Brand guidelines -...

Brand guidelines

Implementing the Valley® Brand

Valley Irr Igat Ion Brand guIdel Ines

If you have any questions, please email [email protected].

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From the Brand Manager

Rich in history and brand equity, Valley® Irrigation is embarking on a bold transformation to create an even more powerful, distinctive brand. By optimizing the alignment of our brand resources, Valley Irrigation will fortify its position as the premiere global provider of precision irrigation.

We’re committed to presenting a globally unified brand at every level—from corporate and dealer communication to partner development and beyond. These guidelines are for everyone who contributes to the presence of our brand and for all who communicate under the Valley Irrigation banner. You and your established name represent Valley, along with its values and marketplace position. Everything our customers associate with Valley, they will expect from you.

As our partner, you profit from the strength created by the Valley brand. Adopting these guidelines will strengthen both your position in the marketplace and our global brand.

These guidelines are not meant to be restrictive, but to provide a formal structure that allows for cohesive, consistent brand application. Thus building further equity in a powerhouse brand.

It is an honor to work with you and welcome to Valley Irrigation.

Jill Zwiener Valley Irrigation Brand Manager



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Table of Contents

OVERVIEW

Valmont® Industries Overview

1. Brand Basics Brand Overview Brand Pillars Valley Logo Versions Valley Logo Usage Valley Logo Sizes Logo Spacing/Positioning Logo Tagline Usage The Valley “V” Usage Sub-Brand Logo Usage Valley Color Palette Typeface Product Photography Usage Brand Voice Brand Description Authorized Providers Valmont Irrigation Logo Guidelines

2. Registration & Trademarks Registered & Unregistered Trademarks & Registration Marks Brand & Product Name Usage 3. Stationery & Business Cards Letterhead Guidelines Envelope Guidelines Business Card Guidelines

4. Signage Outdoor Signage Awnings Vehicle Signage In-Store Signage

5. Product Literature Available Product Brochures

6. Templates PowerPoint Intra-Company Correspondence Bulletins

7. Digital Guidelines Valley Dealer Websites Internet Marketing Email Signatures Social Media Guidelines Social Media Policy Social Media Artwork Posting Guidelines

8. Public Relations Press Release Guidelines Press Release Template Story Pitches & Media Alerts Media Alert Template

9. Approval Process Approval Process



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Valmont® Industries is a leading producer and distributor of products for the infrastructure and agriculture markets.

Valmont Industries began in 1946 when our founder, Robert B. Daugherty, combined his $5,000 savings and wholehearted belief that business could and should be done better. Since that modest start more than 60 years ago, our company has grown into an international leader in engineered products and services for infrastructure and water-conserving irrigation equipment for agriculture.

From the lighting and traffic structures that guide your way, to communication towers and utility structures that power your home and business, to irrigation equipment that waters the croplands on which your food is grown, Valmont products improve lives worldwide.

Valmont Industries operates in five primary business segments: Engineered Infrastructure Products; Utility Support Structures; Irrigation and Coatings; as well as in the Tubing, Grinding Media and Electrolytic Manganese Dioxide businesses. Valmont (VMI) is publicly traded on the NYSE.

We focus on two global markets: infrastructure and agriculture. Valmont Industries has physical locations in 23 countries, offering 27 brands from more than 90 facilities. International sales represent a significant portion of our revenues.

Valmont employees are passionate about the products we make. Our products are the cornerstone of our success. We pride ourselves on being people of integrity who excel at delivering optimal results. We pursue opportunities for growth by taking our products and processes to new markets, introducing new products to regions where we have a presence, and continually improving our services to ensure that Valmont solutions are second-to-none.

Valmont® Industries

OVERVIEW

WATER MANAGEMENT

1Brand Basics



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The Valley brand is indisputably our most valuable asset. It is how we are recognized and valued by our most important audiences – growers, dealers, farm managers, investors, partners and employees. Every time the Valley name or logo is used, we are making a statement about who we are and what we stand for. Although this document provides guidance on the use of many of the brand’s visual and verbal applications, it is how they are implemented that is most important – and that is up to you. To ensure a consistent brand experience, we need your help. You are the steward of this brand. These guidelines provide you with the tools to begin.

Overview



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Valley Brand

The Leader in Precision Irrigation®

These guidelines were developed to provide a comprehensive understanding of the Valley brand. The Valley identity can only make a positive impact if it is used consistently and correctly.

The basic elements of the Valley brand include:

– the Valley logo – the Valley tagline– the corporate colors– the corporate typeface

We convey our brand identity through every form of communication andexperience – through the products we sell, the service we provide, how we act and what we say. Everything we do has a direct impact on how the world perceives us.

Valley Brand Typeface

Logo

Tagline

Colors

Brand PositioningValley is the global leader in irrigation because we offer growers an unequaled combination of superior equipment and unmatched dealer support. We have succeeded in becoming the industry leader because our growers have succeeded. Since day one, Valley equipment and Valley relationships have been built the same way: infused with personal commitment and made to last.

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ReliableAuthentic, Stands the Test of Time, The One You Can Count On, Trustworthy

DurableSolid Product – Solid Partnership, Enduring Strength, Toughness, Deep-Rooted

PreciseAccurate, Diligent, On the Mark

AdvancedFuture Focused, Positive Gains, Knowledgeable Insight, Progressive

ResponsiveDependable, Genuine, Perceptive

These pillars serve as the foundation from which all our communications and interactions flow. They create the expectation for customer connection and allow our customers to experience our brand promise firsthand.

What do we stand for?

The traits we adopt as a company are simply another way to position ourselves with our customers. The ultimate intent is to gain value – having our customers perceive our company with the same characteristics that embody our brand.

Brand Pillars

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Valley Logo Versions

The Valley logo is the main asset of the Valley brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork.

The logo includes the trademark “V” carefully and precisely paired with the stylized “Valley” logotype. To prevent any misuse issues, only use approved logo artwork and avoid adding effects that change its appearance in any way. Variations and mistakes, however small, will reduce the impact of the brand.

Always use the most recent high quality versions of the logos.

Download the approved logos from www.valleyirrigation.com/Brand.

Horizontal logo with tagline

Vertical logo with taglineVertical logo

Preferred Use Horizontal logo

acceptable variations (only in these colors)



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Using the Valley Logo

While not an exhaustive list, the examples shown here demonstrate logo misuses that undermine all efforts to build a consistent and unifying brand identity. The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance.

Unacceptable Usage

IrrIGaTIOn

dealershIP aBC

do not integrate the logo with your company name.

