BRAND STYLE GUIDE

UPDATED 08.22.18

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TABLE OF CONTENTS

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Strategy

VisionBrand PurposePersonalityMessagingOur VoiceOur NameBusiness Units

Logo

Primary SecondaryClear SpaceIncorrect UsageInternal BrandingTagline Lockup

O’Postrophe

About PortholePatternColor UsageAdditional Examples

Typography

Cervo NeueKulturistaDINBlack DiamondUsage

Color

PaletteHierarchyLayout

Photography

DirectionPeopleAgricultureTechnologyUsage

Strata

Image SelectionLayout AnatomyColor Combinations

Last Words

Final ChecklistContact

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WHY A STYLE GUIDE

The Land O’Lakes, Inc. brand is more than our name and logo. It’s everything we are. Our values, our spirit, our very reason for being. It’s important that all the ways we interact with the world truthfully express our brand. These guidelines will help us all do just that. From typography and colors to voice and messaging, trust these guidelines to help you assert our belief in Feeding Human Progress™.

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VISIONStrategy

Striving relentlessly to feed the planet for the benefit of all.

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BRAND PURPOSE: FEEDING HUMAN PROGRESSStrategy

Land O’Lakes is not a place. It’s a community of diverse-thinking doers and dreamers. We share a unique perspective of the farm-to-fork journey that fosters infinite possibilities. We speak honestly here, because truth and transparency are the only ways to create new opportunities. And only by working arm in arm with partners and collaborators will we move forward. Step through the doors of any Land O’Lakes office or member co-op or visit our section of the supermarket and you’ll sense the optimism, honesty and innovation that goes into everything we do to Feed Human Progress.

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AudaciousOptimists

CommittedPartners

BoundlessThinkers

InspiredLeaders

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We believe we can make a difference. No, we know we can. Our confidence in making partners’ operations and people’s lives noticeably better will not be shaken.

“What if?” is the best question we can ask. We think beyond our categories and markets. We use data and inspiration to expand opportunities and possibilities.

Our success depends on our partners’ success. Period. End of story. Everything we do, we do to raise them up and arm them to win.

We create opportunities. The people we work and partner with drive us. We use tested insights and past successes to inspire contagious ambitions.

Strategy

PERSONALITY

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Innovating from farm to forkWe unlock the greatest potential in every step of the food production system with our data-driven approach, technological expertise and commitment to innovation.

Committed to the co-opWe work together as a farmer-owned cooperative. We combine our global perspective with direct access to farms to create practical new solutions for agriculture’s challenges.

Working for a better world We’re creating a sustainable future with deep respect for our land, water and air. Our inspiring relationships and breakthrough ideas advance humanity today and tomorrow.

Our people are our differenceWe know our talent is our greatest asset. And we’re experts at managing for the future, both in what we do and how we do it.

Strategy

MESSAGING

We’re proud of what we do and where we’re headed — and we’re excited to tell the world. But we need a unified voice to make the same points and tell the same story. So what exactly is the Land O’Lakes story?

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Strategy

OUR VOICE• Sounds like a person. If it helps, imagine we’re

just chatting over a cup of coffee.

• Keeps things simple. Is there any easier way to say what you mean? Go with that.

• Has a personality. We like to sprinkle in humor when it feels right.

• Stays respectful when delivering a tough or sensitive message. There are topics we don’t joke about.

• Doesn’t use jargon or corporate speak. This goes back to keeping it simple. If you wouldn’t say in conversation, let’s avoid it.

• Avoids unnecessary acronyms. When in doubt, please spell it out.

• Is always authentic. If you remember just one thing, remember this.

While our voice doesn’t change much, we do use a slightly different tone depending on the audience. Here are the major players.

1. Employees

2. Job-seekers

3. Member-owners

4. Customers

5. Consumers

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Keep it casualFor everyday writing and design, use “Land O’Lakes, Inc.” on first reference, and then feel free to call us “Land O’Lakes.”

When to go formalSometimes we need to dress up. For legal documents, statements of work, press releases and other formal contexts, our full name works best. That’s “Land O’Lakes, Inc.”

