Tyson Foods Brand Book
Tyson Foods, Inc. is an American multinational corporation that operates in the food industry. The company is the world's second-largest processor and marketer of chicken, beef, and pork.
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— Brand Guidelines June 30, 2017 Version 1.0 Tyson Foods Brand Guidelines June 30, 2017 V 1.0 1
Why this document exists These guidelines are meant to articulate 1.0 Our identity ..............................................3 the Tyson Foods brand by demonstrating 2.0 Logo ............................................................4 its elements and their use. They are essential 3.0 Color .........................................................10 to anyone creating any type of branded 4.0 Photography .......................................... 22 Tyson Foods application such as signage, 5.0 The dash ................................................. 27 marketing, advertising and web design. 6.0 Typography ........................................... 35 The proper use of Tyson Foods visual 7.0 Anatomy of an application ................41 elements helps elevate our brand’s purpose: 8.0 Divisions and programs .................... 47 9.0 Video........................................................ 54 Raising the world’s expectations 10.0 Contact ................................................... 58 for how much good food can do. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 2
1.0 Our identity The legacy of our company is one of food, family and a pioneering spirit. We work hard today, while dreaming about what could be tomorrow. From John W. Tyson’s humble start to our company’s meaningful new purpose, Tyson is a family, and a business—of innovation, progress and momentum. The weathervane is the farmer’s compass, it signals direction. At Tyson Foods, our compass points forward. Our T monogram creates a crest that speaks to both the direction of the company— always moving forward, focused on the future, raising expectations—and its strong family roots. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 3
2.0 Logo — How our mark was developed and how to use it. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 4
2.1 Logos The Tyson Foods wordmark has been drawn with a nested uppercase “T” and lowercase “y” so that the letters feel well-spaced and balanced in relation to the monogram. — We have two lockups of the Tyson Secondary logo Foods logo—vertical and horizontal. The vertical lockup is primary and should be used whenever possible. The horizontal lockup should only be used when the orientation or size of an application prevents the vertical lockup from being clearly reproduced. — Primary logo Tyson Foods Brand Guidelines June 30, 2017 V 1.0 5
2.2 Logo clear space Clear space helps maintain the integrity and prominence of logos. The Tyson Foods logo should always be surrounded by a clear space equal to the height of the wordmark’s T. Make certain to keep any design elements outside of the logo’s prescribed clear space. Simple backgrounds and colors are exceptions to this rule. — All Tyson Foods logo assets have been built with the correct amount of clear space. Always use approved logo files to ensure the integrity of the logo. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 6
2.3 Logo assets Tyson Logo Library February 24, 20 Blue Logos Black Logos White Logos The Tyson Foods logo is available in Blue logos Black logos White logos the following colors and file formats. Wherever possible, the Tyson’s Pride blue logo should be used. When time and budget permit, spot color versions should be used on physical media. The white variant is a true one-color Vertical Blue: V_Blue Vertical Black: V_Black Vertical White: V_White construction and should be used Tyson_Logo_V_Blue_4C.ai & .eps Tyson_Logo_V_Bla.ai & .eps Tyson_Logo_V_€‚ite.ai & .eps whenever the logo sits on a dark Tyson_Logo_V_Blue_Spot.ai & .eps photographic or colored background. Tyson_Logo_V_Blue_RGB.ai & .png Tyson_Logo_V_Bla_RGB.ai & .png Tyson_Logo_V_€‚ite_RGB.ai & .png The black logo should only be used when production dictates black and white printing. Horizontal Blue: H_Blue Horizontal Black: H_Black Horizontal White: H_White Tyson_Logo__Blue_4C.ai & .eps Tyson_Logo__Bla.ai & .eps Tyson_Logo__€‚ite.ai & .eps Tyson_Logo__Blue_Spot.ai & .eps Tyson_Logo__Blue_RGB.ai & .png Tyson_Logo__Bla_RGB.ai & .png Tyson_Logo__€‚ite_RGB.ai & .png Tyson Foods Brand Guidelines June 30, 2017 V 1.0 7 Colors Logo Buildup Clear Space Tyson Blue C00, ƒ„0, …0, †‡‡ ˆT‰Š ‹‡‡ C ’ “2 p”• –ia—eter R0, GŒ, B„4Ž ‘002‡‡4 ll logos are pro˜i–e– at ll logos ‚a˜e a lear spae ešual ’ “2 p”• –ia—eter ™or to t‚e Tyson €or–—ar’s T ‚eig‚t t‚e Tyson Sy—bol. “Œ p”•. “Roun–e– to t‚e nearest p”.• ll œ & ŠˆS files are sa˜e– as CC ‹ “Versions ‹•
2.4 Do nots DO NOT USE THE DO NOT CHANGE THE DO NOT LOCK UP THE DO NOT USE AN INCORRECT DO NOT USE THE DO NOT SKEW OR WARP INCORRECT LOGO COLOR LOCKUP LOGO WITH TEXT COLOR OR GRADIENT WORDMARK OR — FOR THE BACKGROUND — — — MONOGRAM ALONE The logo should always appear — Maintain the lockup of the The logo should not be locked The logo should only appear — as it is built in the logo files. Do Ensure appropriate contrast monogram and wordmark in up with other text, department in Tyson’s Pride blue, white or The monogram and wordmark not skew it, place it on an angle with the background the logo size and orientation. names or taglines. black. Never use secondary should always be used together. or otherwise distort it. sits on. colors or gradients. Your partner in protein. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 8
Our story …nnovation esponsible food œoved brands We care Transparency 2.5 Logo vs. written name ur €ustainability ‚eport Workforce and culture When Tyson Foods is referred to in Workforce and culture writing, the full name, “Tyson Foods” Workplace health and safety should be used to avoid confusion with Our team members and hiring the best Human rights and labor relations the Tyson consumer brand. Compensation and benefits Our story …nnovation esponsible food œoved brands We care Transparency Diversity, inclusion, and development “Tyson Foods” ur €ustainability ‚eport written out in full People are the heart of Tyson oods, and our success depends on all when it appears of us orking as a team, so e call our employees team members in copy Team members enoy many rights, benefits, and responsibilities at Workforce and culture our company, such as a safe orkplace, freedom from discrimination and retaliation, and compensation for ork performed These rights, Workforce and culture benefits, and responsibilities are detailed in our Team ember ill of ights displayed at our locations Workplace health and safety Team members and our chicken business Our team members and hiring the best earn more about some common questions raised by people Human rights and labor relations interested in our chicken business. Compensation and benefits We foster an environment of inclusion and diversity because e kno Diversity, inclusion, and development it takes the skills, thoughts, backgrounds, and talents of all our team members to be successful We have a tradition of building leadership from ithin and providing education and advancement opportunities for team members at every level of the