The Leader in Precision Irrigation

do not alter the proportions or positioning of the logo elements. do not change the positioning or typeface of the Valley tagline.

Dealership ABCyour vAlley serviCe speCiAlist for over 10 yeArs

do not use the logo elements separately or integrate with a different tagline.

do not alter the approved colors in any way.

do not recreate the logo using another typeface.

VALLEY

do not add special effects, such as bevel, drop shadow or glow.(If this usage is necessary based on created element, Valley Marketing must provide approval before use.)

do not use tints or shades of colors.

do not change the type weight or scale/positioning of the tagline.

do not change the tagline in any way.

do not apply different colors to the elements of the logo.

do not use old versions of the logo or logo tagline.

do not outline the logo.

The LeADeR in Precision Irrigation

The World Leader in Precision Irrigation



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do not skew or stretch the logo.

do not use the Valley “V” trademark as a stand-alone graphic element.

do not use any part of the logo to create a new logo.

always ensure the logo is positioned on a background offering sufficient contrast to maintain visual clarity.

do not rearrange the elements of the logo.

do not use the Valley logotype without the “V” trademark.

do not use the Valley “V” trademark as part of a pattern or graphic.

do not scan the logo, copy/paste from an Internet application or use the logo with poor resolution.

alley DealershipAnytown USA

do not place the logo in a box on an image.

do not place the logo on a distracting background that makes it difficult to stand out.

Unacceptable Usage

When the logo appears on an image, ensure that it is positioned on an area light enough (or dark enough if using reverse version) to ensure maximum clarity.



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do not ignore the minimum clearance zone (see page 15).

never use the Valley blue within your dealership logo. Valley blue is a protected color by Valmont Industries.

While using a generic pivot image in your logo is permitted, never use a pivot that incorporates the Valley logo, Valley V, Valley signage or Valley blue within it.

do not use the logo in a statement or sentence, instead spell out the company name, Valley.

do not add a business, product or location name to the Valley logo.

do not put any other identities under the Valley logo, unless it is a Valley brand/company and is approved by the Brand Manager.

MONTREAL, CANADA Dealership ABC, Inc.

Dealership ABC, Inc.

ABC

Incorrect: Check out these new products from

correct: Check out these new products from Valley®.

Important notice: If the logo is misused, it will be the responsibility of the third party to immediately rectify at its cost. In the event of unauthorized use, Valley will assert its right to claim legal action.

DEALER ABC

The “Valley, a Valmont Product” logo is no longer being used.

Unacceptable Usage



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Valley Logo Sizes

The Valley logo is the main asset of the Valley brand. To ensure its effectiveness and preserve the logo integrity, it is important to avoid misusing or modifying the logo artwork.

To ensure clear legibility, the Valley logo should never be reproduced smaller than the minimum size shown here.

.75” width minimum

1.5” width minimum

.5” width minimum

1.25” width minimum

Without tagline

Without taglinePreferred colors are white or Valley blue. Red is never allowed.

Print logo Usage:

embroidery logo Usage:

With tagline

3” width preferred



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Valley Logo Sizes

Use of all logos must follow all of the logo guidelines outlined in the Brand Basics section. Logos used in Websites, social media and digital applications must use the following additional specifications:

• 72DPI

• RGBcolormode

• The“ValleyBlue”mustusethehexadecimalnumber color = #0088ce

• .jpg,.gifor.pngfileformat

– If the logo is being used against a white background, a.jpgor.gifisrecommended

– If the logo is being used against a dark or non-white background, a .png with a transparent background is recommended

Size Guidelines

Valley Horizontal Logo with Tagline• Minimumrequiredwidth–175pixels• Maximumrecommendedwidth–300pixels

Valley Vertical Logo with Tagline• Minimumrequiredwidth–150pixels• Maximumrecommendedwidth–250pixels

Valley Horizontal Logo without Tagline• Minimumrequiredwidth–75pixels• Maximumrecommendedwidth–300pixels

Valley Vertical Logo without Tagline• Minimumrequiredwidth–50pixels• Maximumrecommendedwidth–200pixels

Performance Logos• Minimumrequiredwidth–250pixels• Maximumrecommendedwidth–350pixels

75 pixels width minimum




Without tagline

digital logo Usage:

With tagline



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Spacing & Positioning the Valley Logo

To maximize the recognition and impact of our identity in all applications, surround the Valley logo with sufficient clear space – free of type, graphics and other elements that might cause visual clutter. The visual spacing does not have any impact in regard to colored backgrounds. It is only allocating for space around the logo so crowded type or graphics do not hinder the representation of the brand logo.

When the Valley logo is used, with or without the tagline, a clear spacing of “x” should be maintained around the perimeter of the logo (where x = the height of “a” in Valley). This means no other design elements or text should be positioned within this clear zone.

The logo also should not be positioned any closer than 2x to the outer margins or trim edge of the document.

height of a = x

Vertical logo spacing without tagline

x

x

x

x

x

x

x

x

x

x

x

x

x

Horizontal logo spacing without tagline

Vertical logo spacing with tagline

document trim edge

document trim edge

Horizontal logo spacing with tagline

xdocument trim edge

x

x

xxx

x

xdocument trim edge

xx

x

x

x



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Spacing & Positioning the Valley Logo

VALLEY, Nebraska, USA (Month, date, 2014) — Valmont® Irrigation, the manufacturerof the Valley brand of irrigation equipment, announces its xxx.

Incorrect

FOR IMMEDIATE RELEASE

For more information, contact:Name, CompanyPhone number (international) Email

Incorrect

VALLEY, Nebraska, USA (Month, date, 2014) — Valmont® Irrigation, the manufacturerof the Valley brand of irrigation equipment, announces its xxx.

THE BEsT GROWERs TRUsT THE LEadER FOR a REasOn

No one sells more pivots than Valley®. Lucky? Hardly. Smart growers know the legendary quality and durability of Valley pivots are second to none. From structural superiority to technical excellence, Valley quality spans acres – and generations. There are simply more reasons to choose Valley.

THE BEsT GROWERs TRUsT THE LEadER FOR a REasOn

No one sells more pivots than Valley®. Lucky? Hardly. Smart growers know the legendary quality and durability of Valley pivots are second to none. From structural superiority to technical excellence, Valley quality spans acres – and generations. There are simply more reasons to choose Valley.