DoLand O’Lakes, Inc. Land O’Lakes

Don’tLand O’ Lakes LAND O’LAKES Land OLakes Land o’Lakes Land O Lakes, Inc. Land O’ Lakes, Inc

Strategy

OUR NAME

Our name is a little tricky. We get it. If you wonder whether you need that apostrophe, you probably do. When writing out our corporate name in body copy, use uppercase and lowercase letters with no space after the apostrophe. Our name should appear in the same font and color as the rest of the body copy.

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Strategy

BUSINESS UNITS

WinField United, Purina, Land O’Lakes Dairy and Land O’Lakes SUSTAIN™ are brands that live within Land O’Lakes, Inc. Each maintains its own visual identity unless a story is being told through the Land O’Lakes point of view. Never apply the standards in this guide to these brands outside of a Land O’Lakes context.

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Use the black logo against a light image or lighter-colored background.

Use the white logo against a dark image or darker-colored background.

Strategy

BUSINESS UNITS

When using business unit logos within a Land O’Lakes layout, use the white version of the logo on a darker background and the black version on a lighter background.

Business Units

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LOGO

Your logo is your flag in the ground. Like a flag waving, it tells the world who you are. Wave it with pride, consistency and respect.

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Use the dark gray logo against a bright or light-colored background. Logo color is Pantone Cool Gray 10 or 74% black.

Use the white logo against a dark image or darker-colored background.

Logo

PRIMARY

This is our primary logo. It is the logo that should be used in all creative materials. We know it’s tempting to play with color, but please stick to the dark gray or white versions of the logo. Do not use the blue and green versions we’ve previously used.

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Use the white logo against a dark image or darker-colored background.

Use the dark gray logo against a bright or light-colored background.

Logo

SECONDARY

In cases where there are space constraints due to small sizes or complexity, use the stacked version of the logo.

Stacked logo

1. For creative and design use only.

2. Use when there are space constraints. For example: apparel stitching and digital spaces such as social media graphics.

3. Must be approved by corporate marketing (corporatemarketingadmin@landolakes.com).

4. Use Pantone Cool Gray 10 (or CMYK/RGB equivalent) or reversed white type only.

5. Do not pair with the Feeding Human Progress™ tagline.

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1.5" minimum sizeor 108 pixel width

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Logo

CLEAR SPACE

The logo needs space to ensure that it is easily readable and identifiable. If other elements get too close to the logo, it will appear cluttered and can get visually lost. The minimum amount of space around the logo should be equal to the height of the “O” in the logo.

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Logo

INCORRECT USAGEDo not stretch, squeeze or add effects like drop shadows to the logo.

Do not outline the logo or use multiple or unapproved colors.

Do not separate or rearrange the words in the logo.

Do not use the older blue and green “eye” version of the logo.

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Foundation

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Dairy Accelerator

Business Development Services

Land O’Lakes + department nameFor internal use only; requests to go through corporate

marketing (corporatemarketingadmin@landolakes.com). Use PMS Cool Gray 10 or 74% black for the logo and PMS 5503C for the department name. Department

name font is Kulturista Bold.

Land O’Lakes + internal entityFor internal and editorial use only. Use

PMS Cool Gray 10 or 74% black for the logo and PMS 5503C for the internal entity.

Entity font is Black Diamond.

gives

kidsPowered by New Horizon

wellPowered by Cerner

Use of LOL abbreviationFor internal use only, specifically for merchandise/apparel. Can also be used for community building and promoting employee goodwill. Font is Cervo Neue.

Logo

INTERNAL BRANDING

Sometimes you’ll want to pair the logo with department names or an abbreviated logo version. That’s perfectly OK as long as it’s only for internal or editorial use.

LOL

LOL

LOL

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FoundationFF

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kidsPowered by New Horizon

Land O’Lakes + internal entityThe type size ration between the LOL word mark and the

internal entity is roughly 80%. Keep them baseline aligned and do not let the cap height of the internal entity extend past

the cap height of the LOL word mark.

Space the tagline about half the height of the O in the LOL word mark.

Land O’Lakes + department nameThe Land O’Lakes department name should be half the height of the O in the Land O’Lakes logo, and should be

spaced at that same distance.

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Feeding Human Progress™

Feeding Human Progress™

Use the dark gray logo against a bright or light-colored background. Logo color is Pantone Cool Gray 10 or 74% black. Tagline font is Kulturista SemiBold.

Use the white version against a dark image or darker-colored background.

