UPL EU Brand Guidance - Amanda Owen - 27.03.20

Product Catalogue: Intro & Contents Pages KEY POINTS:

EU Brand Guidelines ➢ Intro Page Image: The one used is for illustrative purposes
only. Please replace with an image/text more relevant to your
country/market. The logo is to remain as shown. It is highly
recommended you include this page.

➢ Intro Page Text: Please feel free to tailor to your local market.
➢ Contents: Please do NOT add product names or any other

information below any of the product categories on this
page. The concept is ‘Keep it simple’. Only show the product
categories for products that will be in your catalogue,
meaning you can add to/delete from those shown.
➢ Contents: A detailed double-spread addition to the ‘Contents
Page’ has been included on the following page where you
can show your products in your catalogue listed by brand
name, in alphabetical order, and under the relevant ‘Product
Category’ headings. In addition, a ‘Products Listed by Active’
page has also been created, often useful for agronomists.
These are optional additions to the main ‘Contents Page’.

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Product Catalogue: Detailed Contents KEY POINTS:

EU Brand Guidelines ➢ Products Listed by Brand Name: Under each product category
being featured in your catalogue, display all relevant brand names
in the format shown (full capital letters), in alphabetical order
under each category and ensure correct page numbers.

➢ Products Listed by Active Substance: A useful page for
agronomists. Actives to be noted in alphabetical order. Where a
product contains more than one active, it will need listing more
than once – See text on the template to further explain. This will
mean brand names are noted more than once also. Again, please
only display brand names in the template format set-up (full capital
letters).

Important: These pages are NOT a replacement for the main contents
page shown opposite the Intro Page, these are strictly an optional
addition and are intended to be shown as a double-spread as per the
template.

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Product Catalogue: Product Category Divider Pages

KEY POINTS:

➢ Optional: These are handy product category dividers that gives
a clear start/end to each category within your catalogue. These
are recommended but are optional as ‘Product Pages’ have
been designed with ‘Product Category Colour Strips’ down the
side of each page to also aid easy category identification.

➢ Look/Feel: If used, these pages must look as shown. Please do
NOT add any text to these divider pages or change in any way.

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Product Catalogue: Product Page Options OPTION 2

OPTION 1

Important: Please read KEY POINTS on the following slide before use. 54

EU Brand Guidelines

Product Catalogue: Product Page Options

KEY POINTS:

➢ Number of Pages per Product: Ideally we refrain from making product catalogues too bulky, therefore it is recommended you keep product pages
to 1 or 2 pages (maximum). Templates created for 2-pages as shown.

➢ Layout: Please add your content in to each of the sections. The layout of information, formatting and overall look/feel should remain as shown. You
can adapt subsequent headings on page 2 where required. The format of page 1 should be used as per the template.

➢ Design Options: Page 1, you have 2 design options to chose from (1) Table showing ‘actual crop imagery’ (2) Table showing ‘crop pictograms’.
Please try to use only 1 design style throughout your catalogue for a professional finish.

➢ Imagery: Where ‘actual crop imagery’ is used, please ensure UPL owns the correct licenses, not solely your designer. Also, on this version, please
do NOT add additional imagery to the ‘KEY BENEFITS; section as this would be too heavy. Refer to the visuals/templates for these options.

➢ Crop Pictograms: Please use the crop pictograms provided. Your designer can colourise them accordingly to match the correct ‘Product Category’.
Should you require a pictogram that is not present, please send your request to Amanda Owen to have created for you.

➢ Data: Where graphs are included, please stick to the colour scheme illustrated, relevant to the product category. Where multiple graphs are
included for 1 product, please try to show different types, i.e. charts and graphs.

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Crop Product Portfolios: A5 Size KEY POINTS:

Designed with a clean look/feel that is instantly clear as to what crop(s) ➢ Quick to Produce: Key page layouts have been created ready for your
the portfolio relates to. Created as part of a set, hence important that local designer to populate with your content and adapt where required.
all portfolio booklets follow the same theme.
In order to build and strengthen our brand image across EU, we must ➢ Minimises Duplication: Make better use of local marketing resources as
be consistent in our approach, therefore we kindly ask you to use only ➢ Reduces Costs:: One design for all of EU countries naturally reduces
this design for a ‘Crop Product Portfolio’. Imagery for the front cover
can be selected locally as the ones used are for illustrative purposes cost, leaving more to be spent in other areas.
only. To be produced locally with your own local content using the ➢ Easily Differentiated: Portfolios will each showcase 1 prime image
provided InDesign template(s). Click image.
representing the crop the portfolio relates to. Easily differentiated to all
other portfolios, yet all will feature a distinct ‘UPL look/feel’ to them.
➢ Stakeholder Familiarity: Customers & growers will quickly learn that this
design relates to a UPL ‘Product Crop Portfolio’.
➢ Portrays a Strong Brand Image: Adopting a consistent design approach
across EU by using the primary logo (with OpenAg) + similar design
aspects seen on other Marcomm collaterals, i.e. Product Catalogue, will
help to build/strengthen our overall brand image.