company People are the heart of Tyson oods, and our success depends on all Workforce health and safety of us orking as a team, so e call our employees team members We vie orking safely as a “value” and “ho e do our obs,” rather Team members enoy many rights, benefits, and responsibilities at than something e have to do That’s hy e aspire to have ƒero Tyson Foods Brand Guidelines June 30, 2017 V 1.0 our company, such as a safe orkplace, freedom from discrimination 9 ork„related inuries and illnesses, and continue to improve our and retaliation, and compensation for ork performed These rights, culture, impressing upon all team members that all incidents resulting benefits, and responsibilities are detailed in our Team ember ill of in an inury or illness can be prevented ights displayed at our locations Team members and our chicken business Health and safety governance earn more about some common questions raised by people …n fiscal †‡ˆ‰, e established a ne safety governance structure, the interested in our chicken business. Š‹ecutive Œafety Council, connecting the CŠO to the plant safety councils The council, championed by our president Ž CŠO, is charged We foster an environment of inclusion and diversity because e kno ith developing and implementing a strategic plan for safety The it takes the skills, thoughts, backgrounds, and talents of all our team group advocates for an integrated approach throughout our business members to be successful We have a tradition of building leadership from ithin and providing education and advancement opportunities This integrated approach helps us balance the need for fle‹ibility ith for team members at every level of the company maintaining the necessary structure to take advantage of best practices at all of our locations The council also helps us avoid investing significant resources in a number of disconnected activities Workforce health and safety or tasks …nformation about some important topics related to our We vie orking safely as a “value” and “ho e do our obs,” rather orkplace health and safety efforts is belo than something e have to do That’s hy e aspire to have ƒero ork„related inuries and illnesses, and continue to improve our Injury and illness reporting and treatment culture, impressing upon all team members that all incidents resulting If a team member gets hurt on the job, we require them to report it, in an inury or illness can be prevented regardless of how minor they believe it to be. We do this because we believe in early intervention to prevent further injury and start Health and safety governance the healing process sooner. …n fiscal †‡ˆ‰, e established a ne safety governance structure, the Š‹ecutive Œafety Council, connecting the CŠO to the plant safety We follow a systematic approach for the early reporting, councils The council, championed by our president Ž CŠO, is charged intervention, evaluation, and conservative treatment of injuries ith developing and implementing a strategic plan for safety The and illnesses. It begins with an initial evaluation by facility-based group advocates for an integrated approach throughout our business occupational health nurses and progresses through a series of steps including medical provider referral when necessary. In This integrated approach helps us balance the need for fle‹ibility ith addition to managing work-related cases, our occupational health maintaining the necessary structure to take advantage of best nurses offer team members numerous health services, ranging practices at all of our locations The council also helps us avoid from information related to diet, nutrition, and communicable investing significant resources in a number of disconnected activities diseases, to providing health screenings and influena vaccines. or tasks …nformation about some important topics related to our Ergonomics and job rotation orkplace health and safety efforts is belo Training and audits Injury and illness reporting and treatment If a team member gets hurt on the job, we require them to report it, regardless of how minor they believe it to be. We do this because Safety performance we believe in early intervention to prevent further injury and start To measure progress on our aspiration of ƒero ork related inuries, the healing process sooner. e measure our health and safety performance using traditional Occupational Œafety and Health “dministration’s ”OŒH“• incident We follow a systematic approach for the early reporting, calculations During fiscal †‡ˆ‰, e reduced our Total ecordable intervention, evaluation, and conservative treatment of injuries …ncident ate by ˆ†– and our Days “ay, estricted, and Transfer ate and illnesses. It begins with an initial evaluation by facility-based by ˆ—–, hen compared to fiscal †‡ˆ— This reduction includes all occupational health nurses and progresses through a series of Tyson oods locations, e‹cluding those plants that became a part of steps including medical provider referral when necessary. In Tyson oods in †‡ˆ˜ ith the ac™uisition of The Hillshire rands addition to managing work-related cases, our occupational health Company …n iscal †‡ˆ‰, e incorporated legacy Hillshire locations nurses offer team members numerous health services, ranging into OŒH“ rate data from information related to diet, nutrition, and communicable diseases, to providing health screenings and influena vaccines. Ergonomics and job rotation Training and auditsHome š Œite ap š Privacy Policy š Terms of ›se š œegal š Contact ›s Safety performance Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries To measure progress on our aspiration of ƒero ork related inuries, e measure our health and safety performance using traditional Occupational Œafety and Health “dministration’s ”OŒH“• incident calculations During fiscal †‡ˆ‰, e reduced our Total ecordable …ncident ate by ˆ†– and our Days “ay, estricted, and Transfer ate by ˆ—–, hen compared to fiscal †‡ˆ— This reduction includes all Tyson oods locations, e‹cluding those plants that became a part of Tyson oods in †‡ˆ˜ ith the ac™uisition of The Hillshire rands Company …n iscal †‡ˆ‰, e incorporated legacy Hillshire locations into OŒH“ rate data Home š Œite ap š Privacy Policy š Terms of ›se š œegal š Contact ›s Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
3.0 Color — Our color palette and its application. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 10
3.1 Primary color Our primary brand color goes all the Tyson’s way back to the introduction of the Tyson’s Pride blue monogram designed Pride by Donald “Buddy” Wray. We’ve deepened and enriched our blue to signal heritage, quality and integrity. It can be reliably printed and meets modern accessibility standards online. CMYK 100/80/0/55 Pantone 655C RGB 0/37/84 HEX #002554 For paint applications, use Benjamin Moore Midnight Navy 2067-10. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 11
3.2 Tyson’s Pride blue in application Tyson Foods Brand Guidelines June 30, 2017 V 1.0 12
3.3 Secondary color Cayenne palette While our brand primarily consists of Tyson’s Pride blue and full-bleed imagery, we’ve developed a secondary palette inspired by foods found in nature. Mustard We use secondary colors with discretion to seed punctuate and call attention to information. They support our blue and add versatility and richness to our visual system. Our secondary colors are: • Mustard seed Sage • Sage • Cayenne • Gray (for text) Gray Tyson Foods Brand Guidelines June 30, 2017 V 1.0 13 13