Correct

FOR IMMEDIATE RELEASE

For more information, contact:Name, CompanyPhone number (international) Email

Correct

CMYK / .eps

CMYK / .eps

FOLLOW Us:

FOLLOW Us:



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Valley Tagline Usage

The tagline “The Leader in Precision Irrigation®” must always appear in black, unless it is appearing on a colored background, in which case it can appear in white as shown.

The logo and tagline cannot be redrawn, re-typeset or modified in any way, under any circumstance.

When the Valley logo is used with the tagline, a clear spacing of “x” should be maintained from the baseline of Valley to the baseline of the tagline. Please refer to the “Spacing and Positioning of Logo” page in this document for details regarding “x.”

Download the approved tagline usage from www.valleyirrigation.com/Brand.

Horizontal usage

alternate: On white

alternate: On Whitealternate: On black

Tagline centers below the Valley logo

Vertical usage

Tagline aligns to the right side of the Valley logo



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Valley “V” trademark as a graphic element

The Valley "V" trademark is associated with Valmont. Therefore, only the corporate office is permitted to use the "V" trademark as a separate or supportive design element.

If a need arises to utilize the Valley "V" it must comply with standards set forth by the corporate office with approval of the Brand Manager.

The primary usage of the Valley "V" trademark as a graphic element on its own will be visible in Web applications and on products with space limitations.

Web Example:Valley Irrigation Exchange landing page

Valley app Icon



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Valley Sub-Brand Logo Usage

In addition to the Valley brand, there are several sub-brands that require the same strict adherence to the basic rules for logo treatment and usage as the Valley logo.

These logos should be applied in a consistent manner and should never be modified in any way.

Basic Rules• Theselogosshouldappearontheirownandshouldnotbeusedwithaseparatefull-sizeversionoftheValley

logo. The Valley logo has been incorporated into the sub-brand marks when necessary and, therefore, these logos stand alone.

• Donotadjustthebalanceofthesub-brandlogotextandiconwiththeValleylogo.

• Donotmodify,distortorchangetheproportionsofthesub-brandlogo.

• Onlyusemasterartwork,availablefromtheBrandManager.

• ThirdpartiesmayonlyusetheselogoswithpermissionfromtheValleyBrandManager.Intheeventofunauthorized use, Valley will assert its right to claim an authoritative warning or relief in the form of a cease and desist which may further result in compensative relief for unauthorized use.

Valley sub-brand logos are available by request from the Brand Manager.For the comprehensive list, visit www.ValleyIrrigation.com/Brand.

WATER MANAGEMENT

VALLEY UNIVERSITYFIELDS OF OPPORTUNITY



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x

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Spacing & Positioning the Valley Sub-Brand Logo

To maximize the recognition and impact of our identity in all applications, surround the Valley sub-brand logos with sufficient clear space – free of type, graphics and other elements that might cause visual clutter.

When the Valley sub-brand logos are used, with or without the tagline, a clear spacing of “x” should be maintained around the perimeter of the logo (where x = the height of “a” in Valley). This means no other design elements or text should be positioned within this clear zone.

The logo also should not be positioned any closer than 2x to the outer margins or trim edge of the document.

height of a = x

xx

xx xxx

x

xx

xx

x

x

x

x

x xx

xx

x

Horizontal logo spacing without tagline

Horizontal logo spacing with tagline

document trim edge

document trim edge

Vertical logo spacing without tagline

document trim edge



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CMyK: C=100 / M=53 / Y=4 / K=19 rGB: R=0 / G=92 / B=152WeB: 005c98

CMyK: C=2 / M=22 / Y=100 / K=8 rGB: R=230 / G=183 / B=17WeB: e6b711

CMyK: C=5 / M=64 / Y=100 / K=17 rGB: R=198 / G=103 / B=29WeB: c6671d

CMyK: C=6 / M=4 / Y=7 / K=13 rGB: R=209 / G=209 / B=206WeB: d1d2ce

CMyK: C=26 / M=36 / Y=38 / K=68 rGB: R=85 / G=71 / B=65WeB: 554742

CMyK: C=34 / M=0 / Y=6 / K=0 rGB: R=162 / G=220 / B=235WeB: a2dceb

CMyK: C=100 / M=10 / Y=0 / K=10

rGB: R=0 / G=147 / B=208

WeB: 0088ce

CMyK: C=100 / M=48 / Y=12 / K=58 rGB: R=0 / G=58 / B=93WeB: 003a5d

CMyK: C=2 / M=56 / Y=100 / K=3 rGB: R=232 / G=131 / B=32WeB: e88320

CMyK: C=6 / M=32 / Y=100 / K=24rGB: R=188 / G=141 / B=22WeB: bc8d16

CMyK: C=50 / M=9 / Y=98 / K=61 rGB: R=64 / G=93 / B=24WeB: 405d18

CMyK: C=50 / M=1 / Y=100 / K=20 rGB: R=116 / G=163 / B=51WeB: 74a333

CMyK: C=6 / M=7 / Y=10 / K=11 rGB: R=213 / G=208 / B=202WeB: d5d0ca

CMyK: C=33 / M=23 / Y=35 / K=63 rGB: R=84 / G=87 / B=80WeB: 535750

Pantone 304

Valley BluePantone Process Blue

Pantone 302

Pantone 1385Pantone 125

Pantone 371Pantone 377

Pantone Warm Gray 2Pantone 417

Pantone 301

Pantone 110

Pantone 153

Pantone 420

Pantone Warm Gray 11

75%

75%

75%

75%75%

75%75%

75%75%

75%

75%

75%

75%

75%

50%

50%

50%

50%50%

50%50%

50%50%

50%

50%

50%

50%

50%

25%

25%

25%

25%25%

25%25%

25%25%

25%

25%

25%

25%

25%

The Valley colors are an important part of our corporate image, differentiating us from other brands. Additional colors are designed to prevent applications from becoming too monochromatic. These colors are intended to be used sparingly. Proper balance of these secondary colors and percentages must be given to ensure the “Valley Blue” remains the dominant color in all applications.

The Valley Color Palette

Consistent use of the approved color palette will maximize the impact and recognition of our communication materials in the marketplace —building equity.

Reproducing the color paletteWhen creating any printed, online or display material, always use the color values shown on this page. To guarantee that colors are reproduced consistently, it is important to follow these color formulas.



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The Valley Blue Paint Color

The Valley Blue is an important part of our corporate image, differentiating us from other brands. To guarantee the Valley Blue color is reproduced consistently with all paint application processes, it is important to use the following paint suppliers.

