Celebrating Our History and Our Future
Farm Credit B R A N D
G U I D E L I N E S
Cover: Steve and Laurie Henry, Farm Credit Services of America
C O N T E N T S
SECTION 1
SECTION 3
Farm Credit 100
Communication Materials
0 4 Introduction
044
0 6 Farm Credit 100 Brand Guidelines
044
08
045
010 011 012 014 015 016 017 020 021 022 024 025
Logo Clear Space Minimum Size Incorrect Usage Color Palette Typography Centennial Assets Print Advertising Web Banner Out-of-Home Landing Page PowerPoint Letterhead
046 047 048 049 051
SECTION 4 National Programs 054 056 058
SECTION 2 Brand Guidelines 028 030 031 032 033 033 034 035 036 037 038 039 040
The BioStar Farm Credit Primary Logo Farm Credit Secondary Logo Farm Credit Tagline Clear Space Minimum Size Using the BioStar with Other Entities Using the BioStar with Long Entity Names Farm Credit Affiliation Marks Using the Social Media Lockup Typography Color Palette Photography and Image Tonality
Stationery for the Logo Email Signature PowerPoint Brochure Website National Booth Branded Merchandise Embroidering
060 062 064
Farm Credit Gives Farm Credit Rocks Idea Share Common Threads AGgregator™ Producing Excellence Program
Steve and Laurie Henry, Farm Credit Services of America
I N T R O D U C T I O N
FOR 100 YEARS,
Farm Credit has supported rural
communities
and
agriculture
with
reliable,
consistent credit and financial services, and we’ll be here tomorrow.
F
or nearly 100 years, Farm Credit has provided sound and dependable credit services to agriculture and rural America. And as America continues to grow, Farm Credit will be there, giving American farmers and their families the tools to make sure they continue to thrive. Farm Credit’s brand has been built over these 100 years of service to agriculture and rural America. It embodies the strength of our commitment and the depth of our expertise.
A brand is much more than a logo, it’s the reputation we’ve built over many years. It’s the sum of all the tangible and intangible characteristics that make Farm Credit unique, encompassing the services we deliver, the ways we connect with our constituents, the messages we communicate and the look of our marketing materials. Each of these ongoing actions continually shape our audiences’ perceptions of Farm Credit, and our brand. Our brand identity is the face and personality we present publicly. Our identity is the total effect of our logos, advertising, websites, brochures, newsletters, stationery—everything that represents us. By consistently putting forth a unified image to the public, we bring value, prominence and awareness to Farm Credit. These guidelines provide the specifications needed to maintain the integrity and the consistency of the Farm Credit brand identity and our program brands, including Farm Credit 100. Adherence to these standards by everyone at Farm Credit will ensure that our reputation remains strong and that our rights to exclusively use the BioStar and other program assets are protected.
These guidelines should be used by all who produce Farm Credit communications. These guidelines do not cover every design application, but do provide guidance to address most corporate identity situations. Along with consistent application of these standards, good design principles and effective communication practices will help contribute to strengthening the Farm Credit brand.
5
F A R M
A
C R E D I T
1 0 0
B R A N D
G U I D E L I N E S
s a century of service approaches, a milestone of this magnitude deserves to be celebrated. The Farm Credit 100 program has been developed to increase awareness and demonstrate that Farm Credit will continue to work hard moving forward.
The Farm Credit 100 logo and branding are designed to represent Farm Credit in a variety of applications, from print ads to digital and promotional materials. These guidelines will be followed at the national level and should also be applied at the local and regional level in all communications relating to Farm Credit 100. On the following pages, you’ll find recommendations for how to represent the Farm Credit 100 brand and best communicate our message. Our strategy is simple, but powerful: illustrate the impact of agriculture and rural American enterprise on everyday life made possible through the financial support of Farm Credit. It’s important to communicate that Farm Credit has been there through in good times and bad, playing a vital role in agriculture. The impact of the financial support provided extends well beyond the field—touching millions of Americans who depend on the food, fuel and fiber that Farm Credit makes possible. Even though we’re celebrating the past 100 years of hard work, it’s important to keep our focus on the future. The contemporary, photo-driven style for Farm Credit 100 communicates the optimism of Farm Credit’s future, paying homage to tradition while staying focused on what is beyond the horizon. Farm Credit 100 uses effective storytelling to communicate how rural families can make the next century more prosperous than the last with help from Farm Credit. Together, we’ll make sure that America never stops growing.
Larry and Jenny Black Citrus Operations, Farm Credit of Central Florida
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F A R M
C R E D I T
1 0 0
L O G O
T
he Farm Credit 100 logo reflects our heritage and makes a bold statement for our first one hundred years as well as our future. It is a signature for the Farm Credit 100 brand and materials. It should always be reproduced from high-resolution digital master artwork.
The logo should never be altered in any way. Colors should not be changed, nor other colors be added. The logo should never be outlined in any color, even when reproduced on a dark or multi-colored background. Logos should not be flexed, sheared, compressed or rearranged. Type should not be altered or rearranged. The logo should always adhere to the Pantone Matching System (PMS) colors listed here. When ordering branded merchandise with an outside vendor, always ask for a pre-production sample and proof to ensure that the logo is reproduced correctly on the product. If you have questions about using the Farm Credit 100 brand assets email
[email protected].
C L E A R
S P A C E
x
x
x
x
THE CLEAR SPACE around the logo should always be
equal to the height of the number 1 in 100. No art should intrude upon this clear space area.
10
M I N I M U M
Tom Stefanopoulos, Fresno-Madera Farm Credit
.46”
S I Z E
I N C O R R E C T
12
U S A G E
DO NOT CHANGE SIZE OF ELEMENTS
DO NOT DELETE ELEMENTS
DO NOT CHANGE THE ARRANGEMENT OF ELEMENTS
DO NOT TILT OR ROTATE
DO NOT CONDENSE
DO NOT EXPAND
The Farm Credit 100 logo should not be altered in any way.
DO NOT SHEAR OR CREATE PERSPECTIVE
DO NOT ADD DROP SHADOW
DO NOT CREATE A FALSE DEBOSS OR EMBOSS
DO NOT ADD GLOW
DO NOT CHANGE OR ADD COLORS
DO NOT ADD GRADIENT
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The logo should be reproduced only in approved brand colors.
C O L O R
14
P A L E T T E
PMS Black
PMS 370
PMS Cool Gray 9
0c, 0y, 0m, 100k
64c, 5y, 100m, 24k
29c, 23y, 16m, 51k
0r, 0g, 0b
91r, 143g, 34b
116r, 118g, 120b
HEX: 1E1E1E
HEX: 5B8F22
HEX: 747678
Use the standard fonts for body copy; use the bold fonts for headlines, subheads, initial caps and callouts.
