Official Websites

• https://hellotractor.com

Brand Guidelines

2015

Brand Summary

Mission

• Hello Tractor is a social enterprise committed to sustainable and scalable business practices, aiming to revolutionize food and income security for smallholder farmers in Nigeria by providing accessible machinery and technology solutions [^1].

Core Values

• sustainability
• scalability
• innovation
• impact
• participation
• accessibility
• growth
• security
• effective business
• effective farming

Target Audience

• Smallholder farmers in Nigeria and sub-Saharan Africa, investors interested in the sharing economy, and diaspora communities seeking to support agricultural growth [^2].

Personality Traits

• approachable
• playful
• technological
• innovative
• forward-thinking
• spirited
• friendly

Visual Identity Overview

• The visual identity features a playful and approachable tone, with a speech bubble graphic device, a handwritten wordmark, a single intense vermilion color palette, and icons that emphasize simplicity and organic forms. The design prioritizes clarity, recognizability, and a modern, friendly aesthetic [^3].

Categories

Brand Voice

• Balancing a technological tone with playful approachability, we’ve crafted a symbol that represents the fundamental value of the brand. The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• A suite of fonts have been chosen to embody our brand voice. These fonts were selected for their aesthetic value and fluidity in the visual identity as well as their legibility. Used as specified, they provide a hierarchy of messaging and guide the reader through our language.
• Selected for its approachability and human-feeling composition, Rooney is our primary typeface. It is used for all headers and subheaders as well as call-to-action areas.
• Avenir has been chosen as the secondary typeface for Hello Tractor’s visual identity. This sans serif font helps legibility and gives a harmonious and sensible appearance for both digital and print applications.

Brand Imagery

• Balancing a technological tone with playful approachability, we’ve crafted a symbol that represents the fundamental value of the brand. The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• To protect the clarity and visual integrity of our identity, an exclusion area (marked in blue) has been illustrated. Design elements should never encroach on this space. The exclusion area serves as a guide—it is not visible or printed.

Color Palette

• A single palette has been chosen to complement the logotype and add tone to the identity. The vermilion colour is intense, playful and spirited. Used on its own, vermilion captures the innovative, unexpected and forward-thinking nature of Hello Tractor.
• These colours have been optimised for screen, so the associated hex numbers are for websites, social media, presentations or any other applications viewed on screen.
• These colours have been modified to achieve optimum results in print, regardless of the press. Please ensure the specifications are matched exactly for both process (CMYK) and spot colour (PMS) print files.
• Screen Vermilion # FF481D R: 255 G: 70 B: 30

• FC275F R: 252 G: 40 B: 95 C: 0% M: 95% Y: 45% K: 0%

• 444 R: 68 G: 68 B: 68 C: 65% M: 60% Y: 60% K: 45%

• Print Vermilion Pantone 172C C: 0% M: 85% Y: 95% K: 0%

• BF2850 R: 190 G: 40 B: 80 C: 25% M: 95% Y: 60% K: 0%

• 888 R: 136 G: 136 B: 136 C: 50% M: 40% Y: 40% K: 0%

• Print—Uncoated Vermilion Pantone 172U C: 0% M: 85% Y: 95% K: 0%

• 602660 R: 96 G: 38 B: 96 C: 70% M: 100% Y: 30% K: 20%

• F0F0F0 R: 240 G: 240 B: 240 C: 5% M: 5% Y: 5% K: 0%

Typography

• A suite of fonts have been chosen to embody our brand voice. These fonts were selected for their aesthetic value and fluidity in the visual identity as well as their legibility. Used as specified, they provide a hierarchy of messaging and guide the reader through our language.
• All fonts are available for usage in print and on screen.
• Primary Typeface Selected for its approachability and human-feeling composition, Rooney is our primary typeface. It is used for all headers and subheaders as well as call-to-action areas.
• Accent Typeface Avenir has been chosen as the secondary typeface for Hello Tractor’s visual identity. This sans serif font helps legibility and gives a harmonious and sensible appearance for both digital and print applications.

Logo Usage

• The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• To protect the clarity and visual integrity of our identity, an exclusion area (marked in blue) has been illustrated. Design elements should never encroach on this space. The exclusion area serves as a guide—it is not visible or printed.
• 1.5X —————————————-’ 1.5X ______J I ______ _, X I ______..J

Tone And Messaging

• Balancing a technological tone with playful approachability, we’ve crafted a symbol that represents the fundamental value of the brand. The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• A single palette has been chosen to complement the logotype and add tone to the identity. The vermilion colour is intense, playful and spirited. Used on its own, vermilion captures the innovative, unexpected and forward-thinking nature of Hello Tractor.
• To capture the participatory nature of Hello Tractor, we’ve designed a pattern that suggests multiple individuals coming together to create something greater.
• Used as a background or accent, overlapping speech bubbles can give any communication a polished, playful tone without becoming distracting.

Brand Values

• Break ground. Reinvent a market. Make an impact.
• Hello Tractor is a social enterprise committed to sustainable and scalable business practices.

