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Visual Identity

Guidelines

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

October 2008

OUR BRAND & VISUAL IDENTITY

Contents

BASIC ELEMENTS

3 4 5 6 7 8

STATIONERY

Our Brand & Visual Identity Introduction Our story is about plants The language of plants Our values Our brand

9 10 12 19 23 25 31 44 51

Basic elements

54 55 57 60 61 63 64 65 66 67 74

Stationery

Introduction Wordmark Typography Color palette Purpose icon Horizon line Photographic style Purpose statement

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint® Recommended materials

PRINT MEDIA

E-MEDIA

75 76 77 79 80 81 82 86 87

ENVIRONMENTS

Print media

Introduction Publications Posters Extreme wide formats Bags Badges Recruitment materials Recommended materials

88 89

E-media

90 91 93 94 95 96 97

Environments

Syngenta online style guide

Banners Signage High level illuminated signs Entrance signs Building signs Signposts

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

3

OUR BRAND & VISUAL IDENTITY

Introduction Our story is about plants The language of plants Our values Our brand

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Introduction Our brand is built around our purpose, values and deep understanding of plants. It helps us to stand up for what we believe, claim our role in society, and better meet our customers’ challenges. A strong Syngenta Brand leverages our collective strength and builds our desired reputation. 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.

4

OUR BRAND & VISUAL IDENTITY

Introduction Our story is about plants The language of plants Our values Our brand

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Our story is about plants Plants are: - the food we eat  - the air we breathe - the environment we enjoy Plants are essential for life They continually renew the earth’s 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.

5

OUR BRAND & VISUAL IDENTITY

Introduction Our story is about plants The language of plants Our values

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

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

Our brand

6

OUR BRAND & VISUAL IDENTITY

Introduction Our story is about plants The language of plants Our values Our brand

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Our values We bring plant potential to life through our values: - Innovation - Intensity - Health - 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

Introduction Our story is about plants The language of plants Our values Our brand

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Our brand Our brand helps us to stand out from the crowd... enabling us to: - live our purpose and values - stand up for what we believe - 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

9

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon Horizon line Photographic style Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

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

Inherent tradition - pioneering spirit The Syngenta Wordmark represents and identifies the company—a 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.

10

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

Horizon line Photographic style Purpose statement

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Introduction Our visual identity system is comprised of distinct elements that together demonstrate our system of “Up-close and far away”. The elements can be used separately or together to form our complete visual identity.

Color palette Purpose icon

STATIONERY

1

Wordmark

2

Typography

3

Color palette

4

Purpose icon

5

Horizon line

6

Photographic style

7

Purpose statement

6

3

5

1

4

2

Visual identity

basic elements

6

7 11

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography Color palette Purpose icon Horizon line Photographic style Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark Components

The Syngenta Wordmark is comprised of two graphic components: 1 Syngenta accent leaf 2 Syngenta name

1 2

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

12

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography Color palette Purpose icon

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark

Corporate identity colors

There are two corporate identity colors: - Syngenta blue: Pantone® 2747 - Syngenta green: Pantone® 347

Syngenta blue

Print Pantone® 2747 4-color process C100 / M079 / Y000 / K008 (coated paper) C095 / M078 / Y000 / K005 (uncoated paper)

The corporate identity colors should only be used for the Syngenta Wordmark and specific signatures.

Digital R000 / G000 / B102 (web color cube) Signage NCS® S 4055 R70B RAL® 5002 Scotchcal® 100 Series 100-37 Scotchcal® Translucent 3630-87

For other graphic elements, a secondary color palette has been established—see “Color palette”.

Horizon line Photographic style Purpose statement

Always seek advice from your designer or printer on how to best match the Pantone® colors used in the Syngenta identity as printing systems can vary across the world.

Syngenta green

Print Pantone® 347 4-color process C100 / M000 / Y079 / K008 (coated paper) C098 / M000 / Y075 / K004 (uncoated paper) Digital R000 / G153 / B051 (web color cube)

® Pantone, NCS, RAL and 3M Scotchcal are registered trademarks of their respective owners.

Signage NCS S 2565 G RAL 6024 Scotchcal 100 Series 100-46 Scotchcal Translucent 3630-146

13

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography Color palette Purpose icon Horizon line Photographic style Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark Color usage

Direct-shade colors on white or transparent white background - Pantone® 2747 to be used for the Syngenta name - Pantone® 347 to be used for the accent leaf element Wordmark Blue and Green The Wordmark blue and green should only be used for the Wordmark. Black and white color application Two alternatives are established for Wordmark usage should color not be available for a given design application: - 100% black on a white background - 100% white on a black or colored background

No other colors are allowed for the Syngenta Wordmark.

14

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark Color usage

On colored backgrounds On all colored backgrounds, including photographs and the colored Horizon line, the white version of the Wordmark should be used to ensure clear legibility and sufficient contrast.

Color palette Purpose icon Horizon line Photographic style Purpose statement white Wordmark on photograph

white Wordmark on solid color

15

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark

Protection zone & usage

Protection zone A clear protection zone around the Wordmark has been identified and needs to be respected in all applications where the Wordmark is not enclosed in the Horizon line. The gray box indicates the protection zone.

2X

X

2X

X

X

Color palette Purpose icon Horizon line Photographic style

Minimum size The Syngenta Wordmark should not be reproduced smaller than 2 mm in height.

2 mm

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.

16

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark

Protection zone & usage

Staging the Wordmark Dominant graphic elements are aligned vertically with the base point of the “n” of the Wordmark, as illustrated. Asymmetrical positioning of the Wordmark is recommended within design applications to properly reflect the innovative spirit of the identity.

alignment axis

Color palette Purpose icon Horizon line Photographic style Purpose statement

URL sign-off signature A special signature has been developed to incorporate the Syngenta URL (website address) into the Wordmark. This special-case signature is only to be used when it is critical to communicate the Syngenta URL. This signature should only be used as a sign-off element; either on the back of publications or at the footer of advertisement or similar design applications. Local Syngenta URLs can be used (example www.syngenta.de) but product-related or other URLs should not be used (example www.touchdown.com).

Website homepage use This signature appears on the Syngenta home page (www.syngenta.com). This lockup has been developed to give an indication for the identity proportions when localizing your own country website.

Y X

www.syngenta.com

2/3 X 1/3 Y

align the right sides of the “a” letters of “Syngenta”

www.syngenta.fr

X

GLOBAL

X 1/2 X

align the third last letter of the country with the right side of the Wordmark

17

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

Components Corporate identity colors Color usage Protection zone & usage Things to be avoided

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Wordmark Things to be avoided

Always use the Wordmark artwork files supplied in the downloads section of the CI site. The Syngenta Wordmark must never be modified or redrawn.

Typography Color palette Purpose icon

do not change the proportions of individual elements

do not distort the Wordmark

do not change the colors of the Wordmark

do not use the full color Wordmark on a colored background without sufficient contrast

do not use grayscale for the Wordmark

Horizon line Photographic style

ISO 2000

Purpose statement do not encroach on the protection zone

PROJECT NAME do not mix grayscale and colors on the Wordmark

do not use the white Wordmark on a light background

do not use the accent leaf outside the Syngenta Wordmark

18

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

Introduction External Internal Things to be avoided

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Typography Introduction

Two typefaces have been selected for use in Syngenta. The Helvetica Neue typeface is for professionally produced material. Arial is for internal applications such as PowerPoint® and MS Word.

Color palette Purpose icon

Both fonts have been selected for their clarity and reflect a contemporary style complimenting the other basic elements.

