Brand GuidelinesPublished July 2021APPROVED FOR EXTERNAL USE1. Introduction (4-11) // Growing an even more powerful partnership (6) // A new purpose. A new way forward. (8) // What to expect from this guide (10)2. Introducing our brand family (12-21) // A meaningful transformation (14) // Vegetables by Bayer (16) // Seminis (18) // De Ruiter (20)3. How to express our brands (22-59) // Overall partnership guidance (24) // Trademark agreements (26) // Our brand family (28-59) // Vegetables by Bayer (28) // Seminis (31-45) // De Ruiter (46-59) 4. Additional resources (60-64) // Contacts for questions (62) // Thank you (64)3Table of contents3Approved for External Use: Vegetables by Bayer Brand Guidelines // July 2021251. IntroductionGrowing an even more powerful partnershipA new purpose. A new way forward.What to expect from this guide5Approved for External Use: Vegetables by Bayer Brand Guidelines // July 202145Working together, we’ve grown stronger and more impactful. We thank you for that collaboration. As our partner, we can’t wait to invite you into something even more powerful. We are proud to bring our Seminis and De Ruiter seed brands closer together under the Vegetables by Bayer platform. While Seminis and De Ruiter have long provided cutting edge solutions to help grow businesses in both open field and protected environments, together as Vegetables by Bayer, we’ll be able to do even more. We’re working to grow new innovations and bring even more value to you, our partners and our industry customers. We promise to help you grow your business so that together, we can grow a healthier world.Growing an even more powerful partnership7Approved for External Use: Vegetables by Bayer Brand Guidelines // July 202161. IntroductionGrowing an even more powerful partnershipBy joining forces, Seminis and De Ruiter not only have a more powerful purpose, we have a more powerful brand. This brand brings the legacy of Seminis and De Ruiter forward, while unifying them under the essence of Bayer. With this also comes the need to unify all partners and collaborators on how best to utilize and incorporate the new brand. Moving forward, all communication will now be united under a more cohesive brand positioning and identity. This guide will help to enable that change.A new purpose. A new way forward.89Approved for External Use: Vegetables by Bayer Brand Guidelines // July 202181. IntroductionA new purpose. A new way forward.What to expectfrom this guideA seed for remarkable growth.Use this guide to:// Understand the new Seminis and De Ruiter brand marks, look and feel// Ensure consistency and alignment in every brand expression// Serve as a resource when creating materials that represent our brandsAn incredibly important one. Because within it lies the future of our collaboration. This seed contains a more purpose-driven brand strategy. It...