3.4 Primary and secondary color usage Tyson’s Pride should feature prominently across print and digital applications, but when blue and full-bleed imagery alone would overwhelm the information, secondary colors can come into play. Preference is not given to any one of the BRAND All applications should three secondary colors—they should all be prominently feature Tyson’s Pride blue, used equally and sparingly, most often in photography or a long-form applications. combination of both. SECONDARY The three secondary colors are used equally but only on occasion, less than 10% of the time. TEXT Gray is used functionally as text in long form applications. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 14
— Color breakdowns are based on print tests conducted 2/2017-5/2017 and 3.5 The complete palette Pantone bridge values. The following colors pass WCAG AA: Tyson’s Pride blue, all dark secondary colors, main gray and dark gray. BRAND SECONDARY GRAY LIGHT TYSON’S PRIDE LIGHT MUSTARD SEED LIGHT SAGE LIGHT CAYENNE LIGHT GRAY CMYK 6/2/1/0 CMYK 0/3/10/0 CMYK 5/1/3/2 CMYK 0/9/9/0 CMYK 2/2/1/5 Pantone 649C - 60% Pantone 124C - 10% Pantone 5497C - 10% Pantone 179C - 10% Pantone Cool Gray 9C - 10% RGB 237/243/249 RGB 255/242/224 RGB 234/238/238 RGB 253/233/224 RGB 237/237/238 HEX #EDF3F9 HEX #FFF2E0 HEX #EAEEEE HEX #FDE9E0 HEX #EDEDEE Grayscale 10% black MAIN MAIN MAIN MAIN MAIN Tyson’s Mustard Sage Cayenne Gray Pride Seed CMYK 100/80/0/55 CMYK 0/30/100/0 CMYK 47/14/28/17 CMYK 0/87/85/0 CMYK 30/22/17/57 Pantone 655C Pantone 124C Pantone 5497C Pantone 179C Pantone Cool Gray 9C RGB 0/37/84 RGB 243/175/0 RGB 128/158/155 RGB 235/60/49 RGB 117/120/123 HEX #F3AF00 HEX #809E9B HEX #EB3C31 HEX #65686B HEX #002554 Grayscale 70% black — When printing conditions are limiting, use grayscale for text. DARK MUSTARD SEED DARK SAGE DARK CAYENNE DARK GRAY CMYK 0/35/96/32 CMYK 63/35/41/35 CMYK 5/94/88/22 CMYK 44/34/22/77 Pantone 7551C Pantone 5477C Pantone 7627C Pantone Cool Gray 11C RGB 145/102/0 RGB 80/107/103 RGB 176/45/42 RGB 83/86/90 HEX #916600 HEX #506B67 HEX #B02D2A HEX #53565A Grayscale 85% black Tyson Foods Brand Guidelines June 30, 2017 V 1.0 15
3.6 Secondary color use cases Long-form applications The context of the application will help Our story Innovation Responsible food Loved brands We care Transparency Our story …nnovation esponsible food œoved brands We care Transparency determine whether secondary colors Our 2016 Sustainability Report ur €ustainability ‚eport are appropriate. In multi-page materials Subhead about the report here (like a presentation, report or website), Workforce and culture secondary colors should be used to call Workforce and culture Workplace health and safety Reduced our total attention to information and provide recordable incident Our team members and hiring the best About this report rate by 12% compared About yson Human rights and labor relations to fiscal 2013 hierarchy. Compensation and benefits LEARN MORE > Diversity, inclusion, and development Our blue should feel rich. Choose secondary colors when overuse of Workforce People are the heart of Tyson oods, and our success depends on all and culture of us orking as a team, so e call our employees team members Team members enoy many rights, benefits, and responsibilities at blue would make an application feel Lorem ipsum dolor sit amet our company, such as a safe orkplace, freedom from discrimination consectetuer adipiscin elit sed diam nonummy nib and retaliation, and compensation for ork performed These rights, monotonous or dull. euismod tincidunt benefits, and responsibilities are detailed in our Team ember ill of LEARN MORE > ights displayed at our locations Team members and our chicken business earn more about some common questions raised by people interested in our chicken business. More than 91 chaplains We foster an environment of inclusion and diversity because e kno provide compassionate it takes the skills, thoughts, backgrounds, and talents of all our team pastoral care to members to be successful We have a tradition of building leadership Animal ellbein Responsibility team members and from ithin and providing education and advancement opportunities their amiles for team members at every level of the company LEARN MORE > Workforce health and safety — — Secondary colors used We vie orking safely as a “value” and “ho e do our obs,” rather Secondary colors used in web to call out and than something e have to do That’s hy e aspire to have ƒero to highlight links ie sustainability ork„related inuries and illnesses, and continue to improve our separate different types report archive Environment culture, impressing upon all team members that all incidents resulting Marketplace in an inury or illness can be prevented Tyson Foods Brand Guidelines June 30, 2017 V 1.0 of information. 16 Si AR E > Health and safety governance …n fiscal †‡ˆ‰, e established a ne safety governance structure, the Š‹ecutive Œafety Council, connecting the CŠO to the plant safety councils The council, championed by our president Ž CŠO, is charged Home | Site Map | Privacy Policy | Terms of Use | Leal | ontact Us ith developing and implementing a strategic plan for safety The group advocates for an integrated approach throughout our business Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries This integrated approach helps us balance the need for fle‹ibility ith maintaining the necessary structure to take advantage of best practices at all of our locations The council also helps us avoid investing significant resources in a number of disconnected activities or tasks …nformation about some important topics related to our orkplace health and safety efforts is belo Injury and illness reporting and treatment If a team member gets hurt on the job, we require them to report it, regardless of how minor they believe it to be. We do this because we believe in early intervention to prevent further injury and start the healing process sooner. We follow a systematic approach for the early reporting, intervention, evaluation, and conservative treatment of injuries and illnesses. It begins with an initial evaluation by facility-based occupational health nurses and progresses through a series of steps including medical provider referral when necessary. In addition to managing work-related cases, our occupational health nurses offer team members numerous health services, ranging from information related to diet, nutrition, and communicable diseases, to providing health screenings and influena vaccines. Ergonomics and job rotation Training and audits Safety performance To measure progress on our aspiration of ƒero ork related inuries, e measure our health and safety performance using traditional Occupational Œafety and Health “dministration’s ”OŒH“• incident calculations During fiscal †‡ˆ‰, e reduced our Total ecordable …ncident ate by ˆ†– and our Days “ay, estricted, and Transfer ate by ˆ—–, hen compared to fiscal †‡ˆ— This reduction includes all Tyson oods locations, e‹cluding those plants that became a part of Tyson oods in †‡ˆ˜ ith the ac™uisition of The Hillshire rands Company …n iscal †‡ˆ‰, e incorporated legacy Hillshire locations into OŒH“ rate data Home š Œite ap š Privacy Policy š Terms of ›se š œegal š Contact ›s Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