Horizon line Photographic style Purpose statement

19

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

Introduction External Internal Things to be avoided

Color palette Purpose icon Horizon line Photographic style Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Typography External

The Helvetica Neue typeface has been selected as the only type to be used for professionally printed applications. The styles shown here should have priority. All other available Helvetica Neue styles can be used. Designers and agencies may purchase PostScript® Type 1 fonts from Adobe.com. Other typefaces from our previous visual identity will not be used going forward.

Helvetica Neue 45 Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue 55 Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue 75 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue

a A b B c C a A b B c C aA bB cC

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

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

Introduction External Internal Things to be avoided

Color palette Purpose icon Horizon line Photographic style

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Typography Internal

The Arial typeface has been selected as the only type to be used for non professionally printed applications. It is specified for media such as correspondence, internal forms and presentations. The styles shown here should have priority. All other available Arial styles can be used. The Arial typeface will continue to be used for most online applications—refer to the online guidelines for more information.

Purpose statement Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial

a A b B c C aA bB cC 21

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

Introduction External Internal Things to be avoided

Color palette Purpose icon Horizon line

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Typography Things to be avoided

No type other than the two specified (Helvetica Neue and Arial) should be used, including the typefaces from our previous visual identity system:

Adobe Garamond abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Frutiger abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Photographic style Purpose statement

Times abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

22

m

Pla

e

ar

k

blue

Wo r d

m

nt

ar

een

Stone gray

Air blue - solid and light tone This duo of blues represents air/sky and adds a refreshing brightness to the system.

Ai

bl

r

Cloud white Clarity and emphasis are enhanced by the use of white in the overall look and feel. Cloud white (Warm gray) is used as a complementary color to enhance white and also as watermark color for the Purpose icon.

n

gr

Sun orange - solid and light tone The sun, its warmth and energy are evident in these two colors. They provide warmth to the palette.

r

g an

ee

Plant green - solid and light tone Plants are essential to life and Plant green is a vital part of our visual system. These two shades of green have been selected to complement each other, grounding the system.

k

Purpose statement

Wordmark Blue and Green The Wordmark blue and green should only be used for the Wordmark.

gr

Photographic style

A simplified color palette has been created with four distinct color pairs. Each pair has been chosen to enhance the identity and add a richness, boldness and feeling of modernity to the overall look and feel. Plants need air, water and light to thrive. The Syngenta color palette reflects this need and is practical for use across a variety of printed and digital media.

ite

Horizon line

Syngenta system

wh

Purpose icon

Color palette

u

d

Syngenta system References

ENVIRONMENTS

d

Color palette

E-MEDIA

o

Typography

PRINT MEDIA

Wo r

Wordmark

STATIONERY

n

Introduction

BASIC ELEMENTS

Su

OUR BRAND & VISUAL IDENTITY

ue

o Cl

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. 23

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

Syngenta system References

Purpose icon Horizon line

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Color palette References



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

Syngenta green

347

C100 / M000 / Y079 / K008

C098 / M000 / Y075 / K004

R000 / G153 / B051

Sun orange Dark orange

144

C000 / M060 / Y100 / K000

C000 / M043 / Y100 / K000

R235 / G130 / B000



1235

C000 / M035 / Y100 / K000

C000 / M017 / Y100 / K000

R255 / G180 / B000

Pale orange

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

R255 / G255 / B255

Stone gray

C000 / M000 / Y000 / K000

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) R000 / G000 / B000 (text)

(graphics and 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. 24

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose icon Introduction

The Purpose icon is the graphic expression of our purpose, creating a unique and proprietary visual element to support our brand. 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”.

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

Horizon line Photographic style Purpose statement

25

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose icon Placement grid - portrait

The Purpose icon is available in two different versions: 1 Full Purpose icon, which is the most recommended usage 2 Truncated Purpose icon, for use on small applications 1/2 X

Purpose icon

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 1 Full

X 2 Truncated

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

26

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose icon Placement grid - landscape

Typography 1/3 X

Color palette

1/2 X

Purpose icon

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

8/10

Horizon line Photographic style

2/10

Purpose statement Full

X

Truncated

X

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

27

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose icon Fixed lock up

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

Color palette Purpose icon

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

4/10

1/3 X

4/10

Horizon line Photographic style 6/10

Purpose statement

6/10

X

X Vertical format

Horizontal format

28

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

E-MEDIA

ENVIRONMENTS

Color usage

On colored backgrounds The color of the Purpose icon should be transparent white: 1

When placed over photographs

2

When placed over a solid block of color

Purpose icon

Horizon line

PRINT MEDIA

Purpose icon

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

STATIONERY

Photographic style Purpose statement

Our

brand

In these cases the Purpose icon should be set at 45% white. This value might need to be adjusted depending on the background photograph. Always seek advice from your designer or printer on how to best set the transparency level of the Purpose icon with the background.

story

1

2

3

4

On white backgrounds 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 palette—Plant 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





29

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose icon Things to be avoided

Always use the Purpose icon artwork files supplied. The Purpose icon must never be modified or redrawn.

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 Color usage Things to be avoided

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

Syngenta worldwide Lorem ipsum dolor sit amet, consectetuer adipisci elit.

Horizon line

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

September 30, 2007 Dear Mr. Samplename, Re : The new Syngenta stationery program 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. 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.

Photographic style

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.

Purpose statement

Sincerely, Syngenta Management AG

Dr. First name Last name Head of Department

do not place the Wordmark within the Purpose icon

do not overlap the Wordmark and the Purpose icon

do not overlap text over the Purpose icon

do not overlap pictures over the Purpose icon

do not use the Purpose icon as a watermark on computer generated documents

30

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Introduction

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” images or graphic spaces. It distinguishes our imagery from our competitors. When used at the bottom of the page, the Horizon line provides a solid foundation for a close up image.

Purpose icon Horizon line

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

Horizon line

Photographic style Purpose statement

Horizon line

31

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon Horizon line

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

Photographic style Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line

Horizon line grid and placement

Horizon line The Horizon line comprises of a thick and thin line. The proportion is based on a grid of 7 equal parts: - the thin top line equals 1/7th - the thick line equals 6/7th

Horizon line placement The placement grid for the Horizon line has been determined as 1/10th of the height of the page. There are only two possible placements: - 6/10th up from the base - at the bottom

1/7

10 9 8 7 6

The Horizon line can only be used horizontally. Only the Syngenta wordmark or Purpose statement should appear in the Horizon line as per the specified lock up.

1/10

5 4 3 2

The Purpose icon and statement should not be used together.

1

1/10

Avoid placing text within the Horizon line. Page numbering is the only exception to this rule. 32

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

Usage - color

Color palette Purpose icon

There are four usage variations:

Horizon line

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

Photographic style

ENVIRONMENTS

Horizon line The Horizon line can be created using the four color combinations from the Syngenta color palette – Plant green, Air blue, Sun orange, and Cloud white.

Typography

E-MEDIA

1

Solid color when used over a white or single colored background

2

Transparent color when used over a photograph

3

Solid white when used over a single colored background, holding the full color Syngenta Wordmark





Purpose statement

4



1

2

3

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.

33

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon Horizon line

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Colored Horizon lines Colored Horizon lines are always composed using the darkest color for the thick line and the lightest color for the thin line. When used transparent over a photograph, the transparency is based on the darkness of the photograph—see the following pages for details.

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

Photographic style Purpose statement

Solid colors - use over white backgrounds

Transparent over photographs

Cloud white - use over solid colors

Transparent white over photographs

Cloud white Horizon lines 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.

34

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

BASIC ELEMENTS

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

Photographic style Purpose statement

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Applying a color over a photograph To obtain the best results, the following process should be applied:

Purpose icon Horizon line

STATIONERY

1 2

3



Start with the original photograph Add a white layer between the photograph and the colored Horizon line layer. The aim is to have a lighter image with slightly less contrast—see the following pages for examples The colors are applied over the photograph. The colors should remain strong: the desired effect can be obtained by setting the color layer to “multiply” in Adobe® software—at present this effect cannot be achieved in any Quark Xpress® 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 how to best set the transparency level of the Horizon line over photographs.