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Logo

TAGLINE LOCKUP

This is the approved lockup to use when the logo needs to be paired with the Feeding Human Progress™ tagline. Any usage should be approved by corporate marketing. The secondary logo should never be paired with the Feeding Human Progress tagline.

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™

™

Use the dark gray logo against a bright or light-colored background. Logo color is Pantone Cool Gray 10 or 74% black. Tagline font is Kulturista SemiBold.

Use the white version against a dark image or darker-colored background.

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Logo

SECONDARY TAGLINE LOCKUP

When the lockup appears at a larger scale, this option may be used. The hierarchy is flipped so the tagline is prominent.

Tagline Lockup

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O’POSTROPHE

The O’ in the Land O’Lakes logo is a strong, ownable graphic element. It is a shorthand representation of the brand that is both simple and engaging. The O’ is not a logo and should always be paired with the Land O’Lakes, Inc. logo.

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PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

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The O’ and the logo are always paired together in

a layout.

The O’Postrophe must always remain exactly as it

appears in the logo.

O’Postrophe

ABOUT

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* When using the porthole in video, selected shots should be relatively fixed in position and should not include quick pans or other movements.

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O’Postrophe

PORTHOLE

The porthole is like a window into Land O’Lakes. Images in the porthole should be quick to identify and not overly complex. Never place headlines or fill colors in the porthole. Use the same considerations when using the O’ in video format.*

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WONDER GROWS HERE.

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Do not set headlines within the porthole.

Portraits should avoid busy backgrounds. This will help make both the O’ and the portrait quick to identify.

The porthole should give the effect of looking into a place. Crop photos

accordingly.

When possible, create color unity between the image and the O’.

Do not fill the porthole with a solid color.

Do not fill the porthole with patterns or other graphic elements.

Exceptions to these rules may be granted when appropriate (e.g., ERG logos). Please contact corporate marketing with questions.

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O’Postrophe

PORTHOLE EXAMPLES

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PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE. O’Postrophe

PATTERN

The O’ can be made into a repeating pattern, which can be used as a background filler or a pattern that interacts with portraits. Because a pattern is a subtler element and it would disrupt the uniformity of the pattern, the apostrophe is not needed in this case.

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O’Postrophe

PATTERN

A black and white version of the pattern can be used for internal creative when printing limitations exist.

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Do not use patterns with an unbalanced distribution of color.

Patterns should feel uniform.

Patterns should be spatially uniform and never feel too organic

or random.

Never create patterns with multiple sizes of O’s.

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O’Postrophe

PATTERN

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PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

When used over solid color or color-treated images, the O’ should

always be white, never the base color (PMS 7534C).

When used on white or very light backgrounds, other colors from the

palette may be used.

Use this version of the strata O’ when placed on dark backgrounds.

The strata version of the O’ uses solid colors to create a look similar

to the photo strata. Use only the official versions and do not create

new color combinations.

O’Postrophe

COLOR USAGE

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PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

Land O’Lakes is the co-op of tomorrow. Of tradition

and innovation. Practicality and possibilities.

From farm to fork, we apply technology, honesty

and optimism to feed the world and protect the

planet. We’re marching forward, arm in arm to

feed human progress. Are you ready to join in?

JOIN THE IMPACT CULTURE

Land O’Lakes works across the entire farm-to-fork spectrum. Take your place among the doers and dreamers who are shaping the future of agriculture and food production.

from the land of possibilities.Greetings

O’Postrophe

ADDITIONAL EXAMPLES

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TYPOGRAPHY

Typography is an important component of any brand. A concise, complementary family of fonts ensures consistency, yet offers the flexibility to create a wide breadth of combinations for all creative needs.

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Use for

HeadlinesSubheadsCharts

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Cervo Neue Bold Cervo Neue Black

CERVO NEUEabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography

TYPEFACES

Cervo Neue is modern, human and strong. Perfect for bold yet friendly headlines. It is a typeface best used when you need to make the most impact and never for long copy.

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Kulturista Medium Kulturista SemiBold Kulturista Bold

KulturistaabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography

TYPEFACES

Kulturista is solid, smart and approachable. Perfect for situations when you need to call attention to stats and details.

Use for

SubheadsCalloutsChartsLarger body copyNote: Kulturista is available via Adobe Typekit for those who have a subscription to the Creative Cloud.

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DIN RegularDIN Light DIN Medium

DINabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography

TYPEFACES

DIN is refined, clear and buttoned up. Perfect for letting the words shine and making long copy a pleasure to read.