3.6 Secondary color use cases Data and visualizing information Secondary colors (and their darker and lighter values) should be used when multiple colors are needed to visually represent data. Colors should be used in the following order of appearance in a chart or graph: Tyson’s Pride blue Mustard seed Dark mustard seed Sage — Dark sage Tyson’s Pride blue should represent the largest data Cayenne point in a chart or graph. Dark cayenne Gray Tyson Foods Brand Guidelines June 30, 2017 V 1.0 17
3.6 Secondary color use cases Tone-on-tone Tyson’s Pride Dark mustard seed Dark sage Dark cayenne We occasionally use tone-on-tone values on C/M/Y/K on C/M/Y/K on C/M/Y/K on C/M/Y/K of our colors in long form applications. This treatment should be used to draw attention to or separate information, or to create visual rhythm in scenarios with heavy use of Tyson’s Pride blue. For tone-on-tone secondary colors, use Our story Innovation Responsible food Loved brands We care Transparency the dark value for text (not the main value) Our 2016 Sustainability Report set on top of the light value background. Subhead about the report here This ensures legibility. For tone-on-tone blue, simply use Tyson’s Reduced our total Pride blue for text on top of its light value recordable incident About this report rate by 12% compared About yson to fiscal 2013 counterpart as the background. LEARN MORE > — Workforce Tone-on-tone use in web. and culture Lorem ipsum dolor sit amet consectetuer adipiscin elit sed diam nonummy nib euismod tincidunt Tyson Foods Brand Guidelines June 30, 2017 V 1.0 LEARN MORE > 18 More than 91 chaplains provide compassionate Animal ellbein Responsibility pastoral care to team members and their amiles LEARN MORE > ie sustainability Marketplace report archive Environment Si AR E > Home | Site Map | Privacy Policy | Terms of Use | Leal | ontact Us Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
3.7 Text color Text in most cases appears in Tyson’s Pride blue or our main gray. Our story …nnovation esponsible food œoved brands We care Transparency Use Tyson’s Pride blue for headlines, key ur €ustainability ‚eport information call outs and body copy as Workforce and culture long as it does not overwhelm the reader Workforce and culture Workplace health and safety or conflict with printing methods. Our team members and hiring the best Human rights and labor relations Compensation and benefits Our main gray should be used for lengthy Diversity, inclusion, and development text in print and digital, or bits of text with secondary importance, like captions. People are the heart of Tyson oods, and our success depends on all of us orking as a team, so e call our employees team members Team members enoy many rights, benefits, and responsibilities at our company, such as a safe orkplace, freedom from discrimination Secondary colors should be used sparingly and retaliation, and compensation for ork performed These rights, benefits, and responsibilities are detailed in our Team ember ill of for key information call outs and small ights displayed at our locations Team members and our chicken business earn more about some common questions raised by people body copy. Dark cayenne should be used interested in our chicken business. We foster an environment of inclusion and diversity because e kno for hyperlinks. it takes the skills, thoughts, backgrounds, and talents of all our team members to be successful We have a tradition of building leadership from ithin and providing education and advancement opportunities for team members at every level of the company Workforce health and safety — We vie orking safely as a “value” and “ho e do our obs,” rather — than something e have to do That’s hy e aspire to have ƒero ork„related inuries and illnesses, and continue to improve our Gray body copy with Tyson’s Tyson’s Pride blue for headers culture, impressing upon all team members that all incidents resulting in an inury or illness can be prevented Pride blue for call outs and and subheads. Gray for body navigational menus. Dark copy. Mustard seed tone-on- Health and safety governance …n fiscal †‡ˆ‰, e established a ne safety governance structure, the cayenne for hyperlinks. tone to pull out key information. Š‹ecutive Œafety Council, connecting the CŠO to the plant safety councils The council, championed by our president Ž CŠO, is charged Tyson Foods Brand Guidelines June 30, 2017 V 1.0 ith developing and implementing a strategic plan for safety The 19 group advocates for an integrated approach throughout our business This integrated approach helps us balance the need for fle‹ibility ith maintaining the necessary structure to take advantage of best practices at all of our locations The council also helps us avoid investing significant resources in a number of disconnected activities or tasks …nformation about some important topics related to our orkplace health and safety efforts is belo Injury and illness reporting and treatment If a team member gets hurt on the job, we require them to report it, regardless of how minor they believe it to be. We do this because we believe in early intervention to prevent further injury and start the healing process sooner. We follow a systematic approach for the early reporting, intervention, evaluation, and conservative treatment of injuries and illnesses. It begins with an initial evaluation by facility-based occupational health nurses and progresses through a series of steps including medical provider referral when necessary. In addition to managing work-related cases, our occupational health nurses offer team members numerous health services, ranging from information related to diet, nutrition, and communicable diseases, to providing health screenings and influena vaccines. Ergonomics and job rotation Training and audits Safety performance To measure progress on our aspiration of ƒero ork related inuries, e measure our health and safety performance using traditional Occupational Œafety and Health “dministration’s ”OŒH“• incident calculations During fiscal †‡ˆ‰, e reduced our Total ecordable …ncident ate by ˆ†– and our Days “ay, estricted, and Transfer ate by ˆ—–, hen compared to fiscal †‡ˆ— This reduction includes all Tyson oods locations, e‹cluding those plants that became a part of Tyson oods in †‡ˆ˜ ith the ac™uisition of The Hillshire rands Company …n iscal †‡ˆ‰, e incorporated legacy Hillshire locations into OŒH“ rate data Home š Œite ap š Privacy Policy š Terms of ›se š œegal š Contact ›s Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