Photograph: starting point

1 2 3

Detailed view

Finished effect

35

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Applying Plant green over a photograph The color layer should be set to “multiply” in Adobe® software to ensure that the Plant green color remains strong. This layer is generally set at 100%.

100% dark Plant green (with “multiply” setting) over 50% white

100% dark Plant green (with “multiply” setting) over 50% white

Horizon line

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

Photographic style Purpose statement

Note: all transparency values are only examples and may be adapted according to the contrast of the photograph. Always seek advice from your designer or printer on how to best set the transparency level of the Horizon line over photographs.

Semi-dark picture

Dark picture

100% dark Plant green (with “multiply” setting) over 50% white

Light picture

36

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Applying Sun orange over a photograph The color layer should be set to “multiply” in Adobe® software to ensure that the Sun orange color remains strong. This layer is generally set at 100%.

100% dark Sun orange (with “multiply” setting) over 50% white

100% dark Sun orange (with “multiply” setting) over 50% white

Horizon line

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

Photographic style Purpose statement

Note: all transparency values are only examples and may be adapted according to the contrast of the photograph. Always seek advice from your designer or printer on how to best set the transparency level of the Horizon line over photographs.

Semi-dark picture

Dark picture

100% dark Sun orange (with “multiply” setting) over 50% white

Light picture

37

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette Purpose icon

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Applying Air blue over a photograph The color layer should be set to “multiply” in Adobe® software to ensure that the Air blue color remains strong. This layer is generally set at 100%.

100% dark Air blue (with “multiply” setting) over 50% white

100% dark Air blue (with “multiply” setting) over 50% white

Horizon line

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

Photographic style Purpose statement

Note: all transparency values are only examples and may be adapted according to the contrast of the photograph. Always seek advice from your designer or printer on how to best set the transparency level of the Horizon line over photographs.

Semi-dark picture

Dark picture

100% dark Air blue (with “multiply” setting) over 50% white

38

OUR BRAND & VISUAL IDENTITY

Introduction 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 Purpose statement

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - color

Colored Horizon lines The same percentage of white should be applied under the thick line and the thin top line— ensure there is enough contrast between the two lines. Best results are achieved when both lines do not overlap. Note: all transparency values are only examples and may be adapted according to the contrast of the photograph. Always seek advice from your designer or printer on how to best set the transparency level of the Horizon line over photographs. Note 2: the lower photograph is always behind the transparent Horizon line.

1

2

100% light Plant green layer (with “multiply” setting) over 50% white layer

100% light Sun orange layer (with “multiply” setting) over 50% white layer

100% dark Plant green (with “multiply” setting) over 50% white layer

100% dark Sun orange (with “multiply” setting) over 50% white layer

3

4

100% light Plant green layer (with “multiply” setting) over 50% white layer

100% light Air blue layer (with “multiply” setting) over 50% white layer

100% dark Plant green (with “multiply” setting) over 50% white layer

100% dark Air blue (with “multiply” setting) over 50% white layer

39

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

Usage - color

Color palette Purpose icon

Start with the original photograph:

Horizon line

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

Photographic style Purpose statement

ENVIRONMENTS

Horizon line Applying white over a photograph To obtain the best results the following process should be applied:

Typography

E-MEDIA

1

2



The thin line is made of two layers: a white one and a colored one The thick line is a single white layer with a 60% transparency value

Note: all transparency values may be adapted according to the contrast of the photograph and the overlay color. Always seek advice from your designer or printer on how to best set the transparency level of the Horizon line over photographs.

Photograph: starting point

1

2

Detailed view

Finished effect

40

OUR BRAND & VISUAL IDENTITY

Introduction 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

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line

Protection zone - Wordmark placement

The Wordmark in the Horizon line The protection zone above and below the Syngenta Wordmark in the Horizon line is as shown on the right. This is a fixed lock up and should not be altered. There are two options when the Wordmark appears in full color: 1

White transparency

2

Solid white

2/7

1/7 1

2/7

1/7 2

Photographic style Purpose statement 2/7

There are two options when the Wordmark appears in white: 3

4

Color transparency

1/7 3

Solid color

2/7

1/7 4

41

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

BASIC ELEMENTS

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Usage - applications 1

The Horizon line is the graphic element that provides a clear graphic communication of the “Up-close and far-away” system

2

When placed at the bottom of a page it provides the foundation for an up-close image



Purpose icon Horizon line

STATIONERY



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

1

Photographic style Purpose statement

2

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

Avoid placing text within the Horizon line. Page numbering is the only exception to this rule.

3

4

5 42

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Horizon line Things to be avoided

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 Purpose statement

do not place the Horizon line vertically

do not place the Horizon line at the top

do not use a solid Horizon line over a picture

do not add a colored band to the top of the page when using the Horizon line

This is a headline

Lorem ipsum dolor do not mimic the Horizon line by creating a textured color band

do not place text in the Horizon line

do not place text in the Horizon line

do not use different colors in the Horizon line

43

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Concept

Our concept of “Up-close and far-away” combines an up-close image with a far-away image, unified by the Horizon line.

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

The top far-away photo represents the benefit and impact of the contribution Syngenta offers to address global agricultural challenges, growers needs and the enjoyment of the environment and healthy food.

Far-away

The lower up-close photo demonstrates our deep understanding of plants and their potential to provide solutions for customers and for the world at large. A matrix has been designed that clearly identifies in which combination Up-close and far-away photographs should be used.

Up-close

44

OUR BRAND & VISUAL IDENTITY

Introduction 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

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Image decision matrix

1

The image decision matrix identifies six different variations of “Up-close and far-away” photographs to assist creating a variety of combinations. Three far-away variants are possible: 1 Sweeping landscape 2 Distant landscape 3 Up-close landscape

2

Three up-close variants are possible: 4 Conventional up-close 5 Unusual up-close 6 Extreme up-close

3

The closest version of the far-away variants – 3 Up-close landscape can also be used as an up-close image if used as a single image placement.

4

Purpose statement

5

6

45

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography Color palette

BASIC ELEMENTS

Photographic style

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

Purpose statement

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Combinations

1

2

3

4

5

6

Each far-away photograph should be associated with the corresponding up-close photograph: 1

Sweeping landscape associated with

2

Distant landscape associated with

5

Unusual up-close

3

Up-close landscape associated with

6

Extreme up-close

Purpose icon Horizon line

STATIONERY

4

Conventional up-close

In other words, associations that are too similar should be avoided. This will allow the audience to immediately see the connection between the two images. The images must have a relation to one another. Do not use unrelated images together, i.e. two different crops.

46

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

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

E-MEDIA

ENVIRONMENTS

People in photographs

Three styles of using people in the “Up-close and far-away” photographic system are identified: 1

Distant landscape: an individual or group interacting with a crop

2

Up-close landscape: an individual or group interacting with a crop or looking directly to the camera

3

Unusual up-close: for example hands in interaction with crops



Horizon line Photographic style

PRINT MEDIA

Photographic style

Color palette Purpose icon

STATIONERY





1

2

Purpose statement

3

47

OUR BRAND & VISUAL IDENTITY

Introduction 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

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Usage - double image

The double image photo layout combines the up-close and the more distant far-away shots. The images are brought together by the Horizon line as shown. The top photo must placed in the upper 4 parts of the page and the lower photo must be in the bottom 6 parts.

4/10

This placement is the same for landscape applications such as double page spreads. 6/10

Note: the lower photograph is always behind the transparent Horizon line.

