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Visual Identity

Guidelines

Printed version of the guidelines available at www.ci.syngenta.com October 2008


OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Contents 3 Our Brand & Visual Identity 75 Print media


4 Introduction 76 Introduction
5 Our story is about plants 77 Publications
6 The language of plants 79 Posters
7 Our values 80 Extreme wide formats
8 Our brand 81 Bags
82 Badges
86 Recruitment materials
9 Basic elements 87 Recommended materials
10 Introduction
12 Wordmark
19 Typography 88 E-media
23 Color palette 89 Syngenta online style guide
25 Purpose icon
31 Horizon line
44 Photographic style
51 Purpose statement
90 Environments
91 Banners
93 Signage
94 High level illuminated signs
54 Stationery 95 Entrance signs
55 Introduction 96 Building signs
57 Letterhead 97 Signposts
60 Business card
61 Compliments card
63 Envelope
64 Fax
65 Memo
66 CD/DVD
67 PowerPoint
74 Recommended materials
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Our story is about plants

The language of plants


Our values
Our brand

Our Brand & Visual Identity

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Introduction
Our story is about plants
Our brand is built around our purpose, values and deep understanding of plants.
The language of plants
It helps us to stand up for what we believe, claim our role in society, and better meet our
Our values customers challenges. A strong Syngenta Brand leverages our collective strength and
builds our desired reputation.
Our brand
Our visual identity system serves our brand by providing a proprietary look and feel
across all of our activities. Consistently applied, its unique design enables higher
recognition of the brand which in turn helps us to build familiarity, trust and greater
customer loyalty.

The refreshed visual identity seeks to communicate our purpose of Bringing plant potential
to life. The concept of Up-close and far-away relates to our deep understanding of plants.
It shows how we help contribute to addressing global agricultural challenges, meeting
customer needs and the enjoyment of the environment and healthy food.

Welcome to the new Syngenta visual identity system.

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Introduction
Our story is about plants
Our story is about plants
Plants are:
The language of plants
- the food we eat 
Our values - the air we breathe
- the environment we enjoy
Our brand
Plants are essential for life
They continually renew the earths resources.
They provide food, oxygen, fuel, shelter, clothing and medicine.
Unlocking the full potential of plants will overcome many of the global challenges that we face.
We play a critical role in harnessing the power of plants to meet these challenges.

...helping growers increase crop yields


Meeting growing demand for food from existing agricultural land.
Feeding another 1.8 billion people over the next 20 years.
Enabling new crop uses such as biofuels.

...protecting the environment


Reducing greenhouse gas emissions.
Conserving water.
Adapting to changing climate conditions.

...improving health and quality of life


Raising living standards for rural communities in emerging economies.
Using plants and plant science to enhance the environment.
Enhancing flavor and nutritional content in food.

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Introduction
We understand the language of plants
Our story is about plants
Bringing plant potential to life is our purpose
The language of plants
Our knowledge and technology improve the productivity of agriculture worldwide,
Our values contributing to the quality of the environment and enjoyment of life.

Our brand

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Our values
Our story is about plants
We bring plant potential to life through our values:
The language of plants
- Innovation
Our values - Intensity
- Health
Our brand - Performance

They guide our behaviors and actions as we strive to fulfill our role in society and build a great company.

Innovation
By fostering the creativity of our people and working with customers, we turn breakthrough ideas in science and business into new solutions...
always seeking a better way.

Intensity
By focusing our passion and energy, we build new partnerships to create a winning edge mobilizing a can-do approach.

Health
By releasing the vitality and the potential of our people, we contribute to the quality of life
demonstrating a profound respect for nature and the environment.

Performance
By delivering high quality results and achieving benchmark standards, we are building our company in a safe and ethical way keeping our promises.

We share the same aspirations and challenges as our customers


Supplying plentiful and healthy food. Using plants for renewable energy. Husbanding natural resources, enhancing community life.
We care deeply about the health of our environment and the legacy we leave for future generations.

Our purpose and values are the cornerstones of our brand


To build a great brand we need to be in the hearts and minds of our customers. 7
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Our brand
Our story is about plants
Our brand helps us to stand out from the crowd...
The language of plants
enabling us to:
Our values - live our purpose and values
- stand up for what we believe
Our brand - and apply our deep understanding of plants

Our brand means consistently demonstrating:


- our world-class science, generating a constant flow of innovation
- our global reach and experience, helping to deliver tailored solutions
- our commitment to working with customers, contributing to their success
meeting the challenges of tomorrow.

We are all ambassadors of our brand


Our every action contributes to our image and world-wide reputation.
Together we are building a great brand of which we can be truly proud.

Together we are Syngenta.

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Wordmark

Typography
Color palette
Purpose icon

Horizon line
Photographic style

Purpose statement

Basic elements

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Introduction
Introduction
Wordmark
Syngenta is an innovative and exciting company in the agribusiness industry. As employees, investors and opinion leaders
Typography
encounter our brand every day, it is critical we ensure that each piece of collateral, electronic, printed and environmental,
Color palette communicates the same messagethe message of our brand.

Purpose icon In this section, guidelines for the basic elements of the Syngenta corporate identity are explained in detail. These guidelines
aim to provide the necessary flexibility in design while ensuring the essential distinctive qualities of the Syngenta brand.
Horizon line
Photographic style
Inherent tradition - pioneering spirit
Purpose statement The Syngenta Wordmark represents and identifies the companya solid foundation, and at the same time, vital and
optimistic about the future. The use of the Syngenta Wordmark is precisely defined. Syngenta typography reflects the
inherent tradition as well as the pioneering spirit of the company.

Uniform appearance
The color palette together with the visual identity elements known as Up-close and far-away, serve to ensure a uniform
appearance for the Syngenta brand in all communication.

Binding worldwide
These basic elements are fundamental and binding worldwide. Used correctly and implemented consistently, they allow
the corporate identity to convey the essence of the Syngenta brand with a powerful impact, visually and emotionally.

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Introduction
Introduction
Wordmark
Our visual identity system is comprised of distinct elements that together demonstrate our system of Up-close and far away.
Typography
The elements can be used separately or together to form our complete visual identity.
Color palette
1 Wordmark
Purpose icon
2 Typography
Horizon line
6
Photographic style 3 Color palette

Purpose statement 4 Purpose icon

5 Horizon line 3
5
1
6 Photographic style

4
7 Purpose statement 2
Visual identity
basic elements

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Introduction
Wordmark
Components
Wordmark
Components
Corporate identity colors The Syngenta Wordmark is comprised of two graphic components: 1
Color usage 1 Syngenta accent leaf
Protection zone & usage 2 Syngenta name 2
Things to be avoided

Typography It is not permitted to use these two components separated from each
other or as isolated graphic elements.
Color palette
As both components have been custom-drawn, no other font or
Purpose icon
graphic can be used to represent the Syngenta Wordmark.
Horizon line
Accent Leaf
Photographic style Do not use the accent leaf outside the Syngenta Wordmark.

Purpose statement Wordmark in text


The Wordmark should never appear in text as a graphic element.

Syngenta name in text


- Always in lower case with capital S
- Always in the same type as the surrounding text
- The Syngenta name should not be used in possessive
form where possible

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Introduction
Wordmark
Corporate identity colors
Wordmark
Components
Corporate identity colors There are two corporate identity colors:
Syngenta blue Print Pantone 2747
Color usage - Syngenta blue: Pantone 2747
Protection zone & usage
Things to be avoided
- Syngenta green: Pantone 347 4-color process
C100 / M079 / Y000 / K008 (coated paper)
C095 / M078 / Y000 / K005 (uncoated paper)
Typography The corporate identity colors should only be used for the
Syngenta Wordmark and specific signatures. Digital
R000 / G000 / B102 (web color cube)
Color palette
For other graphic elements, a secondary color palette Signage
Purpose icon NCS S 4055 R70B
has been establishedsee Color palette. RAL 5002
Scotchcal 100 Series 100-37
Horizon line Scotchcal Translucent 3630-87

Photographic style
Always seek advice from your designer or printer on how Syngenta green Print Pantone 347
Purpose statement to best match the Pantone colors used in the Syngenta 4-color process
identity as printing systems can vary across the world. C100 / M000 / Y079 / K008 (coated paper)
C098 / M000 / Y075 / K004 (uncoated paper)

Digital
R000 / G153 / B051 (web color cube)

Signage
NCS S 2565 G
RAL 6024
Scotchcal 100 Series 100-46
Pantone, NCS, RAL and 3M Scotchcal are registered Scotchcal Translucent 3630-146
trademarks of their respective owners.

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Introduction
Wordmark
Color usage
Wordmark
Components
Corporate identity colors Direct-shade colors on white or
Color usage transparent white background
Protection zone & usage
- Pantone 2747 to be used for the Syngenta name
Things to be avoided
- Pantone 347 to be used for the accent leaf element
Typography
Wordmark Blue and Green
Color palette The Wordmark blue and green should only be used for
the Wordmark.
Purpose icon
Horizon line Black and white color application
Two alternatives are established for Wordmark usage should
Photographic style color not be available for a given design application:
- 100% black on a white background
Purpose statement - 100% white on a black or colored background

No other colors are allowed for the Syngenta Wordmark.

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Introduction
Wordmark
Color usage
Wordmark
Components
Corporate identity colors On colored backgrounds
Color usage On all colored backgrounds, including photographs
Protection zone & usage
and the colored Horizon line, the white version of the
Things to be avoided
Wordmark should be used to ensure clear legibility
Typography and sufficient contrast.

Color palette

Purpose icon
Horizon line
Photographic style

Purpose statement

white Wordmark on photograph white Wordmark on solid color

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Introduction
Wordmark
Protection zone & usage
Wordmark
Components
Corporate identity colors Protection zone
2X
Color usage A clear protection zone around the Wordmark has been identified
Protection zone & usage
and needs to be respected in all applications where the Wordmark X
Things to be avoided
is not enclosed in the Horizon line. The gray box indicates the
Typography
2X
protection zone.
X X

Color palette

Purpose icon
Horizon line Minimum size
The Syngenta Wordmark should not be reproduced smaller than 2 mm
Photographic style 2 mm in height.

Purpose statement

Syngenta Wordmark with symbol


A version of the Syngenta Wordmark with the symbol has been
created in order to protect the Wordmark. Depending on the
application, the symbol can be added to your materials by your
design agency using the style guide in the Downloads section of
the CI site.

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Introduction
Wordmark
Protection zone & usage
Wordmark
Components
Corporate identity colors Staging the Wordmark
Color usage Dominant graphic elements are aligned vertically with the base point
Protection zone & usage
of the n of the Wordmark, as illustrated. Asymmetrical positioning
Things to be avoided
of the Wordmark is recommended within design applications to
Typography properly reflect the innovative spirit of the identity. alignment axis

Color palette
URL sign-off signature Y
Purpose icon
A special signature has been developed to incorporate the Syngenta X
Horizon line URL (website address) into the Wordmark. This special-case signature 2/3 X
www.syngenta.com 1/3 Y
is only to be used when it is critical to communicate the Syngenta
Photographic style URL. This signature should only be used as a sign-off element; align the right sides of the a letters
either on the back of publications or at the footer of advertisement of Syngenta
Purpose statement or similar design applications.
Local Syngenta URLs can be used (example www.syngenta.de)
but product-related or other URLs should not be used www.syngenta.fr
(example www.touchdown.com).