Primary Paint SupplierBrand: Akzo Nobel

Color Number: 30-51020, Ocean Blue

Secondary Paint SupplierBrand: Diamond Vogel Peridium

Color Number: Ocean Mist Blue

The Brand Manager must approve any alternative paint supplier or painted parts that differ from what is specified on Valley drawings.

Primary Brand: Akzo Nobel

30-51020, Ocean Blue

secondary Brand: Diamond Vogel Peridium

Ocean Mist Blue

Valley BluePantone Process Blue



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The Valley Typeface

The Helvetica Neue LT type family is the preferred typeface for all print applications. It is a clean font, easy-to-read and suitable for headlines, body copy and tables.

Font UsageHelvetica Neue LT comes in a variety of styles and weights. This allows for a lot of flexibility, but consistency in application needs to be taken into consideration.

Forthemajorityofuses,Helvetica Neue LT Light is preferred. Other weights and styles can be used when appropriate. For example, Helvetica Neue LT Medium and Bold work well for subheads. Helvetica Neue LT Condensed weights work well in tables and infographics in which space can be limited.

Please exercise restraint when using different styles and weights of the font to preserve the integrity and consistency of Valley printed materials. To ensure the text is readable, the minimum size used for this font should be 8 point.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,;:?!#$%&@*) 0123456789

aaaBcdEFGHIJKLMnOPQRsTUVWXYZabcdefghijklmnopqrstuvwxyz(.,;:?!#$%&@*) 0123456789

aaaBCdeFGhIJKlMnOPQrsTUVWXyZabcdefghijklmnopqrstuvwxyz(.,;:?!#$%&@*) 0123456789

aaaBcdeFgHiJKlMnOPQrsTuVWXYZabcdefghijklmnopqrstuvwxyz(.,;:?!#$%&@*) 0123456789



Helvetica Neue LT Light

Helvetica Neue LT Medium

Helvetica Neue LT Bold

Helvetica Neue LT Heavy

Helvetica Neue LT Light Condensed

Helvetica Neue LT Medium Condensed



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Alternative Valley Typeface

Because it is readily available on a variety of platforms, Arial is the preferred font for online and Web applications. It is also a preferred second font option for print if Helvetica Neue LT is not available.

Font UsageArial Regular should be used in most online situations. To ensure the text is readable, the minimum size used for this font should be 8 point.




Arial

Arial Bold

Arial Narrow



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Product Photography

Our product is our hero. Product photographs and video footage reinforce our brand positioning, establish a distinctive visual presence and create an emotional connection with our growers. If you have a special request for photography or video footage, please contact the Brand Manager.

Incorrect

Incorrect

correct

correct

avoid discolored Machines

Avoid the use of photographs/video footage showing a machine that is discolored. Machines that look new are preferred. In some situations, such as for maintenance/upgrade promotions, the use of photographs showing slightly used machines is allowed.

Valley Overhang sign

Photographs/video footage with the overhang sign on Valley machines must contain the most current Valley sign. (The word Valley with the graphic “V” trademark in a horizontal format.) The old Valley overhang sign can be used only if you are referring to Valley history or promoting maintenance on an old machine.



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Brand Voice

Through the language we use, our voice lets the world experience our brand. Valley is confident that its products are the best. Our voice is anchored in that confidence, without being arrogant. Our brand voice is active, grower-focused and guided by the benefits of our products. It is conversational. It is humanizing. We put ourselves in our growers’ shoes. We understand growers’ concerns. We want to solve growers’ problems. Our messages tell our growers how we can improve their businesses and lives. We focus on what makes us unique, what makes our products worth buying and what differentiates us from competitors.

We use concise, active language written in first person point of view. We tell stories about the benefits of our products, rather than simply listing specs and features. We communicate our confidence by focusing on what our products can do for our customers and why they need them.

Here are some examples:

Correct Voice:Tree lines and buildings can get in the way of your irrigation operation, keeping valuable acres out of production. We understand this challenge, and that’s why we offer the Bender product line for center pivots. Our Valley Benders can be easily, and inexpensively, added to your center pivot, putting extra acres into production and increasing your yields and profitability. Our Benders can be installed on any span tower, and multiple Benders can be added to the same pivot for maximum benefit. We offer two Bender options to fit your needs: the Bender30 and the Bender160.

Incorrect Voice:Valley Bender options for center pivots maximize irrigated areas for a minimal investment cost. The Bender30™ and Bender160™ allow the outer portion of a pivot to continue moving while the inner portion is stopped by fences, trees or other obstacles.

• TheBender30canbendupto30degreesineitherdirectionwhileutilizingexistingstructuralcomponentsand can be retrofit to an existing machine.

• Thepatent-pendingBender160canbendupto160degreesineitherdirectionandutilizescustomstructural components

• Multiplebendsperpivotareallowed.

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Brand Description

If a publication requests information on Valley, please use the following text:

33 words:Valley® Irrigation is the industry leader in mechanized irrigation equipment – center pivots and linears. Valley irrigation equipment irrigates approximately 25 million acres globally, while conserving water, saving time, reducing costs and increasing yields.

146 words:Valley® Irrigation proudly manufactures center pivot, corner and linear machines for the agriculture industry, and is the world’s leading creator of precision irrigation equipment.

Since pioneering center pivot irrigation in 1954, we’ve helped growers in more than 90 countries conserve water while increasing crop quality and yields. Our extensive line of equipment, including remote control and irrigation monitoring products, efficiently delivers water, chemicals and fertilizer while reducing energy consumption and runoff. To meet our strict quality control standards, Valley products are manufactured at seven Valmont Irrigation facilities in the United States, Brazil, China, South Africa, Spain and the United Arab Emirates. And we support all of our equipment with a worldwide network of more than 450 dealers. With more than 60 years of experience, we remain committed to providing innovative, precision irrigation solutions that meet the dynamic water and agricultural needs of growers around the world.

The Brand Description can be found at www.www.valleyirrigation.com/Brand.

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Authorized Providers

We work with many valuable providers for parts and services. When referencing them, please use the terminology “Authorized Providers.”

authorized Providers Include:

•Nelson

•Senninger® Irrigation Inc.

•DiversifiedFinancialServices,LLCCorrect: Authorized Providers

Incorrect: Preferred Providers



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Valmont Irrigation Logo Usage

The Valmont Irrigation logo should be used on invoices, legal items and on the back cover of brochures.

Please contact the Brand Manager for Valmont Irrigation logos.