4/10

6/10

48

OUR BRAND & VISUAL IDENTITY

Introduction 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

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Usage - single image

Photos can also be used as a single image placement. The photo should always be an up-close image from the following photographic categories: - Up-close landscape - Conventional up-close - Unusual up-close - Extreme up-close

4/10

6/10

Three layouts are recommended with single images: 1



Purpose statement

2

3



Single image at the top with a solid middle Horizon line and a solid color at the bottom

1

2

Single image at the bottom with a transparent white Horizon line Full bleed image with a transparent Horizon line at the bottom of the page—this applies to full bleed cut-out images

Contents

1 Lorem ipsum dolor? 2 Consectetuer adipiscing? 3 Fusce pretium 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

Introduction Wordmark

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Photographic style Things to be avoided

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 manipulate plants in any way

do not apply color transparency over imagery

do not place the up-close picture at the top

do not use two up-close or two far-away pictures together

do not place the Horizon line in the middle when using a single image

50

OUR BRAND & VISUAL IDENTITY

Introduction Wordmark Typography

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose statement Introduction

Our Purpose statement is a proprietary element designed to specifically express our purpose.

Color palette Purpose icon Horizon line Photographic style Purpose statement

Introduction Protection zone Things to be avoided

A special handwritten style has been designed to give the Purpose statement more character making it a unique element while strengthening Syngenta ownership. The style used is not a formal typeface and should not be mimicked. The statement is provided as a 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”. 1 For example: “Our purpose is Bringing plant potential to life”. 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

Introduction Wordmark Typography Color palette Purpose icon Horizon line

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose statement Protection zone

The Purpose statement has two different protection zones. Free placement When placed free, all copy, graphic elements and visuals must stay clear of the statement as shown by the gray area in the protection zone diagram.

X X

X X

Photographic style

X

X

Purpose statement

Introduction Protection zone Things to be avoided

Placement in the Horizon line The Purpose statement can also be used in the Horizon line. Please use the alternative protection zone as shown.

1/5 Y

Y 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

Introduction Wordmark Typography Color palette Purpose icon Horizon line Photographic style

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Purpose statement Things to be avoided

The Purpose statement should not be used as a product marketing tagline. Its usage should be carefully considered to ensure it is represented in context and with respect. The audience that sees the Purpose statement needs to see it in 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. Avoid using the Purpose statement on promotional items including clothing, accessories, and corporate gifts. The Purpose statement should not be added to email signatures. 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 any form of copy

do not use any color—dark Plant green and white are the 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

Introduction

Introduction

PRINT MEDIA

7.5 mm

6 mm

Business card Compliments card

Head of Department

7.5 mm

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

7.5 mm

16 mm

26.5 mm

X Stationery is one8.5 of mm the most visible items of the corporate identity program. It is a strong brand1/2 engagement tool that can be used Dr. First name Last name 10.5 mm 40 mm 26.5 mm Head of Department by everyone. Whether handing out a business card in the USA or India, it is important to make a consistent introduction. 11 mm , Bsc

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

Tel. +00 00 000 00 00 Direct +00 00 000 00 00 Mobile +00 00 000 00 00 Fax +00 00 000 00 00

6 mm

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

Tel. +00 00 000 00Dr. 00 First name Last name, Bsc Direct +00 00 000 00Head 00 of Department Mobile +00 00 000 00 00 Fax +00 00 000 00 00

6 mm

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

[email protected] www.syngenta.com

1/2 X

First name Last name Title

Fax Memo

Tel. +00 00 000 00 00 Direct +00 00 000 00 00 Mobile +00 00 000 00 00 Fax +00 00 000 00 00 firstname.name @syngenta.com

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

1/2 X

[email protected] www.syngenta.com

CD/DVD

16 mm 1/2 X

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

2/10

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

Dr. First name Last name, Bsc Head of Department

X

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

8/10

Tel. +00 00 000 00 00 Direct +00 00 000 00 00 Mobile +00 00 000 00 00 Fax +00 00 000 00 00

8/10

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

16 mm

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

1/2 X

8/10

PowerPoint®

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

8.5 mm

This section details a wide range of stationery 11 mmmaterials from letterheads to business cards.

[email protected] www.syngenta.com

Envelope

Recommended materials

11 mm

ENVIRONMENTS

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country

26.5 mm Items of the corporate identity 10.5 mm 40 mm Items of the corporate identity Preprint/Imprint 10.5 mm 40 mm 8.5 mm Dr. First name Last name, Bsc

Letterhead 11 mm

E-MEDIA

2/10

X

8/10

2/10

Dr. First name Last name, Bsc

[email protected] Head of Department www.syngenta.com

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

X

2/10

X

[email protected] www.syngenta.com

X

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

55

OUR BRAND & VISUAL IDENTITY

Introduction

Items of the corporate identity Preprint/Imprint

Letterhead Business card Compliments card

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Introduction Preprint/Imprint

The Syngenta stationery suite uses a combination of print processes to integrate corporate information. 1



Items such as business cards and compliments cards are preprinted through the means of professional lithographic printing

Dr. First name Last name, Bsc Head of Department

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

Envelope Fax Memo CD/DVD PowerPoint®

2

3



Items such as letterheads use a combination of preprinted elements as well as elements from MS Word templates to convey all information

[email protected] www.syngenta.com

1

First name Last name Title

Items such as faxes, memos and other internal forms are imprinted using MS Word templates

Tel. +00 00 000 00 00 Direct +00 00 000 00 00 Mobile +00 00 000 00 00 Fax +00 00 000 00 00 firstname.name @syngenta.com

Firstname Lastname Title

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

Tel: +00.00.000 00 00 Fax: +00.00.000 00 00 Mobile: +00.00.000 00 00 firstname.lastname @syngenta.com

Syngenta Company name Address line 1 Address line 2 Postcode and city Country

Fax To

Recipients Name Surname Recipients Company name

Date:

DD.MM.YYYY

Fax No

+00.00.000 00 00

Number of pages:

1

Subject

Insert reference of the letter here

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

Introduction Letterhead

Corporate - preprint Second sheet Corporate – computer generated

Business card

BASIC ELEMENTS

CD/DVD PowerPoint®

E-MEDIA

ENVIRONMENTS

Corporate - preprint

1/2 X

The Syngenta corporate letterhead accommodates five main elements: 3

Preprinted 1 Syngenta Wordmark in corporate identity colors 2



Fax Memo

PRINT MEDIA

Letterhead

Compliments card Envelope

STATIONERY

5



1

87.5 mm

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

Purpose icon used as a watermark Color: 15% Pantone® Warm Gray 2 U Legal footer Helvetica Neue 55 Roman 6 pts, leading 7.2 pts Color: 100% Stone gray

3

4



4

Dear Mr. Samplename, Re : The new Syngenta stationery program

25 mm

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. 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.

8/10 25 mm

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.

Syngenta legal address, including website address Helvetica Neue 55 Roman & 75 Bold 7.5 pts, leading 8.5 pts Color: 100% Stone gray Correspondence address and body text Arial Regular & Bold 11 pts, leading 13 pts, left aligned Color: 100% black

50 mm

September 30, 2007

Imprinted by MS Word template The templates have been developed for left aligned recipient address formats.

Recommended materials

2

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

Sincerely, Syngenta Management AG

Dr. First name Last name Head of Department

2/10 5 Registered Office, address, city name, zip code, country - registered number - ISO or other accreditation.

No other elements appear on Syngenta corporate letterhead. The is based on the “n” from the Wordmark.

