelines at all times. Together, we can create a stronger, more valuable brand for Central Valley Ag.

Thank you.

INTRO

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BRAND OVERVIEWThe Central Valley Ag brand is about helping member-owners and the regional ag economy grow together. This central belief is best articulated by the following statement:

“CVA helps member-owners realize greater possibilities by providing forward-thinking leadership, meaningful investment and a lasting connection to the region.”

The tag line, Growing Agriculture Together, speaks to this promise and is the guide post for all marketing and communication efforts.

The brand personality should represent thoughtful leadership and a trusted working relationship.

The logo, graphic elements, color palette, typography standards and photography style guide in this document work together to convey a strong and recognizable brand image. Consistently adhering to the standards is the key to maintaining the integrity of the CVA brand.

Any questions regarding CVA brand standards should be directed to:

CVA Marketing TeamMarketing@cvacoop.com

OR

Tom Palmertree, Senior Vice President, Marketing2803 N Nebraska AveYork, NE 68467Tom.Palmertree@cvacoop.comPhone: 402.362.8437

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KEY MESSAGESThis is the language we use when communicating the CVA brand. All marketing and communications efforts should support these three key messages, in some way.

LEADING CVA is a forward-thinking leader in agronomy, grain marketing and livestock development. We will always pursue the most advanced, innovative solutions that yield profit for our member-owners and ensure sustainability for our land.

INVESTED CVA is investing in the people and places that move agriculture forward. We are developing new processes, offering better efficiencies and capitalizing on more opportunities for our member-owners. As a result, CVA is wholly invested in the long-term success of this region. This is how we are laying the groundwork for a better future.

CONNECTED CVA is connected to local communities throughout the region. And just as these communities are connected to each other, we are also tied to the larger purpose of feeding the world. We are building infrastructure to ensure the viability (and vitality) of farmers for generations to come.

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BRAND IDENTITY MAP

LOGOVARIATIONS

COLOR OPTIONS

Full CVA logo. The Central Valley Ag logo has been simplified to incorporate the positioning line, Growing Agriculture Together. It is important to include the positioning line with the CVA logo wherever possible.

Logo without tagline. The CVA logo may be used without the tagline in instances where the tagline is used elsewhere on the marketing piece or is sized between .75" and 1.75".

CVA Circle. The CVA Circle can be used instead of the Full CVA logoor Logo without tagline, but only upon approval from the marketingdepartment.

Grayscale. Use this original format on all color and black and white materials with a light background that provides an appropriate contrast.

All Black. This version should only be used on items such as apparel, when one color is a more cost-effective, logical option.

Reversed. Use this version only on black and white materials or dark backgrounds that do not provide adequate visual contrast.

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LOGOCLEAR SPACE REQUIREMENTS To ensure that the logo clearly stands out wherever it appears, maintain clear space around the logo. The clear space must be equal to the size of the "C” in CVA. More than this space is always acceptable.

SIZE REQUIREMENTS It is important to maintain the legibility and the integrity of the logo when determining size, regardless of what the application is or the manner in which it is reproduced.

The minimum logo size for the full CVA logo cannot be less than 1.75" in width.

The minimum logo size for the full CVA logo cannot be less than 1.75" in width.

If the logo must be used smaller than 1" in width please use the CVA circle.

***variations of the logo maybe used on equipment and signage as decided by the marketing department.

1.75"

1"

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LOGO MISUSE EXAMPLES The CVA logo has been created to work across a broad range of applications. The logo configuration should not be modified or re-designed in any way. This page illustrates some, but not all, of the possible misuses.

Do not alter the proportions of the logo by stretching or skewing.

Do not rotate the logo at an angle.

Do not alter the proportional relationship of the logo and its tagline.

Do not place the logo on textures or backgrounds that may impair legibility.

Do not outline the logo.

Do not use any color for the logo other than the specified grayscale.

LOGO

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Products associated with CVA need to be properly addressed as co-branding and should be shown beside the CVA logo and separated by a thin dividing line of .5 weight, as to give appropriate prominence to the CVA logo and parent brand. Examples shown below.

Any logos of partner companies should be listed in an orderly fashion. Placement and size is based upon discretion of the CVA Marketing Team.

CO-BRANDING

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CONSULTING

PRIMARY COLOR Black is the foundation of the CVA color palette and is essential to the brand identity. The below mentioned screens of black are allowed.

SECONDARY COLORS 80% black, 50% black, 25% black, green, yellow, tan and orange are available to support the CVA brand. These colors are complementary to the CVA logo and are intended to be used in marketing and communication materials, such as the website, newsletters, direct mail, advertising, etc. They are NOT intended to be used as an alternative to the approved grayscale CVA logo.

Black C0 M0 Y0 K100 l R0 G0 B0

80% Black C0 M0 Y0 K80 l R51 G51 B51

50% Black C0 M0 Y0 K50 l R128 G128 B128

25% Black C0 M0 Y0 K25 l R191 G191 B191

Green - PMS 625 C71 M34 Y58 K12 l R81 G127 B112

Tan - PMS 7527 C15 M13 Y21 K0 l R216 G210 B197

Orange - PMS 1595 C9 M60 Y100 K0 l R226 G127 B38

Yellow - PMS 7408 C2 M26 Y100 K0 l R248 G190 B21

COLOR PALETTE

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The pointed box is a graphic element that may be used on all marketing materials for CVA. The pointed boxes allow CVA to show connectivity across a broad spectrum of ideas, audiences, markets and business units. It may be scaled in ways that are appropriate for the particular piece of marketing material. However, the basic shape of the pointed box should always be recognizable. Never turn the pointed box to resemble a diamond shape. They can be linked together to create other interesting shapes. The pointed box may also be used transparently over photography. The point on the box should be twice has wide as it is tall - for example: .5" h x 1" wide. While the point should over lap adjoining boxes there should be some white space between boxes.

