Style Guidelines - Land O'Lakes · 2 WinField® United Style Guidelines WinField® United — the Brand In all marketing communications, WinField® has now become WinField® United

Style Guidelines

2 WinField® United Style Guidelines

WinField® United — the Brand In all marketing communications, WinField® has now become WinField® United.

The WinField® brand logo is no longer used and should be replaced with the

WinField® United logo.

In marketing communications copy, references to WinField® should be updated

to WinField® United in all brand-related instances.

When referred to as a business, references with the capital ‘F’ should be treated

without the trademark information – WinField United

– John Smith, director of plant nutrition, WinField United

– WinField United offers many products and services

The website URL should be lowercase: winfieldunitedag.com

WinField® United is used for return addresses and product packaging.

Winfield Solutions, LLC — the Legal Identity Winfield Solutions, LLC will remain the official company name. The only time

“Solutions” will be used is when referring to the company as a legal entity.

In legal copy, company mentions should use the full legal name, Winfield

Solutions, LLC

– InterLock is a registered trademark of Winfield Solutions, LLC.

– WinField United is a trademark and WinField is a registered trademark

of Winfield Solutions, LLC. © 2016 Winfield Soluctions, LLC.

– © 2016 Winfield Solutions, LLC

Word Usage — Winfield Solutions, LLC


WinField® United Logo

WinField® United LogoDo not reproduce the logo on your own. You can request an electronic version of the logo from an integrated marketing communications team member. Logos can also be downloaded on WinField® United Business Link under the HUB.

Clear Zone RequirementsDo not place any other graphic elements within the space referred to as the “clear zone,” which encompasses an area the width of the letter “D” in the WinField® United logo.

Logo Size RequirementsThe WinField® United logo is bold and clean and reproduces well at a small size. When it is necessary to resize the logo, always change height and width proportionately. Additional guidelines for using WinField® United as an endorsement are found on pages 8 and 9.

2" Embroidered Minimal Size

.75" Print Minimal Size


WinField® United Logos / Colors

PMS 575 CC=48 M=0 Y=100 K=53R=79 G=114 B=39

PMS 377 CC=45 M=0 Y=100 K=24R=117 G=160 B=35

Primary ColorsThe WinField® United primary color palette consists of two Pantone

colors: Pantone 377 for the word “WinField” and the “®,” and Pantone

575 for the word “United.”

Approved Usage

Two-color Logo (full-color) PMS 377 (light green)

– WinField®

PMS 575 (dark green)

– United

One-color Black LogoEntire WinField® United logo appears in black.

One-color White LogoEntire WinField® United logo appears in reversed white.


Logo Typography

The WinField® United logo is always used in the Blair font.

However, do not use the Blair font when referring to the

WinField® United brand in copy. Klavika Bold

Blair

Blair

Klavika Bold


Logo Usage

Appropriate Backgrounds– The WinField® United logo is intended to be used on a white or very

light background.

– Do not place the WinField® United logo over a background that is too dark to contrast with the logo.

– If the WinField® United logo is used over a photo, place it so that all logo elements are clearly readable.

– Do not place the WinField® United logo over any graphic element, such as starbursts or other shapes.

– The WinField® United logo should be placed horizontally, parallel to the page. It must not be placed at an angle.

Correct background usage

Incorrect background usage



Incorrect logo usage



Logo Justification

Logo JustificationWhen used as a soft endorsement, “By WinField United” should always be left justified under the primary logo. When used as a strong endorsement, the dealer solution brand should always be left justified under the WinField® United logo.

Dealer Solution Brand Logos with Long NamesIf a logo has a dealer solution brand with 16 or more characters (including spaces), “By WinField United” should be enlarged so it is equal to half the width of the dealer solution brand above.


Soft vs. Strong Brand EndorsementWinField® United is sometimes used as a soft or strong brand

endorsement. Soft brand endorsements are used for instances in

which WinField® United is secondary to the brand being marketed,

like CROPLAN® by WinField United. Strong brand endorsements are

used for instances where WinField® United is the primary brand being

marketed, such as WinField® United Emerald Extras®.