Important: Please refer to the ‘KEY POINTS’ noted within the ‘Product
Catalogue’ section as many of these will also apply to the Portfolios.

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Product Leaflets: A4 Size KEY POINTS:

Designed to be bold and disruptive in comparison to our ➢ Quick to Produce: InDesign editable templates have been created for your
competitors leaflets. Place our brightly designed leaflets in convenience. Simply change the name, imagery, content and you’re done. The
amongst a pile of ‘ordinaries’ and see who stands-out. structure/formatting of the ‘Product Pages’ has been purposefully developed to enable
In order to build and strengthen our brand image across EU, re-use across all MarCom’s. Example: A product leaflet can easily be taken in it’s current
we must be consistent in our approach, therefore we kindly form and placed straight in to a catalogue and/or portfolio. The Product Pages are all
ask you to use only this design for a ‘Product Leaflet’. There fully interchangeable between the MarCom’s, making the creation of promotional sales
are 2 and 4-page templates with 1, 2 or 3 (maximum) materials significantly quicker. Result = Sales Team have fast access to brand-consistent
imagery styles to chose from. To be produced locally with promotional leaflets used to help sell our products in a flash!
your own local content using the InDesign templates
provided. Click Image. ➢ Minimises Duplication: Make better use of local marketing resources.
➢ Dual-Purpose: The front cover of an A4 Product Leaflet has been developed with dual-

purpose in-mind, hence useable as a press Advert too and at €0 additional cost.
➢ Reduces Costs: One core design for all of EU countries naturally reduces cost
➢ Easily Differentiated: Colourised by product category relating to the brand, it is evident

types of products being promoted.
➢ Stakeholder Familiarity: Customers & growers will quickly learn that this design relates

to a UPL ‘Product Leaflet’.
➢ Portrays a Strong Brand Image: Adopting a consistent branding approach across EU

will help to build/strengthen our overall brand image.

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Product Adverts

Designed to be bold and stand out. Visually connected to your other MarCom’s collaterals to strengthen brand identity and product recognition
quickly easily. Advert options available:
➢ A4* - 1 brand
➢ A4* - Multiple brands in the same category (Templates for 2-6 brands max**)
➢ A4* - Multiple brands from different categories (Templates for 2-6 brands max**)
➢ A5 - Category only promotion, no brands (display key categories for your market, not all)
➢ Banner Ad - 1 brand

*A4 adverts can be scaled down to A5.
**The ‘visual slide’ shows the maximum capacity of text they have been tested to accommodate - please don't make too text heavy. These have
been created to tie-in with all of your other product MarCom's, therefore for brand consistency and cost efficiency purposes, please only use
these templates. They have been designed to offer plenty of flexibility, i.e. brand/category/imagery options. Should you have a request for an
advert template not shown then please contact Amanda Owen who can have created at no cost to you.

To view the range of Advert designs available – Click HERE

Share your Adverts as others may want to re-use. Simply send to Amanda Owen or upload yourself in the Marketing Hub – Click HERE 58

EU Brand Guidelines

Product MarCom’s Collaterals: General Guidance

➢ Use only the MarCom’s templates provided. Please do not create own styles as this will detract from the overall business objectives noted on Slide 38.
Use the tools developed to support you to make the most productive use of your resource, time and budgets.

➢ It is not recommended to put text over images
➢ Try to break large amounts of text up with relevant imagery. Ideally do not have large amounts of text – keep it simple and use bullet points if able
➢ Use of illustrated drawings is not recommended, instead use quality licensed imagery. Ensure different imagery is used for each product (clone

products are the exception)
➢ No logo for brand name, instead display the brand name in bold, dark grey, capital letters (good size), on a white background, using brand font (See

Slide 23)
➢ Brand name to be displayed in bold capitals wherever mentioned throughout in any communications
➢ Do not use the corporate orange colour for product-specific MarCom’s, instead use the correct product category colour (See Slide 17)
➢ Ensure all body text is also in the correct brand font (See Slide 23)
➢ All headings to be displayed in bold and full capitals. Where product related, follow same look/feel as the Product Catalogue ‘product pages’. Use of

Dark grey instead of coloured is also acceptable.
➢ Any illustrated arrows for example, ensure they are in dark grey, black or the same colour as the product category.
➢ No need to display UPL logo on every page, front and back covers are sufficient. Strictly only the Primary Logo (with OpenAg) to be used.
➢ Logo position = bottom right on videos and MarCom’s (brochures, portfolios, leaflets, adverts, etc…). There may be exceptions to this. Please contact

Amanda Owen if unsure.