T Y P O G R A P H Y
F
or maximum design flexibility, the Farm Credit 100 brand standards include three fonts to use in print applications, and two fonts to use in digital applications. Futura Light is also one of Farm Credit’s standard brand fonts; Brandon Grotesque Light and Glypha Light are specific to Farm Credit 100.
PRINT AND DIGITAL FONT
PRINT FONT
PRINT AND DIGITAL FONT
Futura Light Futura Light Oblique
Brandon Grotesque Light Brandon Grotesque Light
Glypha Light Glypha Light Oblique
Futura Book Futura Book Oblique
Brandon Grotesque Regular Brandon Regular Italic
Glypha Roman (ad text) Glypha Roman Oblique
Futura Medium Futura Medium Oblique
Brandon Grotesque Light Brandon Medium Light
Glypha Bold Glypha Bold Oblique
Futura Bold (ad headlines) Futura Bold Oblique
Brandon Grotesque Bold Brandon Bold Italic
Glypha Black Glypha Black Oblique
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David Phippen, American Ag Credit
C E N T E N N I A L A S S E T S
CUSTOMIZABLE AD
Visit farmcredit.com/barn for a
selection of professional photos to customize and localize the entire collection of national print ads.
P R I N T
Farm Credit 100 Logo Signature nod to our anniversary.
Macro View A large-scale image showing the breadth of the operation.
A D V E R T I S I N G
Farm Credit Logo Your logo here for local or regional advertising.
Copy Tells the Farm Credit story and highlights our 100-year old commitment to our customers and their future. Typeface is Glypha, color is PMS Cool Gray 9.
Headline Succinct and memorable. Typeface is Futura Bold. Micro View An opportunity to see a detailed image.
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P R I N T
Tomatoes
18
A D V E R T I S I N G
Citrus
Corn
Vineyard
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Wide Skyscraper
W E B
B A N N E R
Medium Rectangle
300 x 250
160 x 600
Leaderboard
728 x 90 Leaderboard
728 x 90
20
O U T - O F - H O M E
48’ x 14’
24’ x 12’
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L A N D I N G
P A G E
Macro Banner A large-scale image showing the breadth of the operation. This image should scale with the browser size.
Logo Your logo can go here.
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Headline
Call to Action
Succinct and memorable. This can be borrowed from one of the ads. Typeface is Futura Bold.
This copy will contain brief supporting copy and link to the actionable page. Typeface is Glypha.
Micro Banner
Page Footer
An opportunity to see a detailed image.
The footer should be contained on the bottom center of the page and will use the same links as the parent website.
Farm Credit 100 Logo Signature nod to our anniversary.
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The Farm Credit 100 PowerPoint presentation template uses the program’s brand elements and design approach.
P O W E R P O I N T
HERE IS A SUBTITLE
This Is The Main Title On Cover February 11, 2015 2
Cover
Title For The 2 Column Slide
26
Inside
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INFORMATION FOR THIS
OTHER INFORMATION
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Documents relating to Farm Credit 100 should use appropriate design elements, including imagery and font.
L E T T E R H E A D
Heading 1
SECTION TITLE GOES HERE, USE STYLE “HEADING 1” This document is set up in styles, so each paragraph appears professional and consistent. “Normal” is the title of the style used in this paragraph and the standard paragraphs below. Styles assign several formatting attributes to your text with one click. This style is “Heading 2.” Style sheet instructions are below. In Word 2007, the Styles menu will display when you are in the Home tab. For easier access, you can click the arrow icon at the bottom right of the Style menu. The styles pane will open to the right of your page and remain open until you close it. To apply a style, click within a paragraph (don’t highlight any text, just click), and then click on a style. The paragraph will change to reflect the style’s formatting. To see what style was used for a paragraph simply locate the cursor in the paragraph and look at your styles pane. The style used for that paragraph will be selected in the pane with a box around it. The style used for this paragraph is “Normal.” •
C.lick the bullet icon to add bullets Esca proprius exerci nobis huic nidem aliquip. Obruo sed qui hendrerit ex ullamcorper valetudo Obruo sed qui hendrerit ex ullamcorper valetudo
•
Xeric nobis huic nidem aliquip. Obruo sed qui hendrerit ex ullamcorper valetudo
•
Obruo sed qui hendrerit ex ullamcorper valetudo
•
Sac proprius exerci nobis huic nidem aliquip. Obruo sed qui hendrerit ex ullamcorper valetudo ashilnglhs qu diosset pao
o
o •
Tab over to get to the next level. Obruo sed qui hendrerit ex ullamcorper valetudo
Obruo sed qui hendrerit ex ullamcorper valetudo. Obruo sed qui hendrerit ex ullamcorper valetudo ashilnglhs qu diosset pao
Esca proprius exerci nobis huic nidem aliquip. Obruo sed qui hendrerit ex ullamcorper valetudo ashilnglhs qu diosset pao
Other Things to Consider If you need to add images, keep them within the margins of the document. To make an image easier to move and resize, right-click on it and choose Text Wrapping. There are several image options available, with “Square” being a good option for images. “In Line with Text” is the default and the most difficult one 1
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S E C T I O N
2 B R A N D
G U I D E L I N E S
2
SECTION
Brand Guidelines
THE BIOSTAR The central element of the Farm Credit’s brand identity is the BioStar. It was designed to portray Farm Credit as a strong, unified national network ready to meet the challenges of a changing and competitive financial industry. The BioStar is a symbol of progress and commitment consisting of five visual elements: three leaves, a root system and a star. The leaves represent the three types of lending done by the Farm Credit System – long-term, intermediate-term and short-term. The roots represent our member-borrowers, and the star represents light and direction. The BioStar is used in the national logo and many System entity logos, and can also be used on its own as a graphic element. REGISTERED SERVICE MARK
The BioStar is a registered service mark in the U.S. Patent and Trademark Office (registered July 1987) and is owned by the Farm Credit Council on behalf of the Farm Credit System. All System entities are authorized to use the BioStar. It is not necessary or permissible for System entities to separately register the BioStar, including but not limited to registration of the BioStar in conjunction with another symbol or name. System entities may also authorize, in writing, the use of the BioStar by third parties (such as alliance partners and vendors) within their chartered territories. Use of the BioStar on a national scale requires authorization by the Reputation Management Program staff. No third party may be authorized to use the BioStar to represent its own products or services outside the System. Each System entity is responsible for ensuring that third-party use of the BioStar is appropriate and consistent with the Brand Guidelines. The Brand Guidelines regarding use of the BioStar must be adhered to in order to avoid the risk of diminishing the strength of the BioStar registration, and thereby the exclusive right of the System to use it. The Farm Credit tagline, “Lending support to rural America,” is registered in the U.S. Patent and Trademark Office and is owned by the Farm Credit Council on behalf of the Farm Credit System.