Soft Endorsement“By WinField United” is used as a soft endorsement for farmer

products and solutions. The product is dominant in the lockup,

and a small “By WinField United” endorsement follows. A lockup

endorsement should only be created after receiving authorization

from a WinField® United brand manager.

Strong EndorsementWinField® United is used as a strong endorsement for retailer

products and solutions. The WinField® United brand logo is dominant

in the lockup, followed by the smaller dealer solution brand. When

using a logo for a program or category, PMS Cool Gray 10 is to be

used for dealer solution brand. A lockup endorsement should only

be created after receiving authorization from a WinField® United

brand manager.

Soft Endorsement / Strong Endorsement

Strong Endorsement

Soft Endorsement


Soft Endorsement Embroidered Minimal Size

1.625"

Soft EndorsementWhen the product or farmer solution brand is dominant, the font

is Klavika. Minimum size is determined by the width of “By WinField

United,” which cannot be smaller than 0.625 inch in print and 1.625

inches in embroidered pieces. Product and farmer solution brands

that are “By WinField United” are Pantone 377 and Pantone 575.

Strong EndorsementWhen the WinField® United brand is dominant, the font is Klavika.

Minimum size is determined by the width of “WinField United,” which

cannot be smaller than 1.0 inch in print and 2.0 inches in embroidered

pieces. The dealer solutions brands are Cool Gray 10.

EmbroideryIn embroidered pieces, soft endorsement logos cannot have the

“By WinField United” width less than 1.625 inches. For strong

endorsement logos, the “WinField United” width cannot be less

than 2.0 inches.

Soft Endorsement / Strong Endorsement — Logo Requirements

Strong Endorsement Embroidered Minimal Size

Soft Endorsement Print Minimal Size

Strong Endorsement Print Minimal Size

.625" .625"

1.0"

2.0"


WinField® United Usage Guidelines

WinField® United Brand UsageWinField® United branded communications pieces: It is NOT mandatory to include WinField® United in copy with a product or solution. If WinField® United is used with a product or solution, use the guidelines below, which match the logo lock-up.

Non-WinField® United branded communications pieces: It is mandatory to include WinField® United in copy with a product or solution. If WinField® United is used with a product or solution, use the guidelines below, which match the logo lock-up.

WinField® United in copy examples

Farmer products – (Product) by WinField United

– Ascend® by WinField United gives plants the extra boost they need.

Retailer solutions – WinField® United (service) – The WinField® United Emerald Extras® program offers reward to farmers.

General pieces

Refer to WinField United without the ® only when talking about the company. – Ex. WinField United is committed to helping farmers achieve

higher yields.

When referring to the brand category, use the ® – Ex. WinField® United adjuvants are formulated in state-of-the-art

facilities.

winfieldunitedag.comwinfieldunitedag.com at the end of a paragraph as a call to action it should – Always bold and has no period after it – For more details, visit winfieldunitedag.com

winfieldunitedag.com used in copy at the end of a sentence, not at the end of a paragraph – Never bold and has a period


Legal and Trademark Signatures

ALWAYS READ AND FOLLOW LABEL INSTRUCTIONS. – Must always be in full caps and begin the legal line. – Must be included on all crop protections products printed materials.

WinField United is a trademark and WinField is a registered trademark of Winfield Solutions, LLC. – Other trademarks follow in alphabetical order after WinField® United, then

alphabetized registered trademarks follow trademarks.

© 2016 Winfield Solutions, LLC – Must always be used as the legal line sign-off (last).

ExampleALWAYS READ AND FOLLOW LABEL INSTRUCTIONS. WinField United and WinField Design are trademarks, and Ascend, Silkin and Weld are registered trademarks of Winfield Solutions, LLC. © 2016 Winfield Solutions, LLC

If other competitor or partner products are referenced in copy, include them in the legal line. They should also have trademark symbols on every use in body copy.