Valmont Irrigation logo

acceptable variations

all black

all white

Two shades of brown:

Valmont = Pantone 411 (c=0,M=27,Y=43,K=79)The “V” and “Irrigation” = Pantone 409 (c=0,M=15,Y=18,K=47)



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x

x x x

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Spacing & Positioning of the Valmont Irrigation Logo

The size and spacing relationships, or "lock ups," between the trademark and logotype are of such importance to the overall image of Valmont that any changes or modifications are unacceptable.

Maintaining the visual balance is simple, given the following guidelines. The unit “X,” as the examples note, is equal to the full vertical height of the letters in “valmont.” All other proportions are based on this unit. There must be allowance for generous amounts of background space around the signature. The signature clear zone is depicted below. No type, photographs or other design elements can be placed within this zone. This zone measures 2X horizontally from the top of the ascender and from the lowest baseline. It measures 1X left and right of the signature. Whenever possible, this much space should be used. There will be instances when space is at a premium and the preferred clear zone must be lessened. In these cases, the “minimum signature clear zone” must be used.

The relationships diagrammed here are the only acceptable signature lock ups.

Minimum Signature Clear Zone (1X)

Preferred Signature Clear Zone (2X)

Align Alig

n

x

x

x

x

2 regisTraTiOn& TradeMarKs



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2: REGIsTRaTIOn & TRadEMaRKs

Registered & Unregistered Trademarks

Trademark registration is a crucial component of the branding process. It provides enhanced legal protection and can help prevent other companies from using proprietary products, services, goods, logos, symbols or designs.

Two different legal markings are used with trademarks:

Registered Trademark ®

A ® symbol indicates that a mark has been federally registered with the U.S. Patent and Trademark Office. It is a symbol of registration and only should be used with federally registered marks.

Unregistered Trademark ™

A ™ symbol indicates notice of pending trademark registration and/or a claim of rights to the mark. It may be used even if no application for registration is pending or ever will be filed. Once a name is registered with the Patent and Trademark Office, the ™ or identifier is replaced with a ®.

To ensure proper use and protection of the Valley marks, please follow the recommended applications outlined in this section.

The Valley Logo

• TheValleylogoisregisteredtoValmontIndustries.Anyoneusingthelogomustalwaysabidebythestandards detailed in this document.

• Alwaysensurethattheregistrationsymbolispositionedinsubscript(bottomrightofthe“y”inValley), as shown in the logo above.

• Theregistrationsymbolissetintheartworkandmustaccompanythelogo.Donotremovetheregistration mark without prior approval from the Brand Manager. (An example in which it may be appropriate to remove the mark would be on a polo shirt where the ® is illegible when embroidered.)



Rev. 3/15

2: REGIsTRaTIOn & TRadEMaRKs

Trademarks & Registration Marks

Many Valley terms and product names are registered, and many others require a ™ symbol. Please follow the guidelines below to ensure proper usage:

• Usethe™or®symbolinthefirstmentionofanynamelistedbelowintheheadlineandthebodycopyonanyadvertising or promotional material, regardless of the medium. Examples include the first mention on the front page of a brochure or the first time it appears on each individual Web page.

•Whileomissionofthe™or®symboldoesnotinvalidateatrademarkowner’srights,itisoneoftheprimarywaystoensure protection because it alerts the public to the ownership of a legal mark.

• AlistofValleytrademarksandregisteredmarkscanbefoundonthispage.Aspropertiesareupdatedperiodically,please refer to the most recent Brand Guidelines PDF each time you develop communications materials to ensure proper use.

The following items currently carry a ® mark:

Valley® (Registered in: Australia, Brazil, China, New Zealand, Paraguay, Saudi Arabia, Spain, United States, Venezuela)

Valmont® (Registered In: Australia, Brazil, Chile, China, Colombia, European Union, Kuwait, Malaysia, New Zealand, Nicaragua, Norway, Paraguay, Russian Federation, Saudi Arabia, Singapore, South Korea, Spain, United States, Venezuela, Vietnam)

Valley PivotPoint® (In reference to our newsletter, registered in: United States)

Polyspan® (Registered in: United States)

Valley Precision corner® (Registered in: Argentina, Canada, China, United States)

Pump connect®

(Registered in: United States)

Root demand Irrigation®

(Registered in: United States, Argentina, Australia)

RdI®(Registered in: United States, Argentina, Australia)

agsense®


cropLink®


Field commander®


Wagnet®


The following tagline currently carries the ® designation:

The Leader in Precision Irrigation®


The following Valley products currently carry the ™ designation:

BaseStation2™BaseStation3™Bender30™Bender160™Cruise Control™

Drive Connect™DropSpan™DualDrive™ DualSpan™ E-Z Tow™ towable pivots & linears

Irrigation Exchange™Rainger™ SoilPro™ 100 Spinner™TouchPro™

Tracker™Valley Blueprint™Valley Corner™VFlex™

Valley Irr Igat Ion Brand guIdel Ines2: REGIsTRaTIOn & TRadEMaRKs

Usage of Brand & Product Names in Text

When you use the Valley brand name in text, do not repeat the style elements (e.g., font and color) of the logo. This means the Valley name should appear in the same font, type size and color as the rest of the text (see page 12).

Brand & Product Name Usage

Never use a brand name as a possessive:

Correct Usage: Valley technology leads the market.

Incorrect Usage: Valley’s technology leads the market.

Correct Usage: The products from Valley Irrigation are the best in the industry.

Incorrect Usage: Valley Irrigation’s products are the best in the industry.

Never use the brand name in the plural form:

Correct Usage: How many Valley center pivots do you operate on your land?

Incorrect Usage: How many Valleys do you operate on your land?

Never use the word “systems” when referring to Valley equipment:

Correct Usage: Valley center pivot equipment

Incorrect Usage: Valley center pivot systems

3 sTaTiOnerY & Business cards



Rev. 3/15

3: sTaTIOnERY & BUsInEss caRds

Letterhead Standard

These guidelines are designed to reinforce a consistent brand image. Stationery consistency will help build brand equity throughout the company.

Recommended Paper:Classic Crest Solar White - 24# Text

Download digital files from www.valleyirrigation.com/Brand.- The digital version of the

stationery for emailing letters

- Digital files for printing at a local printer

28800 Ida Street | PO Box 358Valley, NE 68064-0358 USAP: 402.359.2201 | valleyirrigation.com

1. Valley Logo: width 2.125” color: Pantone Process Blue

2. Address Block: Helvetica Neue LT 45 Light type size 8.5 pt / leading 11 pt

color: Black

3. Valmont Logo: width 1.25” color: “Valmont” = Black “V” and “Irrigation” = Black

.75” .375”

.3125”

.375”

.75”

��

��



Rev. 3/15


Envelopes

Envelopes should use the same style specifications to ensure consistency in design.