EXCEPTIONS
When space is limited, for example on smaller specialty items and wearables, it is permissible to separate the BioStar from the typography, Farm Credit. To help maintain the integrity of the BioStar and to ensure it is legible at all sizes, two versions are available. See Minimum Size, page 33.
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BIOSTAR GREEN
REVERSED WHITE
BLACK
REVERSED WHITE
2
SECTION
INCORRECT USE OF THE BIOSTAR
Below are just a few examples to illustrate incorrect use of the BioStar. The individual elements of the BioStar must always appear together. Do not separate elements, turn or split the BioStar horizontally or vertically. Do not alter the BioStar leaves or distort the BioStar proportions. Do not outline individual elements of the BioStar or encircle or enclose it within other shapes. Do not fill the BioStar with patterns, photos, gradients or with colors other than those listed above. Do not include other elements within, directly adjacent to or on top of the BioStar.
DO NOT SEPARATE ELEMENTS OR CROP THE BIOSTAR
DO NOT ALTER THE BIOSTAR LEAVES
DO NOT DISTORT THE BIOSTAR
DO NOT TURN OR FLIP THE BIOSTAR
DO NOT ENCLOSE THE BIOSTAR WITHIN OTHER SHAPES
DO NOT PRINT THE BIOSTAR IN TINTS OF GREEN
DO NOT FILL OR OUTLINE THE BIOSTAR WITH PATTERNS OR PHOTOS
DO NOT FILL THE BIOSTAR WITH OTHER COLORS
DO NOT INCLUDE OTHER ELEMENTS ON THE BIOSTAR
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2
Brand Guidelines
FARM CREDIT PRIMARY LOGO The primary national Farm Credit logo is horizontal and should always appear as shown below, with the BioStar positioned on the left and the Farm Credit typography to the right. The registered trademark symbol ® should be included at the bottom right of the BioStar.
TWO-COLOR LOGO
TWO-COLOR LOGO REVERSED
ONE-COLOR LOGO (BLACK)
ONE-COLOR LOGO REVERSED (WHITE)
INCORRECT USE OF THE PRIMARY LOGO
Following are a few examples to illustrate incorrect use of the horizontal logo. The logo elements must always appear in the correct position. Do not change the configuration. Do not outline, encircle or enclose it within other shapes. Do not fill the logo with gradients, patterns or with colors other than those used above. Do not include other elements within, directly adjacent to or on top of the logo. The BioStar should not appear on the right-hand side of the logo.
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DO NOT CHANGE THE CONFIGURATION OF THE ELEMENTS OF THE LOGO
DO NOT OUTLINE, ENCIRCLE OR ENCLOSE IT WITHIN OTHER SHAPES
DO NOT FILL THE LOGO WITH GRADIENTS OR PATTERNS
DO NOT FILL THE LOGO WITH OTHER COLORS
2
SECTION
FARM CREDIT SECONDARY LOGO The Farm Credit vertical logo should always appear stacked, as shown below. The BioStar should be positioned on the top with Farm Credit underneath. The registered trademark symbol ® should be included at the bottom right of the BioStar.
TWO-COLOR LOGO
TWO-COLOR LOGO REVERSED
LOGO (BLACK)
LOGO REVERSED (WHITE)
INCORRECT USE OF THE SECONDARY LOGO
Following are just a few examples to illustrate incorrect use of the vertical logo. The logo elements must always appear in the correct position. Do not change the configuration. Do not outline, encircle or enclose it within other shapes. Do not fill the logo with gradients, patterns or with colors other than those used above. Do not include other elements within, directly adjacent to or on top of the logo. The BioStar should not appear on the right-hand side of the logo.
DO NOT CHANGE THE LOGO CONFIGURATION
DO NOT OUTLINE, ENCIRCLE OR ENCLOSE IT WITHIN OTHER SHAPES
DO NOT FILL THE LOGO WITH GRADIENTS OR PATTERNS
DO NOT FILL THE LOGO WITH OTHER COLORS
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2
Brand Guidelines
FARM CREDIT SYSTEM TAGLINE A tagline plays an important role in strengthening an organization’s brand. A good tagline speaks to your key audiences about your core attributes and how you can address their needs, but it is also meaningful and evokes a strong emotional response. Farm Credit’s tagline, “Lending support to rural America,” captures the essence of our commitment to rural America. The words are descriptive of what we do as a network of financial services institutions serving rural America and were chosen to address our core reputation driver, namely, that Farm Credit is a dependable source of credit for agriculture. However, the words carry dual meaning: while we literally lend support through loans, we also lend support through a variety of related services. Crop insurance, leasing, estate and business planning, accounting services, community involvement and myriad additional related offerings Systemwide lend crucial support to help ensure the success of our customers’ operations. The tagline should be used with the Farm Credit logo, and always be centered under the Farm Credit typography.
HORIZONTAL LOGO WITH TAGLINE
VERTICAL LOGO WITH TAGLINE
INCORRECT USE OF THE TAGLINE
Farm Credit’s domain name (farmcredit.com) should never take the place of the tagline or be attached to the logo in any way. However, when the domain name is used, it should be used in conjunction with the logo in another area, away from the logo itself.
DO NOT INCLUDE THE DOMAIN NAME IN PLACE OF THE TAGLINE
DO NOT CHANGE THE CONFIGURATION OF THE ELEMENTS OF THE LOGO OR TAGLINE
FA R M C R E D I T. C O M
REGISTERED SERVICE MARK
The Farm Credit tagline is a registered service mark in the U.S. Patent and Trademark Office (registered October 2011). For more information, see Legal Requirements, page 28. If used apart from the Farm Credit logo, the tagline’s registration does not hold, and thus the registered trademark symbol need not be included.
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CLEAR SPACE Whether using the BioStar alone or along with the Farm Credit brand name, clear space needs to be maintained around the elements. This clear space equals the height of the “BioStar” in the Farm Credit logo type. This will ensure the prominence and clarity of the Farm Credit logo and the BioStar.
MINIMUM SIZE The BioStar’s minimum size, when used alone or in the Farm Credit logo, is one-fourth inch in height and width. To help maintain the integrity of the BioStar and to ensure it is legible at all sizes, two versions are available. The small version features a more open root system that maintains its integrity when reproduced at smaller sizes, from one inch down to the minimum of one-fourth inch. For needs larger than one inch, the large version should be used. Below are examples of the small and large versions of the BioStar.