Contact an Integrated Marketing Communications team member for assistance.

WinField® United Trademark Guidelines


Executing the Endorsed Brand Strategy

Print CommunicationsUse the strategic product or program with a modifier in all instances in body copy.

– However, it is acceptable to use the brand in a headline without the modifier, if needed.

Include the WinField® United endorsement in copy at least once and more if possible.

Always include the retailer in the call to action.

Always include the strategic product logo with the WinField® United endorsement.

Broadcast CommunicationsUse the strategic product or program with a modifier in all instances in body copy.

– However, it is acceptable to use the brand in a headline without the modifier, if needed.



PR CommunicationsUse the strategic product or program with a modifier.



Always include the strategic product logo with the WinField® United endorsement in print and digital media.

13

Style Guidelines

CROPLAN® Style Guidelines14

The CROPLAN® LogoCROPLAN® brand logo consists of a badge and WinField® United

endorsement.

Clear Zone RequirementsThe CROPLAN® logo demands a sufficient amount of space around it

where no distracting graphic elements should be placed. This space is

referred to as the “clear zone” and encompasses an area the width of

the letter “N” in the CROPLAN® logo, as shown on the right.

Do not place any other graphic elements within the clear zone. It is

important for the CROPLAN® logo to maintain its own presence and

message; crowding of the clear zone would affect presentation of the

logo.

Size RequirementsTo reproduce well and maintain readability on standard collateral

and printed pieces, use a minimum size of .625 inch in width. When

it is necessary to resize the logo, always change height and width

proportionately.

CROPLAN® Logo

.625" minimum

NN

NN


Approved UsageThe full-color application of the CROPLAN® logo is preferred

and should be used whenever possible.

Three-color Logo (full-color) PMS 1795 (red)

– Color shape around “CROPLAN”

PMS 575 (dark green) and PMS 377 (light green)

– By WinField United tag line

One-color Black LogoEntire CROPLAN® logo appears in black.

One-color White LogoEntire CROPLAN® logo appears in reversed white.

Three-color

Reverse white

Logo Colors

One-color black

PMS 575 CC=48 M=0 Y=100 K=53R=79 G=114 B=39

CROPLAN REDC=0 M=96 Y=93 K=2R=194 G=39 B=36

PMS 377 CC=45 M=0 Y=100 K=24R=117 G=160 B=35


Appropriate Backgrounds– The CROPLAN® logo is intended to be used on a white or very light

background.

– Do not place the CROPLAN® logo over a background that is too dark

to maintain contrast with the logo.

– If the CROPLAN® logo is used over a photo, place it so that all logo

elements are clearly readable.

– The CROPLAN® logo should be placed horizontally, parallel to the

page. It is not acceptable to place it at an angle.

– Do not place the CROPLAN® logo over any graphic element, such as

starbursts or other shapes.

– Never use the CROPLAN® logo without the WinField® United logo.

Background Usage





Incorrect background usageIncorrect logo usage


CROPLAN® Brand ReferenceCROPLAN® is the brand name for the line of seed products produced by

WinField® United. It must always be printed using all caps.

CROPLAN® in TextCROPLAN® must always be capitalized. Never capitalize just the “C”.

Never use the abbreviation “C” for the CROPLAN® brand name.

CROPLAN® DescriptorsCROPLAN® is a registered trademark of Winfield Solutions, LLC.

When using a descriptor with CROPLAN® , it should always follow the

Word Usage

Correct: CROPLAN® brand

Incorrect: Croplan

CROPLAN

Correct: CROPLAN® seed CROPLAN® cotton varieties

CROPLAN® products

CROPLAN® brand 886VT3

Incorrect: Seed by CROPLAN®

Cotton varieties by CROPLAN®

Products by CROPLAN®

C products

C seed

Documents

Style Guidelines - Land O'Lakes · 2 WinField® United Style Guidelines WinField® United — the Brand In all marketing communications, WinField® has now become WinField® United