John Deere Brand Book

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Contents 1 Company Overview 2 John Deere, Feeding The World 3 Master Logo 4 Master Logo & Campaign Tag 5 Master Icon 6 Logo Clear Space 7 Logo Alternates 8 Logo & Tag line Alternates 9 Icon Alternates 10 Logos on Photographic Backgrounds 11 Logo Misuses 12 Primary Color Palette 13 Secondary Color Palette 14 Typography 15 Magazine Advertisements 16 Magazine Advertisement A 17 Magazine Advertisement B 18 Magazine Advertisement C 19 Magazine Advertisement D 20 Type Hierarchy 21 Website 22 Web Type Hierarchy 23 Flash Banners 24 Broadcast 25 Contact Branding Guidelines Version 1.2 – 07.29.08 i

Company Overview Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith shop into a corporation that today does business around the world and employs approximately 52,000 people. At John Deere, our actions are guided by our core values of integrity, quality, commitment and innovation. We are committed to living our values and, through doing so, building a business as great as our products. Throughout its history, our company has earned a reputation for high quality and integrity, and this has been an asset of incalculable value. We strive to live up to these expectations, not just because it is good business, but because it is the right thing to do. Our core values are never to be compromised for immediate success. We aspire to performance that endures, thereby creating the John Deere experience of genuine value for our employees, our customers and our stake- holders. John Deere employees have always understood that while business results are critical, how results are achieved is as important as the results themselves. Branding Guidelines Version 1.2 – 07.29.08 1

John Deere, Feeding The World In August 2008 John Deere announced a new company vision and commitment to improve and positively effect the millions of people whom go hungry every year. Through innovation in agriculture technologies and agricul- ture management, we have committed ourselves to increasing crop yields whilst improving and maintaining sustainable farming practices. In an effort to highlight the issues that face us as a planet, and to remain focused on this important mission, John Deere is proud to announce a new initiative and campaign entitled John Deere, Feeding The World. As a company truly committed to this new initiative, John Deere is excited to present it’s new look and branding. Robert W. Lane Chairman and Chief Executive Officer Branding Guidelines Version 1.2 – 07.29.08 2

Master Logo Branding Guidelines Version 1.2 – 07.29.08 3

Master Logo & Campaign Tag feeding the world Branding Guidelines Version 1.2 – 07.29.08 4

Master Icon Branding Guidelines Version 1.2 – 07.29.08 5

Logo Clear Space The logo clear space is equivalent to the gap between the N of John and the D of Deere. This distance constitutes measurement X. Please note that the clear space to the right of the logo uses 1.5 X in order to compensate for the trademark symbol. x 1.5 x x x 1.5 x feeding the world x Branding Guidelines Version 1.2 – 07.29.08 6

Logo Alternates In situations where full color printing is not available or logo reduction is needed, alternate versions of the logo are provided. This includes a flat version (gradients / highlights removed) , a one color version, and black and white options. Branding Guidelines Version 1.2 – 07.29.08 7

Logo & Tag line Alternates In situations where full color printing is not available or logo reduction is needed, alternate versions of the logo are provided. This includes a flat version (gradients / highlights removed) , a one color version, and black and white options. Feeding the World tag line version should be used with all marketing and adver- tising materials that reference GreenStar technologies and / or use the tag line in it’s respective copy. feeding the world feeding the world feeding the world feeding the world Branding Guidelines Version 1.2 – 07.29.08 8

Icon Alternates In situations where full color printing is not available or icon reduction is needed, alternate versions of the icon are provided. This includes a flat version (gradients / highlights removed), a one color version, and black and white options. Branding Guidelines Version 1.2 – 07.29.08 9

Logos on Photographic Backgrounds When the logo appears over photographic images, please use the primary logo if it provides enough contrast. Alternately use primary colors or black & white logos that allow the image to show through are acceptable. feeding the world feeding the world feeding the world Branding Guidelines Version 1.2 – 07.29.08 10

Logo Misuses Do not move, shrink or scale the icon in relationship to the text. Do not place the logo on a background that causes low contrast. Do not mix the a color icon with white or black text. If using black or white text, use it with black and white icon. Do not rotate logo. If using logo over a photographic image, us a version that allows for highest contrast. d rl o w e h t g n i d e e feeding the world f feeding the world feeding the world feeding the world feeding the world feeding the world feeding the world feeding the world Branding Guidelines Version 1.2 – 07.29.08 11