¼ ¼
SMALL VERSION OF BIOSTAR (ONE INCH DOWN TO A MINIMUM OF ONE-FOURTH INCH)
VERSION OF BIOSTAR (ONE INCH AND OVER)
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2
Brand Guidelines
USING THE BIOSTAR WITH OTHER ENTITIES Logos can be created by combining the BioStar with an entity name, with the BioStar positioned to the left of the name. The entity name should always appear in Farm Credit’s primary font, Trajan Bold. For the horizontal format, the name should be centered with the right leaf of the BioStar. For the vertical format, the name should be centered under the BioStar. For the horizontal format, subparts of names should appear below the primary name, left justified, and aligned with the first letter of the primary name. For the vertical format, subparts of names should be centered under the entity name. Subparts should always appear in Myriad Pro.
HORIZONTAL FORMAT
AgFirst FAR M CR ED I T BAN K
VERTICAL FORMAT
Primary name Subpart of name
AgFirst FAR M CR ED I T BAN K
HORIZONTAL FORMAT CORRECT USAGE EXAMPLE
Primary name Subpart of name
VERTICAL FORMAT CORRECT USAGE EXAMPLE
Farm Credit M I DAT L AN T I C
Farm Credit M I DAT L AN T I C
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SECTION
USING THE BIOSTAR WITH LONG ENTIT Y NAMES Entities with longer names may find it challenging to use a horizontal format logo. In these instances, it may be preferable to use the vertical logo format as either the primary format or the only format of the logo. Entities with names longer than 20 characters are strongly advised to consider this option. Deciding on the logo format should be the first decision of a rebranding effort. If your entity would like assistance creating your logo, please email
[email protected].
VERTICAL FORMAT CORRECT USAGE EXAMPLE
Farm Credit S E R V I C E S O F LO R E M I P S U M
DO NOT INCLUDE THE SUBPART OF NAME ON THE FIRST LINE WITH THE PRIMARY NAME
Farm Credit Services of Lorem Ipsum
DO NOT INCLUDE THE SUBPART OF NAME IN THE SAME FONT AS THE PRIMARY NAME EVEN IF IT IS IN A SMALLER SIZE
Farm Credit L or e m Ips um
DO NOT EXPAND THE SUBPART OF NAME ACROSS THE LENGTH OF THE PRIMARY NAME
Farm Credit LOREM IPSUM
DO NOT INCLUDE THE SUBPART OF NAME ON THE FIRST LINE WITH THE PRIMARY NAME
Farm Credit Services of Lorem Ipsum
DO NOT INCLUDE THE SUBPART OF NAME IN THE SAME FONT AS THE PRIMARY NAME
Farm Credit Services of Lorem Ipsum
DO NOT EXPAND THE SUBPART OF NAME ACROSS THE LENGTH OF THE PRIMARY NAME
Farm Credit
LOREM IPSUM
DO NOT INCLUDE THE SUBPART OF NAME IN ANY FONT OTHER THAN MYRIAD PRO
Farm Credit L OR E M I PSU M
DO NOT INCLUDE THE SUBPART OF NAME IN ANY FONT OTHER THAN MYRIAD PRO
Farm Credit L OR E M I PSU M
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Brand Guidelines
FARM CREDIT SYSTEM AFFILIATION MARKS To raise awareness and connectivity, entities are encouraged to use the affiliation mark “Proud Member” even if their logo does not adhere to these national brand standards. The affiliation mark can be used on websites, in advertising, social media, presentations and print collateral. The affiliation mark is available in both horizontal and vertical formats and can be swapped out with your organization’s approved color palette so that it complements existing communication materials.
HORIZONTAL FORMAT (TWO-COLOR LOGO)
HORIZONTAL FORMAT (ONE-COLOR LOGO)
SAMPLE PLACEMENT OF HORIZONTAL FORMAT ON WEBSITE
This format can be used in the footer of a website.
VERTICAL FORMAT (TWO-COLOR LOGO)
VERTICAL FORMAT (ONE-COLOR LOGO)
This format can be used in a column of a website.
For local product lines or program branding, especially when more than one Farm Credit organization is included, entities are encouraged to incorporate the affiliation mark, “By Farm Credit.” See below for examples. Either version can be used to work best with the existing website or collateral.
TWO-COLOR VERSION
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ONE-COLOR VERSION
SAMPLE WITH LOGO AND AFFILIATION
2
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USING THE SOCIAL MEDIA LOCKUP The lockup may be used on either a white, green or photo background.
SOCIAL MEDIA LOCKUP ON WHITE BACKGROUND
SOCIAL MEDIA LOCKUP REVERSED
SAMPLE SOCIAL MEDIA LOCKUP POSITIONING
farmcredit.com/AGgregator
twitter.com/farmcredit
facebook.com/farmcreditnational
pinterest.com/farmcreditnatl
youtube.com/user/farmcreditsystem
[email protected]
instagram.com/farmcreditnational
CUSTOMIZING THE SOCIAL MEDIA LOCKUP
The social media lockup can be customized to reflect the four most-used social media channels. Using the most current version of the Farm Credit social media lockup as the base, then change out the social media icons to match your social media program.
CUSTOM SOCIAL MEDIA LOCKUP ON WHITE BACKGROUND
CUSTOM SOCIAL MEDIA LOCKUP REVERSED
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Brand Guidelines
TYPOGRAPHY Typography is an important part of the Farm Credit brand. The primary font is Trajan Pro Bold, a serif-style font chosen because it is strong, simple and contemporary without being casual. To protect the integrity of our brand, the font must never be altered or replaced by any other font. Myriad Pro is the secondary font to be used for subpart names, taglines and domain names. PRINTED MATERIALS
For visual consistency and to strengthen the Farm Credit brand, System entities should use the following fonts in all printed material, including advertisements, publications, brochures and other collateral materials. HEADLINES
Trajan Pro Regular Trajan Pro Bold
Futura Bold
(ad headlines)
ENTITY NAMES, SUBHEADS AND BODY COPY
Myriad Pro Light Myriad Pro Regular Myriad Pro Regular Myriad Pro Semi Myriad Pro Semi Italic Myriad Pro Bold Myriad Pro Bold Italic
Futura Light Futura Light Oblique
Brandon Grotesque Light Brandon Grotesque Light
Futura Book Futura Book Oblique
Brandon Grotesque Regular Brandon Regular Italic
Futura Medium Futura Medium Oblique
Brandon Grotesque Light Brandon Medium Light
Futura Bold Futura Bold Oblique
Brandon Grotesque Bold Brandon Bold Italic
DIGITAL / ONLINE
Web browsers have limited ability to reproduce fonts, so Farm Credit’s brand standards include different fonts for use in digital applications: Trajan Pro Bold is used for headlines, with Georgia Bold as an alternative; Myriad Pro Bold is used for subheads (Helvetica Bold, Arial Bold, Sans- Serif Bold, in that order, can be used as alternatives). Georgia is the secondary web font and is used for body copy. ENTITY NAMES OR HEADLINES
ENTITY NAMES, SUBHEADS AND BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Light
Georgia (alternative)
Myriad Pro Regular Myriad Pro Regular Myriad Pro Semi Myriad Pro Semi Italic Myriad Pro Bold Myriad Pro Bold Italic
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Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic
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COLOR PALETTE BioStar green is the primary brand color. This color can be presented as PMS 370 or equivalent CMYK or HEX colors. Black and white are also primary colors. Background and accent colors are shown below and are used to support the primary colors.