Website homepage use


This signature appears on the Syngenta home page X
(www.syngenta.com). This lockup has been developed to give X
an indication for the identity proportions when localizing your GLOBAL 1/2 X
own country website. align the third last letter of the country with
the right side of the Wordmark

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Introduction
Wordmark
Things to be avoided
Wordmark
Components
Corporate identity colors Always use the Wordmark artwork files supplied in the downloads section of the CI site.
Color usage The Syngenta Wordmark must never be modified or redrawn.
Protection zone & usage
Things to be avoided

Typography
Color palette
do not change the proportions do not distort the Wordmark do not change the colors
Purpose icon of individual elements of the Wordmark

Horizon line
Photographic style ISO 2000

Purpose statement

do not encroach on the do not use the full color Wordmark on a do not use grayscale for
protection zone colored background without the Wordmark
sufficient contrast

PROJECT
NAME
do not mix grayscale and colors on do not use the white Wordmark do not use the accent leaf outside the
the Wordmark on a light background Syngenta Wordmark

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Introduction
Typography
Introduction
Wordmark
Two typefaces have been selected for use in Syngenta.
Typography
Introduction
External The Helvetica Neue typeface is for professionally produced material.
Internal
Things to be avoided
Arial is for internal applications such as PowerPoint and MS Word.
Color palette
Both fonts have been selected for their clarity and reflect a contemporary style
Purpose icon complimenting the other basic elements.

Horizon line
Photographic style
Purpose statement

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Introduction
Typography
External
Wordmark
The Helvetica Neue typeface has been selected
Typography
Introduction as the only type to be used for professionally
printed applications.

Helvetica Neue
External
Internal
Things to be avoided
The styles shown here should have priority. All other

a A b B c C
Color palette available Helvetica Neue styles can be used.
Designers and agencies may purchase PostScript
Purpose icon Type 1 fonts from Adobe.com.

Horizon line
Other typefaces from our previous visual identity will
Photographic style not be used going forward.

a A b B c C
Purpose statement Helvetica Neue 45 Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue 55 Roman


abcdefghijklmnopqrstuvwxyz

aA bB cC
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue 75 Bold


abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue is not available in most standard Office software packages. This means that if you install it for use on your
system, whilst it may display correctly on your machine, when you send a file using Helvetica Neue, it will revert to the
Courier New font on other machines. 20
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Introduction
Typography
Internal
Wordmark
The Arial typeface has been selected as the only type
Typography
Introduction to be used for non professionally printed applications.
External It is specified for media such as correspondence,

Arial
Internal
Things to be avoided
internal forms and presentations.

Color palette The styles shown here should have priority.

a A b B c C
All other available Arial styles can be used.
Purpose icon
The Arial typeface will continue to be used for
Horizon line
most online applicationsrefer to the online
Photographic style guidelines for more information.

Purpose statement
Regular
abcdefghijklmnopqrstuvwxyz

aA bB cC
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Introduction
Typography
Things to be avoided
Wordmark
No type other than the two specified (Helvetica Neue and Arial) should be used, including the typefaces from our
Typography
Introduction previous visual identity system:
External
Internal
Things to be avoided

Color palette Adobe Garamond Frutiger


Purpose icon abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Horizon line
Photographic style
Purpose statement
Times
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Introduction
Color palette
Syngenta system
Wordmark
A simplified color palette has been created with four distinct color pairs. Each pair has been chosen to enhance the identity and add a
Typography
richness, boldness and feeling of modernity to the overall look and feel. Plants need air, water and light to thrive.
Color palette The Syngenta color palette reflects this need and is practical for use across a variety of printed and digital media.
Syngenta system
References
Wordmark Blue and Green
The Wordmark blue and green should only be used for the Wordmark.
Purpose icon e Pla
g
Horizon line
Plant green - solid and light tone
r an nt
Plants are essential to life and Plant green is a vital part of our visual Wo r
blue

o
k d m

gr
Photographic style system. These two shades of green have been selected to complement ar ar

n
m

ee
each other, grounding the system.

Su

k
d
Purpose statement

gr
Wo

n
Sun orange - solid and light tone

een
The sun, its warmth and energy are evident in these two colors.
They provide warmth to the palette. Stone
gray
Air blue - solid and light tone
This duo of blues represents air/sky and adds a refreshing

ite
brightness to the system.

wh
Cloud white

Ai
bl u

d
Clarity and emphasis are enhanced by the use of white in the overall look

r
ue o
and feel. Cloud white (Warm gray) is used as a complementary color to
Cl
enhance white and also as watermark color for the Purpose icon.

Stone gray
Stone gray is best used for printed text but can be used as an
additional graphic color. Text should always be Stone gray except for online
applications and for internal documents where black is more legible.

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Introduction
Color palette
References
Wordmark

Typography Pantone 4-color process (coated paper) 4-color process (uncoated paper) RGB
Syngenta blue 2747 C100 / M079 / Y000 / K008 C095 / M078 / Y000 / K005 R000 / G000 / B102
Color palette
Syngenta system Syngenta green 347 C100 / M000 / Y079 / K008 C098 / M000 / Y075 / K004 R000 / G153 / B051
References

Purpose icon Sun orange Dark orange 144 C000 / M060 / Y100 / K000 C000 / M043 / Y100 / K000 R235 / G130 / B000
Pale orange 1235 C000 / M035 / Y100 / K000 C000 / M017 / Y100 / K000 R255 / G180 / B000
Horizon line

Photographic style Plant green Dark green 7496 C040 / M000 / Y100 / K046 C042 / M005 / Y100 / K028 R095 / G120 / B000
Purpose statement Pale green 583 C030 / M000 / Y095 / K010 C022 / M000 / Y100 / K000 R170 / G180 / B000

Air blue Dark blue 632 C090 / M007 / Y023 / K000 C095 / M000 / Y021 / K000 R000 / G160 / B190
Pale blue 630 C050 / M000 / Y009 / K000 C040 / M000 / Y008 / K000 R130 / G200 / B220

Cloud white Warm Gray 2 C006 / M007 / Y009 / K011 C000 / M004 / Y008 / K011 R217 / G213 / B210
White C000 / M000 / Y000 / K000 C000 / M000 / Y000 / K000 R255 / G255 / B255

Stone gray Cool Gray 11 C010 / M000/ Y000 / K085 (graphics) C008 / M000 / Y000 / K080 (graphics) R098 / G100 / B105 (graphics)
C000/ M000 / Y000 / K085 (text) C000 / M000 / Y000 / K080 (text)
(graphics and text) R000 / G000 / B000 (text)

For optimum print quality please note the following:


- The CMYK and RGB breakdowns listed above are different from the ones found in Pantone swatchbooks.
- The color breakdown references for the Cloud white business card and compliment cards are slightly different
to the ones mentioned above. Please refer to the relevant pages for details.

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Introduction
Purpose icon
Introduction
Wordmark
The Purpose icon is the graphic expression of our purpose, creating a unique and proprietary visual element to support our brand.
Typography
Color palette Illustrating Bringing plant potential to life in a simple graphic device, it acts as a visual reminder of our purpose.
It is inspired by our deep understanding of plants and their potential and works in tandem with the concept of Up-close and far-away.
Purpose icon
Introduction
Placement grid - portrait
Placement grid - landscape
Fixed lock up
Color usage
Things to be avoided

Horizon line
Photographic style
Purpose statement

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Introduction
Purpose icon
Placement grid - portrait
Wordmark
The Purpose icon is available in two different versions:
Typography 1 Full Purpose icon, which is the most recommended usage
2 Truncated Purpose icon, for use on small applications
Color palette

Purpose icon 1/2 X 3/4 X


Introduction
Placement grid - portrait
Placement grid - landscape
Fixed lock up
Color usage
Things to be avoided

Horizon line 8/10

Photographic style
Purpose statement

2/10

X X
1 Full 2 Truncated

These grid diagrams illustrate the mandatory placement of these two icon
variations on vertical applications.

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Introduction
Purpose icon
Placement grid - landscape
Wordmark

Typography
1/3 X 1/2 X
Color palette

Purpose icon
Introduction
Placement grid - portrait
Placement grid - landscape
Fixed lock up 8/10
Color usage
Things to be avoided

Horizon line
Photographic style 2/10

Purpose statement X X
Full Truncated

These grid diagrams illustrate the mandatory placement of these two icon
variations on horizontal applications.

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Introduction
Purpose icon
Fixed lock up
Wordmark
When the Purpose icon, Wordmark and the Horizon line are used together, they must follow the fixed lock up shown below.
Typography
1/2 X
Color palette

Purpose icon
Introduction
Placement grid - portrait 4/10
Placement grid - landscape 1/3 X
Fixed lock up
Color usage
Things to be avoided
4/10

Horizon line
Photographic style
6/10
Purpose statement 6/10

X X
Vertical format Horizontal format

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Introduction
Purpose icon
Color usage
Wordmark
On colored backgrounds
Typography
The color of the Purpose icon should be transparent white:
Color palette
1 When placed over photographs
Purpose icon
Introduction 2 When placed over a solid block of color
Placement grid - portrait
Placement grid - landscape
Our
Fixed lock up
Color usage
In these cases the Purpose icon should be set at 45% white.
This value might need to be adjusted depending on the background
brand
Things to be avoided story
photograph. Always seek advice from your designer or printer on how to
Horizon line best set the transparency level of the Purpose icon with the background.

Photographic style 1 2

On white backgrounds
Purpose statement
When the Purpose icon is used on a white background, there are
2 options:

3 When the Horizon line is positioned at the bottom of the page,


the icon should be printed at 50% of one of the three light colors
from the palettePlant green, Air blue and Sun orange

4 The icon may be used as a watermark on notepads or letterhead


without the Horizon line. It should be set at 15% of Warm gray 2

3 4

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Introduction
Purpose icon
Things to be avoided
Wordmark
Always use the Purpose icon artwork files supplied. The Purpose icon must never be modified or redrawn.
Typography
Color palette The Wordmark or other text should not overwrite the Purpose icon unless it is used as a watermark on pre-printed letterhead.

Purpose icon The Purpose icon should not be used on promotional items including clothing, accessories, and corporate gifts.
Introduction
Placement grid - portrait
Placement grid - landscape
Fixed lock up Syngenta legal name
Street address line 1

Color usage
Street address line 2 (if necessary)
Zip City
Country

Syngenta worldwide
Tel. +00 00 000 00 00
Fax +00 00 000 00 00
www.syngenta.com

Things to be avoided Registered Mail

Lorem ipsum dolor


Example Company Ltd.
Peter Samplename
P.O. Box 12345
10000 Anytown
Country

sit amet, consectetuer


Horizon line September 30, 2007

adipisci elit. Dear Mr. Samplename,

Re : The new Syngenta stationery program

Opere instituto fit equestre proelium in ea planitie, quam intermissam collitabus de tria milia

Photographic style
passum in longitudinem patere supra demonstravimus. Summa vi taba utrisque contenditur.
Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne tiliqua
coacervantur. Germani acrius usque ad munitiones sequuntur. Fit magna caedes: non te nulli
relictis equis fossam transire et maceriam transcendere conantur. Paulum le legiones Caesar
quas pro vallo constituerat promoveri perotiubet. Non minus qui intra munitiones eant pertur
bantur Galli: veniri ad se confestim existimantes ad arma conclamant; nonnulli perterriti inte
oppidum irrumpunt. Vercingetorix iubet portas claudi, ne castra nudentur. Multis intefectis,
compluribus equis captis Germani sese recipiunt.

