New Media BFA Senior Project Studio work. This work is part of an educational study and is in no way related to or part of the John Deere Company or Brand.
1. Title of Page
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Brand Guidelines
Document Version 1.2 – 07.29.08
Branding Guidelines
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2. Contents
1 Company Overview
2 John Deere, Feeding The World
3 Master Logo
4 Master Logo & Campaign Tag
5 Master Icon
6 Logo Clear Space
7 Logo Alternates
8 Logo & Tag line Alternates
9 Icon Alternates
10 Logos on Photographic Backgrounds
11 Logo Misuses
12 Primary Color Palette
13 Secondary Color Palette
14 Typography
15 Magazine Advertisements
16 Magazine Advertisement A
17 Magazine Advertisement B
18 Magazine Advertisement C
19 Magazine Advertisement D
20 Type Hierarchy
21 Website
22 Web Type Hierarchy
23 Flash Banners
24 Broadcast
25 Contact
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3. Company Overview
Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith
shop into a corporation that today does business around the world and employs approximately 52,000 people.
At John Deere, our actions are guided by our core values of integrity, quality, commitment and innovation.
We are committed to living our values and, through doing so, building a business as great as our products.
Throughout its history, our company has earned a reputation for high quality and integrity, and this has been an
asset of incalculable value. We strive to live up to these expectations, not just because it is good business, but
because it is the right thing to do.
Our core values are never to be compromised for immediate success. We aspire to performance that endures,
thereby creating the John Deere experience of genuine value for our employees, our customers and our stake-
holders. John Deere employees have always understood that while business results are critical, how results
are achieved is as important as the results themselves.
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4. John Deere, Feeding The World
In August 2008 John Deere announced a new company vision and commitment to improve and positively effect
the millions of people whom go hungry every year. Through innovation in agriculture technologies and agricul-
ture management, we have committed ourselves to increasing crop yields whilst improving and maintaining
sustainable farming practices.
In an effort to highlight the issues that face us as a planet, and to remain focused on this important mission,
John Deere is proud to announce a new initiative and campaign entitled John Deere, Feeding The World.
As a company truly committed to this new initiative, John Deere is excited to present it’s new look and branding.
Robert W. Lane
Chairman and Chief Executive Officer
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5. Master Logo
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6. Master Logo & Campaign Tag
feeding the world
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7. Master Icon
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8. Logo Clear Space
The logo clear space is equivalent to the gap between the N of John and the D of Deere. This distance
constitutes measurement X. Please note that the clear space to the right of the logo uses 1.5 X in order to
compensate for the trademark symbol.
x 1.5 x
x
x 1.5 x
feeding the world
x
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9. Logo Alternates
In situations where full color printing is not available or logo reduction is needed, alternate versions of
the logo are provided. This includes a flat version (gradients / highlights removed) , a one color version,
and black and white options.
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10. Logo & Tag line Alternates
In situations where full color printing is not available or logo reduction is needed, alternate versions of
the logo are provided. This includes a flat version (gradients / highlights removed) , a one color version,
and black and white options. Feeding the World tag line version should be used with all marketing and adver-
tising materials that reference GreenStar technologies and / or use the tag line in it’s respective copy.
feeding the world feeding the world
feeding the world
feeding the world
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11. Icon Alternates
In situations where full color printing is not available or icon reduction is needed, alternate versions of
the icon are provided. This includes a flat version (gradients / highlights removed), a one color version,
and black and white options.
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12. Logos on Photographic Backgrounds
When the logo appears over photographic images, please use the primary logo if it provides enough contrast.
Alternately use primary colors or black & white logos that allow the image to show through are acceptable.
feeding the world
feeding the world
feeding the world
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13. Logo Misuses
Do not move, shrink or scale the icon in relationship to the text. Do not place the logo on a background that
causes low contrast. Do not mix the a color icon with white or black text. If using black or white text, use it
with black and white icon. Do not rotate logo. If using logo over a photographic image, us a version that
allows for highest contrast.
orld
g the w
feedin
feeding the world
feeding the world
feeding the world feeding the world
feeding the world
feeding the world feeding the world feeding the world
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14. Primary Color Palette
John Deere Green is the dominant color. It is used for both the main logos and the sub division product ids. This
green should be used when ever possible. A darker green is provided in the secondary palette. John Deere Yel-
low is predominantly used in the logo only. It should not be used for text unless it is in a headline and contrasts
well with the background color. John Deere Yellow can be used as a background color, as long as it is accompa-
nied by the John Deere Green in some form.
John Deere Green Pantone 349 PC R30 G111 B65 C100 M0 Y91 K42 Hex:1E6F41
John Deere Yellow Pantone 109 PC R249 G220 B48 C0 M10 Y100 K0 Hex:F9DD30
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15. Secondary Color Palette
John Deere Dark Green is used in the shadowing and gradient of the John Deere Icon. It can be used as a
complement to the primary colors. It should not replace the John Deere Green for headlines or one color logo
implementation. It may be used for copy. John Deere Grey is used when setting text for the web or print. Al-
though lengthy print materials may opt to use black. John Deere Dark Grey provides contrast to the lighter grey.
John Deere Earth is used for highlights in text and provides a symbolic color for use in marketing materials.
John Deere Dark Green Pantone 350 PC R34 G73 B29 C79 M0 Y100 K75 Hex:22491D
John Deere Grey Pantone 444 PC R144 G153 B146 C47 M31 Y40 K2 Hex:909992
John Deere Dark Grey Pantone 447 PC R72 G78 B65 C16 M0 Y31 K82 Hex:484E41
John Deere Earth Pantone 5835 PC R165 G155 B85 C35 M31 Y83 K4 Hex:A59B55
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16. Typography
The DIN font family for should be used for all printed material When used in paragraph form, such as this text, DIN-Regular
and design applications. should be set as 10/17 and tracked to five one thousandths of an
em. Text that should follow this rule appears in technical manuals,
DIN-Regular printed materials and brochures. The text should be professionally
ABCDEFGHIJKLMNOPQRSTUVWXYZ typeset in desktop publishing software and not office word process-
ing software such as Word.
abcdefghijklmnopqrstuvwxyz
DIN-Regular and DIN-Bold should be used in all marketing, adver-
1234567890
tising and PR materials, unless otherwise approved by heads of
respective departments.
DIN-Bold Product Sub Divisions and Product ids should use a combination of
ABCDEFGHIJKLMNOPQRSTUVWXYZ DIN-Bold and DIN-Regular as shown below.
abcdefghijklmnopqrstuvwxyz
1234567890
GreenStar | Guidance Systems
GreenStar | AutoTrac
GreenStar | Field Doc
Apex | Farm Management Software
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22. Type
Hierarchy
Din-Bold
& DIn-Regular 28pt
Din-Bold 21pt
29pt Leading
Din-Bold 10pt
14pt Leading
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23. Website
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24. Web Type Hierarchy
Example of web layout (Flash destination site shown). Use of DIN-Regular and DIN-Bold through out.
Din-Bold 27pt
0.15 Letter Spacing
Din-Regular 13pt
8pt Line Space (height)
Din-Regular 20pt
-0.5 Letter Spacing
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25. Flash Banners
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26. Broadcast
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27. Contact
Brand Guidelines created by
Richard Summerhayes
New Media Design
1350 Las Raposas Rd
San Rafael, CA, 94903
Tel: 415.472.2234
www.richardsummerhayes.com
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