PRIMARY COLORS PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
BACKGROUND COLORS PANTONE® 579
PANTONE® 614
PANTONE® 427
C23 M1 Y37 K2
C3 M2 Y29 K3
C7 M3 Y4 K8
R193 G213 B159
R235 G231 B197
R209 G212 B211
HEX: C1D59F
HEX: EBE7C5
HEX: D1D4D3
PANTONE® 540
PANTONE® 463
PANTONE® 159
C100 M57 Y12 K61
C17 M52 Y87 K63
C1 M74 Y100 K7
R0 G51 B89
R108 G77 B35
R199 G91 B18
HEX: 003359
HEX: 6C4D23
HEX: C75B12
ACCENT COLORS
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Brand Guidelines
PHOTOGRAPHY AND IMAGE TONALITY Entities are encouraged to use photography that is natural, realistic and professionally shot. In an effort to represent diverse geography and producers, images should be true to the region and as authentic as possible. The examples provided are a general guide of the types of photos that fit within the brand standards.
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S E C T I O N
3 C O M M U N I C A T I O N
M A T E R I A L S
SECTION
3
Communication Materials
STATIONERY Farm Credit’s brand identity is often introduced through employee or director business cards, letters or emails. All stationery and electronic communications should include a consistent, unified presentation of the brand, as in the following examples:
FirstName LastName
FirstName LastName Position, Department Position, Department
[email protected] [email protected] PHONE (XXX) XXX-XXXX FAX (XXX) XXX-XXXX
PHONE
(XXX) XXX-XXXX FAX (XXX) XXX-XXXX
Street Address City, Street State ZIP Address CODE fa r mcr edit.c om
City, State ZIP CODE
fa r mcr edit.c om
FirstName Position, D firstname.la PHONE (XXX
Street Addr City, State Z
Business Card
fa r mcr ed
Street Address City, State ZIP CODE
Street Addres City, State ZIP
Street Address City, State ZIP CODE
Envelope
Street Address, City, State ZIP CODE |
PHONE
(XXX) XXX-XXXX | f a r m c r e d i t. c o m
Letterhead
EMAIL SIGNATURE Email signatures should never include the Farm Credit logo. They should be text based and follow this example: SUGGESTED EMAIL SIGNATURE WITH SOCIAL MEDIA
FirstName LastName Position, Department Association Name Street Address City, State ZIP CODE (XXX) XXX-XXXX www.farmcredit.com | LinkedIn www.twitter.com/farmcredit www.facebook.com/farmcreditnational
44
9 pt. Myriad Pro Semibold 9 pt. Myriad Pro Italic 9 pt. Myriad Pro Semibold 9 pt. Myriad Pro Regular 9 pt. Myriad Pro Regular
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POWERPOINT Presentations are an excellent opportunity to reinforce the Farm Credit brand by consistently applying our standards to PowerPoint templates.
This Is The Title Of The Slide HEADING/SUBJECT/TOPIC LINE Here is the information and content for the slide. HEADING/SUBJECT/TOPIC LINE Here is more information and content for the slide.
This Is Another Cover Slide Option HERE IS A SUBTITLE FOR THIS SLIDE 5
21
Cover
Inside
TYPOGRAPHY FOR POWERPOINT PRESENTATIONS HEADLINES
SUB HEADLINES, BODYCOPY
Futura Light Futura Light Oblique
Glypha Light Glypha Light Oblique
Futura Book Futura Book Oblique
Glypha Roman (ad text) Glypha Roman Oblique
Futura Medium Futura Medium Oblique
Glypha Bold Glypha Bold Oblique
Futura Bold Futura Bold Oblique
Glypha Black Glypha Black Oblique
COLOR PALETTE PANTONE® 370
WHITE
BLACK
PANTONE® 427
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
C7 M3 Y4 K8
R91 G143 B34
R255 G255 B255
R0 G0 B0
R209 G212 B211
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
HEX: D1D4D3
farmcredit.com/barn
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3
Communication Materials
BROCHURE Farm Credit’s national brochure delivers key information about our structure, services and differentiators, and is appropriate and customizable for a variety of audiences. To localize the national brochure or to request printed copies, email
[email protected].
farmcredit100.com
Pocket folder
Factsheet template
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WEBSITE Perhaps one of the greatest opportunities to present a consistent Farm Credit brand and tell our story to the general public is on your website. The national website (farmcredit.com) design adheres to the brand standards and follows the same look and feel as our other nationally branded communication materials. For web design support, email
[email protected].
MF: Hoping we can update these screenshots - they look like the new site, but we won’t be going live with those images. We can prioritize adding a couple of FC100 images tomorrow so we can get new screenshots.
farmcredit.com/barn
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Communication Materials
NATIONAL BOOTH Farm Credit booth assets are available to loan for your local event or to use as a foundation for the design of your locally branded booth assets. To submit a request for Farm Credit branded booth assets or design files, please email
[email protected].
Banner
48
Booth
Banner
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BRANDED MERCHANDISE Promotional items like pens and mugs can be a lasting and useful means to promote Farm Credit and to reinforce our brand. When working with vendors, great care should be taken to ensure proper use of the Farm Credit brand. When ordering branded merchandise with an outside vendor, always ask for a pre-production sample and proof to ensure that the logo is reproduced correctly on the product.
BIOSTAR SIZING
The BioStar’s minimum size is one-fourth inch in height and width. When printing the Farm Credit logo on small surfaces, such as a pens, key chains, sunglasses, bag clips and flash drives, it is important to use the version specifically created for small uses. When printing the Farm Credit logo on larger surfaces, such as bottles and mugs, use the regular version of the BioStar. For more information, see Minimum Size, page 33.