X

57

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead

Corporate - preprint Second sheet Corporate - computer generated

Business card Compliments card

BASIC ELEMENTS

Memo

Recommended materials

E-MEDIA

ENVIRONMENTS

Second sheet – pre-print

1/2 X

The continuation sheet of Syngenta corporate letterhead accommodates three main elements: Preprinted 1 Syngenta Wordmark in corporate identity colors 2



3

Purpose icon used as a watermark Color: 15% Pantone® Warm Gray 2 U



Body text Arial Regular & Bold 11 pts, leading 13 pts Color: 100% black

No other elements appear on Syngenta corporate letterhead. The is based on the “n” from the Wordmark.

46 mm

1

87.5 mm

Imprinted by MS Word template The templates have been developed for left aligned recipient address formats.

CD/DVD PowerPoint®

PRINT MEDIA

Letterhead

Envelope Fax

STATIONERY

Page 2 of 5 September 30, 2007 Re : The new Syngenta stationery program

3

2

Laborantibus nostris Caesar Germanos summittit legionesque pro castris constituit, ne qua 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 stioribus portis relictis coacervantur. Germani acrius usque ad munitiones sequuntur. Fit magna caedes: nonnulli relictis equis fossam transire et maceriam transcendere conantur. Paulum legiones Caesar quas pro vallo constituerat promoveri iubet. Non minus qui intra munitiones erant perturbantur Galli: veniri ad se confestim existimantes ad arma conclamant; nonnulli perterriti in oppidum irrumpunt. vallo constituerat promoveri perotiubet.

8/10

instituto fit equestre proelium in ea planitie, quam intermissam collitabus de tria milia 25 mm Opere 25 mm 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 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.

Sincerly, Syngenta Management AG

Dr. First name Last name Head of Department

2/10

X

58

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead

Corporate - preprint Second sheet Corporate - computer generated

Business card Compliments card

BASIC ELEMENTS

Memo CD/DVD

E-MEDIA

ENVIRONMENTS

Corporate – computer generated contact info

1/2 X

The Syngenta corporate letterhead accommodates the following elements: Preprinted 1 Syngenta Wordmark in corporate identity colors 2



First name Last name Title

87.5 mm

Purpose icon used as a watermark Color: 15% Pantone® Warm Gray 2 U

3

Syngenta legal address, including website address and contact info Arial Regular & Bold 7.5 pts, leading 8.5 pts

4

Correspondence address and body text Arial Regular & Bold 11 pts, leading 13 pts



5



Tel. +00 00 000 00 00 Direct +00 00 000 00 00 Mobile +00 00 000 00 00 Fax +00 00 000 00 00 firstname.name @syngenta.com

3

1

Imprinted by MS Word template The templates have been developed for left aligned recipient address formats. All text elements are in 100% black.

PowerPoint® Recommended materials

PRINT MEDIA

Letterhead

Envelope Fax

STATIONERY

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

45 mm

50 mm

Dear Mr. Samplename, Re : The new Syngenta stationery program

25 mm

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. 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.

8/10 25 mm

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. Sincerely, Syngenta Management AG

Dr. First name Last name Head of Department

Legal footer Arial Regular 6 pts, leading 7.2 pts

No other elements appear on Syngenta corporate letterhead. The is based on the “n” from the Wordmark.

40 mm

2

September 30, 2007

4

Syngenta legal name Street address line 1 Street address line 2 (if necessary) Zip City Country www.syngenta.com

2/10 5 Registered Office, address, city name, zip code, country - registered number - ISO or other accreditation.

X

59

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint® Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Business card

10.5 mm 8.5 mm

40 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 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 Dr. First name Last name, Bsc such as Magno Satin (also known as Hello Silk), weight 300g. To avoid rub off, the cards should have Direct +00 00 000 00 00 Street address line 1 Head of Department Street address line 2 (if necessary) Mobile +00 00 000 00 00 1 11 mm Zip City 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 Country 6 mm of the business cards so that a particular color is not restricted to a particular part of the business. Syngenta legal name 3 Tel. +00 00 000 00 00 [email protected] Direct +00 00 000 00 00 Street address line 1 www.syngenta.com Street address line 2 (if necessary) Mobile +00 00 000 00 00

We recommend that the cards are provided as a mixed set of 100 – containing 25 of each color. This can be achieved by the tumble printing method in which rows of different colors can be printed at the same time hence allowing the 4 colors to be produced. Please liaise with your printer to discuss the print options available to you. Front - printed using CMYK references 1 Syngenta Wordmark in corporate identity colors 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 Color: 100% Stone gray 3 Texts in Helvetica Neue 55 Roman 7.5 pts, leading 9 pts Color: 100% Stone gray

Fax

Zip City Country [email protected] www.syngenta.com

+00 00 000 00 00

1/2 X 1/2 X back

8/10

4 5

8/10

2/10 2/10

X

X

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, 6% black for gray version

Dual Language cards 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

Introduction Letterhead Business card Compliments card

With Syngenta Wordmark With Syngenta Wordmark legal address

Envelope

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Compliments card With Syngenta Wordmark

A suite of fully pre-printed compliment cards have been created using the four color combinations and truncated purpose icon on the reverse of the card. The cards should be printed on uncoated stock such as Magno Satin or Planojet, weight 240g.

CD/DVD PowerPoint® Recommended materials

front

We would like to encourage the provision of mixed 4 color boxes of 100 compliment cards (as with the business cards).

Fax Memo

11 mm

1

There are two alternatives for the front side of the Syngenta compliments card: with Syngenta Wordmark only or with Syngenta Wordmark and legal address. 11.5 mm Front - printed using uncoated CMYK references 1 Syngenta Wordmark in corporate identity colors Back - printed using uncoated CMYK references 2 Background Color: 100% of the darkest color of each of the color combinations 3 Truncated Purpose icon Color: 100% Pale orange, Pale green, Pale blue, 4% black for gray version

1/2 X

back

2

3

8/10

2/10 X

No other elements should appear on Syngenta compliment cards.

61

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card

BASIC ELEMENTS

Envelope Fax Memo CD/DVD PowerPoint® Recommended materials

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Compliments card

11 mm

With Syngenta Wordmark and legal address

front

Front - printed using uncoated CMYK references 1 Syngenta Wordmark in corporate identity colors

Compliments card

With Syngenta Wordmark With Syngenta Wordmark legal address

STATIONERY

2



Syngenta legal address, including website address Helvetica Neue 55 Roman 7 pts, leading 8 pts Color: 100% Stone gray

1

7.5 mm 26.5 mm

Back - printed using uncoated CMYK references 3 Background Color: 100% of the darkest color of each of the color combinations

2

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

16 mm

1/2 X

back

3 4

Truncated Purpose icon

8/10

Color: 100% Pale orange, Pale green, Pale blue, 4% black for gray version 2/10

No other elements should appear on Syngenta compliment cards. X

62

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint® Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Envelopes Corporate

17 mm

Two standard envelope sizes have been included to demonstrate the layout for Syngenta corporate envelopes. DL (220 x 110 mm) and C5 (229 x 162 mm) Preprinted - using spot Pantone® references 1 Syngenta Wordmark in corporate identity colors 2



5 mm

Syngenta Crop Protection A.G. Business Center "Nurly Tau" 5th floor, 2nd building 5th Al-Farabi Ave Almaty 050059, Kazakhstan

25 mm

1

2

16.5 mm Window 90 X 40 mm

Syngenta return postal address Helvetica Neue 55 Roman & 75 Bold 7.5 pts, leading 8.5 pts Color: 100% Stone gray

As envelope sizes vary from country to country, please follow the layout as shown as much as possible respecting local postal regulations.