Vercingetorix, priusquam munitiones ab Romanis perficiantur, consilium capit omnem ab se


equitatum noctu dimittere. Discedentibus mandat ut suam quisque eorum civitatem adeat om

Purpose statement
nesque qui per aetatem arma ferre possint ad bellum cogant. Sua in illos merita proponit obte
staturque ut suae salutis rationem habeant neu se optime de communi libertate meritum in
cruciatum hostibus dedant.

Sincerely,
Syngenta Management AG

Dr. First name Last name


Head of Department

do not place the Wordmark do not overlap the Wordmark do not overlap text do not overlap pictures do not use the Purpose icon
within the Purpose icon and the Purpose icon over the Purpose icon over the Purpose icon as a watermark on computer
generated documents

30
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Introduction
Wordmark
The Horizon line is an evolution of the bars of our previous visual system. It is the unifying line between the Up-close and far-away
Typography
images or graphic spaces. It distinguishes our imagery from our competitors. When used at the bottom of the page, the Horizon line
Color palette provides a solid foundation for a close up image.

Purpose icon
Horizon line
Introduction
Horizon line size grid and placement
Usage - color
Horizon line
Protection zone - Wordmark placement
Usage - applications
Things to be avoided

Photographic style

Purpose statement

Horizon line
31
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Horizon line grid and placement
Wordmark
Horizon line
Typography
The Horizon line comprises of a thick and 1/7

Color palette thin line. The proportion is based on a grid of


7 equal parts:
Purpose icon - the thin top line equals 1/7th
- the thick line equals 6/7th
Horizon line
Introduction
Horizon line grid and placement
Usage - color Horizon line placement
Protection zone - Wordmark placement 10
Usage - applications The placement grid for the Horizon line has been
Things to be avoided determined as 1/10th of the height of the page. 9
There are only two possible placements: 8
Photographic style - 6/10th up from the base
7
- at the bottom
Purpose statement
6 1/10
The Horizon line can only be used horizontally.
5

Only the Syngenta wordmark or Purpose 4


statement should appear in the Horizon line
3
as per the specified lock up.
2
The Purpose icon and statement should not be 1 1/10
used together.

Avoid placing text within the Horizon line.


Page numbering is the only exception to this rule.

32
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
The Horizon line can be created using the four color
Typography
combinations from the Syngenta color palette
Color palette Plant green, Air blue, Sun orange, and Cloud white.

Purpose icon There are four usage variations:

Horizon line 1 Solid color when used over a white or single


Introduction
Horizon line size grid and placement colored background
Usage - color
Protection zone - Wordmark placement
Usage - applications
2 Transparent color when used over a photograph
Things to be avoided
3 Solid white when used over a single colored background,
Photographic style holding the full color Syngenta Wordmark 1 2

Purpose statement
4 Transparent white when used over a photograph
holding the full color Syngenta Wordmark

Note: the lower photograph is always behind the transparent


Horizon line.

3 4

33
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Colored Horizon lines
Typography
Colored Horizon lines are always composed using the darkest
Color palette color for the thick line and the lightest color for the thin line.
When used transparent over a photograph, the transparency
Purpose icon is based on the darkness of the photographsee the following
pages for details.
Horizon line
Introduction
Horizon line size grid and placement
Usage - color
Protection zone - Wordmark placement
Usage - applications
Things to be avoided
Solid colors - use over Transparent over photographs
Photographic style white backgrounds

Cloud white Horizon lines


Purpose statement
Cloud white Horizon lines should be used in combination with
the full color Syngenta Wordmark. Cloud white is used for the
thick line, and the darkest color of the three combinations is used
for the thin line. When used over a photograph, the transparency
level is set based on the darkness of the photograph
see the following pages for details.

Cloud white - use over Transparent white over


solid colors photographs

34
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Applying a color over a photograph
Typography
To obtain the best results, the following process
Color palette should be applied:

Purpose icon 1 Start with the original photograph


2 Add a white layer between the photograph Photograph: starting point
Horizon line and the colored Horizon line layer. The aim
Introduction
Horizon line size grid and placement is to have a lighter image with slightly less
Usage - color contrastsee the following pages for 1
Protection zone - Wordmark placement
Usage - applications examples 2
Things to be avoided 3 The colors are applied over the
3
photograph. The colors should remain
Photographic style strong: the desired effect can be obtained
by setting the color layer to multiply in
Purpose statement
Adobe softwareat present this effect
cannot be achieved in any Quark Xpress Detailed view
versions. The Horizon line should be
created with Adobe software and
imported into your design file

Note: all transparency values should be


adapted according to the contrast of the
photograph and the overlaying color. Always
seek advice from your designer or printer on Finished effect

how to best set the transparency level of the


Horizon line over photographs.

35
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Applying Plant green over a photograph 100% dark Plant green 100% dark Plant green
Typography (with multiply setting) (with multiply setting)
The color layer should be set to multiply in
over 50% white over 50% white
Color palette Adobe software to ensure that the Plant green
color remains strong. This layer is generally set
Purpose icon at 100%.

Horizon line
Introduction
Horizon line size grid and placement Note: all transparency values are only examples
Usage - color and may be adapted according to the contrast
Protection zone - Wordmark placement
Usage - applications of the photograph. Always seek advice from
Things to be avoided your designer or printer on how to best set
the transparency level of the Horizon line over
Photographic style photographs.
Semi-dark picture Dark picture

100% dark Plant green


Purpose statement (with multiply setting)
over 50% white

Light picture

36
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Applying Sun orange over a photograph 100% dark Sun orange 100% dark Sun orange
Typography (with multiply setting) (with multiply setting)
The color layer should be set to multiply in
over 50% white over 50% white
Color palette Adobe software to ensure that the Sun orange
color remains strong. This layer is generally set
Purpose icon at 100%.

Horizon line
Introduction
Horizon line size grid and placement Note: all transparency values are only examples
Usage - color and may be adapted according to the contrast
Protection zone - Wordmark placement
Usage - applications of the photograph. Always seek advice from
Things to be avoided your designer or printer on how to best set
the transparency level of the Horizon line over
Photographic style photographs.
Semi-dark picture Dark picture

100% dark Sun orange


Purpose statement (with multiply setting)
over 50% white

Light picture

37
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Applying Air blue over a photograph 100% dark Air blue 100% dark Air blue
Typography (with multiply setting) (with multiply setting)
The color layer should be set to multiply in
over 50% white over 50% white
Color palette Adobe software to ensure that the Air blue
color remains strong. This layer is generally set
Purpose icon at 100%.

Horizon line
Introduction
Horizon line size grid and placement Note: all transparency values are only examples
Usage - color and may be adapted according to the contrast
Protection zone - Wordmark placement
Usage - applications of the photograph. Always seek advice from
Things to be avoided your designer or printer on how to best set
the transparency level of the Horizon line over
Photographic style photographs.
Semi-dark picture Dark picture

100% dark Air blue


Purpose statement (with multiply setting)
over 50% white

38
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Colored Horizon lines
Typography
The same percentage of white should be applied under
Color palette the thick line and the thin top line ensure there is
enough contrast between the two lines.
Purpose icon
Best results are achieved when both lines do not overlap.
Horizon line
Introduction
Horizon line size grid and placement Note: all transparency values are only examples and
Usage - color may be adapted according to the contrast of the
Protection zone - Wordmark placement
photograph. Always seek advice from your designer or 1 2
Usage - applications
Things to be avoided printer on how to best set the transparency level of the 100% light Plant green layer 100% light Sun orange layer
Horizon line over photographs. (with multiply setting) over 50% white layer (with multiply setting) over 50% white layer
Photographic style 100% dark Plant green 100% dark Sun orange
Note 2: the lower photograph is always behind the (with multiply setting) over 50% white layer (with multiply setting) over 50% white layer
Purpose statement
transparent Horizon line.

3 4

100% light Plant green layer 100% light Air blue layer
(with multiply setting) over 50% white layer (with multiply setting) over 50% white layer
100% dark Plant green 100% dark Air blue
(with multiply setting) over 50% white layer (with multiply setting) over 50% white layer 39
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - color
Wordmark
Applying white over a photograph
Typography
To obtain the best results the following process
Color palette should be applied:

Purpose icon Start with the original photograph:


Photograph: starting point
Horizon line 1 The thin line is made of two layers: a white
Introduction
Horizon line size grid and placement one and a colored one
Usage - color 1
Protection zone - Wordmark placement
Usage - applications
2 The thick line is a single white layer with a
Things to be avoided 60% transparency value
2
Photographic style Note: all transparency values may be adapted
according to the contrast of the photograph
Purpose statement
and the overlay color. Always seek advice
from your designer or printer on how to best set Detailed view
the transparency level of the Horizon line over
photographs.

Finished effect

40
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Protection zone - Wordmark placement
Wordmark
The Wordmark in the Horizon line
Typography
The protection zone above and below the Syngenta Wordmark in the 2/7

Color palette Horizon line is as shown on the right. This is a fixed lock up and should
not be altered.
1/7
Purpose icon
1
There are two options when the Wordmark appears in full color:
Horizon line
Introduction 2/7
Horizon line size grid and placement 1 White transparency
Usage - color
Protection zone - Wordmark placement
Usage - applications
2 Solid white 1/7
Things to be avoided
2

Photographic style

Purpose statement
2/7
There are two options when the Wordmark appears in white:

1/7
3 Color transparency
3
4 Solid color 2/7

1/7
4

41
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Usage - applications
Wordmark

Typography 1 The Horizon line is the graphic element that


provides a clear graphic communication of the
Color palette Up-close and far-away system

Purpose icon 2 When placed at the bottom of a page it provides


the foundation for an up-close image
Horizon line
Introduction
Horizon line size grid and placement
Usage - color
Protection zone - Wordmark placement
Usage - applications
Things to be avoided

Photographic style 1 2

Purpose statement
& 4 The Horizon line can be used above or below
3

solid color or white, with the Syngenta Wordmark



5 When used with Wordmark and Purpose icon lock up,

the Wordmark should always align with the starting


point of the Purpose icon

Avoid placing text within the Horizon line.


Page numbering is the only exception to this rule.

3 4 5

42
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Horizon line
Things to be avoided
Wordmark

Typography
Color palette

Purpose icon
Horizon line
Introduction
Horizon line size grid and placement
Usage - color
Protection zone - Wordmark placement
Usage - applications
Things to be avoided

Photographic style do not place the Horizon do not place the Horizon line do not use a solid Horizon line do not add a colored band to the
line vertically at the top over a picture top of the page when using the
Purpose statement Horizon line

This is a headline

Lorem ipsum dolor


do not mimic the Horizon line by do not place text in the do not place text in the do not use different colors in the
creating a textured color band Horizon line Horizon line Horizon line 43
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Concept
Wordmark
Our concept of Up-close and far-away combines an up-close image with a far-away image, unified by the Horizon line.
Typography
Color palette
Purpose icon The top far-away photo represents the benefit and impact of
the contribution Syngenta offers to address global agricultural
Horizon line challenges, growers needs and the enjoyment of the environment
and healthy food. Far-away
Photographic style
Concept
Image decision matrix The lower up-close photo demonstrates our deep understanding of
Combinations
People in photographs plants and their potential to provide solutions for customers and for
Usage - double image the world at large.
Usage - single image
Things to be avoided
A matrix has been designed that clearly identifies in which combination
Purpose statement Up-close and far-away photographs should be used. Up-close

44
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Image decision matrix
Wordmark 1
The image decision matrix identifies six different variations
Typography
of Up-close and far-away photographs to assist creating
Color palette a variety of combinations.