Pen (Black) Sunglasses Pen (silver)
Flashlights Carabiners
Gator clips
USB (pig 4GB) Veggie brush
Mugs (black)
Water bottles
farmcredit.com/barn
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3
Communication Materials
USAGE EXAMPLES
The Farm Credit logo can be applied to various materials, using a variety of techniques, from screen printing to embroidery. Be sure to always use the appropriate version of the logo. For more information, see page 31.
Hats
Jacket
Luggage tags
Shopping bags Wine caddy
50
Lanyards
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EMBROIDERING
When the logo is embroidered on a light or dark background, use the background color to stitch the veins on the BioStar. Below are examples to illustrate how the BioStar should look when embroidered on different colored material
TWO-COLOR LOGO FOR EMBROIDERING ON A LIGHT BACKGROUND
TWO-COLOR LOGO FOR EMBROIDERING ON A DARK BACKGROUND
CORRECT EXECUTION ON A LIGHT BACKGROUND
CORRECT EXECUTION ON A DARK BACKGROUND
ONE-COLOR LOGO FOR EMBROIDERING ON A NON-BRAND COLOR
ONE-COLOR LOGO FOR EMBROIDERING ON A NON-BRAND COLOR
CORRECT EXECUTION ON A NON-BRAND COLOR
INCORRECT USE OF LOGO WHEN EMBROIDERING
Do not use white veins on the BioStar when the logo is embroidered on a light or dark background.
Questions? If you would like input about how to set up the Farm Credit logo on promotional items, please email
[email protected].
farmcredit.com/barn
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S E C T I O N
4 N A T I O N A L
P R O G R A M S
SECTION
4
National Programs
FARM CREDIT GIVES Farm Credit’s National Contributions Program uses the brand Farm Credit GIVES, a name that encapsulates our commitment to agriculture and rural America. Farm Credit GIVES provides funding to organizations in the areas of agriculture education and training, public policy and industry champions. Additionally, many local organizations have their own corporate social responsibility programs. We invite customization of the Farm Credit GIVES program logo for local use.
LOCAL SYSTEM ENTITIES ARE INVITED TO:
• Distribute the Farm Credit GIVES brochure, either the national or a customized version, to current and prospective employees and customers, as well as other stakeholders • Post the Farm Credit GIVES poster, either the national or a customized version, in office areas like kitchens and workrooms to share our commitment with employees • Apply the Farm Credit GIVES logo or your customized version to your existing corporate social responsibility programs, or use the Farm Credit GIVES program brand to formalize these programs • Use the Farm Credit GIVES logo or your customized version on signage and in printed materials at sponsored events, including program ads that are part of your sponsorship package • Use the Farm Credit GIVES logo or your customized version on promotional items
LOGO
CUSTOMIZING THE LOGO
To localize the logo, use the BioStar logo with your entity name, see page 32 for more details.
HORIZONTAL LOGO VERTICAL LOGO
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TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light Myriad Pro Regular Myriad Pro Regular
Myriad Pro Bold Myriad Pro Bold Italic COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
PANTONE® 463
PANTONE® 159
PANTONE® 2925
C17 M52 Y87 K63
C1 M74 Y100 K7
C84 M21 Y0 K0
R108 G77 B35
R199 G91 B18
R0 G152 B219
HEX: 6C4D23
HEX: C75B12
HEX: 0098DB
GROWING ADVOCATES FOR AGRICULTURE Farm Credit has been supporting rural communities for decades, and since 2010 the National Contributions Program has supported more than 100 organizations and programs committed to building a diverse, successful agricultural industry and a thriving rural America — for today, tomorrow and a new generation of agricultural leaders. AGRICULTURE EDUCATION AND TR AINING
INDUSTRY CHAMPIONS
Farm Credit Gives to education programs to prepare young, beginning, small and minority farmers for a future in agribusiness and to teach youth populations about agriculture.
NATIONAL INSTITUTE FOR ANIM AL AGRICULTURE
AFBF – YOUNG FAR MERS AND R ANCHERS
FAR MER VETER AN COALITION
PUBLIC POLICY
Farm Credit Gives to support champions of the overall well-being of farmers, ranchers and rural America who are helping inform and educate the general population about agriculture.
Farm Credit Gives to organizations working to support rural America, to move farm-friendly policy forward and to keep the business of agriculture financially viable.
OUR FOCUS
AGRICULTURE EDUCATION AND TR AINING
AMERICA’S HEARTLAND
Farm Credit Gives to education programs to prepare young, beginning, small and minority farmers for a future in agribusiness and to teach youth populations about agriculture.
AMERICAN FAR M BUREAU FEDER ATION AGCHAT FOUNDATION
NATIONAL 4-H COUNCIL
NATIONAL FAR MERS UNION
NATIONAL COTTON COUNCIL
FFA
INDUSTRY CHAMPIONS
NEW CENTURY FAR MER PROGR AM CENTER FOR FOOD INTEGRITY
FEDER ATION FOR SOUTHERN COOPER ATIVES
ANNIE’S PROJECT
Farm Credit Gives to support champions of the overall well-being of farmers, ranchers and rural America who are helping inform and educate the general population about agriculture.
AMERICAN SOYBEAN ASSOCIATION
GROWING ADVOCATES FOR AGRICULTURE
NATIONAL INSTITUTE FOR ANIMAL AGRICULTURE
Farm Credit has been supporting rural communities for decades and since 2010 has supported more than 100 organizations and programs committed to building a diverse, successful agricultural industry and a thriving rural America — for today, tomorrow and a new generation of agricultural leaders.
“ Farm Credit’s financial contributions and donations of time and talent allow Annie’s Project to build the financial skills of women farmers and ranchers. Participants leave with knowledge that can immediately improve their bottom line.”
FAR MER VETER AN COALITION
PUBLIC POLICY
farmcredit.com/gives
Farm Credit Gives to organizations working to support rural America, to move farm-friendly policy forward and to keep the business of agriculture financially viable.
NATIONAL 4-H COUNCIL
For more information, including a complete list of Farm Credit’s National Contributions partners and eligibility criteria, please visit farmcredit.com/gives or email
[email protected].
NATIONAL 4-H COUNCIL
— Jennifer Sirangelo
poster
NATIONAL FAR MERS UNION
NATIONAL COTTON COUNCIL
CENTER FOR FOOD INTEGRITY
FEDER ATION FOR SOUTHERN COOPER ATIVES
ANNIE’S PROJECT
“ It’s essential that a positive image of agriculture be shared with the vast majority of Americans who are disconnected from the industry. Farm Credit’s support allows us to do just that.”
AMERICA’S HEARTLAND
— Michael Sanford
FC_Gives_Trifold_Final_v3.indd 2
3/5/14 11:38 AM
AMERICAN FAR M BUREAU FEDER ATION AGCHAT FOUNDATION
FFA
ANNIE’S PROJECT
“ The financial support and numerous volunteer hours provided by Farm Credit have allowed us to help millions of young people learn leadership skills and embrace community service.”