60 mm

20 mm

DL (220 x 110 mm)

60 mm

5 mm 25 mm

Syngenta Crop Protection A.G. Business Center "Nurly Tau" 5th floor, 2nd building 5th Al-Farabi Ave Almaty 050059, Kazakhstan

1

2

16.5 mm Window 100 X 45 mm

C5 (229 x 162 mm)

63

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope

BASIC ELEMENTS

PRINT MEDIA

E-MEDIA

Fax templates are fully printed using MS Word templates. Imprinted by MS Word template All elements are in 100% black. 1

Recommended materials

Firstname Lastname Title

62.5 mm

3



45 mm

Syngenta legal address, including website address Arial Regular & Bold 7.5 pts, leading 8.5 pts

4



Info header Correspondence address, contact numbers, date, subject Heading in Arial Regular 11 pts, leading 10 pts Information in Arial Bold 11 pts, leading 10 pts Body text Arial Regular & Bold 11 pts, leading 13 pts

2

40 mm

Syngenta Company name Address line 1 Address line 2 Postcode and city Country

50 mm

Fax 3

2

Tel: +00.00.000 00 00 Fax: +00.00.000 00 00 Mobile: +00.00.000 00 00 firstname.lastname @syngenta.com

1

Syngenta Wordmark

CD/DVD PowerPoint®

ENVIRONMENTS

Fax

Fax Memo

STATIONERY

To

Recipients Name Surname Recipients Company name

Date:

DD.MM.YYYY

Fax No

+00.00.000 00 00

Number of pages:

1

Subject

Insert reference of the letter here

Dear Mr/Mrs Surname

4

25 mm

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.

25 mm

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

No other elements should appear on Syngenta corporate fax. The is based on the “n” from the Wordmark. fixed white space X

64

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope

BASIC ELEMENTS

E-MEDIA

ENVIRONMENTS

Memos are fully printed using MS Word templates. Imprinted by MS Word template The templates have been developed for left aligned recipient address formats. All elements are in 100% black. 1

Memo

2



PowerPoint® Recommended materials

PRINT MEDIA

Memo

Fax

CD/DVD

STATIONERY

3



Firstname Lastname Title

62.5 mm

Syngenta Wordmark Syngenta legal address, including website address Arial Regular & Bold 7.5 pts, leading 8.5 pts Info header Correspondence address, contact numbers, date, subject Heading in Arial Regular 11 pts, leading 10 pts Information in Arial Bold 11 pts, leading 10 pts

Tel: +00.00.000 00 00 Fax: +00.00.000 00 00 Mobile: +00.00.000 00 00 firstname.lastname @syngenta.com

2

1

45 mm

Memo 3

To Copy To Subject

4

25 mm

Recipients Name Surname Recipients department Copy to recipients Name Surname Copy to recipients department

40 mm

Date:

dd.mm.yyyy

Number of pages:

1/1

Syngenta Company name Address line 1 Address line 2 Postcode and city Country

50 mm

Insert reference of the memo here

Dear Mrs/Mr Recipients Surname 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.

25 mm

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,

4



Body text 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.

Firstname Lastname Title

fixed white space X

65

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

CD/DVD An example template for CD/DVD labels and covers is available to download. This can be adapted to use different imagery and colors. Two versions are provided: Generic disc and cover 1 Neutral white space 2

Horizon line in one of the three color combinations—Plant green, Air blue, Sun orange—and white, holding the full color Syngenta Wordmark

3

Solid color panel

4

Preprinted information lines or title



1

1

2

2

3

3

4

4

CD/DVD PowerPoint® Recommended materials

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



Horizon line in one of the three color combinations—Plant green, Air blue, Sun orange—and white, holding the full color Syngenta Wordmark

7

Solid color panel

8

Preprinted information lines or title

disc label 1

front cover 1

5

5

6

6

7

7

8

8

disc label 2

front cover 2

66

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint®

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

Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Introduction

Template Design One template design has been specifically created for use in PowerPoint® to ensure consistency throughout the business. 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. Cover 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. 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. Portrait and landscape formats Portrait and landscape formats have been created of this template. Please ensure you select the required format rather than change this within the page set up option otherwise the proportions will be distorted. Full color version

Presentation

September 30, 2007

67

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Introduction

Printer Friendly version This has been developed to reduce the amount of toner used when printing handouts. It is available for both landscape and portrait formats. 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 selected again. All presentations should be created and saved as the full color version. Only the full color version should be projected on screen.

PowerPoint®

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

Recommended materials

68

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint®

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

Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Horizon line

For internal slides, a customized Horizon line has been created to compliment the cover design. This Horizon line is for use within the PowerPoint® template only. The following information should be consistently applied on each slide. The color, the image and the position of the Wordmark within this Horizon line should not be altered. Full color version The Horizon line at the bottom of the slide has been built into the master template and holds the following information that is consistent on each slide: 1 Slide number - Arial Regular 10 pts, color: 100% white 2 Presentation title - Arial Bold 10 pts, color: 100% white 3 Date - Arial Regular 10 pts, color: 100% white 4 Wordmark Syngenta, color: 100% white 1

2

3

4

---------------------------------------------------------------------------

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. 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 -------------------------------------1

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

Introduction Letterhead Business card

BASIC ELEMENTS

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

Recommended materials

ENVIRONMENTS

The Arial typeface has been selected as the only type for e-media applications as it is compatible with different operating systems. 1



Titles: Arial Bold 22 pts Color: dark Plant green

cover Presentation

2



CD/DVD PowerPoint®

E-MEDIA

Typography

Fax Memo

PRINT MEDIA

PowerPoint®

Compliments card Envelope

STATIONERY

3

4



Body copy: Arial Regular 20 pts, leading 29.6 pts Color: 100% Stone gray Bullet points: Arial Bold 20 pts, leading 29.6 pts Color: dark Plant green Foot note: placed above the Horizon line as small text for references, captions, sources, etc. Arial Regular 9 pts, leading 10.8 pts Color: 100% Stone gray

September 30, 2007

1

2

Index

index

Less is more 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

4

70

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Photography slide layouts

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

Introduction Letterhead Business card Compliments card Envelope

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Charts

Several graphics have been designed for PowerPoint® usage, using the colors from the Syngenta color palette.

Pie chart Lorem ipsum

The pie and bar charts should have white outlines which make separation clear and spacious.

pie chart

Fax Memo 1

CD/DVD

Footer text

Bar chart

PowerPoint®

Lorem ipsum

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

Recommended materials

bar chart

2

Footer text

72

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

PowerPoint® Things to be avoided

Always use MS Word templates.

Compliments card Envelope Fax Memo CD/DVD PowerPoint®

September 30, 2007

do not use a different color on the cover slide

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

Presentation

Presentation

Presentation

September 30, 2007

September 30, 2007

do not move the position of the Purpose icon or alter the elements on the cover slide

do not use a different image on the cover slide

do not place pictures randomly

do not change the color of the Horizon line

do not use the Purpose icon other than as provided in the template

do not use the middle Horizon line on text slides

Recommended materials

2

Presentation September 30, 2007

do not change the Horizon line

73

OUR BRAND & VISUAL IDENTITY

Introduction Letterhead Business card Compliments card Envelope Fax Memo CD/DVD PowerPoint®

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Recommended materials 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. Flexible yet consistent bright white, woven-finish (no noticeable texture) paper is recommended for Syngenta stationery. Recommendations for coated stock (Coated) Magno Satin - also known as Hello Silk. Recommendations for uncoated stock (Uncoated) Magno Satin - also known as Hello Silk. Planojet or Planojet Premium.

Recommended materials

74

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

75

OUR BRAND & VISUAL IDENTITY

Introduction Publications Posters Extreme wide formats Bags

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Print media Introduction

This section contains a range of examples for creating printed material. This system has been designed to provide flexibility within an identifiable framework. We encourage creative design in line with the guidelines.