Download digital files from www.valleyirrigation.com/Brand.

- Digital files for printing at a local printer

Additional Envelope Artwork Sizes Available

#9 - 3 7/8” x 8 7/8”#11 - 4 1/2” x 10 3/8” 9 1/2” x 12 1/2” 9” x 12”


2. Address Block: Helvetica Neue LT 45 Light type size 8 pt / leading 10 pt

color: Black

28800 Ida Street | PO Box 358 Valley, NE 68064-0358 USA

.5”2.3”

.44”

Recommended Paper for #10 envelopes: White Wove - 24# Text



Rev. 3/15


Business Cards

The first and longest-lasting impression of our corporate identity is often made through our business cards. The cards are set up for printing and should not be altered.

The order of the contact information must follow the example: address, office phone number, mobile number, fax number (optional), Skype (optional), then company URL. Name, title and email address should appear on the left side. If an additional language is required, please include it on the back using these same guidelines.

Paper: Classic CrestColor: Solar WhiteWeight: Classic Crest -130# CoverSize: 3.5” x 2”


2. Valmont Logo: width 1:05” color: “Valmont” = Black “V” and “Irrigation” = Black

3. Name: ALL CAPS Helvetica Neue LT 75 Bold type size 10 pt / leading 9 pt color: Black

4. Title: Helvetica Neue LT 45 Light type size 7.5 pt / leading 9 pt color: Black

28800 Ida Street P.O. Box 358 Valley, NE 68064-0358 USAP: 402.000.0000 ext. 0000M: 402.000.0000 F: 402.359.0000valleyirrigation.com

JOhn sMIThTitle Goes [email protected]

.25”

2.1121”

.3226”

.2326”

.4198”

.1.2218”

5. Email: Helvetica Neue LT 55 Roman type size 7.5 pt / leading 9 pt color: Pantone Process Blue

6. Address Block: Helvetica Neue LT 55 Roman type size 7.5 pt / leading 9 pt color: Black

7. Line: Height should equal height of address block weight: 1 pt. color: Black 40%

Valmont Irrigation2105 Mannix DriveSan Antonio, TX 78217-5913P: 210.000.0000 ext. 0000M: 210.000.0000 F: 000.000.0000valleyirrigation.com


.25”

2.1121”

.3226”

.2326”

.4198”

.1.2218”

28800 Ida Street P.O. Box 358 Valley, NE 68064-0358 USAP: 402.000.0000 ext. 0000M: 402.000.0000 F: 402.359.0000valleyirrigation.com


.25”

2.1121”

.3226”

.2326”

.4198”

.1.2218”

4 signage



Rev. 3/15

4: sIGnaGE

Valley Outdoor Signage

Double-Face Flag Single Pole Mount

The unique pole design will let the Valley name stand out along your property’s right-of-way. For high visibility at night, all illuminated signs use LED lighting and are built and assembled to UL Code.

Please reference the Valley Outdoor Signage Options order form on www.valleyirrigation.com/Brand.

The first impression of your corporate identity is often made through your dealership signage. To create a consistent and trustworthy image of the Valley brand it is vital to follow common principles concerning identification. Architecture signage clearly identifies your business from a distance, transforming your building into a brand-specific Valley representation.

Signage solutions are available for all building configurations.



Rev. 3/15

4: sIGnaGE


Double-Face Dual Pole Mount

Whether you select single-pole or double-pole signs, both are designed to exceed wind-tolerance specifications.

The unique pole design will let the Valley name stand out along your property’s right-of-way. For high visibility at night, all illuminated signs use LED lighting and are built and assembled to UL Code.

Please reference the Valley Outdoor Signage Options order form on www.valleyirrigation.com/Brand.



Rev. 3/15

4: sIGnaGE

Valley Signage

Double-Face Flag Dual Pole Mount with Dealership Name

The additional real estate below the Valley sign provides two options for unique dealership identification.

Both identification sign options are shown in the diagram.



Rev. 3/15

4: sIGnaGE


Single-Face Wall Mount

For maximum effect, wall signs need to be placed in locations that are visible from the road and near high-traffic areas (pedestrian or auto) on your property.

nIGHT VIEW



Rev. 3/15

4: sIGnaGE

Double-Face ProjectionMount

A flush-mounted flag sign allows your wall sign to be visible to traffic approaching the location from either direction.


nIGHT VIEW



Rev. 3/15

4: sIGnaGE

Double-Face CornerProjectionMount

A corner-mounted flag sign allows your wall sign to be visible to traffic approaching the location from either direction.


nIGHT VIEW



Rev. 3/15

4: sIGnaGE

Double-Face Monument

Make a big impression, strengthen your corporate identity and dramatically increase your business' exposure with a monument sign.




Rev. 3/15

4: sIGnaGE

Double-Face Monument with Dealer Name

Make a big impression, strengthen your corporate identity and dramatically increase your business’ exposure with a monument sign. The additional real estate below the Valley sign can be customized for unique dealership identification.




Rev. 3/15

4: sIGnaGE

AwningsThe appearance of a dealership is crucial to making a good impression and maintaining consistency in our corporate identity. Building awnings add a cohesive look, enhancing the Valley brand at your local level. Awning solutions are available for all building configurations.

Valley Logo Only Awnings

A single, horizontal Valley logo is centered within the overall length of the awning structure. Repeating the Valley logo on each awning section is not recommended.

V-AC

BULLNOSE OPTION AVAILABLE ON ANY AWNING.THIS BULLNOSE WOULD REPLACE ONE END VIEW TO EXTEND AROUND A CORNER.



Rev. 3/15

4: sIGnaGE

Awnings

Customized Dealer Identity Awnings

Your company identity may be added to the awning structure along with the Valley logo. Your company identity should be created using the standard corporate font recommended in this guide. Repeating your company identity or the Valley logo on each awning is not recommended.

Dealer Name

V-4ALD

Dealer Name

V-8ALD

Dealer Name

V-10ALD

V-AC

BULLNOSE OPTION AVAILABLE ON ANY AWNING.THIS BULLNOSE WOULD REPLACE ONE END VIEW TO EXTEND AROUND A CORNER.



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Pickup Truck Horizontal Logo Usage

Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency.

•AValleylogoshouldbeplacedontherearpaneloneach side of the vehicle as shown.

•Thedealershipname/logoandphonenumberareplaced on the front door on both sides of the vehicle.

•OptionalValleylogoplacementonthehoodandtailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.

Vehicles used for sales and service are a valuable tool for communicating the Valley brand. Vehicles that bear the Valley logo, type and dealer contact information should be properly maintained and cared for (showing no significant body damage) and cleaned regularly.

Order vertical decals from www.Valleystuff.net or download approved logos for printing at a local printer from V2O under Resources/Logo.

Ford F150 Supercrew, 6‘5“ Box ford1341

MR Clipart 2014 Maßstab / Scale: 1:20





dealership name000.000.0000


dealershipweburl.com

Optional QR Code

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Pickup Truck Vertical Logo Usage


•AValleylogoshouldbeplacedonthe front door on each side of the vehicle as shown.

•Thedealershipname/logoand phone number are placed on the rear panel on both sides of the vehicle.

•OptionalValleylogoplacementonthe hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.





dealership name 000.000.0000





Optional QR Code

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Pickup Truck Vertical Logo Usage with Dealership Logo


•AValleylogoshouldbeplacedonthefrontdoor on each side of the vehicle as shown.

•Thedealershiplogoifapplicablecanbeplaced on the rear panel of both sides of the vehicle. Phone number is placed on the rear panel on both sides of the vehicle.

•OptionalDealerlogoplacementonthehoodand Valley logo on the tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.





000.000.0000





Optional QR Code

Dealership Logo

Dealership Logo

Dealership Logo

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Service Truck Horizontal Logo Usage


•AValleylogoshouldbeplacedonthe rear panel on each side of the vehicle as shown.

•Thedealershipname/logoandphonenumber are placed on the front door on both sides of the vehicle.

•OptionalValleylogoplacementonthe hood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.




Optional QR Code

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Service Truck Vertical Logo Usage


•AValleylogoshouldbeplacedonthefront door on each side of the vehicle as shown.

•Thedealershipname/logoandphonenumber are placed on the rear panel on both sides of the vehicle.

•OptionalValleylogoplacementonthehood and tailgate of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.




Optional QR Code

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Passenger Car Horizontal Logo Usage


•AValleylogoshouldbeplacedon the front door on each side of the vehicle as shown.

•Thedealershipname/logoandphone number are placed below the Valley logo on both sides of the vehicle.

•OptionalValleylogoplacementonthe hood of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.

Ford Fusion ford1321

MR Clipart 2013


MR Clipart 2013



Optional QR Code Placement

Optional QR Code Placement


MR Clipart 2013




Rev. 3/15

4: sIGnaGE

Vehicle Signage

Passenger Car Vertical Logo Usage


•AValleylogoshouldbeplaced on the front door on each side of the vehicle as shown.

•Thedealershipname/logoandphone number are placed on the rear door on both sides of the vehicle.

•OptionalValleylogoplacementonthe hood of the vehicle, in addition to Web URL placement, are included in the illustrations shown.


MR Clipart 2013


MR Clipart 2013




MR Clipart 2013




Rev. 3/15

4: sIGnaGE

Vehicle Signage

Service Van Horizontal Logo Usage


•AValleylogoshouldbeplacedonthe rear panel on each side of the vehicle as shown.

•Thedealershipname/logoandphonenumber are placed on the rear panel on both sides of the vehicle.

•OptionalValleylogoplacementonthe back of the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.




Optional QR Code

Optional QR Code



Rev. 3/15

4: sIGnaGE

Vehicle Signage

Service VanVertical Logo Usage


•AValleylogoshouldbeplacedonthe front door on each side of the vehicle as shown.

•Thedealershipname/logoandphonenumberare placed on the rear panel on both sides of the vehicle.

•OptionalValleylogoplacementonthebackof the vehicle, in addition to Web URL and QR Code locations, are included in the illustrations shown.




Optional QR Code

Optional QR Code



Rev. 3/15

000.000.0000

000.000.0000

4: sIGnaGE

Vehicle Signage

Service Truck Custom Graphic Vehicle logo branding is available in different configurations depending on the vehicle type and size. Preferred logo usage is shown below and should comply with logo spacing and positioning (see page 15) for brand consistency.

A Valley blue bar graphic can be used on vehicles with a reverse type Web URL and phone number on the sides and rear of the vehicle shown.

Contact the Brand Manager for assistance and approval prior to production of customized vehicle graphics.

dealerwebaddress.com

Dealership Name000.000.0000


dealerwebaddress.com



000.000.0000

000.000.0000

www.valleyirrigation.com 000.000.0000




000.000.0000 www.valleyirrigation.com

000.000.0000 www.valleyirrigation.com

dealership name

dealership name

dealership name

dealership name



Rev. 3/15

4: sIGnaGE

In-Store Retail Signage

Valley in-store retail signage is designed to effectively support the brand and enhance the customer experience. Maintaining your retail signage is critical, providing continuity in the Valley brand throughout all dealer locations and preventing brand confusion. It is important that all in-store retail signage is current and corresponds with the latest product/service it is intended to support.

Store signage hardware and printed materials can be ordered from www.Valleystuff.net.

precisionirrigation

waterefficiency

leaderindustry

reliabledurable &

leaderworld

5 PrOducTliTeraTure



Rev. 3/15

5: PROdUcT LITERaTURE

Product Brochures

Consistent brand messaging can be seen across the available product literature. The literature is designed so that individual products can be quickly identified and recognized by customers.

Product brochures can be ordered from www.valleystuff.net. Dealers should stock only brochures with this current look and feel. Digital versions of the brochures can be found on valleyirrigation.com.

6 TeMPlaTes



Rev. 3/15

6: TEMPLaTEs

PowerPoint Template

In order to capitalize on the Valley brand name, a standardized, clean and consistent Valley PowerPoint template has been created for your presentations. Using the standardized template provides the strongest professional representation of the Valley brand.

The corporate presentation PowerPoint template can be downloaded from www.valleyirrigation.com/Brand.

Valley PowerPoint Master

Irrigation Marketing

General ‘Rules’ – Cont’d

•  All font should be standard – Dark Blue

•  You may use other colors to call attention to text in your presentation

•  Please refrain from using WordArt

7 Valley Irriga+on Presenter-‐Event-‐August 14

General Rules for Charts

58% 23%

10%

9%

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr


Use the color scheme that is built into the master


The first step will be to edit the footer on the Slide Master. -‐  First Click View -‐  Then Click Slide Master



Rev. 3/15

6: TEMPLaTEs

Intra-Company Correspondence

Intra-CompanyCorrespondence

To:

From:

Date:

Subject:

cc:

Memo

To:

From:

Date:

Subject:

cc:

New Employee Announcement

To: Global Irrigation Employees

From: Michelle Stolte

Date: Oct. 7, 2014

Subject: Welcoming Jill Zwiener

I’m very pleased to announce that Jill Zwiener will be joining us as Brand Manager on Oct. 7, 2014. Jill will be responsible for brand management and national advertising.