AMERICA’S HEARTLAND
NEW CENTURY FAR MER PROGR AM
— Madeline Schultz
M ANRRS
FC_Gives_Poster_Final_v2-Bolder.indd 1
AFBF – YOUNG FAR MERS AND R ANCHERS
video
AMERICAN SOYBEAN ASSOCIATION
MANRRS
“Farm Credit’s support allows ASA to provide the highest quality level of training, keeping soybean leaders on the cutting edge of the latest trends — protecting and promoting the interests of U.S. soybean producers.”
MF: This is our outgoing website - should we just use the video screenshot rather than the version embedded in the website? AMERICAN SOYBEAN ASSOCIATION
— Bob Worth
FOR A COMPLETE LIST OF FAR M CREDIT PARTNERS, VISIT FAR MCREDIT.COM/GIVES.
10/29/13 4:26 PM
brochure
CONTACT INFORMATION
WEBSITE
If you have questions, please email
[email protected].
farmcredit.com/gives
farmcredit.com/barn
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4
National Programs
FARM CREDIT ROCKS Farm Credit Rocks is a brand and event experience primarily targeting rural America’s next generation of farmers, ranchers and advocates. Offered each year at the National FFA Convention and Expo, the Farm Credit Rocks booth invites attendees to enjoy a fun on-stage activity and a chance to learn more about Farm Credit. Local Farm Credit organizations are welcome to rent and localize the Farm Credit Rocks event assets.
OPPORTUNITIES FOR REGIONAL AND LOCAL ORGANIZATIONS
• Rent the Farm Credit Rocks booth for use at regional or local career fairs or other youth-focused events • Use the Farm Credit Rocks logo on promotional items • Use the Farm Credit Rocks logo on promotional clothing worn by employees at recruitment fairs or other events
LOGO
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TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light
Myriad Pro Bold Myriad Pro Bold Italic
Myriad Pro Regular Myriad Pro Regular
COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
BOOTH
Launched at the 2011 FFA Convention, this interactive booth invites participants to rock with Farm Credit and compete with their peers in an interactive booth setting. The Farm Credit Rocks experience is perfect for youth engagement, and it creates a lasting impression for the participants.
OPTION 1: 20’ X 20’
OPTION 2: 20’ X 10’
OPTION 3: 10’ X 10’
CONTACT INFORMATION
If you have questions or would like to rent the Farm Credit Rocks booth for an upcoming event, please email
[email protected].
farmcredit.com/barn
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4
National Programs
IDEA SHARE Idea Share is an annual networking and professional development event focused on driving collaboration among Farm Credit marketing, communications and public relations professionals. Idea Share provides an opportunity for these professionals to meet and discuss new ways to communicate across the agricultural and finance industries. The Idea Share program brand can be used at the regional and local level to support events with a similar focus. OPPORTUNITIES FOR REGIONAL AND LOCAL ORGANIZATIONS
• Create regional Idea Share events, within districts or states, using the Idea Share brand • Use the generic Idea Share logo in event materials and on promotional items • Localize the Idea Share logo to represent agriculture in your area
CUSTOMIZING THE LOGO
Each year a new version of the Idea Share “light bulb” logo is created to include icons relevant to location of the event. Farm Credit organizations are invited to use the generic version of the logo or to customize it to represent agriculture in their specific regions.
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TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trade Gothic Bold Condensed No. 20 Trade Gothic Condensed No. 18
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Bold Myriad Pro Bold Italic
Myriad Pro Regular Myriad Pro Regular
COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
CONTACT INFORMATION
If you have questions, please email
[email protected].
farmcredit.com/barn
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4
National Programs
COMMON THREADS The Common Threads blog was created to keep Farm Credit employees and directors informed and involved. Common Threads is passwordprotected on the national website, and content is intended for the System’s internal audiences only. System entities are invited to use the Common Threads logo to brand their own internal communications programs.
OPPORTUNITIES FOR REGIONAL AND LOCAL ORGANIZATIONS
• Republishing Common Threads content on your employee and director intranet sites, branded with the program logo • Linking to published Common Threads content from your employee and director intranet sites • Using Common Threads content in employee or director newsletters or emails
LOGO
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TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light
Myriad Pro Bold Myriad Pro Bold Italic
Myriad Pro Regular Myriad Pro Regular
COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
BROWN
GRAY
TAN
C39 M38 Y67 K7
C38 M34 Y46 K2
C14 M13 Y22 K0
R155 G140 K100
R162 G154 B136
R218 G211 B195
HEX: 9D8D65
HEX: A39B8A
HEX: DAD3C4
CONTACT INFORMATION
WEBSITE
If you have questions, please email
[email protected].
farmcredit.com/commonthreads
farmcredit.com/barn
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4
National Programs
AGGREGATOR™ The AGgregator is an external blog that reaches current and prospective customers, media, legislators and regulators, consumers and other stakeholders. Content ranges from the basics about Farm Credit’s structure and mission, educational information to help beginning farmers and holiday feature articles about Farm Credit customers. Farm Credit organizations are invited to republish content from The AGgregator, and use The AGgregator logo to brand their own external blogs, whether the blog utilizes original content or a combination of original and national content.
OPPORTUNITIES FOR REGIONAL AND LOCAL ORGANIZATIONS
• Link to published AGgregator content from your website and blog • Use AGgregator content in customer publications, branded with the program logo
LOGO
Font: MuseoSansRounded 300
THE
AGGREGATOR
™
Making Connections. Providing Context.
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TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light
Myriad Pro Bold Myriad Pro Bold Italic
Myriad Pro Regular Myriad Pro Regular
COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
PANTONE® 579
PANTONE® COOL GRAY 9
PANTONE® 427
C23 M1 Y37 K2
C55 M46 Y48 K0
C7 M3 Y4 K8
R193 G213 B159
R117 G118 B116
R209 G212 B211
HEX: C1D59F
HEX: 757674
HEX: D1D4D3
CONTACT INFORMATION
WEBSITE
If you have questions, please email
[email protected].
farmcredit.com/aggregator
farmcredit.com/barn
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National Programs
PRODUCING EXCELLENCE PROGRAM The Producing Excellence Program shares compelling Farm Credit customer stories. Together, the collection of stories paints a vibrant picture of the success of America’s farmers and ranchers, agribusinesses and rural infrastructure providers. The stories are published on farmcredit.com and are available in a printable pdf format. Farm Credit organizations are welcome to reuse any of the Producing Excellence content on websites and printed materials, with or without the Producing Excellence logo, and can also brand their own, original customer communications program with the Producing Excellence logo.