Purpose icon Three far-away variants are possible: 2


1 Sweeping landscape
Horizon line 2 Distant landscape
3 Up-close landscape
Photographic style
Concept
Image decision matrix Three up-close variants are possible: 3
Combinations
4 Conventional up-close
People in photographs
Usage - double image 5 Unusual up-close
Usage - single image 6 Extreme up-close
Things to be avoided

Purpose statement
The closest version of the far-away variants 4
3 Up-close landscape can also be used as an up-close

image if used as a single image placement.

45
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Combinations
Wordmark 1 2 3
Each far-away photograph should be associated with the
Typography
corresponding up-close photograph:
Color palette
1 Sweeping landscape associated with 4 Conventional up-close
Purpose icon
2 Distant landscape associated with 5 Unusual up-close
Horizon line
Photographic style
3 Up-close landscape associated with 6 Extreme up-close
Concept
Image decision matrix In other words, associations that are too similar should be
Combinations
People in photographs avoided. This will allow the audience to immediately see the
Usage - double image connection between the two images.
Usage - single image
Things to be avoided
The images must have a relation to one another. Do not use
Purpose statement unrelated images together, i.e. two different crops.
4 5 6

46
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
People in photographs
Wordmark
Three styles of using people in the Up-close and far-away
Typography
photographic system are identified:
Color palette
1 Distant landscape: an individual or group interacting
1
Purpose icon with a crop

Horizon line 2 Up-close landscape: an individual or group


Photographic style interacting with a crop or looking directly to
Concept the camera
Image decision matrix
Combinations
People in photographs
3 Unusual up-close: for example hands in interaction
Usage - double image with crops
Usage - single image
Things to be avoided 2

Purpose statement

47
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Usage - double image
Wordmark
The double image photo layout combines the
Typography
up-close and the more distant far-away shots.
Color palette 4/10
The images are brought together by the Horizon line as
Purpose icon shown. The top photo must placed in the upper 4 parts
of the page and the lower photo must be in the bottom
Horizon line 6 parts.
Photographic style
Concept This placement is the same for landscape applications
Image decision matrix such as double page spreads.
Combinations
People in photographs 6/10
Usage - double image
Usage - single image
Things to be avoided
Note: the lower photograph is always behind the
Purpose statement transparent Horizon line.

4/10

6/10

48
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Usage - single image
Wordmark
Photos can also be used as a single image
Typography
placement. The photo should always be an
Color palette up-close image from the following photographic 4/10

categories:
Purpose icon - Up-close landscape
- Conventional up-close
Horizon line - Unusual up-close
Photographic style - Extreme up-close
6/10
Concept
Image decision matrix Three layouts are recommended with single images:
Combinations
People in photographs
Usage - double image 1 Single image at the top with a solid middle
Usage - single image 1 2
Things to be avoided
Horizon line and a solid color at the bottom

Purpose statement 2 Single image at the bottom with a transparent


white Horizon line

3 Full bleed image with a transparent Horizon line


at the bottom of the pagethis applies to full Contents 1 Lorem ipsum dolor?

2 Consectetuer adipiscing?
3 Fusce pretium

bleed cut-out images 4 Nullam vel neque


5 Ut commodo egestas?

6 Aenean mi dolor, varius nec

7 Nulla condimentum eleiflectus

8 Pellentesque quam

1/10

3 3

49
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Photographic style
Things to be avoided
Wordmark

Typography
Color palette
Purpose icon

Horizon line
Photographic style
Concept
Image decision matrix
Combinations
People in photographs
Usage - double image
Usage - single image
Things to be avoided

Purpose statement always show nature in its authentic form do not apply color do not place the do not use two up-close do not place the
do not manipulate plants in any way transparency over up-close picture at or two far-away pictures Horizon line in the
imagery the top together middle when using a
single image

50
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Purpose statement
Introduction
Wordmark
Our Purpose statement is a proprietary element designed to specifically express our purpose.
Typography
Color palette

Purpose icon
Horizon line
Photographic style
Purpose statement A special handwritten style has been designed to give the Purpose statement more character making it a unique element while
Introduction strengthening Syngenta ownership. The style used is not a formal typeface and should not be mimicked. The statement is provided as a
Protection zone
Things to be avoided graphic image and should no longer be used in the Berranger typeface.

The Purpose statement should only appear in English in its graphic form. It may be translated in copy.

The graphic image should not be incorporated in any form of copy. Within copy the statement should always be in the same type as the
surrounding text, in lower case with a capital B.
For example: Our purpose is Bringing plant potential to life. 1

The Purpose statement should only appear in two colors:


2
1 Dark Plant green over a white background or light image

2 White over a colored background or image

51
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Purpose statement
Protection zone
Wordmark
The Purpose statement has two different protection zones.
Typography
Color palette Free placement
When placed free, all copy, graphic elements and visuals X
Purpose icon must stay clear of the statement as shown by the gray area X
X
in the protection zone diagram.
Horizon line X X
Photographic style
X
Purpose statement
Introduction
Protection zone
Things to be avoided Placement in the Horizon line
1/5 Y
The Purpose statement can also be used in the Horizon
Y
line. Please use the alternative protection zone as shown.
1/5 Y
Y

The placement of the Purpose statement with


the Wordmark respects both protection zone
areas as shown.
X X X

52
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Purpose statement
Things to be avoided
Wordmark
The Purpose statement should not be used as a product marketing tagline. Its usage should be carefully considered to
Typography
ensure it is represented in context and with respect. The audience that sees the Purpose statement needs to see it in
Color palette context so they may understand how Syngenta brings plant potential to life. For example, a trade show stand is in context
as our people are there to explain it, where its use on a golf ball or cap may become meaningless.
Purpose icon
Avoid using the Purpose statement on promotional items including clothing, accessories, and corporate gifts.
Horizon line The Purpose statement should not be added to email signatures.
Photographic style
Please contact Joya Horsley or Kirsty James regarding usage queries.
Purpose statement
Introduction
Protection zone
Things to be avoided

do not incorporate the Purpose statement as a graphic device into do not use any colordark Plant green and white are the
any form of copy only two colors to use.

do not use the Berranger typeface do not try and replicate/mimic the style of the Purpose statement by
using other handwritten typefaces

53
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Letterhead

Business card
Compliments card

Envelope
Fax
Memo
CD/DVD

PowerPoint

Recommended materials

Stationery

54
11 mm
11 mm

OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS 11 mm

7.5 mm Syngenta legal name

Introduction
Introduction
Street address line 1
Street address line 2 (if necessary)
Zip City

Items of the corporate identity 10.5 mm 40 mm 26.5 mm Country


7.5 mm Syngenta legal name

Items of the corporate identity


Tel. +00 00 000 00 00
Street address line 1
Preprint/Imprint 10.5 mm 40 mm
Fax +00 00 000 00 00
www.syngenta.com
Street address line 2 (if necessary)

7.5 mm
Zip City

8.5 mm
16 mm 26.5 mm Country

the most visible items of the corporate identity program. It is a strong brand1/2 X
Syngenta legal name
Dr. First name Last name, Bsc
Stationery is one8.5
of mm engagement tool that can be used
Street address line 1 Tel. +00 00 000 00 00

Letterhead
11 mm
Head of Department Street address line 2 (if necessary)
Zip City
Fax +00 00 000 00 00
www.syngenta.com

by everyone. Whether
Dr. First name Last name
handing out a business
10.5 mm
card in the
40 mm
USA or India, it is 26.5 mm
important to make a consistent introduction.
, Bsc Country

16 mm
Head of Department
6 mm 11 mm Tel. +00 00 000 00 00
Fax +00 00 000 00 00

Business card Syngenta legal name


Street address line 1
Tel. +00 00 000 00 00
Direct +00 00 000 00 00
6 mm 8.5 mm
www.syngenta.com

Street address line 2 (if necessary) Mobile +00 00 000 00 00


Fax +00 00 000 00 00
This section details a wide range of stationery
Syngenta legal name Tel. +00 00 000 00Dr.
00 First name Last name, Bsc
16 mm 1/2 X
11 mmmaterials from letterheads to business cards.
Zip City Street address line 1 Direct +00 00 000 00Head
00 of Department
Country

Compliments card
Street address line 2 (if necessary) Mobile +00 00 000 00 00
Zip City Fax +00 00 000 00 00
firstname.name@syngenta.com
www.syngenta.com
Country
6 mm Syngenta legal name Tel. +00 00 000 00 00 8/10
firstname.name@syngenta.com Street address line 1 Direct +00 00 000 00 00

Envelope 1/2 X
First name Last name
Title
www.syngenta.com
Tel. +00 00 000 00 00
Direct +00 00 000 00 00
Syngenta legal name
Street address line 1
Street address line 2 (if necessary)
Zip City
Country
Mobile +00 00 000 00 00
Fax +00 00 000 00 00
Mobile +00 00 000 00 00 Street address line 2 (if necessary)
Fax +00 00 000 00 00 Zip City
firstname.name Country

1/2 X
Syngenta legal name
@syngenta.com Tel. +00 00 000 00 00
firstname.name@syngenta.com
Fax
Fax +00 00 000 00 00 Street address line 1
Street address line 2 (if necessary)
www.syngenta.com
www.syngenta.com Zip City
Country

Memo 8/10 1/2 X

8/10 2/10
CD/DVD Example Company Ltd.
Peter Samplename
P.O. Box 12345
10000 Anytown
Dr. First name Last name, Bsc Country
8/10
X
Head of Department

PowerPoint Syngenta legal name


Street address line 1
Tel. +00 00 000 00 00
Direct +00 00 000 00 00
2/10
Street address line 2 (if necessary) Mobile +00 00 000 00 00
Zip City
Country
Fax +00 00 000 00 00 2/10
Recommended materials
Dr. First name Last name, Bsc

X firstname.name@syngenta.com
www.syngenta.com
Head of Department

X 2/10 X
Syngenta legal name Tel. +00 00 000 00 00
Street address line 1 Direct +00 00 000 00 00
Street address line 2 (if necessary) Mobile +00 00 000 00 00
Zip City Fax +00 00 000 00 00
Country

firstname.name@syngenta.com
www.syngenta.com

Registered Office, address, city name, zip code, country - registered number - ISO or other accreditation.

55
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Items of the corporate identity Introduction
Preprint/Imprint Preprint/Imprint

Letterhead The Syngenta stationery suite uses a combination of print processes to integrate
corporate information.
Business card

Compliments card
1 Items such as business cards and compliments cards are Dr. First name Last name, Bsc
Head of Department

preprinted through the means of professional lithographic printing Syngenta legal name Tel. +00 00 000 00 00

Envelope
Street address line 1 Direct +00 00 000 00 00
Street address line 2 (if necessary) Mobile +00 00 000 00 00
Zip City Fax +00 00 000 00 00
Country

2 Items such as letterheads use a combination of preprinted


firstname.name@syngenta.com
www.syngenta.com

Fax elements as well as elements from MS Word templates to


1
convey all information
Memo
Firstname Lastname Tel: +00.00.000 00 00 Syngenta Company name
First name Last name Tel. +00 00 000 00 00 Syngenta legal name Title Fax: +00.00.000 00 00 Address line 1
Title Direct +00 00 000 00 00 Street address line 1

CD/DVD Items such as faxes, memos and other internal forms are
Mobile: +00.00.000 00 00 Address line 2

3
Mobile +00 00 000 00 00 Street address line 2 (if necessary)
firstname.lastname Postcode and city
Fax +00 00 000 00 00 Zip City
@syngenta.com Country
firstname.name Country
@syngenta.com Tel. +00 00 000 00 00
Fax +00 00 000 00 00
www.syngenta.com

imprinted using MS Word templates Fax

PowerPoint To

Fax No

Subject
Recipients Name Surname
Recipients Company name
+00.00.000 00 00

Insert reference of the letter here


Date:

Number of pages:
DD.MM.YYYY

Dear Mr/Mrs Surname

Recommended materials
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod
mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in
iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii
legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem
consuetudium lectorum.

Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit
litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi,
qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

Sincerely,

Firstname Lastname
Title

2 3

56
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Letterhead
Corporate - preprint
Letterhead 1/2 X
Corporate - preprint
Second sheet The Syngenta corporate letterhead accommodates five main elements:
Syngenta legal name

Corporate computer generated 3 Street address line 1


Street address line 2 (if necessary)
Zip City

1 Country

Preprinted
Tel. +00 00 000 00 00
Fax +00 00 000 00 00

Business card
www.syngenta.com

1 Syngenta Wordmark in corporate identity colors 87.5 mm


Registered Mail
Example Company Ltd.
2 50 mm
Compliments card
Peter Samplename
P.O. Box 12345
10000 Anytown
2 Purpose icon used as a watermark Country

Envelope Color: 15% Pantone Warm Gray 2 U


September 30, 2007

Fax 5 Legal footer 4 Dear Mr. Samplename,

Re : The new Syngenta stationery program

Helvetica Neue 55 Roman 6 pts, leading 7.2 pts 8/10


Memo
Opere instituto fit equestre proelium in ea planitie, quam intermissam collitabus de tria milia
passum in longitudinem patere supra demonstravimus. Summa vi taba utrisque contenditur.

Color: 100% Stone gray Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne tiliqua
coacervantur. Germani acrius usque ad munitiones sequuntur. Fit magna caedes: non te nulli
25 mm relictis equis fossam transire et maceriam transcendere conantur. Paulum le legiones Caesar
25 mm
CD/DVD quas pro vallo constituerat promoveri perotiubet. Non minus qui intra munitiones eant pertur
bantur Galli: veniri ad se confestim existimantes ad arma conclamant; nonnulli perterriti inte
oppidum irrumpunt. Vercingetorix iubet portas claudi, ne castra nudentur. Multis intefectis,
Imprinted by MS Word template compluribus equis captis Germani sese recipiunt.

PowerPoint The templates have been developed for left aligned recipient address formats.
Vercingetorix, priusquam munitiones ab Romanis perficiantur, consilium capit omnem ab se
equitatum noctu dimittere. Discedentibus mandat ut suam quisque eorum civitatem adeat om
nesque qui per aetatem arma ferre possint ad bellum cogant. Sua in illos merita proponit obte
staturque ut suae salutis rationem habeant neu se optime de communi libertate meritum in
cruciatum hostibus dedant.
Recommended materials 3 Syngenta legal address, including website address Sincerely,
Syngenta Management AG
Helvetica Neue 55 Roman & 75 Bold 7.5 pts, leading 8.5 pts
Color: 100% Stone gray Dr. First name Last name
Head of Department

4 Correspondence address and body text


Arial Regular & Bold 11 pts, leading 13 pts, left aligned
Color: 100% black 2/10
5
Registered Office, address, city name, zip code, country - registered number - ISO or other accreditation.

X
No other elements appear on Syngenta corporate letterhead.
The is based on the n from the Wordmark.
57
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Letterhead
Second sheet pre-print
Letterhead 1/2 X
Corporate - preprint
Second sheet The continuation sheet of Syngenta corporate letterhead accommodates
Corporate - computer generated three main elements:
1 46 mm
Business card Preprinted 87.5 mm
Page 2 of 5
September 30, 2007

1 Syngenta Wordmark in corporate identity colors Re : The new Syngenta stationery program
2
Compliments card

Envelope 2 Purpose icon used as a watermark


Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne qua
Color: 15% Pantone Warm Gray 2 U 3
subito irruptio ab hostium peditatu fiatime. Praesidio legionum addito nostris animus augetur:
hostes in fugam coniecti seperotiubet. Non minus qui ipsi multitudine impediunt atque angu
Fax stioribus portis relictis coacervantur.

Germani acrius usque ad munitiones sequuntur. Fit magna caedes: nonnulli relictis equis

Imprinted by MS Word template


fossam transire et maceriam transcendere conantur. Paulum legiones Caesar quas pro vallo
8/10
Memo
constituerat promoveri iubet. Non minus qui intra munitiones erant perturbantur Galli: veniri
ad se confestim existimantes ad arma conclamant; nonnulli perterriti in oppidum irrumpunt.

The templates have been developed for left aligned recipient address formats. vallo constituerat promoveri perotiubet.

25 mm Opere instituto fit equestre proelium in ea planitie, quam intermissam collitabus de tria milia
25 mm
CD/DVD passum in longitudinem patere supra demonstravimus. Summa vi taba utrisque contenditur.
Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne tiliqua
coacervantur. Germani acrius usque ad munitiones sequuntur. Fit magna caedes: non te nulli
3 Body text relictis equis fossam transire et maceriam transcendere conantur. Paulum le legiones Caesar
quas pro vallo constituerat promoveri perotiubet. Non minus qui intra munitiones eant pertur

PowerPoint Arial Regular & Bold 11 pts, leading 13 pts


bantur Galli: veniri ad se confestim existimantes ad arma conclamant; nonnulli perterriti inte
oppidum irrumpunt. Vercingetorix iubet portas claudi, ne castra nudentur. Multis intefectis,
compluribus equis captis Germani sese recipiunt.

Color: 100% black Vercingetorix, priusquam munitiones ab Romanis perficiantur, consilium capit omnem ab se
Recommended materials equitatum noctu dimittere. Discedentibus mandat ut suam quisque eorum civitatem adeat om
nesque qui per aetatem arma ferre possint ad bellum cogant. Sua in illos merita proponit obte
staturque ut suae salutis rationem habeant neu se optime de communi libertate meritum in
cruciatum hostibus dedant. Vercingetorix iubet portas claudi, ne castra nudentur. Multis
interfectis, compluribus equis captis Germani sese recipiunt.

No other elements appear on Syngenta corporate letterhead. Sincerly,

The is based on the n from the Wordmark. Syngenta Management AG

Dr. First name Last name


Head of Department

2/10

58
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Letterhead
Corporate computer generated contact info
Letterhead 1/2 X
Corporate - preprint
Second sheet The Syngenta corporate letterhead accommodates the
First name Last name Tel. +00 00 000 00 00 Syngenta legal name

Corporate - computer generated following elements: Title Direct +00 00 000 00 00


Mobile +00 00 000 00 003 Street address line 1
Street address line 2 (if necessary)
Fax +00 00 000 00 00 Zip City

1
firstname.name Country
@syngenta.com www.syngenta.com

Business card Preprinted 87.5 mm


Registered Mail

1 Syngenta Wordmark in corporate identity colors


Example Company Ltd. 45 mm 40 mm 50 mm
Compliments card Peter Samplename
P.O. Box 12345
10000 Anytown
Country

Envelope 2 Purpose icon used as a watermark


September 30, 2007 2
Color: 15% Pantone Warm Gray 2 U
Fax 4 Dear Mr. Samplename,

Re : The new Syngenta stationery program

Imprinted by MS Word template 8/10


Memo
Opere instituto fit equestre proelium in ea planitie, quam intermissam collitabus de tria milia
passum in longitudinem patere supra demonstravimus. Summa vi taba utrisque contenditur.

The templates have been developed for left aligned recipient address formats. Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne tiliqua
coacervantur. Germani acrius usque ad munitiones sequuntur. Fit magna caedes: non te nulli
25 mm relictis equis fossam transire et maceriam transcendere conantur. Paulum le legiones Caesar 25 mm
CD/DVD All text elements are in 100% black. quas pro vallo constituerat promoveri perotiubet. Non minus qui intra munitiones eant pertur
bantur Galli: veniri ad se confestim existimantes ad arma conclamant; nonnulli perterriti inte
oppidum irrumpunt. Vercingetorix iubet portas claudi, ne castra nudentur. Multis intefectis,
compluribus equis captis Germani sese recipiunt.

PowerPoint 3 Syngenta legal address, including website address and contact info Vercingetorix, priusquam munitiones ab Romanis perficiantur, consilium capit omnem ab se
equitatum noctu dimittere. Discedentibus mandat ut suam quisque eorum civitatem adeat om
nesque qui per aetatem arma ferre possint ad bellum cogant. Sua in illos merita proponit obte

Arial Regular & Bold 7.5 pts, leading 8.5 pts staturque ut suae salutis rationem habeant neu se optime de communi libertate meritum in

Recommended materials
cruciatum hostibus dedant.

Sincerely,
Syngenta Management AG
4 Correspondence address and body text
Arial Regular & Bold 11 pts, leading 13 pts Dr. First name Last name
Head of Department

5 Legal footer
Arial Regular 6 pts, leading 7.2 pts
2/10

No other elements appear on Syngenta corporate letterhead. 5


Registered Office, address, city name, zip code, country - registered number - ISO or other accreditation.

The is based on the n from the Wordmark.


X

59
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Business card 10.5 mm 40 mm

Letterhead 8.5 mm
Dr. First name Last name, Bsc
Head of Department
A suite of fully pre-printed business cards have been created using the four color combinations and11 mm 10.5 mm 40 mm
Business card front
truncated purpose icon on the reverse of the card. The cards should be printed on a coated stock
6 mm8.5 mm Syngenta
2 legal name Tel. +00 00 000 00 00
Compliments card such as Magno Satin (also known as Hello Silk), weight 300g. To avoid rub off, the cards should have Dr. First name Last name, Bsc
Street address line 1
Head of Department
Direct +00 00 000 00 00
1
Street
11 mm Zip Cityaddress line 2 (if necessary) Mobile +00 00 000 00 00
a water soluble varnish on both sides. We would like to encourage the use of all colors for the reverse Fax +00 00 000 00 00

Envelope of the business cards so that a particular color is not restricted to a particular part of the business. 6 mm
Country
Syngenta legal name 3 Tel. +00 00 000 00 00
firstname.name@syngenta.com
Street address line 1 Direct +00 00 000 00 00
www.syngenta.com
Street address line 2 (if necessary) Mobile +00 00 000 00 00

Fax We recommend that the cards are provided as a mixed set of 100 containing 25 of each color.
Zip City
Country
Fax +00 00 000 00 00

firstname.name@syngenta.com
This can be achieved by the tumble printing method in which rows of different colors can be printed 1/2 X
Memo
www.syngenta.com

at the same time hence allowing the 4 colors to be produced. Please liaise with your printer to
1/2 X back
CD/DVD discuss the print options available to you.