GRAPHIC ELEMENTS

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FUTURA Futura is the approved typeface for use in all print and web applications. The sans-serif font, Futura, conveys strength and friendliness. The clean lines are easily legible, maintain consistency in the brand and have a modern feel. All weights of Futura may be used including condensed and oblique.

TYPOGRAPHYLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

ARIAL In rare cases, when Futura is not available for web use, all weights of Arial are acceptable.

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

GEORGIA Georgia is available for use as an accent font on all marketing materials. It should be used sparingly as a headline or accent font. Georgia may be used in roman, italic, bold and bold italic weights.

Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

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To provide consistency in all email communication, signatures must maintain the following format and be in the font Arial.

EMAIL SIGNATUREFULL NAME Position | Central Valley Ag Street Address City, State, Zip Code Office: 000.000.0000 Cell: 000.000.0000 www.cvacoop.com

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Photography plays an important role in supporting CVA’s brand promise. The key words — leading, invested and connected — should always be top of mind. The emotional, connected tone is conveyed by showing families on the farms where they thrive. Portraying older generations educating those in succession is especially beneficial.

CVA photography should communicate Growing Agriculture Together by showcasing authentic-looking farmers and farm families, wherever possible.

This does not mean CVA member-owners are required to be featured in all photography. It is acceptable to use subjects who represent typical farmers and farm families. This can be achieved through stock photography, licensed photography or commissioned photography. Care should be taken to ensure that the people featured in the photography typify people commonly found in the CVA territory—no matter the source.

The exception to this guideline applies only to attributed subject matter, such as a person who is quoted in a news article or specifically identified in an advertising piece.

Livestock, landscape and equipment photography have similar guidelines, in that the objective is to present an authentic visual expression of farming and livestock production in the CVA territory. This can be achieved through stock photography, licensed photography or commissioned photography, as well.

Original photography, produced by CVA or a professional photographer, should include a signed talent and/or location release form (see examples).

PHOTOGRAPHY

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RELEASE FORMS

I grant Central Valley Ag (CVA) full rights and permission to take, use, copyright, reuse, publish and republish photographs/video of the below mentioned buildings/property with unlimited use and without further compensation to the owner(s).

The location owner’s name and address will not be used in connection with the photographs and/or video. All negatives, positives, video, film, together with prints or video duplication, shall constitute CVA’s property, solely and completely.

I grant that I am the owner(s) of the property and/or represent the owner of the property and have the full legal right to contract my name.

Job Description

Property Owner/Agent (print name)

Phone Number

Building/Property located at:

Address

City

State Zip Code

Property Owner/Agent Signature

Date

location RElEaSE FoRM

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RELEASE FORMS

I authorize Central Valley Ag (CVA) to use my likeness for the following purpose:

Job description:

I understand that I am to receive no compensation for this appearance. CVA will have complete ownership of the photography and/or video. I give CVA the right to use my name, likeness and biographical material for the stated purpose.

CVA mAy:

1. Photograph me and record my voice and likeness for the purpose of the production mentioned above, whether by film, videotape, magnetic tape, digitally or otherwise;

2. Make copies of the photographs and recordings so made;

3. Use my name and likeness for the purposes of education, promotion or advertising of the sale or trading in the photographs, recordings and any copies so made.

I further understand the original files remain the property of CVA and that there will be no restrictions on the number of times that my name and likeness may be used.

Name (please print)

Date

Address

City

State Zip Code

Talent Signature (Parent or Guardian if under 18 years of age)

TALENT RELEASE FORM

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As a general rule, an all black logo without a tagline should be used on a apparel that is light in color and all white logo without a tagline should be used on any apparel that is dark in color. It is important to remember this rule for accurate legibility.

It is best to find apparel that is the closest match to the CVA color palette. Any of the colors listed on page 8 are acceptable. White is also an acceptable apparel color.

The CVA logo should be placed on the left side of the chest on a shirt and on the front of a hat. All product and partner logos must be placed on the right sleeve of a shirt and on the back of a hat.

*Promotional items need to be approved by marketing staff to verify the correct use of the logo.

APPAREL & PROMOTIONAL ITEMS

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MARKETING MATERIALSPRINT AD

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SUBHEAD SUBHEAD SUBHEAD

HEADLINE

CONTACT US TODAY 000.000.0000

ADDRESS@EMAIL.COM

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MARKETING MATERIALSBROCHURE

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Address Phone Number

www.cvacoop.com

Headline

subhead subhead subhead

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MARKETING MATERIALSTRADE SHOW BOOTH

Headline Headline

subhead subhead subhead

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MARKETING MATERIALSBUSINESS CARD

Business cards will not include additional logos. If distinction is needed it will be spelled out. For example: Advance Cropping Systems.

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If you have any questions or concerns regarding the brand standards guide, please contact:

CVA Marketing TeamMarketing@cvacoop.com

OR

Tom Palmertree, Senior Vice President, Marketing2803 N Nebraska AveYork, NE 68467Tom.Palmertree@cvacoop.comPhone: 402.362.8437

SUPPORT

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