3.8 Do nots DO NOT USE LARGE FIELDS OF DO NOT USE INCORRECT VALUES FOR DO NOT USE A SECONDARY DO NOT USE A SECONDARY SECONDARY COLORS TONE-ON-TONE COLOR ON TYSON’S COLOR ON PHOTOGRAPHY — — PRIDE BLUE — Do not emphasize secondary colors. There should Do not use the main value for text on top of its light value. In — Do not set text on top of photography always be enough blue, white or imagery for the logo this example, the main value of cayenne is incorrectly used Do not use a secondary color on in a secondary color. Text on imagery to sit on. It should never need to sit on a secondary on top of light cayenne. Use the dark value of a secondary top of Tyson’s Pride blue. should only be set in white or Tyson’s color. Our brand should always focus on Tyson’s color for text on top of the light color background, in this case Pride blue. Pride blue or photography. dark cayenne. Our story Innovation Responsible food Loved brands We care Transparency Our 2016 Sustainability Report Subhead about the report here Sustainability Report 2017 Reduced our total — recordable incident About this report rate by 12% compared About Tyson Lorem ipsum dolor sit amet, consec- to fiscal 2013 tetur adipiscing elit, sed do eiusmod tempor pariatur. LEARN MORE > Workforce and culture Lorem ipsum dolor sit amet consectetuer adipiscin elit sed diam nonummy nib euismod tincidunt LEARN MORE > Tyson Foods Brand Guidelines June 30, 2017 V 1.0 More than 91 chaplains 20 provide compassionate Anial ellbein Responsibility pastoral care to team members and their amiles LEARN MORE > ie sustainability Marketplace report archive Environent SiT AR E > Home | Site Map | Privacy Policy | Terms of Use | Leal | ontact Us Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
3.9 Dos DO USE PRIMARILY BLUE AND DO USE CORRECT VALUES FOR TONE-ON-TONE DO USE WHITE ON TYSON’S DO USE WHITE OR TYSON’S PHOTOGRAPHY — PRIDE BLUE PRIDE BLUE ON IMAGERY — Use the dark value of a secondary color for text on top of — — The Tyson Foods brand should always feature the light color background. In this example, dark cayenne is Only white text should sit on top Type on imagery should only be set its blue and photography prominently. The logo correctly used for text on top of light cayenne. of Tyson’s Pride blue. in white or Tyson’s Pride blue. should only appear on blue, white or photography. Secondary color is only to highlight, separate or punctuate. Our story Innovation Responsible food Loved brands We care Transparency Our 2016 Sustainability Report Subhead about the report here Sustainability Report 2017 Reduced our total — recordable incident About this report rate by 12% compared About yson Lorem ipsum dolor sit amet, consec- to fiscal 2013 tetur adipiscing elit, sed do eiusmod tempor pariatur. LEARN MORE > Workforce and culture Lorem ipsum dolor sit amet consectetuer adipiscin elit sed diam nonummy nib euismod tincidunt LEARN MORE > Tyson Foods Brand Guidelines June 30, 2017 V 1.0 More than 91 chaplains 21 provide compassionate Animal ellbein Responsibility pastoral care to team members and their amiles LEARN MORE > ie sustainability Marketplace report archive Environment Si AR E > Home | Site Map | Privacy Policy | Terms of Use | Leal | ontact Us Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
4.0 Photography — The way we use imagery to express our values and represent our brand. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 22
4.1 Photography Our imagery provides a backdrop to the brand, showcasing the important moments, ingredients and settings that define who we are and what we do. Without exception, the element that unites all of our imagery is natural light. Our photography is warm, bold and authentic. More than any other visual element, it is a tangible expression of our commitment to raising the world’s expectations for how much good food can do. The images we use fit into one of four categories: • lifestyle • portrait • still life • in the field Tyson Foods Brand Guidelines June 30, 2017 V 1.0 23
— 4.2 Photography art direction A more comprehensive guide of images that fall into each of these categories and exemplify our photography standards is available upon request. LIFESTYLE PORTRAIT STILL LIFE IN THE FIELD — — — — • Photographs consist of landscapes and • These photographs consist of people • Shot overhead or at 3/4 perspective. • Photographs are of Tyson Foods facilities, people in rustic or natual settings. as the main focus. team members, stakeholders and food. • Styled on a dark or light/white natural • People are not the main focus of the • Shots should feel candid, in the moment surface with a bit of texture (wood, stone, • Team members are in the moment, candid photograph. If they are, they belong in and unposed. cloth, etc.). and are not posed. the ‘Portrait’ category and should follow that guidance. • Photographs should be shot in natural • Shots are naturally lit with soft shadows. • Photographs should be crisp and in light with dark and light contrast. focus and shot in natural light. • Landscape photography should • Props should be rustic in nature such as be shot at a wide angle. • Subjects should be causally dressed wood handled cutlery and linen table and shot in locations that are timeless, cloths and napkins, etc. • People should feel candid, in the moment rustic or natural. and unposed. • Styling should look natural and as if a meal were just placed on the table. • Photographs should be shot in natural light. • Photographs should be crisp and in focus. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 24
4.3 Photography in application Photography should always be used in a full-bleed layout. Typography on photography should only be set in white (on dark photography) or Tyson’s Pride blue (on light photography). Do not use a secondary color for type on photography. Images should have ample negative space (free from focal points or detailed textures) for text to sit. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 2525
4.4 Do nots DO NOT USE IMAGES WITH DO NOT USE IMAGES DO NOT USE OVER- DO NOT USE IMAGES WITH DO NOT USE IMAGES WITH DO NOT USE IMAGES WITH UNIDENTIFIABLE FOODS WITH INCORRECT STYLED SHOTS UNNATURAL LIGHTING OVEREXPOSED WHITES STAGED POSES — BACKGROUNDS — — — — Food should look appealing — Avoid images that feel forced— Subject matter shouldn’t While our photography is light Images of people should feel and appetizing—if you can’t Images should be set on food that’s been arranged too appear under a spotlight. and bright, it should not feel comfortable and candid. Avoid discern what’s being represented dark or light natural materials, perfectly or props that feel out Use images that are shot in artificially so. Avoid imagery shooting at odd angles. in an image, don’t use it. no distracting patterns or of place. diffused, natural-looking light. that looks clinically white obvious colors. and clean. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 26
5.0 The dash — A unique and critical part of our visual system. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 27
5.1 The dash We use a bold em dash to create separation between our logo and copy, Sustainability delineate content hierarchy, and add a Report 2017 — layer of crafted detail to our materials. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit, sed do eiusmod tempor pariatur. Use the dash according to the following rules so that it feels purposeful, not superfluous. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 28
5.2 Dash placement The dash should always sit between the Tyson Foods logo and copy. When the logo is not a key visual element, the dash should be used to separate headlines from body copy. Optically align the dash so it rests equidistant between what is above and below it. — — The dash used between the The dash used as a separator logo and copy. between a headline and body content. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 29