PowerPoint Front - printed using CMYK references 4 8/10


1 Syngenta Wordmark in corporate identity colors 5 8/10
Recommended materials 2 Name in Helvetica Neue 75 Bold 8 pts, leading 9.6 pts

Academic abbreviations in Helvetica Neue 55 Roman 8 pts, leading 9.6 pts


Title in Helvetica Neue 55 Roman 8 pts, leading 9.6 pts 2/10
2/10
Color: 100% Stone gray
3 Texts in Helvetica Neue 55 Roman 7.5 pts, leading 9 pts X
X
Color: 100% Stone gray

Back - printed using CMYK references


4 Background

Color: 100% of the darkest color of each of the color combinations


5 Truncated Purpose icon

Color: 100% Pale orange, Pale green, Pale blue, Dual Language cards
6% black for gray version Countries with dual languages should use the front (white) layout on
both sides. Please do not print on the colored reverse of the cards.
No other elements should appear on Syngenta business cards. 60
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Compliments card
With Syngenta Wordmark
Letterhead
A suite of fully pre-printed compliment cards have been created using the four
Business card 11 mm
front
color combinations and truncated purpose icon on the reverse of the card.
Compliments card The cards should be printed on uncoated stock such as Magno Satin or Planojet,
With Syngenta Wordmark weight 240g.
With Syngenta Wordmark legal address

Envelope We would like to encourage the provision of mixed 4 color boxes of 100
compliment cards (as with the business cards).
Fax 1
There are two alternatives for the front side of the Syngenta compliments card:
Memo with Syngenta Wordmark only or with Syngenta Wordmark and legal address. 11.5 mm
1/2 X back
CD/DVD
Front - printed using uncoated CMYK references 2
1 Syngenta Wordmark in corporate identity colors
PowerPoint
3 8/10
Recommended materials Back - printed using uncoated CMYK references
2 Background

Color: 100% of the darkest color of each of the color combinations


3 Truncated Purpose icon
2/10
Color: 100% Pale orange, Pale green, Pale blue,
4% black for gray version
X

No other elements should appear on Syngenta compliment cards.

61
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Compliments card 11 mm
With Syngenta Wordmark and legal address front
Letterhead
Front - printed using uncoated CMYK references
Business card 1 Syngenta Wordmark in corporate identity colors

Compliments card
With Syngenta Wordmark 2 Syngenta legal address, including website address 1
With Syngenta Wordmark legal address
Helvetica Neue 55 Roman 7 pts, leading 8 pts
7.5 mm
Color: 100% Stone gray
Envelope
Syngenta legal name

2 Street address line 1


Street address line 2 (if necessary)
Zip City

26.5 mm Country

Tel. +00 00 000 00 00


Fax +00 00 000 00 00

Fax Back - printed using uncoated CMYK references


www.syngenta.com

16 mm 1/2 X back
3 Background
Memo Color: 100% of the darkest color of each of the color combinations
3
CD/DVD 4 Truncated Purpose icon 8/10
PowerPoint Color: 100% Pale orange, Pale green, Pale blue,
4% black for gray version
Recommended materials
2/10
No other elements should appear on Syngenta compliment cards.
X

62
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Envelopes
Corporate
Letterhead 17 mm 60 mm
Two standard envelope sizes have been included to 5 mm
Business card Syngenta Crop Protection A.G.

demonstrate the layout for Syngenta corporate envelopes.


Business Center "Nurly Tau"
5th floor, 2nd building
5th Al-Farabi Ave Almaty

25 mm 050059, Kazakhstan

Compliments card DL (220 x 110 mm) and C5 (229 x 162 mm) 1 2

16.5 mm
Envelope Preprinted - using spot Pantone references
1 Syngenta Wordmark in corporate identity colors Window 90 X 40 mm

Fax
Memo
2 Syngenta return postal address
Helvetica Neue 55 Roman & 75 Bold 7.5 pts, leading 8.5 pts
CD/DVD Color: 100% Stone gray DL (220 x 110 mm)
20 mm 60 mm
PowerPoint As envelope sizes vary from country to country, 5 mm Syngenta Crop Protection A.G.
Business Center "Nurly Tau"
5th floor, 2nd building

please follow the layout as shown as much as possible


5th Al-Farabi Ave Almaty

25 mm 050059, Kazakhstan

Recommended materials 1 2
respecting local postal regulations.
16.5 mm

Window 100 X 45 mm

C5 (229 x 162 mm)

63
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Fax
Letterhead
Fax templates are fully printed using MS Word templates.
Business card Firstname Lastname
Title
Tel:
Fax:
+00.00.000 00 00

2
+00.00.000 00 00
Mobile: +00.00.000 00 00
Syngenta Company name
Address line 1
Address line 2
firstname.lastname Postcode and city
@syngenta.com Country

62.5 mm 1
Compliments card Imprinted by MS Word template
All elements are in 100% black.
Envelope 45 mm 40 mm 50 mm
Fax
1 Syngenta Wordmark
Fax 3
To
Recipients Name Surname
Recipients Company name Date: DD.MM.YYYY

Fax No +00.00.000 00 00 Number of pages: 1

Memo
2 Syngenta legal address, including website address Subject Insert reference of the letter here

Arial Regular & Bold 7.5 pts, leading 8.5 pts Dear Mr/Mrs Surname

CD/DVD Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
4 nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
3 Info header Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel

PowerPoint
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
25 mm 25 mm
Correspondence address, contact numbers, date, subject
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod

Heading in Arial Regular 11 pts, leading 10 pts mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in

Recommended materials iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii
legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem
Information in Arial Bold 11 pts, leading 10 pts consuetudium lectorum.

Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit
litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi,
qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

4 Body text
Arial Regular & Bold 11 pts, leading 13 pts
Sincerely,

Firstname Lastname
Title

No other elements should appear on Syngenta corporate fax.


The is based on the n from the Wordmark.

fixed white space

64
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Memo
Letterhead
Memos are fully printed using MS Word templates.
Business card Firstname Lastname
Title
Tel:
Fax:
Mobile:
+00.00.000 00 00

2
+00.00.000 00 00
+00.00.000 00 00
Syngenta Company name
Address line 1
Address line 2
firstname.lastname Postcode and city

1
@syngenta.com Country

Imprinted by MS Word template 62.5 mm


Compliments card
The templates have been developed for left aligned recipient address
Envelope 45 mm 40 mm 50 mm
formats. All elements are in 100% black. Memo

Fax 1 Syngenta Wordmark 3 To


Recipients Name Surname
Recipients department
Copy to recipients Name
Date: dd.mm.yyyy

Number of
Copy To Surname 1/1
pages:
Copy to recipients department

Memo Subject Insert reference of the memo here

2 Syngenta legal address, including website address


Dear Mrs/Mr Recipients Surname
4
CD/DVD Arial Regular & Bold 7.5 pts, leading 8.5 pts Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor
in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero

PowerPoint 3 Info header


25 mm eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore
te feugait nulla facilisi.
25 mm
Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim

Correspondence address, contact numbers, date, subject placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit

Recommended materials eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius.
Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.
Heading in Arial Regular 11 pts, leading 10 pts Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum
formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis
videntur parum clari, fiant sollemnes in futurum.
Information in Arial Bold 11 pts, leading 10 pts
Sincerely,

4 Body text Firstname Lastname


Title
Arial Regular & Bold 11 pts, leading 13 pts

No other elements should appear on the Syngenta corporate memo.


The is based on the n from the Wordmark.
fixed white space

65
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
CD/DVD
Letterhead
An example template for CD/DVD labels and covers is available to download.
Business card
This can be adapted to use different imagery and colors.
Compliments card Two versions are provided: 1 1

Envelope Generic disc and cover 2 2


1 Neutral white space
Fax 3 3

Memo
2 Horizon line in one of the three color combinationsPlant green, Air blue, 4 4
Sun orangeand white, holding the full color Syngenta Wordmark
CD/DVD
3 Solid color panel disc label 1 front cover 1
PowerPoint
4 Preprinted information lines or title
Recommended materials

5 5
Customized CD and cover
5 Up-close image reflecting the business or content of the CD
6 6

6 Horizon line in one of the three color combinationsPlant green, Air blue, 7 7
Sun orangeand white, holding the full color Syngenta Wordmark
8 8
7 Solid color panel

disc label 2 front cover 2


8 Preprinted information lines or title

66
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Introduction
Letterhead
Template Design
Business card
One template design has been specifically created for use in PowerPoint to ensure consistency throughout the business.
Compliments card The choices of elements within the template have been specifically chosen to reflect our message of understanding the language of plants.
The image used is neutral enough to communicate universal subject matter.
Envelope
Cover
Fax A product logo can be included but this should not be placed within the Horizon line and should respect the Wordmark and icon
protection zone.
Memo

CD/DVD The template design should not be altered to include different colors from the palette or a different image in the top half.
The Horizon line should be kept clear of titles, text and logos.
PowerPoint
Introduction
Horizon line Portrait and landscape formats
Typography Portrait and landscape formats have been created of this template. Please ensure you select the required format rather than change this
Photography slide layouts
within the page set up option otherwise the proportions will be distorted.
Charts
Things to be avoided
Full color version
Recommended materials

Presentation

September 30, 2007

67
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Introduction
Letterhead
Printer Friendly version
Business card
This has been developed to reduce the amount of toner used when printing handouts. It is available for both
Compliments card landscape and portrait formats.

Envelope This version has to be manually selected within the design menu. The presentation will then be automatically
transferred into the printer friendly layout. Once the printing is complete, the full color version has to be manually
Fax selected again.
Memo
All presentations should be created and saved as the full color version. Only the full color version should be projected
CD/DVD on screen.

PowerPoint
Introduction
Horizon line
Typography
Photography slide layouts
Charts
Things to be avoided

Recommended materials

68
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Horizon line
Letterhead
For internal slides, a customized Horizon line has been created to compliment the cover design. This Horizon line is for use within the
Business card
PowerPoint template only. The following information should be consistently applied on each slide. The color, the image and the
Compliments card position of the Wordmark within this Horizon line should not be altered.

Envelope Full color version


The Horizon line at the bottom of the slide has been built into the master
Fax template and holds the following information that is consistent on each slide:
1 Slide number - Arial Regular 10 pts, color: 100% white
Memo
2 Presentation title - Arial Bold 10 pts, color: 100% white

CD/DVD 3 Date - Arial Regular 10 pts, color: 100% white


4 Wordmark Syngenta, color: 100% white
PowerPoint
Introduction 1 2 3 4
--------------------------------------
Horizon line
Typography --------------------------------------
Photography slide layouts
Charts
Things to be avoided The template is provided with embedded imagery, using a photograph that is neutral enough
to communicate the Syngenta look and suitable for universal subject matter. Please do not change this.
Recommended materials
Printer Friendly Horizon line
The Horizon line in the printer friendly version is white with plant green text. The white text of the full color
version automatically switches to plant green when the --------------------------------------
printer friendly version is selected.
1 Syngenta Wordmark in corporate identity colors --------------------------------------

All presentations should be created and saved as the full color version and only the
full color version should be projected on screen. 69
OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Typography
Letterhead
The Arial typeface has been selected as the only type for e-media
Business card
applications as it is compatible with different operating systems.
Compliments card
1 Titles: Arial Bold 22 pts
Envelope Color: dark Plant green cover
Presentation
Fax 2 Body copy: Arial Regular 20 pts, leading 29.6 pts
Memo Color: 100% Stone gray September 30, 2007

CD/DVD 3 Bullet points: Arial Bold 20 pts, leading 29.6 pts


Color: dark Plant green 1 Index

PowerPoint
Introduction
Horizon line
4 Foot note: placed above the Horizon line as small text for references,
Typography captions, sources, etc. Arial Regular 9 pts, leading 10.8 pts index
Photography slide layouts 2
Charts
Color: 100% Stone gray
Things to be avoided
Less is more
Recommended materials Use bullet points i.e. single words or short phrases rather than sentences
or paragraphs.

The slide is not a script and should be designed to illustrate the speech,
not to tell the whole story.
3
text slide

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Photography slide layouts
Letterhead
To ensure a clean layout, photographs should always appear as squares. The template allows for a maximum of
Business card
6 images on a slide. When the images are used, the size of the image can vary but the space between two
Compliments card photos should be respected.

