Nutrien

Official Websites

• https://www.nutrien.com
• https://nutrienagsolutions.com
• https://www.nutrienagsolutions.com.au

Brand Guidelines

2018

Brand Summary

Mission

• Feeding the Future: Nutrien’s mission is to provide nourishment for the world’s growing population and demonstrate a long-term commitment to innovation [^1].

Core Values

• innovation
• sustainability
• growth
• humility
• friendliness

Target Audience

• Audiences seeking agricultural solutions, including stakeholders in food production, crop management, and those interested in sustainable, forward-looking agricultural practices [^2].

Personality Traits

• progressive
• friendly
• humble
• modern
• forward-looking

Visual Identity Overview

• Nutrien’s visual identity centers on a clean, modern logo with a stylized green leaf, a bold sans-serif font, and a color palette dominated by vibrant greens and black. The brand uses consistent graphic elements, clear space, and distinctive typography to convey freshness, growth, and professionalism [^3].

Categories

Color Palette

• LOGO COLORS Black Nutrien Leaf Gradient Nutrien Leaf 1 R 134 G 213 B 0 C 40 M 0 Y 100 K 0 PANTONE 375 C Nutrien Leaf 2 R 76 G 158 B 0 C 75 M 20 Y 100 K 0 PANTONE 362 C SUPPORT COLORS Nutrien Sky R 184 G 237 B 226 C 26 M 0 Y 15 K 0 Nutrien Denim R 70 G 95 B 112 C 76 M 55 Y 42 K 18 Nutrien Flaxen R 225 G 189 B 95 C 9 M 21 Y 73 K 3 Nutrien Earth R 72 G 43 B 23 C 48 M 72 Y 76 K 62 Nutrien Gray 1 R 190 G 190 B 190 C 0 M 1 Y 1 K 29 Nutrien Gray 2 R 130 G 133 B 135 C 0 M 0 Y 0 K 59 Nutrien Light Gray 1 R 241 G 240 B 242 C 0 M 0 Y 0 K 5 Nutrien Light Gray 2 R 220 G 221 B 223 C 0 M 0 Y 0 K 15 Nutrien Gray Gradient Nutrien Light Gray Gradient
• The core of the Nutrien Color System are the logo dress colors: black, which anchors the brand, and two shades of rich green which together in a gradient provide the leaf color for the winged N, signifying growth and the aspirations of our promise, essence, and values.
• The top tier of our support colors expand on the organic quality of the core greens without overpowering them. The range of grays provide some variety in the application of typography and other graphic elements in our system.
• PREFERRED: BLACK & NUTRIEN LEAF GRADIENT
• ALTERNATE: BLACK & NUTRIEN GRAY 2
• ALTERNATE: BLACK & NUTRIEN LEAF 2
• ALTERNATE: ALL BLACK
• The preferred version of our logo displays the winged leaf element in the Nutrien Leaf gradient. When a gradient effect is not possible, the winged leaf is displayed in the darker Nutrien Leaf 2 when against white or pale gray, and in the brighter Nutrien Leaf 1 when reversed against darker colors (see 3.5).
• For one-color applications, the winged leaf may be displayed in Nutrien Gray 2, or alternativelty the logo may appear in solid black.
• PREFERRED: WHITE ON NUTRIEN LEAF GRADIENT
• ALTERNATE: WHITE ON NUTRIEN GRAY 2
• ALTERNATE:WHITE ON NUTRIEN GREEN 1
• ALTERNATE: WHITE ON BLACK
• The logo should only be applied against white, black or colors of the Nutrien color system palette. When applied against the Nutrien Leaf colors, the logo must appear in white to achieve the proper contrast for legibility and impact.
• For one-color applications, the background may be in Nutrien Gray 2 or solid black.
• FULL-COLOR REVERSE ON NUTRIEN DENIM
• FULL-COLOR REVERSE ON NUTRIEN GRAY 2
• FULL-COLOR REVERSE ON NUTRIEN EARTH
• FULL-COLOR REVERSE ON BLACK
• When applying the logo against the darker colors in the palette, the leaf element in the winged N must appear in a solid Nutrien Leaf 1; in those cases avoid using the Nutrien Leaf Gradient or Nutrien Leaf 2, since they will not achieve the proper contrast against the background.
• Do not change the color of any part of the logo or tagline.
• Do not use colors outside of the Nutrien color system palette.
• Do not apply the Nutrien Leaf Gradient against a Nutrien Leaf background.

Typography

• The Foco font family is the preferred typeface for headlines, to be used in all high-level branding communications material. A distinctive sans serif font with a broad range of weights and styles, Foco fits the progressive personality of the Nutrien brand.
• Recommended Usage: Headlines / callouts Signage / display Stationery (design elements only)
• The Museo font family is the preferred typeface for body copy, to be used in all high-level branding communications material. A clean and easy-to-read slab serif font, it pairs well with our headline font, Foco.
• Recommended Usage: Body copy Support copy / Captions Quotations
• When Foco is not available, the Arial font family is the alternative headline typeface.
• Recommended Usage: Internal communications- Headlines / callouts Email Presentations
• Do not distort the Nutrien logo or any other Nutrien visual brand element.
• Do no redraw or substitute any part of the logo.
• Do not lock up any content with the logo in place of the approved tagline.
• Do not change the color of any part of the logo or tagline.
• Do not use colors outside of the Nutrien color system palette.
• Do not reproduce the logo smaller than minimum size.

Logo Usage

• The Nutrien logo without the tagline should only be used on exterior signage, clothing/uniforms, delivery vehicles and small promotional items.
• The Nutrien Logo with the tagline should be used in all communications, including advertising, brochures, letterheads, and business cards.

Tone And Messaging

• The Nutrien logo is the most recognizable representation of our brand. Its sans serif font is clean and modern, with the use of italics suggesting a progressive, forward-looking company. The primarily lower case lettering, with rounded-off corners on the letterforms themselves, speaks to our humble, friendly approach to business.
• The Nutrien tagline, “Feeding the Future,” defines the vital role our company plays in providing nourishment for the world’s growing population. It also speaks to our ongoing, long-term commitment to innovation.

Visual Style

• Our brand is supported by several foundational brand elements, including: • Logo • Graphic Elements • Color System • Typography • Imagery Each of these elements has been designed to create a unique and memorable visual identity for Nutrien. By using these elements properly and consistently, we can all help assure that, at a glance, our audiences will understand who we are and what our brand stands for.
• LOGOTYPE: CUSTOMIZED FOCO BOLD ANGLE/SHEAR: 15°
• The Nutrien logo is the most recognizable representation of our brand. Its sans serif font is clean and modern, with the use of italics suggesting a progressive, forward-looking company.
• The primarily lower case lettering, with rounded-off corners on the letterforms themselves, speaks to our humble, friendly approach to business.
• The Nutrien logo without the tagline should only be used on exterior signage, clothing/uniforms, delivery vehicles and small promotional items.
• TAGLINE LEFT-ALIGNS WITH SHEAR OF ‘U’
• The Nutrien Logo with the tagline should be used in all communications, including advertising, brochures, letterheads, and business cards.

Additional Properties