5.3 Dash size The dash should be used in the bold weight of the same typeface and point size as the headline of text it is set with. On a PC, make an em dash by keying Headline in 121/126pt Sentinel Book in ALT + 0151. Set the dash in the bold weight of the correct typeface Em dash in 121/126pt Sentinel Bold (Sentinel Bold or Proxima Nova Bold) when working in Microsoft Office, as opposed to using the bold function in the toolbar. Twenty-four seasons Headline in 27/29pt of great performances Sentinel Book On a Mac, make an em dash by keying and amazing entertainers. in Option + Shift + hyphen. — Em dash in 27/29pt We’re proud to support the Walton Arts Center Sentinel Bold and their twenty-fourth season of the arts. Subhead in 12/14pt Sentinel Bold. Leading manually increased between first line of text and dash above so that it sits optically equidistant. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 30
5.4 Dash spacing diagram A line break will usually suffice to separate the headline and the dash The dash should be Type 50pt without needing to adjust leading. Manually adjust spacing of the text or typeset in the same logo that accompanies it if necessary. text box as the headline Leading 53pt it is paired with. Equal space — above and below the dash Tyson Foods Brand Guidelines June 30, 2017 V 1.0 31
5.5 Dash color The dash should simply be set in the same color as the copy that surrounds it. The dash should help break up content, without drawing attention to itself. Keeping the color of copy and the dash the same unifies information and allows the vibrancy of our photography and depth of our blue to sing. — Dash used on photography and dash used on a solid color background: both set in the same color as copy. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 32
5.6 Do nots DO NOT PLACE THE DASH INCORRECTLY DO NOT USE THE DASH UNNECESSARILY DO NOT USE THE DASH IN AN DO NOT ELONGATE OR CHANGE THE — — INCORRECT COLOR PROPORTION THE DASH The dash here should be separating the headline The dash here is unnecessary since it’s not — — and the subhead, not the logo and the copy since separating a headline and body copy. The logo The dash should always be the same color as the The dash should always be a standard em the logo does not function as a primary element in and the headline are visually distant enough text on an application. dash as typed from a keyboard. Do not create this sponsorship ad. that they do not need a dash to separate them. a custom dash or turn it into a separator line. Twenty-four seasons Tyson Foods is a of great performances proud sponsor of and amazing entertainers. Lorem Ipsum. We’re proud to support the Walton Arts Center and their twenty-fourth season of the arts. — — Sustainability Report 2017 Lorem ipsum dolor sit amet, consec- tetur adipiscing elit, sed do eiusmod tempor pariatur. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 33
5.7 Dos DO PLACE THE DASH CORRECTLY DO USE THE DASH WHEN NECESSARY DO USE THE DASH IN THE CORRECT COLOR DO USE A STANDARD EM DASH — — — — The dash here is correctly separating the There’s no dash here since the logo and the The dash should always be the same color as the The dash should always be a standard headline and the subhead because the logo headline are visually distant enough that they text on an application. em dash as typed from a keyboard. does not function as a primary element in this don’t need separation. sponsorship ad. Twenty-four seasons Tyson Foods is a of great performances proud sponsor of and amazing entertainers. Lorem Ipsum. — We’re proud to support the Walton Arts Center and their twenty-fourth season of the arts. Sustainability Report 2017 — Lorem ipsum dolor sit amet, consec- tetur adipiscing elit, sed do eiusmod tempor pariatur. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 34
6.0 Typography — How our two typefaces support each other and our visual system. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 35
6.1 Our typefaces We use two American-made type families—Sentinel and Proxima Nova. Both have been expertly drawn for print, web and Microsoft Office. Aa Aa Our serif Our sans serif Sentinel by Hoefler & Co. Proxima Nova by Mark Simonson Tyson Foods Brand Guidelines June 30, 2017 V 1.0 36
6.2 Our typefaces Sentinel Proxima Nova working together Primary Secondary Our primary typeface is Sentinel, Sentinel Book Proxima Nova Regular a serif by Hoefler & Co. It’s honest, ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz comprehensive and well-crafted. Its sturdy slab serifs place it in an 1234567890&%$! 1234567890&%$! unpretentious genre of industrial typefaces. Sentinel Book Italic Proxima Nova Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Our secondary typeface is Proxima abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Nova, a sans serif by Mark Simonson. 1234567890&%$! 1234567890&%$! Its geometric clarity complements the detail of Sentinel and is legible even at Sentinel Bold Proxima Nova Bold very small sizes. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz If only system standard fonts are abcdefghijklmnopqrstuvwxyz 1234567890&%$! 1234567890&%$! available, use Century Schoolbook as a substitute for Sentinel and Arial as Sentinel Bold Italic Proxima Nova Bold Italic a substitute for Proxima Nova. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890&%$! 1234567890&%$! Tyson Foods Brand Guidelines June 30, 2017 V 1.0 37
6.3 Why our serif and sans serif work together Parity between weights Sentinel & Proxima Nova Similar x-height Open bowls and to cap-height ratio counters for legibility Tyson Foods Brand Guidelines June 30, 2017 V 1.0 38 38
6.4 Typographic hierarchy H1 Headline Text 54/58pt type Headlines 11pt paragraph spacing As the primary typeface, Sentinel Book should be used for all headline text. in Sentinel Book Subheads H2 Subhead in Proxima Nova Bold 22/26pt type We use bold weights of both Sentinel 52pt paragraph and Proxima Nova for different levels spacing of subhead text. H3 Subhead in Sentinel Bold 14/17pt type Body copy in Sentinel Book orehendit voluptae es disquas sequatesci blanit quist 0pt paragraph Body copy doluptiatiis vent qui volorrum que nis necab il modiam quam di sandici ligentur, sunt, spacing Both Sentinel and Proxima Nova are isit latureptum expe voluptasi beatur? Quia nosantia nist, te necus, cusdandiciet que 12/16pt type suitable for web and print use. However, viditione plibus iniae mil ilit latates coreped igendae vendicium dellacia debisit quo 12pt paragraph maio. Nam, odi in eossint vitaque doluptatur? Xim faccab is voluptur sitis dolent. spacing we prefer Sentinel for body copy in print and Proxima Nova for body copy in digital. Isit latureptum expe voluptasi beatur. Quia nosantia nist, te necus, cusdandiciet que These applications cater to the strengths viditione plibus iniae mil ilit latates coreped igendae vendicium dellacia debisit quo maio. Nam, odi in eossint vitaque doluptatur? Xim faccab is voluptur sitis. of each typeface and maximize legibility. Captions Captions in Proxima Nova Book Coresci to optatem eaquia sunt. 10/12pt type Essediantia coresci to optatem eaquia Omnisci aectiscia volor repudanti 10pt paragraph Small type, like callouts and captions, sunt omnisci aectiscia volor repudanti sa verum adignim entestia doluptium spacing sa verum adignim entestia doluptium. nonet aces explam acero conem et should be set it Proxima Nova. nonet aces explam acero conem et aliquodi odite neturerit officaero con. aliquodi odite neturerit officaero con. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 39