Envelope Images are aligned to the right of Syngenta Wordmark or to the left of the text block. The placement creates an
optical rectangle with the body copy that ensures a comfortable layout of the presentation slides.
Fax
Memo Try to choose photographs that fit in the Up-close and far-away photographic system.

CD/DVD
PowerPoint
Introduction
Horizon line
Typography
Photography slide layouts
Charts
Things to be avoided

Recommended materials two pictures on one slide six pictures on one slide

three pictures on one slide one picture on one slide 71


OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Charts
Letterhead
Several graphics have been designed for PowerPoint usage,
Business card Pie chart

using the colors from the Syngenta color palette. Lorem ipsum

Compliments card
The pie and bar charts should have white outlines which make
Envelope separation clear and spacious. pie chart

Fax
Memo
1 Footer text

CD/DVD Bar chart

PowerPoint Lorem ipsum

Introduction
Horizon line
Typography bar chart
Photography slide layouts
Charts
Things to be avoided

Recommended materials 2 Footer text

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
PowerPoint
Things to be avoided
Letterhead
Always use MS Word templates.
Business card
Compliments card
Envelope

Fax
Presentation Presentation Presentation

Memo
September 30, 2007 September 30, 2007 September 30, 2007

CD/DVD
do not use a different color on the do not move the position of the do not use a different image on the do not place pictures randomly
PowerPoint cover slide Purpose icon or alter the elements cover slide
Introduction on the cover slide
Horizon line
Typography
Photography slide layouts
Charts
Things to be avoided

Recommended materials

2 Presentation September 30, 2007

do not change the Horizon line do not change the color of the do not use the Purpose icon other do not use the middle Horizon line
Horizon line than as provided in the template on text slides

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Recommended materials
Letterhead
Consult your local printer for the options available in your region. Once a paper stock has been selected, try to be consistent when
Business card
preparing other items or reordering stocks.
Compliments card
Flexible yet consistent bright white, woven-finish (no noticeable texture) paper is recommended for Syngenta stationery.
Envelope
Recommendations for coated stock
Fax (Coated) Magno Satin - also known as Hello Silk.
Memo
Recommendations for uncoated stock
CD/DVD (Uncoated) Magno Satin - also known as Hello Silk.
Planojet or Planojet Premium.
PowerPoint

Recommended materials

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Publications

Posters
Extreme wide formats

Bags
Badges
Recruitment materials
Recommended materials

Print media

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Print media
Introduction
Publications
This section contains a range of examples for creating printed material.
Posters
Extreme wide formats This system has been designed to provide flexibility within an identifiable framework.
We encourage creative design in line with the guidelines.
Bags

Badges
Recruitment materials

Recommended materials

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Publications
Cover grid examples
Publications
Cover grid examples
Inside pages grid examples The positioning of the Horizon line, pictures,
and Purpose icon follow the rules from the
Posters Basic elements chapter.

Extreme wide formats Vertical formats


Bags Titles should be left aligned, its placement should be the
same with the title or without the Purpose icon: Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor
sit amet, consect sit amet, consect sit amet, consect
Badges - vertically, the space from the left edge corresponds to etuer pretium
urna porta
etuer pretium
urna porta
etuer pretium
urna porta

five n from the Wordmark. 4/10


Recruitment materials - horizontally, the first line starts at 4/10th from the bottom.
Title should not go below 2/10th from the bottom.
Recommended materials
A minimum clear space corresponding to an n from
the Wordmark should be kept between the title and
the Purpose icon.

1/3 X
Horizontal formats
The title should be right aligned, its placement should
be the same with or without the Purpose icon:
- vertically, the title starts from the third of the page plus
a space corresponding to an n from the Wordmark.
- horizontally, the first line starts at 3/10th from the bottom. Visual Identity Guidelines
Printed version of the guidelines available at www.ci.syngenta.com
Visual Identity Guidelines
Printed version of the guidelines available at www.ci.syngenta.com
April 2008 - Guidelines will be updated online

Title should not go below 2/10th from the bottomvery


3/10
long titles should start at 4/10th from the bottom.

X
Avoid placing text within the Horizon line.

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Publications
Inside page grid examples
Publications
Cover grid examples
Inside pages grid examples Introduction/table of contents
The opening pages can include the Horizon line at
Posters the bottom. 4/10

Extreme wide formats Photographs and texts can be positioned at 6/10th of the
Contents 1 Lorem ipsum dolor?

page and go down, leaving the top 4/10th free.


Bags
2 Consectetuer adipiscing?

3 Fusce pretium
4 Nullam vel neque

5 Ut commodo egestas?

6 Aenean mi dolor, varius nec

Badges 7 Nulla condimentum eleiflectus

8 Pellentesque quam

6/10
Recruitment materials
Recommended materials 1/10

Inside pages
Main pictures should bleed to the edge of the pages,
and follow the 6/4 grid. Smaller images and texts should 4/10
keep a free border corresponding to 1/10th of the height
of the page all around. 4 Lorem ipsum dolor sit

5 Neque porro quisquam est

sapien, vestibulum vitae, semper quis, et, felis. Nulla facilisi. Etiam rutrum

In this example, the middle Horizon line is not used on every


placerat eu, pede. Nulla condimentum tortor at quam. Nam semper libero a
eleifend lectus. Aliquam nibh pede, arcu. Nulla ut lacus pharetra vestibu-
lobortis non, tempus ac, scelerisque lum. Vivamus feugiat. Nunc mattis, dui
Lorem ipsum dolor sit amet, consecte- Sed volutpat varius sapien. Vivamus sed, elit. Praesent dictum. Sed auctor,

page, but titles/texts/photographs are aligned with the 6/10th


tuer adipiscing elit. Fusce pretium urna sed sapien. Duis pretium ipsum in erat. dolor vel congue fermentum, nulla ante
porta erat hendrerit pharetra. Sed nec Cras nulla augue, tempus condimen- auctor risus, at molestie ligula justo id
velit. Ut sed nisl nec erat egestas tum, sollicitudin vitae, tristique quis, tellus. Donec risus. Sed lobortis
scelerisque. Morbi gravida justo sollici- tortor. Quisque leo ipsum, fringilla mauris. Sed enim. Pellentesque a urna.

limit to symbolize it. Leaving the top 4/10th free as much 6/10
tudin nunc. Nullam vel neque. Ut eget, sagittis ut, sollicitudin vel, velit. Cum sociis natoque penatibus et
commodo egestas nisl. Suspendisse Cras sed sem blandit metus pellentes- magnis dis parturient montes, nasce-
potenti. Vestibulum leo arcu, venenatis que sollicitudin. Suspendisse pellen- tur ridiculus mus. Nam euismod
quis, tincidunt suscipit, egestas at, tesque, orci vitae congue vestibulum,

as possible will increase the effect.


neque. Nullam a nisi ut urna venenatis
lectus. Aenean mi dolor, varius nec, leo enim lacinia purus, at tempus velit fermentum. Nullam commodo. Integer id luctus malesuada, nisi dolor auctor
suscipit at, accumsan a, erat. Vivamus nunc at purus. Phasellus a risus. ipsum. Suspendisse eleifend sollicitu- purus, ac rutrum dui mauris ut orci.
odio augue, hendrerit non, suscipit at, Praesent accumsan. Aenean aliquet, din purus. Pellentesque quam nibh, Cras tincidunt turpis sit amet felis.
tempus in, lectus. Nullam leo lacus, quam vel placerat hendrerit, erat urna congue et, vehi estem cula adipiscing, Maecenas nisi pede, adipiscing eu,
imperdiet et, malesuada eget, pretium adipiscing mauris, a tempor nunc pede hendrerit vel, ante. Vivamus est tellus, mattis eget, vulputate nec, eros. Proin
etpellensque, orci vitae congue, ante. a est. Vestibulum interdum. Nulla dui convallis ac, vehicula at, ullamcorper elit nisl, aliquam vel, sollicitudin.

In all cases avoid placing text within the Horizon line. 1/10
Page numbering is an exception to this rule.

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Posters
Publications 1/2 X
Rules from the Basic elements chapter apply to poster
Posters
sizes and shapes.
4/10
Extreme wide formats
The Horizon line can be placed at 1/10th or 6/10th from
Bags the bottom to ensure the best visibility of the Wordmark.

Badges Both the Purpose statement and the Purpose icon can
Recruitment materials be used but not together.
6/10

Recommended materials Avoid placing text within the Horizon line.

9/10

1/10

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Extreme wide formats
Specific case
Publications
When designing for very wide applications such as billboards or double page
Posters
strip advertisements, a different grid proportion is recommended.
Extreme wide formats The Horizon line is 1/6th of the height of the execution to allow for a larger
Wordmark. The rest of the rules from the Basic elements chapter apply.
Bags
Single imagery is better suited to this
Badges format rather than the double -
Recruitment materials Up-close and far-away approach.
This allows for a cleaner design with
Recommended materials greater visual impact.

5/6

1/6

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Bags
Publications
Bags are highly visible brand support items. Three layout examples
Posters
have been developed, showing different visual identity layouts:
Extreme wide formats
1 Middle Horizon line with Up-close and far-away photographs
Bags
2 Bottom Horizon line with up-close photographs
Badges
Recruitment materials
3 Middle Horizon line with up-close photographs and a solid block 1
of color
Recommended materials
Each bag uses one of the three color combinationsPlant green,
Air blue, Sun orange. Vertical sides use the lightest color.

The recommended material is heavyweight paper.

Templates can be downloaded from the CI site for local production.

3
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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Badges
Introduction
Publications
Should you wish to incorporate the refreshed identity into staff ID badges on your site, we can recommend the following layout.
Posters
Extreme wide formats These templates can be downloaded from the CI site for local production.

Bags Please note: This is an example layout and its implementation is not mandatory. You will need to check how the layout works with your entry
and time management systems as this may differ from region to region. The example shown is undergoing a gradual rollout in Basel.
Badges
Introduction
Staff ID Badges
Event Name Badges
First Name (Guest)
Recruitment materials Name

Photo Photo
Recommended materials Company: Company Name
First Name First Name
Last Name Last Name Guest from: First Name, Name
1234567

1234567
DD.MM.Year DD.MM.Year
valid: DD.MM.YEAR

plant green is for Syngenta staff air blue is for External staff sun orange is for visitors
(Contractors/Consultants)

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Badges
Staff ID Badges
Publications
1 Employee number Employee badge
Posters
Helvetica Neue 55 Roman 6.5 pts
8.5 mm 56.5 mm 8.5 mm 47 mm
Extreme wide formats
22.5 mm
2 Photo 28 x 38 mm 8 mm 8 mm
Bags 8.5 mm 56.5 mm 8.5 mm
4
Der Finder wird gebeten, 47 diesemm
Karte zuzustellen an:
If this card is found, please return to:
2
22.5 mm
3 Name in Helvetica Neue 55 Roman
Badges 8 mm
Der Finder wird gebeten, diese KarteSite
Syngenta Crop Protection AG
6 zuzustellen
Management
8 mm
Introduction and Helvetica Neue 65 Bold 9 pts, If this card is found, please return to:P.O. Box
an:
Photo 3 CH-4002 Basel
Staff ID Badges leading 12 pts 5 Switzerland
First Name Syngenta Crop Protection AG
Event Name Badges 1 36.5 mm www.syngenta.com
Site Management
Last Name 021356
P.O. Box
Photo