Use for

SubheadsBody copyNote: Don’t need all the weights of DIN Pro? Go here to download a commerical-free version of DIN.

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Black Diamond

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Black DiamondTypography

TYPEFACES

Black Diamond is expressive and personal. Use this font for internal creative and editorial use when you need some extra personality. Use sparingly to ensure it has impact and only with the approval of corporate marketing.

Use for

HeadlinesSubheads Editorial purposes

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Headline Cervo Neue Black Uppercase Size: 35 pt Leading: 40 pt

Charts Cervo Neue Black Size: 45 pt Leading: 50 pt

Kulturista Bold Sentence case Size: 32 pt Leading: 38 pt

CalloutsKulturista Bold Sentence case Size: 32 pt Leading: 38 pt

Body Copy DIN Regular Sentence case Size: 10 pt Leading: 15 pt

Subhead Kulturista Bold Sentence case Size: 20 pt Leading: 24 pt

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Typography

TYPEFACES

This is an example of how the the font family comes together in a layout. Every layout is different, so use this as a reference only.

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Land O’Lakes is the co-op of tomorrow. Of tradition

and innovation. Practicality and possibilities.

From farm to fork, we apply technology, honesty

and optimism to feed the world and protect the

planet. We’re marching forward, arm in arm to

feed human progress. Are you ready to join in?

JOIN THE IMPACT CULTURE

Land O’Lakes works across the entire farm-to-fork spectrum. Take your place among the doers and dreamers who are shaping the future of agriculture and food production.

from the land of possibilities.Greetings

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HeadlineBlack Diamond Sentence case Size: 18 pt Leading: 18 pt

Kulturista Bold Sentence case Size: 14 pt Leading: 18 pt

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Typography

TYPEFACES

This is an example of internal collateral using the Black Diamond font in a headline. Use Black Diamond rather than Cervo Neue in places where you want a more engaging headline. It works best when it’s used to emphasize a single word or short phrase.

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COLOR

Color is a key brand signifier and should be used with consistency to maximize recognizability.

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PMS: 403CCMYK: 51, 42, 49, 9RGB: 128, 128, 120HEX#: 808078

PMS: 7477CCMYK: 87, 54, 53, 54RGB: 32, 79, 86HEX#: 204f56

PMS: 412CCMYK: 70, 64, 59, 52RGB: 56, 56, 59HEX#: 38383b

PMS: 7710CCMYK: 76, 5, 38, 0RGB: 0, 177, 173HEX#: 00b1ad

PMS: 158CCMYK: 0, 65, 98, 0RGB: 232, 118, 34HEX#: E87722

PMS: 5503CCMYK: 41, 11, 27, 0RGB: 151, 192, 187HEX#: 97c0bb

PMS: 2006CCMYK: 9, 37, 96, 0RGB: 229, 166, 43HEX#: e5a62b

PMS: 7534CCMYK: 5, 5, 15, 8RGB: 209, 204, 189HEX#: D1CCBD

Color

PALETTE

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Base colorThis is the light primary base color. It’s a neutral tone that works well in floods and serves as a canvas for layouts. In some cases, you may find a paper or other material to print on that matches the PMS color.

Primary paletteThese colors are used to activate the content of your layouts. Use with discretion and don’t overuse.

Secondary palette Use these colors with even more restraint to support the primary palette.

Color

HIERARCHY

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PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

Background flood of PMS 7534C serves as a neutral canvas.

Use complementary colors to create a balanced layout that is neither too warm nor too cool.

Primary and secondary colors shouldn’t overpower a layout. Color

LAYOUT

The way you compose color in a layout is just as important as the other elements. Brighter colors should be used sparingly because they can be overpowering.

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PHOTOGRAPHY

Photography plays a huge role in how a brand is perceived. We want Land O’Lakes to feel as vibrant and progressive as the company itself and as proud, honest and optimistic as the people who continue to build it — never cold, canned or clichéd.

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OPTIMISTIC

VIBRANT

HONEST

PROUD

PROGRESSIVE

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Look forNatural lighting Candid moments Warm humanity

AvoidDramatic angles/lens effects Posed subjects High contrast or other styling

Photography

PEOPLE

Genuine human emotion is something we want to capture. Portraits and lifestyle photos should be candid and naturally unposed and should represent the diverse Land O’Lakes family. There should be an honest clarity to them. They should be free of lens flares, heavy stylizing and low, heroic angles.