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EU Packaging Labels

(Click to view the latest guidance)

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Packaging Labels: Current Status

The new packaging labels design & guidelines are part of a Global project, therefore no region/country is permitted to develop independently. Diego had placed this on-hold for
some time in order to better asses the cost impact to the business. Now this is complete, we have approval of one of the designs submitted so we can commence with
developing the new guidelines which will need to take in to consideration both legacies labelling as well as regional considerations, not just EU. These are expected to be ready
for September 2020. In the mean-time, the below guidance remains;

➢ Only swap the logo if a regulatory change is required, otherwise, maintain legacy label designs and use current inventories until a new design/guideline is issued.
➢ If a regulatory change is required (minor or major) we can change the logo if permitted. When logo swapping, the only logo permitted for use on packaging is the horizontal

version – See Slide 7
➢ Where there is no legacy design in existence, i.e. New product or change of distributor to direct sales, then in both cases, the legacy UPL design can be adopted with the new

logo (one of 2 styles depending on regulatory requirements). If using the legacy UPL design would cause an issue or confusion within the country, then the legacy branding
may still be used in exceptional circumstance, possibly with a new UPL logo if permitted. For labels that do not exist yet, the UPL legacy design will be used by default.
Therefore, when making a request for new label it should be specified when to use the legacy design, otherwise as default the UPL legacy design will be used. The design
style visuals are located in the EU Marketing Hub: New UPL Branding > Packaging Labels. Please contact Kellie Stevens who can support you with this.
➢ The UPL label design will change, therefore the option to use the UPL design is primarily for NEW labels where a label doesn’t already exist. This new branding will also not be
implemented in one go, instead, the change will occur during the normal course of business aligned with other regulatory/changes to the label. Also, costs to update/change
label artworks is not included in the ‘Integration Re-brand Budget’, hence waiting for the final design is strongly recommended (if able).
➢ Cost saver: Kellie Stevens and her team can make any legally required text / logo changes to labels that cannot wait until the new design / guidelines are available and at no
cost to you, therefore please do make use of our internal labelling team who are there to support you. Kindly ask you to obtain the original artwork files from your current
provider to enable in-house editing – Thank you.

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Corporate Clothing

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Corporate Clothing: Examples

When producing merchandise items that use embroidery, our primary choice is to embroider black on to white items with white forming the base colour
to our clean-look brand image. On any black or coloured items, we should use white embroidery. No legacy coloured items (blue/red). The primary logo
can only be printed, not embroidered (as found so far), therefore the use of the primary logo is best suited on lower-cost items such as t-shirts and
baseball caps. Printing is not advisable on more expensive items due to poor quality outcome. Embroidering is preferred, in which case, the secondary
logo (with OpenAg) should be used for such items due to limitations with the primary logo (for now). Logo position on t-shirts and jackets = left breast.

Front T-shirt, white, primary logo Back T-shirt, black, primary logo Front T-shirt, white, secondary logo Baseball caps with printed primary
(with OpenAg) printed (with OpenAg), Noto Sans font used (with OpenAg), embroidered logo (with OpenAg), in full colour, are
as an example, printed best suited to cap colours in white,
EU Brand Guidelines or black as a secondary option.

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EU Marketing Hub

(Click to locate all available brand assets)

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EU Marketing Hub: Other Available Assets

1. Videos* (Legacy UPL Video / The Rise of UPL Video / Brand Video featuring Jai Shroff / Logo Video / Purpose Video / Internal Values Video)
* Language subtitles can be added as transcrips are available in the EU Marketing Hub for your convenience. Please first check to see if there are
any videos already translated to avoid duplication of work as this site is continually being updated.

2. Internal Values Images & Posters – For internal use only
3. PowerPoint (PPT) Presentation Template(s)
4. Stamp Templates
5. Compliment Slip Templates
6. External Stakeholder Letters
7. Temporary EU Corporate PPT
8. Colours, Fonts, Backgrounds, and more…

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MarCom Proofs: Important

To support you with your re-branding exercise and to ensure consistency across
EU & Globally, please share your initial MarCom’s drafts with Amanda Owen for

support where required to ensure all is on-brand.

Current Response Time = Within 14 working days

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Any questions or comments relating to the contents of this document, please contact;

Amanda Owen
Brand, MarCom’s & Trademark Manager – Europe
E: [email protected]
T: +44 (0)1925 856086

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