OPPORTUNITIES FOR REGIONAL AND LOCAL ORGANIZATIONS
• Publish your local organization’s Producing Excellence articles on your website, under the Producing Excellence brand • Link to Producing Excellence articles from your website • Promote your Producing Excellence articles on your social media properties • Use your Producing Excellence articles in printed materials, including ads and customer publications
LOGO
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PRINTABLE TEMPLATES
Producing Excellence Partner
Contributions Partners
PROFILE NAME GOES HERE
Contributions Partners
PROFILE NAME GOES HERE
LOCAL ASSOC. NAME GOES HERE
company name here
company name here
Type of Operation: Feed yard » Size of Operation: 15,000 head » Years in Business: 4
Type of Operation: Feed yard » Size of Operation: 15,000 head » Years in Business: 4
Farm Credit Partner: Frontier Farm Credit » Years Working with Farm Credit: 4
Farm Credit Partner: Frontier Farm Credit » Years Working with Farm Credit: 4
Walking through the produce section of any
He’s increased his acreage from nine acres in
Walking through the produce section of any
He’s increased his acreage from nine acres in
grocery store, it’s hard to miss the bright color
1997 to 200 acres today, and said, “Our first goal
grocery store, it’s hard to miss the bright color
1997 to 200 acres today, and said, “Our first goal
of ripened oranges. It’s also hard to imagine
is to increase and stabilize production, then
of ripened oranges. It’s also hard to imagine
is to increase and stabilize production, then
that an invasive disease targeting the nation’s
we look for opportunities to make strategic
that an invasive disease targeting the nation’s
we look for opportunities to make strategic
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque
orange crop is literally changing the industry.
acquisitions that would enlarge the farm.”
orange crop is literally changing the industry.
acquisitions that would enlarge the farm.”
ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
As a grower and general manager of Peace
Larry’s extended family is also widely involved
As a grower and general manager of Peace
Larry’s extended family is also widely involved
River Packing, a citrus caretaking and packing/
in citrus growing and operates Peace River
River Packing, a citrus caretaking and packing/
in citrus growing and operates Peace River
CITY, STATE
marketing cooperative, Larry Black understands
Packing Company, a customer-member of
marketing cooperative, Larry Black understands
Packing Company, a customer-member of
the problem better than most and is at the
CoBank, another Farm Credit entity. Larry leads
the problem better than most and is at the
CoBank, another Farm Credit entity. Larry leads
forefront of addressing the challenges of citrus
the family operation as they work to expand
forefront of addressing the challenges of citrus
the family operation as they work to expand
greening, a bacterial disease carried by insects
their holdings, which are managed as one large
greening, a bacterial disease carried by insects
their holdings, which are managed as one large
that infects entire trees, preventing the fruit from
1,900 acre operation. The cooperative packages
that infects entire trees, preventing the fruit from
1,900 acre operation. The cooperative packages
developing. This leads to lower production and
and markets their fruit, primarily to grocery store
developing. This leads to lower production and
and markets their fruit, primarily to grocery store
contributes to higher prices for consumers.
chains, food service companies and brokers.
contributes to higher prices for consumers.
chains, food service companies and brokers.
One way growers are adapting in the face of this disease is to change their groves from the outset, shifting to more densely packed trees. “We know that the trees aren’t going to
Most of their oranges – 60 percent – are sold in
Most of their oranges – 60 percent – are sold in
One way growers are adapting in the face of
display-ready cardboard cartons; the remaining
display-ready cardboard cartons; the remaining
this disease is to change their groves from
40 percent is sold in consumer-friendly bags.
40 percent is sold in consumer-friendly bags.
the outset, shifting to more densely packed trees. “We know that the trees aren’t going to
Two years ago, Larry and his wife, Jenny, were
Address: 123 Street, City, Anywhere USA Phone: 555.555.5555 Fax: 555.555.5555 Web: www.fcmidamerica.com Social: facebook.com/fcmidamerica
voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.
Two years ago, Larry and his wife, Jenny, were
live as long, so we need to get earlier yields,”
recognized by the Florida Farm Bureau with a Young
live as long, so we need to get earlier yields,”
recognized by the Florida Farm Bureau with a Young
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque
said Larry. Gone are the days of wide avenues
Farmer and Rancher of the Year Award, based both
said Larry. Gone are the days of wide avenues
Farmer and Rancher of the Year Award, based both
ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia
between broad, spreading orange trees, which
on their successful farming and on Larry’s extensive
between broad, spreading orange trees, which
on their successful farming and on Larry’s extensive
typically lived for 25 to 30 years; now, growers
typically lived for 25 to 30 years; now, growers
voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque
community and industry involvement. “I’m in
community and industry involvement. “I’m in
anticipate removing trees after just 15 years.
constant pursuit of improving my farming operation
anticipate removing trees after just 15 years.
constant pursuit of improving my farming operation
porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora
Containing the disease has also led to more consolidation in the industry, which helps with operational efficiency as well as enabling broader,
and moving in a positive direction,” Larry said. “I
and moving in a positive direction,” Larry said. “I
Containing the disease has also led to more
also really believe in giving back to the industry
also really believe in giving back to the industry
consolidation in the industry, which helps with
and community that have been so good to me.”
operational efficiency as well as enabling broader,
more consistent horticultural programs and
more consistent horticultural programs and
insect control. Larry himself has been following a
insect control. Larry himself has been following a
plan of steady expansion, acquiring groves with
plan of steady expansion, acquiring groves with
financing from Farm Credit of Central Florida.
financing from Farm Credit of Central Florida.
and community that have been so good to me.”
incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur.
TYPOGRAPHY HEADLINES
SUB HEADLINES
BODY COPY
Trajan Pro Regular Trajan Pro Bold
Myriad Pro Semi Myriad Pro Semi Italic
Myriad Pro Light
Myriad Pro Bold Myriad Pro Bold Italic
Myriad Pro Regular Myriad Pro Regular
COLOR PALETTE PANTONE® 370
WHITE
BLACK
C64 M5 Y100 K24
C0 M0 Y0 K0
C0 M0 Y0 K100
R91 G143 B34
R255 G255 B255
R0 G0 B0
HEX: 5B8F22
HEX: FFFFFF
HEX: 1E1E1E
PANTONE® 540
PANTONE® 463
C100 M57 Y12 K61
C17 M52 Y87 K63
R0 G51 B89
R108 G77 B35
HEX: 003359
HEX: 6C4D23
CONTACT INFORMATION
WEBSITE
If you have questions, please email
[email protected].
farmcredit.com/producingexcellence
farmcredit.com/barn
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