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Look forVibrant color Unique cropping Optimistic feel

AvoidFarming clichés Emotionless imagery Expected compositions

Photography

AGRICULTURE

Agricultural and animal photography has grown stale and uninspired. We want to capture the familiar world of ag in fresh and unexpected ways. We can use distinctive cropping and saturated color palettes to achieve a unique look.

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Look forHumanity Future-forward tech Enthusiastic subjects

AvoidSterile labs Dated tech Cold lighting

Photography

TECHNOLOGY

Technology does not need to feel cold and sterile; it is a human process. We can use images that show the joy and messiness of the creative process, not polished laboratories with stoic engineers, scientists and agronomists, please.

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* See page 47. ** See page 21. † See page 25.

PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

PROGRESS IS OUR PURPOSE.SOUL. SOIL. SCIENCE.

WONDER GROWS HERE.

Use color-treated imagery when the photo is used as part of a graphic system (strata,* O pattern†).

Use full-color imagery when the photo is not a layer in

the strata* or is used in the O’Postrophe.**

Land O’Lakes is the co-op of tomorrow. Of tradition

and innovation. Practicality and possibilities.

From farm to fork, we apply technology, honesty

and optimism to feed the world and protect the

planet. We’re marching forward, arm in arm to

feed human progress. Are you ready to join in?

JOIN THE IMPACT CULTURE

Land O’Lakes works across the entire farm-to-fork spectrum. Take your place among the doers and dreamers who are shaping the future of agriculture and food production.

from the land of possibilities.Greetings

Photography

USAGE

The Land O’Lakes photography system is robust and versatile, using different styles for different purposes. In the simplest terms we have two styles: full color and desaturated/color-treated. Use full color for stand-alone images and color-treated images when used as part of the strata system* or other graphic patterns.

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STRATA

Land O’Lakes is a company with a wide spectrum of disciplines. The strata system offers the ability to show a variety of subject matter in a single layout. The color treatment of the photos allows images from different sources and styles to be cohesive and flexible.

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Eyes in a portrait make a great focal point.

The cows on the right provide a focal point in this image.

Building silhouettes against the sky support an image with an engaging focal point.

Textural photos complement images with closer crops.

Strata

IMAGE SELECTION

When selecting images for the strata, look for a combination of images that have a clear focal point and others that are more textural. To make an engaging composition, select varied images, from close crops to aerial views.

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ONE CO-OP. A WORLD OF CHANGE.

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Main focal point

Secondary focal point

Textural image

Textural image

Strata

LAYOUT

When creating a layout, think about the composition as a whole, not about individual layers. The number of layers required will vary, but in most cases should not exceed five or be fewer than two.

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ONE CO-OP. A WORLD OF CHANGE.

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Images of the strata are converted to grayscale.

A Multiply or Overlay opacity effect is applied to the image.

The opacity of the image is adjusted to allow the integrity of the color below to stay true.

ExampleImage: Grayscale Opacity: 60%Effect: Multiply

1. Top layer: Treated images 2. Bottom layer: Color blocks 3. Final layout

Strata

ANATOMY

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Strata

COLOR COMBINATIONS

Here are a few examples of color combinations to use in the strata. When selecting colors for your layout, use a mix of warm and cool and primary- and secondary-palette colors. These examples are meant to inspire, and they are not the only acceptable combinations to use.

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Look over the logo Are you using the correct logo? Have you double-checked for incorrect logo usage?

Finesse the font Are you using the recommended font? Does your font choice match your message?

Consider the color Are you using colors only from the Land O’Lakes color palette? Do the colors you’ve selected complement the other design elements?

Pick the perfect picture Are you using photography that emphasizes the brand? Does the photo show an authentic situation?

Master the message Does the voice sound like Land O’Lakes? Does your tone match your audience?

Get the go-ahead Did you get the necessary approvals?

Last Words

FINAL CHECKLIST

This page includes guidelines to help you create great work. A design system is never completely rigid. Flex when needed but follow these rules as closely as possible and you’ll be successful. Use this checklist to make sure you’re ready.

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Last Words

CONTACT

For help or more information about the Land O’Lakes brand, please contact corporate marketing at

corporatemarketingadmin@landolakes.com.