6.5 Typographic hierarchy comparison PRINT DIGITAL Header Our story …nnovation esponsible food œoved brands We care Transparency Sentinel Book Subheads ur €ustainability ‚eport Sentinel Bold Header Workforce and culture Sentinel Book Workforce and culture Workplace health and safety Body Menu Our team members and hiring the best Sentinel Book Proxima Nova Human rights and labor relations Regular and Bold Compensation and benefits Diversity, inclusion, and development Body People are the heart of Tyson oods, and our success depends on all of us orking as a team, so e call our employees team members Pull out information Proxima Nova Regular Team members enoy many rights, benefits, and responsibilities at Proxima Nova Regular our company, such as a safe orkplace, freedom from discrimination and retaliation, and compensation for ork performed These rights, and Bold benefits, and responsibilities are detailed in our Team ember ill of ights displayed at our locations Pull out information Team members and our chicken business Sentinel Bold earn more about some common questions raised by people and Book interested in our chicken business. We foster an environment of inclusion and diversity because e kno it takes the skills, thoughts, backgrounds, and talents of all our team members to be successful We have a tradition of building leadership from ithin and providing education and advancement opportunities for team members at every level of the company Workforce health and safety We vie orking safely as a “value” and “ho e do our obs,” rather than something e have to do That’s hy e aspire to have ƒero Tyson Foods Brand Guidelines June 30, 2017 V 1.0 ork„related inuries and illnesses, and continue to improve our 40 culture, impressing upon all team members that all incidents resulting in an inury or illness can be prevented Health and safety governance …n fiscal †‡ˆ‰, e established a ne safety governance structure, the Š‹ecutive Œafety Council, connecting the CŠO to the plant safety councils The council, championed by our president Ž CŠO, is charged ith developing and implementing a strategic plan for safety The group advocates for an integrated approach throughout our business This integrated approach helps us balance the need for fle‹ibility ith maintaining the necessary structure to take advantage of best practices at all of our locations The council also helps us avoid investing significant resources in a number of disconnected activities or tasks …nformation about some important topics related to our orkplace health and safety efforts is belo Injury and illness reporting and treatment If a team member gets hurt on the job, we require them to report it, regardless of how minor they believe it to be. We do this because we believe in early intervention to prevent further injury and start the healing process sooner. We follow a systematic approach for the early reporting, intervention, evaluation, and conservative treatment of injuries and illnesses. It begins with an initial evaluation by facility-based occupational health nurses and progresses through a series of steps including medical provider referral when necessary. In addition to managing work-related cases, our occupational health nurses offer team members numerous health services, ranging from information related to diet, nutrition, and communicable diseases, to providing health screenings and influena vaccines. Ergonomics and job rotation Training and audits Safety performance To measure progress on our aspiration of ƒero ork related inuries, e measure our health and safety performance using traditional Occupational Œafety and Health “dministration’s ”OŒH“• incident calculations During fiscal †‡ˆ‰, e reduced our Total ecordable …ncident ate by ˆ†– and our Days “ay, estricted, and Transfer ate by ˆ—–, hen compared to fiscal †‡ˆ— This reduction includes all Tyson oods locations, e‹cluding those plants that became a part of Tyson oods in †‡ˆ˜ ith the ac™uisition of The Hillshire rands Company …n iscal †‡ˆ‰, e incorporated legacy Hillshire locations into OŒH“ rate data Home š Œite ap š Privacy Policy š Terms of ›se š œegal š Contact ›s Copyright © 2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries
7.0 Application — Our system in action. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 41
7.1 Anatomy of an application TEXT Center-aligned Headline set in Sentinel Book Subhead set in Sentinel Bold White text on dark photography DASH Dash sits midway between headline and subhead Set in bold weight of the headline point size Set in same color as text PHOTOGRAPHY On brief photography—naturally lit, on a dark background with some light texture Allows adequate negative space for typography to sit LOGO Centered with headline/subhead Set in same color as text Tyson Foods Brand Guidelines June 30, 2017 V 1.0 42
7.1 Anatomy of an application HEADLINE Center-aligned Set in Sentinel Book DASH Dash sits midway between headline and subhead Set in bold weight of the headline point size Set in same color as text TEXT Body copy set in Sentinel Book Subhead section titles set in Sentinel Bold Key copy (introduction, section titles, graph details) in Tyson’s Pride blue All other body copy in gray GRAPH Uses correct order of primary and secondary colors LOGO Centered with headline At bottom of page as sign-off element Set in same color as text Tyson Foods Brand Guidelines June 30, 2017 V 1.0 43
7.1 Anatomy of an application TEXT Center-aligned within the negative space made by the subject matter of the image Headline set in Sentinel Book Subhead set in Sentinel Bold All copy Tyson’s Pride blue on light photography DASH Dash sits midway between headline and subhead Set in bold weight of the headline point size Set in same color as text PHOTOGRAPHY On brief photography—naturally lit on a light stone background, shot from overhead Allows adequate negative space for typography LOGO Centered with headline/subhead Is the same color as the text Tyson Foods Brand Guidelines June 30, 2017 V 1.0 44
7.1 Anatomy of an application LOGO Left aligned and anchored at top Same color as text in the menu bar HEADLINE Center-aligned Set in Sentinel Book, Tyson’s Pride blue DASH Dash sits midway between headline and content below Set in bold weight of the headline point size Set in same color as text PRIMARY TEXT Body copy set in Proxima Nova Book Subhead set in Proxima Nova Bold All copy in Tyson’s Pride blue SECONDARY TEXT Body copy set in Proxima Nova Book, gray Subheads and call-to-action links set in Proxima Nova Bold, Tyson’s Pride blue Tyson Foods Brand Guidelines June 30, 2017 V 1.0 45
7.2 Environmental applications Tyson Foods Brand Guidelines June 30, 2017 V 1.0 46
8.0 Divisions and programs — How our divisions and programs appear within our branding system. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 47
8.1 United under one logo Let’s rally under the same flag—our company logo. All materials created should use the Tyson Foods logo unless there is a strong business need for differentiation. There will be instances in which groups, divisions or programs may need to deviate from this. We’ve outlined the correct approach to this in the following pages. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 48