Badges Recruitment materials Recommended materials

76

OUR BRAND & VISUAL IDENTITY

Introduction Publications

Cover grid examples Inside pages grid examples

Posters Extreme wide formats Bags Badges Recruitment materials Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Publications Cover grid examples

The positioning of the Horizon line, pictures, and Purpose icon follow the rules from the ‘Basic elements’ chapter. Vertical formats Titles should be left aligned, its placement should be the same with the title or without the Purpose icon: - vertically, the space from the left edge corresponds to five “n” from the Wordmark. - horizontally, the first line starts at 4/10th from the bottom. Title should not go below 2/10th from the bottom. A minimum clear space corresponding to an “n” from the Wordmark should be kept between the title and the Purpose icon. 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. Title should not go below 2/10th from the bottom—very long titles should start at 4/10th from the bottom. Avoid placing text within the Horizon line.

Lorem ipsum dolor sit amet, consect etuer pretium urna porta

Lorem ipsum dolor sit amet, consect etuer pretium urna porta

Lorem ipsum dolor sit amet, consect etuer pretium urna porta

4/10

1/3 X

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

3/10 X

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OUR BRAND & VISUAL IDENTITY

Introduction Publications

Cover grid examples Inside pages grid examples

Posters Extreme wide formats Bags

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Publications Inside page grid examples

Introduction/table of contents The opening pages can include the Horizon line at the bottom.

4/10

Photographs and texts can be positioned at 6/10th of the page and go down, leaving the top 4/10th free.

Contents

1 Lorem ipsum dolor? 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 keep a free border corresponding to 1/10th of the height of the page all around.

4/10 4 Lorem ipsum dolor sit 5 Neque porro quisquam est

In this example, the middle Horizon line is not used on every page, but titles/texts/photographs are aligned with the 6/10th limit to symbolize it. Leaving the top 4/10th free as much as possible will increase the effect.

Lorem ipsum dolor sit amet, consecte-

Sed volutpat varius sapien. Vivamus

tuer adipiscing elit. Fusce pretium urna

sed sapien. Duis pretium ipsum in erat.

porta erat hendrerit pharetra. Sed nec

Cras nulla augue, tempus condimen-

velit. Ut sed nisl nec erat egestas

tum, sollicitudin vitae, tristique quis,

scelerisque. Morbi gravida justo sollicitudin nunc. Nullam vel neque. Ut commodo egestas nisl. Suspendisse

eget, sagittis ut, sollicitudin vel, velit. que sollicitudin. Suspendisse pellentesque, orci vitae congue vestibulum,

lectus. Aenean mi dolor, varius nec,

leo enim lacinia purus, at tempus velit

suscipit at, accumsan a, erat. Vivamus

nunc at purus. Phasellus a risus.

odio augue, hendrerit non, suscipit at,

Praesent accumsan. Aenean aliquet,

tempus in, lectus. Nullam leo lacus,

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

tortor. Quisque leo ipsum, fringilla Cras sed sem blandit metus pellentes-

potenti. Vestibulum leo arcu, venenatis quis, tincidunt suscipit, egestas at,

quam vel placerat hendrerit, erat urna

imperdiet et, malesuada eget, pretium

adipiscing mauris, a tempor nunc pede

etpellensque, orci vitae congue, ante.

a est. Vestibulum interdum. Nulla dui

sapien, vestibulum vitae, semper quis,

et, felis. Nulla facilisi. Etiam rutrum

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

sed, elit. Praesent dictum. Sed auctor, dolor vel congue fermentum, nulla ante auctor risus, at molestie ligula justo id tellus. Donec risus. Sed lobortis mauris. Sed enim. Pellentesque a urna.

6/10

Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nam euismod neque. Nullam a nisi ut urna venenatis fermentum. Nullam commodo. Integer

id luctus malesuada, nisi dolor auctor

ipsum. Suspendisse eleifend sollicitu-

purus, ac rutrum dui mauris ut orci.

din purus. Pellentesque quam nibh, congue et, vehi estem cula adipiscing,

Cras tincidunt turpis sit amet felis. Maecenas nisi pede, adipiscing eu,

hendrerit vel, ante. Vivamus est tellus,

mattis eget, vulputate nec, eros. Proin

convallis ac, vehicula at, ullamcorper

elit nisl, aliquam vel, sollicitudin.

1/10

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PRINT MEDIA

E-MEDIA

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Posters 1/2 X

Rules from the ‘Basic elements’ chapter apply to poster sizes and shapes.

4/10

The Horizon line can be placed at 1/10th or 6/10th from the bottom to ensure the best visibility of the Wordmark. Both the Purpose statement and the Purpose icon can be used but not together.

6/10

Avoid placing text within the Horizon line.

X

9/10

1/10

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PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Extreme wide formats Specific case

When designing for very wide applications such as billboards or double page strip advertisements, a different grid proportion is recommended. 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. Single imagery is better suited to this format rather than the double “Up-close and far-away” approach. This allows for a cleaner design with greater visual impact.

5/6

1/6

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Introduction Publications Posters

BASIC ELEMENTS

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Bags Bags are highly visible brand support items. Three layout examples have been developed, showing different visual identity layouts:

Extreme wide formats

1

Middle Horizon line with “Up-close and far-away” photographs

2

Bottom Horizon line with up-close photographs

3

Middle Horizon line with up-close photographs and a solid block of color

Bags Badges Recruitment materials

STATIONERY



1

Recommended materials Each bag uses one of the three color combinations—Plant 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. 2

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Badges Introduction

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

Introduction Staff ID Badges Event Name Badges First Name (Guest) Name

Recruitment materials

1234567

Photo First Name Last Name DD.MM.Year

plant green is for Syngenta staff

1234567

Photo

Recommended materials

First Name Last Name DD.MM.Year

air blue is for External staff (Contractors/Consultants)

Company:

Company Name

Guest from: First Name, Name valid:

DD.MM.YEAR

sun orange is for visitors

82

Extreme wide formats

Introduction Staff ID Badges Event Name Badges

Recruitment materials Recommended materials

ENVIRONMENTS

Badges Staff ID Badges 1



Bags Badges

E-MEDIA

2

Photo 28 x 38 mm

3

Name in Helvetica Neue 55 Roman and Helvetica Neue 65 Bold 9 pts, leading 12 pts

4

5



Finder information in Helvetica Neue 45 Light and Helvetica Neue 46 Light Italic 7 pts Barcode number in Helvetica Neue 45 Light 6.5 pts

6

Address in Helvetica Neue 45 Light 7 pts, leading 8.4 pts

7

Horizon line in Plant green for Syngenta employes, Air blue for external staff.





Employee number Helvetica Neue 55 Roman 6.5 pts

All text should be 85% Black

Employee badge 8.5 mm

56.5 mm

2 8 mm Photo

1 46 mm 46 mm

8.5 mm

22.5 mm 8.5 mm 56.5 mm 4 22.5 mm

8 mm 8.5 mm

1234567

Posters

PRINT MEDIA

Photo

1234567

Publications

STATIONERY

3 First Name Last Name Spare text line DD.MM.Year First Name Last Name Spare text line DD.MM.Year

4 mm

39 mm

4 mm

39 mm

8 mm

Der Finder wird gebeten, 47 diesemm Karte zuzustellen an: If this card is found, please return to:

8 mm

Syngenta Crop Protection AG 6 zuzustellen Management Der Finder wird gebeten, diese KarteSite an: If this card is found, please return to:P.O. Box CH-4002 Basel 5 Switzerland Syngenta Crop Protection AG www.syngenta.com Site Management 36.5 mm

0002 B 0002 B 021356

36.5 mm

P.O. Box CH-4002 Basel Vielen Dank Switzerland Thank you www.syngenta.com

46 mm

7

Vielen Dank Thank you

46 mm

Der Finder wird gebeten, diese Karte zuzustellen an: If this card is found, please return to: Syngenta Crop Protection AG Management Der Finder wird gebeten, diese KarteSite zuzustellen an: If this card is found, please return to:P.O. Box CH-4002 Basel Switzerland Syngenta Crop Protection AG www.syngenta.com Site Management

Photo

Photo

47 mm

021356

External badge

1234567

Introduction

BASIC ELEMENTS

1234567

OUR BRAND & VISUAL IDENTITY

First Name Last Name Spare text line DD.MM.Year First Name Last Name Spare text line DD.MM.Year

021356

0002 B 0002 B 021356

P.O. Box CH-4002 Basel Vielen Dank Switzerland Thank you www.syngenta.com Vielen Dank Thank you

7 8.5 mm 8 mm 8.5 mm 13 mm

56.5 mm 22.5 mm 56.5 mm

8.5 mm 8.5 mm

Der Besucher wird gebeten diese Karte nach Abschluss des Besuches beim Verlassen des Areals an der Porte abzugeben. Besten Dank.

