Brand guidelines
Brand guidelines are an official guide setting out how a company’s visual markers are to be used.
They allow every employee to communicate in the same style, with the same codes, so the organisation presents a clear, consistent and professional image.
Explore the interactive version“Building on well-established guidelines, improving the accessibility and adaptability of our digital and print materials, and simplifying their use as so many of you have asked.”
Logo
Meaning
Since its creation in 1998, this logo has been designed to convey:
The RAGT logo through time
Since it was founded in 1919, RAGT has had several logos which, like the company, have evolved over time.
Usage
Two questions to ask yourself before using the RAGT logo.
Download the logo
Choose the format, then the colour version: you can then download or copy the logo.
Prohibited uses
Cases never to be reproduced.
Never stretch or compress the logo. Its proportions are non-negotiable.
Never change the colours outside the officially defined versions.
No drop shadow, outline or glow effect may be added to the logo.
The logo must never be tilted or rotated, not even slightly.
The full-colour logo must never appear on a brand colour background.
Respect the minimum size: 25 mm in print, 72 px in digital.
Always keep a minimum space around the logo: it must never touch an edge or another graphic element.
The “Sower” pictogram may only be used alone if the full logo appears on the same page.
Colours
The Groupe RAGT colour guidelines rest on shades chosen for their chromatic harmony and for what they evoke of each business unit.
The colours are split into two main families: cross-cutting shades and business unit shades.
RAGT colours
The cross-cutting shades support a chromatic framework that tempers the brand colours. They help build a structuring brand world, whether used on their own or alongside the business unit shades.
Business unit colours
Each business unit has a secondary colour whose purpose is to make it easy to identify.
Specific marketing & communication usage
RAGT marketing teams may need additional colours to differentiate the products they sell in a competitive environment (bagging, packaging, labelling, point-of-sale).
Their use is strictly limited to those teams.
Typography
Typography gives structure to the brand voice. RAGT relies on a restricted set of typefaces: one for print and office work, and a heading/body pairing for digital.
Official typefaces
Examples
Documents & office work
Letters, presentations, brochures: Aptos ensures consistent reading across all of the Group’s printed and office materials.
The quick brown fox jumps over the lazy dog. — 0123456789
Brand platform
Growing tomorrow
Sow, harvest, pass on
Since 1919, RAGT has been selecting seed varieties suited to their territories and guiding farmers towards sustainable agriculture. The Oswald / Google Sans Flex pairing gives digital materials a clear hierarchy: assertive headings, legible body text.
The quick brown fox jumps over the lazy dog. — 0123456789
Text colours
On a light background: you may use Black or Primary blue.
On a dark background: White is the primary colour.
Download the typefaces
Specific usage
Des typographies annexes peuvent être utilisées à des fins promotionnelles et commerciales par les services Communication / Marketing de RAGT Semences et RAGT Jardin et Maison uniquement. L'accessibilité des typographies demeure un prérequis à leur utilisation.
Graphic elements
A key symbol of the RAGT world, the seed makes it instantly clear that a visual or a document belongs to the brand.
The window frames photos, quotations or messages to signal immediately that the content is RAGT’s.
Photography
Favour photographs that include people.
Using photos of any identifiable person (employee or external) requires a signed image rights release form. Want to know more? Contact the corporate communication and public relations team, or the one for your business unit.
A tip: without a release form, plan for photos taken from behind or focused on gestures, to avoid showing faces.
A media library lets you use RAGT images for your own materials.
Go to the media library
Specific usage
Each business unit has specific usage rules that complement the Group guidelines. Check the ones that apply to your activity.