0002 B

1234567
Recruitment materials 4 Finder information in Helvetica 46 mm
Spare text line CH-4002 Basel
Vielen Dank
Switzerland 46 mm
DD.MM.Year
First Name Thank you
www.syngenta.com
Neue 45 Light and Helvetica 021356
36.5 mm
Last Name

0002 B
7

1234567
Recommended materials Neue 46 Light Italic 7 pts 46 mm
Spare text line Vielen Dank
46 mm
DD.MM.Year Thank you

4 mm 39 mm
5 Barcode number in Helvetica Neue
45 Light 6.5 pts
4 mm 39 mm
External badge
6 Address in Helvetica Neue 45 Der Finder wird gebeten, diese Karte zuzustellen an:
If this card is found, please return to:
Light 7 pts, leading 8.4 pts
Syngenta Crop Protection AG
Der Finder wird gebeten, diese KarteSite Management
zuzustellen an:
If this card is found, please return to:P.O. Box
7 Horizon line in Plant green for Photo
CH-4002 Basel
Switzerland
Syngenta employes, Air blue for First Name Syngenta Crop Protection AG
www.syngenta.com
Site Management
Last Name 021356
external staff. Photo P.O. Box

0002 B
1234567

Spare text line CH-4002 Basel


Vielen Dank
Switzerland
DD.MM.Year
First Name Thank you
www.syngenta.com
Last Name 021356
All text should be 85% Black
0002 B
1234567

Spare text line Vielen Dank


DD.MM.Year Thank you

7
8.5 mm 56.5 mm 8.5 mm 65 mm
83
22.5 mm 6 mm
8 mm 8.5 mm 56.5 mm 8.5 mm
Der Besucher wird gebeten diese Karte nach Abschluss
65 mm
des Besuches beim Verlassen des Areals an der Porte 021356
13 mm abzugeben. Besten Dank.
Switzerland
First Name www.syngenta.com
021356
36.5 mm
Last Name

0002 B

1234567
Spare text line Vielen Dank
46 mm DD.MM.Year Thank you
46 mm

4 mm 39 mm

OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS
Der Finder wird gebeten, diese Karte zuzustellen an:
If this card is found, please return to:

Syngenta Crop Protection AG


Site Management
P.O. Box
Photo
CH-4002 Basel
Switzerland
First Name www.syngenta.com
Last Name 021356

0002 B

1234567
Spare text line
Introduction
Badges
Vielen Dank
DD.MM.Year Thank you

Staff ID Badges
Publications
1 Name in Helvetica Neue 75 Bold 9 pts, Guest badge
Posters
leading 11 pts
8.5 mm 56.5 mm 8.5 mm 65 mm
Extreme wide formats
22.5 mm 6 mm
2 Company in Helvetica Neue 55 8 mm
Bags
Der Besucher wird gebeten diese Karte nach Abschluss
4 021356
Roman and Helvetica Neue 65 13 mm
des Besuches beim Verlassen des Areals an der Porte

0002 B
abzugeben. Besten Dank.
9 mm
First Name (Guest)
Bold 9 pts 1 Please return this card at the gate when leaving the

Badges Name site at the end of your visit. Thank you.

19 mm
Introduction 6
Staff ID Badges Valid date in Helvetica Neue 65
3 32.5 mm
Event Name Badges 2 Company: Company Name
Der Finder wird gebeten, Syngenta Crop Protection AG
Bold 14 pts 38.5 mm Guest from: First Name, Name
5 diese Karte zuzustellen an: Site Management
If this card is found, P.O. Box
Recruitment materials please return to: CH-4002 Basel
Switzerland
4 General information in Helvetica 49.5 mm valid: 3 DD.MM.YEAR Vielen Dank Thank you www.syngenta.com

Recommended materials Neue 45 Light and Helvetica 49.5 mm

Neue 46 Light Italic 5.5 pts,


27.5 mm 41.5 mm
leading 6.5 pts
Color: Dark orange

5 Finder information in Helvetica


Neue 55 Roman 7 pts,
leading 8.4 pts

6 Horizon line in Sun orange for guests

All text should be 85% Black

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Badges
Event Name Badges
Publications
The following badge templates are available for use at events:
Posters
Extreme wide formats
Bags

Badges
Introduction
Staff ID Badges
Event Name Badges

Recruitment materials

Recommended materials

Badges can be obtained in two ways:


1 By ordering ready to use badges from the online Syngenta Communications shop

- These badges are provided pre-printed in the three colors as shown above
- They include the punched hole for attaching lanyards (neck cords)
- Lanyards can be ordered from the Syngenta Communications shop - these are available in green, orange and blue
- Names can then be applied using self-adhesive labels

2 By downloading the templates from the CI site


- The holes will need to be punched
- Lanyards can be ordered from the Syngenta Communications shop - these are available in green, orange or blue
- Names can either be inserted directly into the artwork file and printed, or applied using self adhesive labels

For other badges templates including home group badges and signs, please refer to the Brand Ambassador site for details.
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Introduction
Recruitment materials
Publications
Information regarding recruitment material is available within the EVP (Employee Value Proposition) guidelines.
Posters
Extreme wide formats Please contact your local HR contact for access to this information.

Bags
Badges
Recruitment materials
Recommended materials

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Introduction
Recommended materials
Publications
Flexible yet consistent bright white, woven-finish (no noticeable texture) paper is recommended for Syngenta print publications.
Posters
Extreme wide formats We recommend trying to use this paper choice as much as possible. Consult your local printer for the options available in
your region. Once a paper stock has been selected, try to be consistent when preparing other items or reordering stocks.
Bags
Recommendations for coated stock
Badges (Coated) Magno Satin - also known as Hello Silk.
Recruitment materials
Recommendations for uncoated stock
Recommended materials (Uncoated) Magno Satin - also known as Hello Silk.
Planojet or Planojet Premium.

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Syngenta online style guide

E-media

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Syngenta online style guide


Syngenta online style guide
Introduction

The online styleguide will be available once the syngenta.com refresh has been launched. For this reason, we encourage you to plan all web
development to take effect after this launch - should you require guidance in this area please contact:

Tristan Lockwood
Head of Corporate Intranet and Web
tristan.lockwood@syngenta.com

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Signage

High level illuminated signs


Entrance signs
Building signs

Signposts

Environments

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Pull up banners Banners
Pull down banners Pull up banners
1 2 3

Signage Banners are powerful branded items, ideal for


10
use at events.
High level illuminated signs 9
4/10
Two types of vertical banner examples 8
Entrance signs are included within this section:
- Pull up banners 7
Building signs
- Pull down banners 6
Signposts
5
Pull up banners
Pull up banners are positioned at or close to Lorem ipsum Lorem ipsum 4 Lorem ipsum
dolor sit amet dolor sit amet dolor sit amet
ground level. For optimum visibility, banners 6/10
3
with the Horizon line at 6/10th placement
are recommended. 2
Three Horizon line variations are possible:
1
1 Solid white with full color Wordmark
2 Transparent color in one of the three main

color combinations from the palettePlant green,


Air blue, Sun orangewith white Wordmark
3 Transparent white with corporate colored

Wordmark

To encourage clean design, we do not


recommend the use of the Purpose icon in this
narrow format, as it limits space for headlines.

Please note that only the visible area is taken into


account for the placement grid.
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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Pull up banners Banners
Pull down banners Pull down banners
1 2

Signage Pull down banners either hang from the ceiling or from a high level. 10

High level illuminated signs For optimum visibility, banners with the Horizon line at 1/10th 9
placement at the bottom are recommended. 8
Entrance signs
Two Horizon line variations are possible: 7
Building signs
6 9/10
Lorem ipsum
Signposts 1 Transparent white with full color Wordmark Lorem ipsum
dolor sit amet
Lorem ipsum
dolor sit amet dolor sit amet
2 Transparent color in one of the three main color combinations 5

from the palettePlant green, Air blue, Sun orangewith white 4


Wordmark
3

To encourage clean design, we do not recommend the use of the 2


Purpose icon in this narrow format, as it limits space for headlines.
1 1/10

Please note that only the visible area is taken into account for the
placement grid.

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Signage
This section refers to white signage using the full color Wordmark
Signage
Core elements
Signage is one of the core elements of a companys visual identity. It signals the companys presence to the outside world and is seen
High level illuminated signs by employees, neighbors and all those visiting a company site. In order to ensure recognition and familiarity, it is important for our signage to
achieve maximum consistency on a global scale.
Entrance signs
Syngenta uses a signage and orientation system that is based on natural human orientation patterns, that is modular and applicable for
Building signs joint sites. The functionality of the system, is built on three principles:
Signposts
- Orientation (where to go)
- Direction (how to get there)
- Identification (confirmation you have arrived in the right place)

The system offers a range of signs:


- High-level (illuminated) orientation signs
- Entrance signs for larger sites
- Signposts
- Building signs

Signs oriented to the outside world must show the Syngenta logo; once inside a Syngenta site, signs no longer need to show the logo.
An exception to this rule is on joint sites, where building signs must show the logo.

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
High level illuminated signs
Signage
Preview on the headquarters illuminated sign (day/night).
High level illuminated signs
Entrance signs
Building signs

Signposts

high level illuminated sign by day

high level illuminated sign by night


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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Entrance signs
Signage
For Syngenta sites that are composed of several buildings, labs, etc., an entrance sign is used at the central access
High level illuminated signs
points of these sites:
Entrance signs
Plinth
Building signs The plinth is the standard sign, unless architectural or other reasons preclude its use. The plinth is available with or
without illumination (from the base). It shows only the Syngenta logo.
Signposts
Pylon
The pylon identifies entrance and/or site. This information or any other descriptive text is applied vertically. A building
identification may be added horizontally. The pylon is available in two sizes, large and medium.

Welcome sign
If a plinth cannot be used, a welcome sign or building sign may be used instead. The welcome sign may also be used
in combination with a plinth. If this is done, the welcome sign does not show the Syngenta logo. However, if the welcome sign
is used on its own, it must show the logo. In addition, a welcome sign at the entrance may show information
(e.g. gate number) and carry the word reception in several languages.

Specifications: refer to CI site for specifications

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Building signs
Signage
Building signs identify the name/number of a building and/or the organizational units accommodated in the building.
High level illuminated signs
For buildings that do not belong to a site, or for sites shared with other owners, signs must show the Syngenta logo.
Entrance signs On sites fully owned by Syngenta, building signs do not show a logo.

Building signs Free Standing Building Sign


Specifications: refer to CI site for specifications
Signposts
Wall Mounted Sign
Specifications: refer to CI site for specifications

Building Number
Specifications: refer to CI site for specifications

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OUR BRAND & VISUAL IDENTITY BASIC ELEMENTS STATIONERY PRINT MEDIA E-MEDIA ENVIRONMENTS

Banners
Signposts
Signage
Signposts are designed to facilitate orientation on site. They must be easily seen and positioned in the appropriate locations.
High level illuminated signs
Different types of signposts are available for guiding pedestrians and drivers.
Entrance signs
Building signs Orientation sign - showing a map of a site

Signposts Directional signs - (normal size, small) for vehicles and pedestrians

Traffic signs

Parking signs

Specifications: refer to CI site for specifications

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Contact
For any questions on the Syngenta Visual identity, please email
visual.identity@syngenta.com

Please indicate the nature of your query within the subject field. Your query will be dealt with as soon as possible.

Please note that if you are planning to produce material for a set date and require guidance on your draft designs,
please ensure that you send through material allowing sufficient time for your query to be reviewed.
We recommend scheduling this into your timeline during your planning process.

98