65 mm 65 mm 021356

83 6 mm

1234567

46 mm

First Name Last Name Spare text line DD.MM.Year

4 mm

OUR BRAND & VISUAL IDENTITY

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

021356

36.5 mm

0002 B

Publications Posters Extreme wide formats Bags Badges

Introduction Staff ID Badges Event Name Badges

Recruitment materials Recommended materials

E-MEDIA

ENVIRONMENTS

021356

0002 B

Staff ID Badges 1

2



Name in Helvetica Neue 75 Bold 9 pts, leading 11 pts Company in Helvetica Neue 55 Roman and Helvetica Neue 65 Bold 9 pts

Valid date in Helvetica Neue 65 Bold 14 pts 4 General information in Helvetica Neue 45 Light and Helvetica Neue 46 Light Italic 5.5 pts, leading 6.5 pts Color: Dark orange 3



5

Finder information in Helvetica Neue 55 Roman 7 pts, leading 8.4 pts

6

Horizon line in Sun orange for guests



46 mm

Der Finder wird gebeten, diese Karte zuzustellen an: If this card is found, please return to:

First Name Last Name Spare text line DD.MM.Year

1234567

Badges

Vielen Dank Thank you

39 mm

Photo

Introduction

Switzerland www.syngenta.com

Syngenta Crop Protection AG Site Management P.O. Box CH-4002 Basel Switzerland www.syngenta.com Vielen Dank Thank you

Guest badge 8.5 mm

56.5 mm

8.5 mm

65 mm

22.5 mm

8 mm 13 mm

6 mm

4 1

First Name (Guest) Name

Der Besucher wird gebeten diese Karte nach Abschluss des Besuches beim Verlassen des Areals an der Porte abzugeben. Besten Dank. Please return this card at the gate when leaving the site at the end of your visit. Thank you.

021356

0002 B

9 mm

6 32.5 mm 38.5 mm 49.5 mm

2 Company:

Company Name

Guest from: First Name, Name valid:

3

DD.MM.YEAR

5

Der Finder wird gebeten, diese Karte zuzustellen an: If this card is found, please return to: Vielen Dank Thank you

19 mm

Syngenta Crop Protection AG Site Management P.O. Box CH-4002 Basel Switzerland www.syngenta.com

49.5 mm 27.5 mm

41.5 mm

All text should be 85% Black

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OUR BRAND & VISUAL IDENTITY

Introduction Publications Posters

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Badges

Event Name Badges

The following badge templates are available for use at events:

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. Artwork is also available from the Downloads section of the CI site.

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Introduction Publications Posters Extreme wide formats

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Recruitment materials Information regarding recruitment material is available within the EVP (Employee Value Proposition) guidelines. Please contact your local HR contact for access to this information.

Bags Badges Recruitment materials Recommended materials

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Introduction Publications Posters Extreme wide formats Bags Badges Recruitment materials Recommended materials

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Recommended materials Flexible yet consistent bright white, woven-finish (no noticeable texture) paper is recommended for Syngenta print publications. 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. Recommendations for coated stock (Coated) Magno Satin - also known as Hello Silk. Recommendations for uncoated stock (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

Syngenta online style guide

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

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 [email protected]

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BASIC ELEMENTS

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Banners Signage High level illuminated signs Entrance signs Building signs Signposts

Environments

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OUR BRAND & VISUAL IDENTITY

Banners

Pull up banners Pull down banners

Signage High level illuminated signs Entrance signs Building signs Signposts

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Banners Pull up banners

1

2

3

Banners are powerful branded items, ideal for use at events.

10 9

Two types of vertical banner examples are included within this section: - Pull up banners - Pull down banners Pull up banners Pull up banners are positioned at or close to ground level. For optimum visibility, banners with the Horizon line at 6/10th placement are recommended. Three Horizon line variations are possible: 1 Solid white with full color Wordmark 2 Transparent color in one of the three main color combinations from the palette—Plant green, Air blue, Sun orange—with white Wordmark 3 Transparent white with corporate colored Wordmark

4/10

8 7 6 5 Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

4 3

Lorem ipsum dolor sit amet

6/10

2 1

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. 91

OUR BRAND & VISUAL IDENTITY

Banners

Pull up banners Pull down banners

Signage High level illuminated signs Entrance signs Building signs Signposts

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Banners Pull down banners

1

2

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

10

For optimum visibility, banners with the Horizon line at 1/10th placement at the bottom are recommended.

9

Two Horizon line variations are possible:

7

Transparent white with full color Wordmark 2 Transparent color in one of the three main color combinations from the palette—Plant green, Air blue, Sun orange—with white Wordmark 1

To encourage clean design, we do not recommend the use of the Purpose icon in this narrow format, as it limits space for headlines.

8

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

6 5

Lorem ipsum dolor sit amet

9/10

4 3 2 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

Banners Signage

Core elements

High level illuminated signs Entrance signs Building signs Signposts

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Signage

This section refers to white signage using the full color Wordmark

Signage is one of the core elements of a company’s visual identity. It signals the company’s presence to the outside world and is seen 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. Syngenta uses a signage and orientation system that is based on natural human orientation patterns, that is modular and applicable for joint sites. The functionality of the system, is built on three principles: - 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

Banners Signage High level illuminated signs

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

High level illuminated signs Preview on the headquarters illuminated sign (day/night).

Entrance signs Building signs Signposts

high level illuminated sign by day

high level illuminated sign by night 94

OUR BRAND & VISUAL IDENTITY

Banners Signage High level illuminated signs Entrance signs Building signs Signposts

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Entrance signs For Syngenta sites that are composed of several buildings, labs, etc., an entrance sign is used at the central access points of these sites: Plinth 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. 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

Banners Signage High level illuminated signs Entrance signs Building signs Signposts

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Building signs Building signs identify the name/number of a building and/or the organizational units accommodated in the building. For buildings that do not belong to a site, or for sites shared with other owners, signs must show the Syngenta logo. On sites fully owned by Syngenta, building signs do not show a logo. Free Standing Building Sign Specifications: refer to CI site for specifications

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

Banners Signage High level illuminated signs

BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Signposts Signposts are designed to facilitate orientation on site. They must be easily seen and positioned in the appropriate locations. Different types of signposts are available for guiding pedestrians and drivers.

Entrance signs Building signs Signposts

Orientation sign - showing a map of a site Directional signs - (normal size, small) for vehicles and pedestrians Traffic signs Parking signs Specifications: refer to CI site for specifications

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BASIC ELEMENTS

STATIONERY

PRINT MEDIA

E-MEDIA

ENVIRONMENTS

Contact For any questions on the Syngenta Visual identity, please email [email protected] 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