8.2 Division and program scenarios 8.2 Logo lockup 8.3 Proxima Nova signature 8.4 Sentinel signature Intended for external audience-driven Intended for internal communication Intended for company programs and business functions only. by business functions and all services. facility sponsorships. TRAVEL & MEETING SERVICES Meals that Matter® Detached vertical or horizontal logo Detached vertical or horizontal logo — K-12 SCHOOLS TEAM Our story Innovation Responsible food Loved brands We care Transparency ® Meals that Matter — Tyson Foods Brand Guidelines June 30, 2017 V 1.0 49 Who we are. What we do. Great food, made by good people. We grew from humble beginnings into a company that operates across the world. Our company is a leading producer of chicen, beef and por. any people don’t now that we also mae a variety of prepared foods, such as pia toppings and crusts, tortillas and chips, deli meats, appetiers, soups sauces and side dishes. HISTORY MAKING OF A MEAL LOCATIONS Our company started in the Our food begins on the farm. We have more than ,€€€ mid €s from the bac of ‚ee how we’re involved in Team embers in more than a truc. ‚ee how we’ve getting it to your table. €€ ƒ.‚. locations and in grown through time. operations across the globe. LEARN MORE > LEARN MORE > LEARN MORE >
8.3 Logo lockup If a business function has an external, must-differentiate need, the logo lockup Logo with business can be used. The business function name function lockup must end in “Team.” Examples: • External advertisements and print promotions from “K-12 Schools Team” • “Convenience Team” expo booth at a trade show Logo with business function lockup Tyson Foods Brand Guidelines June 30, 2017 V 1.0 50
8.4 Anatomy of a logo lockup This lockup, based on the vertical Tyson Foods logo, is accompanied by the business function name, typeset in all- caps Proxima Nova Bold and separated by our dash with even space to both sides. X-height of “Tyson” As with the Tyson Foods logo, we’ve built is twice the cap height of the business this lockup with rigor and precise logic function name to ensure it feels visually balanced and communicates a deliberate connection Space above and between Tyson Foods and the business below the dash is equal to half the function. height of the “T” in “Tyson” Size of business function name is half While this diagram helps to explain the the x-height of “Tyson” relationships between all of the lockup EXAMPLES OF OTHER LOGO LOCKUPS elements, any new assets should be built from the official template file by a trained designer. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 51
8.5 Proxima Nova signature Tyson Foods Service in all-caps logo nearby Proxima Nova Bold The Proxima Nova signature is for internal communications. If it is important to know that the material is coming from a specific team or service, use the Proxima Nova signature. All departments and services names should end in “Department” or “Services”. Business function names should end in “Team”. The Proxima Nova signature is the K-12 SCHOOLS TEAM department, service, or team name set in — all-caps Proxima Nova Bold. What’s on the Line? Examples: • Confirmation emails from “Travel & Meeting Services” • “K-12 Schools Team” email newsletter • A printed notice from the “Compensation It’s about giving kids opportunities and the Talk to us about the hallenges boiling over in strength to help win the day. Our Tyson Foods K-12 your kithens and we’ll help takle the Shools Tea never stops learning. e know it together. an eel like the trays are staked against you Department” and that so uh is riding on your lunh line. e’re listening. nd we want to know€ Fro K all the way through 12. hat’s on the line‚ Fro proureent needs to protein needs. Fro the S to the T . Tyson Foods Brand Guidelines June 30, 2017 V 1.0 52
Our story Innovation Responsible food Loved brands We care Transparency ® Meals that Matter 8.6 Sentinel signature — Approved and recognized company programs or sponsored facilities may use the Sentinel signature system. The program name is set in the primary Who we are. What we do. company type, Sentinel Book. It should Great food, made by good people. We grew from humble beginnings into a company that operates across the world. Our company is a leading producer of chicen, beef and por. any people don’t now that we also mae a variety of prepared foods, such as pia be larger than the cap height of the word toppings and crusts, tortillas and chips, deli meats, appetiers, soups sauces and side dishes. “Tyson” in the company logo. The logo should always accompany the program name. HISTORY MAKING OF A MEAL LOCATIONS Our company started in the Our food begins on the farm. We have more than ,€€€ mid €s from the bac of ‚ee how we’re involved in Team embers in more than a truc. ‚ee how we’ve getting it to your table. €€ ƒ.‚. locations and in grown through time. operations across the globe. LEARN MORE > LEARN MORE > LEARN MORE > Tyson Foods Brand Guidelines June 30, 2017 V 1.0 53
9.0 Video — How our visual system is applied in motion. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 54
9.1 Preferred text overlay Names and titles captioning an on-screen speaker should always occupy the lower left hand corner of the frame. A person’s Name in Sentinel Book. name should be set in Sentinel Book and Title and city in Sentinel Bold at 70% point size and their title or location (if applicable) of name. should sit below, separated by a dash, in Sentinel Bold. Text call outs or highlights of information from video content can sit in either the left or right sides of the frame, whichever has Call out information set in Sentinel Book better negative space to accomodate copy. at same point size as Use Sentinel Book for these call outs. name in lower third. Text can be set in Tyson’s Pride blue or white, whichever is most legible over the video content. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 55
9.2 Text overlay for legibility When the content of a video prevents text alone from being read clearly, we use a translucent layer of black behind white copy. Set the black layer to an opacity that’s just dark enough to provide contrast for legibility, often around 50%. The black White text set on black layer layer should meet the edges of the frame at 50% opacity. on three sides. The same rules from the previous page for typesetting names, titles and call out text apply. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 56
9.3 Interstitial style Frames that require text to divide video content or introduce a new segment should consist of centered, Sentinel Book in white on a Tyson’s Pride blue background. Centered, white copy set on a Tyson’s Pride blue background. Tyson Foods Brand Guidelines June 30, 2017 V 1.0 57
10.0 Contact If there are questions regarding the material in this guide, please do not hesitate to contact the Company Brand and External Communications team. Chad Nicholson, Associate Director Design, Company Identity, and Content Company Brand and External Communications corpcreative@tyson.com brand.tysonfoods.com Tyson Foods Brand Guidelines June 30, 2017 V 1.0 58