Primary Color Palette John Deere Green is the dominant color. It is used for both the main logos and the sub division product ids. This green should be used when ever possible. A darker green is provided in the secondary palette. John Deere Yel- low is predominantly used in the logo only. It should not be used for text unless it is in a headline and contrasts well with the background color. John Deere Yellow can be used as a background color, as long as it is accompa- nied by the John Deere Green in some form. John Deere Green Pantone 349 PC R30 G111 B65 C100 M0 Y91 K42 Hex:1E6F41 John Deere Yellow Pantone 109 PC R249 G220 B48 C0 M10 Y100 K0 Hex:F9DD30 Branding Guidelines Version 1.2 – 07.29.08 12

Secondary Color Palette John Deere Dark Green is used in the shadowing and gradient of the John Deere Icon. It can be used as a complement to the primary colors. It should not replace the John Deere Green for headlines or one color logo implementation. It may be used for copy. John Deere Grey is used when setting text for the web or print. Al- though lengthy print materials may opt to use black. John Deere Dark Grey provides contrast to the lighter grey. John Deere Earth is used for highlights in text and provides a symbolic color for use in marketing materials. John Deere Dark Green Pantone 350 PC R34 G73 B29 C79 M0 Y100 K75 Hex:22491D John Deere Grey Pantone 444 PC R144 G153 B146 C47 M31 Y40 K2 Hex:909992 John Deere Dark Grey Pantone 447 PC R72 G78 B65 C16 M0 Y31 K82 Hex:484E41 John Deere Earth Pantone 5835 PC R165 G155 B85 C35 M31 Y83 K4 Hex:A59B55 Branding Guidelines Version 1.2 – 07.29.08 13

Typography The DIN font family for should be used for all printed material When used in paragraph form, such as this text, DIN-Regular and design applications. should be set as 10/17 and tracked to five one thousandths of an em. Text that should follow this rule appears in technical manuals, DIN-Regular printed materials and brochures. The text should be professionally ABCDEFGHIJKLMNOPQRSTUVWXYZ typeset in desktop publishing software and not office word process- abcdefghijklmnopqrstuvwxyz ing software such as Word. 1234567890 DIN-Regular and DIN-Bold should be used in all marketing, adver- tising and PR materials, unless otherwise approved by heads of respective departments. DIN-Bold Product Sub Divisions and Product ids should use a combination of ABCDEFGHIJKLMNOPQRSTUVWXYZ DIN-Bold and DIN-Regular as shown below. abcdefghijklmnopqrstuvwxyz 1234567890 GreenStar | Guidance Systems GreenStar | AutoTrac GreenStar | Field Doc Apex | Farm Management Software Branding Guidelines Version 1.2 – 07.29.08 14

Magazine Advertisements Branding Guidelines Version 1.1 – 07.29.08 15

Magazine Advertisement A Branding Guidelines Version 1.1 – 07.29.08 16

Magazine Advertisement B Branding Guidelines Version 1.1 – 07.29.08 17

Magazine Advertisement C Branding Guidelines Version 1.1 – 07.29.08 18

Magazine Advertisement D Branding Guidelines Version 1.1 – 07.29.08 19

Type Hierarchy Din-Bold & DIn-Regular 28pt Din-Bold 21pt 29pt Leading Din-Bold 10pt 14pt Leading Branding Guidelines Version 1.1 – 07.29.08 20

Website Branding Guidelines Version 1.0 – 07.29.08 21

Web Type Hierarchy Example of web layout (Flash destination site shown). Use of DIN-Regular and DIN-Bold through out. Din-Bold 27pt 0.15 Letter Spacing Din-Regular 13pt 8pt Line Space (height) Din-Regular 20pt -0.5 Letter Spacing Branding Guidelines Version 1.2 – 07.29.08 22

Flash Banners Branding Guidelines Version 1.1 – 07.29.08 23

Broadcast Branding Guidelines Version 1.2 – 07.29.08 24

Contact Brand Guidelines created by Richard Summerhayes New Media Design 1350 Las Raposas Rd San Rafael, CA, 94903 Tel: 415.472.2234 www.richardsummerhayes.com Branding Guidelines Version 1.2 – 07.29.08 25