Visual Style

• Balancing a technological tone with playful approachability, we’ve crafted a symbol that represents the fundamental value of the brand. The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• To protect the clarity and visual integrity of our identity, an exclusion area (marked in blue) has been illustrated. Design elements should never encroach on this space. The exclusion area serves as a guide—it is not visible or printed.
• A single palette has been chosen to complement the logotype and add tone to the identity. The vermilion colour is intense, playful and spirited. Used on its own, vermilion captures the innovative, unexpected and forward-thinking nature of Hello Tractor.
• These colours have been optimised for screen, so the associated hex numbers are for websites, social media, presentations or any other applications viewed on screen.
• These colours have been modified to achieve optimum results in print, regardless of the press. Please ensure the specifications are matched exactly for both process (CMYK) and spot colour (PMS) print files.
• Screen Vermilion # FF481D R: 255 G: 70 B: 30

• FC275F R: 252 G: 40 B: 95 C: 0% M: 95% Y: 45% K: 0%

• 444 R: 68 G: 68 B: 68 C: 65% M: 60% Y: 60% K: 45%

• Print Vermilion Pantone 172C C: 0% M: 85% Y: 95% K: 0%

• BF2850 R: 190 G: 40 B: 80 C: 25% M: 95% Y: 60% K: 0%

• 888 R: 136 G: 136 B: 136 C: 50% M: 40% Y: 40% K: 0%

• Print—Uncoated Vermilion Pantone 172U C: 0% M: 85% Y: 95% K: 0%

• 602660 R: 96 G: 38 B: 96 C: 70% M: 100% Y: 30% K: 20%

• F0F0F0 R: 240 G: 240 B: 240 C: 5% M: 5% Y: 5% K: 0%

• A suite of fonts have been chosen to embody our brand voice. These fonts were selected for their aesthetic value and fluidity in the visual identity as well as their legibility. Used as specified, they provide a hierarchy of messaging and guide the reader through our language.
• All fonts are available for usage in print and on screen.
• Selected for its approachability and human-feeling composition, Rooney is our primary typeface. It is used for all headers and subheaders as well as call-to-action areas.
• Avenir has been chosen as the secondary typeface for Hello Tractor’s visual identity. This sans serif font helps legibility and gives a harmonious and sensible appearance for both digital and print applications.
• To capture the participatory nature of Hello Tractor, we’ve designed a pattern that suggests multiple individuals coming together to create something greater.
• Used as a background or accent, overlapping speech bubbles can give any communication a polished, playful tone without becoming distracting.
• Icons are quick identifiers for actions and information that form part of our visual identity. The icons shown here are the initial set. All future icons must maintain the same weight and feel: simplicity over complexity, organic instead of structured.
• When creating future applications, please pay attention to: »Relationship between graphic devices » Hierarchy of information » Image and iconography usage » Viewing distance »White space

Iconography

• Icons are quick identifiers for actions and information that form part of our visual identity. The icons shown here are the initial set. All future icons must maintain the same weight and feel: simplicity over complexity, organic instead of structured.
• When creating future applications, please pay attention to: »Relationship between graphic devices » Hierarchy of information » Image and iconography usage » Viewing distance »White space

Layout And Composition

• The speech bubble is designed to work as a standalone piece and in conjunction with the handwritten wordmark. Over time, it will become instantly recognisable and a calling card for our business.
• To protect the clarity and visual integrity of our identity, an exclusion area (marked in blue) has been illustrated. Design elements should never encroach on this space. The exclusion area serves as a guide—it is not visible or printed.
• When creating future applications, please pay attention to: »Relationship between graphic devices » Hierarchy of information » Image and iconography usage » Viewing distance »White space

Brand Positioning

• For Nigerian farmers, Hello Tractor will provide machinery to unlock the capacity of smallholders. Hello Tractor is an award-winning venture and the only concept of its kind in the world. Our network of connected tractors promises to revolutionize food and income security for smallholder farmers in Nigeria, using tech to disrupt the outdated system of tools ownership.
• For investors interested in the sharing economy, Hello Tractor will disrupt the outdated agricultural model across Africa. Developing a network of clients in a massive untapped market, our connected tractors promise to generate network revenues while uplifting smallholder farmers in Nigeria.
• For smallholder farmers in sub-Saharan Africa, Hello Tractor will provide machinery to unlock their capacity for growing food and earning an income. Hello Tractor is an award-winning venture and the only concept of its kind in the world. Our connected tractors promise to generate sustainable profits for both tractor owners and their users.
• Hello Tractor’s founder, Jehiel, is using his experience in international development and investment banking to improve the livelihood of farmers in Nigeria. He permanently relocated from Washington, D.C. to Abuja in January of 2015 to be able to meet with tractor owners, establish partnerships in person and connect with local banks willing to finance tractor purchases.
• Our Smart Tractors are small, maneuverable and versatile machines designed for small plots of land. The tractors have eight attachable implements for tilling, threshing, hauling (up to one ton), irrigation and other vital farming needs.
• Hello Tractor provides a virtual booking platform where farmers can request and pay for tractor service using SMS and mobile money prepayment options. As a security measure, our system includes monitoring capabilities, so owners can have visibility of their tractors at all times.
• Sharing assets is today’s growing business model. Using communications technology, limited resources can be made more accessible. We are applying this concept to small tractors—a high demand commodity in Nigeria. We alleviate the costs associated with owning a tractor for both tractor owners and farmers who can’t afford a tractor. We support the owners through accessible financing, in addition to providing a technology platform for hiring out their tractor services and monitoring their equipment. We make the tractors available to farmers who need the machinery for a low cost per use.
• Nigeria has 84 million hectares of arable land, though only 40% is cultivated. Over half of the population identify as farmers, but most lack the technology to turn their land into a highly productive asset. Currently, only 4% of the country‘s demand for tractors is being met. Hello Tractor will help meet this demand for tractors and untap the country’s immense potential for growth through agriculture.

Applications

• A couple of application examples have been chosen to illustrate how Hello Tractor’s visual identity can be applied to branded media.
• When creating future applications, please pay attention to: »Relationship between graphic devices » Hierarchy of information » Image and iconography usage » Viewing distance »White space

Additional Properties