Jill joins us from MMGY Global in Kansas City, Mo. She has a Bachelor of Journalism degree with a major in advertising from the University of Nebraska – Lincoln.

Please join me in welcoming Jill to the Valmont Team!

You can reach Jill at: PO Box 358 | 28800 Ida Street (516 Welcome & Learning Center, 2nd Floor) Valley, NE 402.359.6340 [email protected]

Best Regards,

Michelle Stolte

The Intra-Company Correspondence template should be used when sending meeting/trip notes or similar information to select Valley employees. The Memo template should be used when communicating to all Valley employees at one time. The New Employee Announcement template should be used when announcing a new hire.

These templates can be downloaded from www.valleyirrigation.com/Brand.

If an Intra-Company Correspondence document is emailed as a bulletin, it shouldbesavedasa.jpgandinsertedasa picture into the email to maintain high resolution.



Rev. 3/15

©2015 Valmont Industries, Inc., Valley, NE 68064 USA. All rights reserved. Page 1 of 3

Sales VB02-15

!!

Date: January 28, 2015

To: All North American Valley Irrigation Dealers

From: North American Irrigation Sales Department

Subject: Customers Upgrading from BaseStation2™ to BaseStation3™

Your copy will start here…

6: TEMPLaTEs

Bulletins

Bulletin templates should be used by all employees.

Artwork should not be moved on these files in order to maintain the Valley brand.

The following templates are available:

• Aftermarket• Marketing• Sales• Service•Warranty• WaterApplication

These templates can be downloaded from www.valleyirrigation.com/Brand.

©2015 Valmont Industries, Inc., Valley, NE 68064 USA. All rights reserved. Page 1 of 3

Warranty SB02-15

!!

Date: January 28, 2015

To: All North American Valley Irrigation Dealers

From: North American Irrigation Sales Department

Subject: Customers Upgrading from BaseStation2™ to BaseStation3™

Your copy will start here…

7 digiTal guidelines



Rev. 3/15

7: dIGITaL GUIdELInEs

Valley Dealer Websites

To protect the Valley brand on Valley dealer Websites, all Valley dealers must follow these guidelines:

1. The Valley logo and name must be present and used properly as stated within the Brand Basics section.

2. The Valley brand must be presented at least once on the homepage of the Website. The logo should not be disproportionate to the other content on the homepage (see Example 1).

3. There must be at least one Web page dedicated to the Valley brand within the Website. Valley images and logos should not be disproportionate to the other content on the Web page (see Example 2).

4. The content presented on Web pages that have the Valley brand must be kept current.

5. There must be at least one hyperlink on the Website that links to www.valleyirrigation.com. We prefer this link to either be on the same Web page as the Valley branded Web page or on the homepage near the Valley branding.

6. Should the dealer be presented with a Valley Dealer Performance Program designation and the dealer decides to present the Performance Program logo on his Website, the following requirements must be taken into consideration. If these requirements are broken, Valley Sales or Marketing has the right to contact the dealer and ask that they either take down the logo or replace it with the correct logo.

• ThecorrectPerformanceProgramdesignationlogothatmatchesdealer’sdesignation(Performance,Plus,or Premier) must be used.

• Themostup-to-datePerformanceProgramlogomustbeused.Theselogoschangeoften;themost up-to-date logos can be downloaded from V2O.

• Thelogomaynotbedistortedinanyway.

• WepreferthatthelogoisnotdisproportionatetotheothercontentonthedealerWebsite.

7. Though Valley provides videos and photos for dealers to show and include at trade shows and showrooms, these videos and photos are copyrighted by Valmont Industries, Inc. Please keep in mind it is unlawful to share copyrighted content on your Website.

• Videos-YoumustlocatethevideoyourdealershipwouldliketouseontheValleyYouTubeChannel(www.valleyirrigation.com/YouTube) and share the video on your Website from this Channel. Video files provided by Valley on a disc or download may not be uploaded directly to your Website.

• Photos–ThephotosmaybeuploadedandplaceddirectlyonyourWebsite,buttheyeachmustincludethe following caption: Copyright Valmont Industries, Inc.

8. Should the dealer either elect to stop selling Valley brand equipment or be let go by Valmont Irrigation as a Valley dealer, the dealer must take down any branding, photos and videos within 24 hours of the contract ending. Should the Valley branding not be taken down within 24 hours as outlined, the Global Digital Marketing Manager and/or Brand Manager reserve the right to contact the dealership and ask that this action be taken immediately.



Rev. 3/15



Valley Brand Manual | Digital Guidelines for Dealers July 2014

o Photos – The photos may be uploaded and placed directly on your website, but

they each must include the following caption: Copyright Valmont Industries, Inc.

8. Should the dealer either elect to stop selling Valley brand equipment or be let go by

Valmont Irrigation as a Valley dealer, the dealer must take down any branding, photos,

and videos, and mention in posts of the Valley brand, Valmont Irrigation, or any Valmont

Industries brand or entity, within 24 hours of the contract ending.

Illustrative Example for #2

Good Use of Valley Brand on Homepage

Bad Use of Valley Brand on Homepage


Illustrative Example for #3

Good Use of Valley Brand on Webpage

Example 1: The Valley brand must be presented at least once on the homepage of the Website. The logo should not be disproportionate to the other content on the homepage.

Correct Valley brand usage

Incorrect Valley brand usage



Rev. 3/15




Bad Use of Valley Brand on Webpage


Dealer Brand Guidelines : : Val ley Dealer Internet Marketing

In this age of digital marketing, many companies opt to advertise on websites. Valley dealers

who wish to take advantage of this method of promoting their stores may do so, but must

follow these guidelines when using or mentioning the Valley brand.

• The Valley logo must be present and used properly as stated within the Valley brand

guidelines

• The dealership’s service area must be clearly stated

Good Internet Ad (when using or mentioning the Valley brand)

Example 2: There must be at least one Web page dedicated to the Valley brand within the Website. Valley images and logos should not be disproportionate to the other content on the Web page.

Correct Valley brand Web page

Incorrect Valley brand Web page



Rev. 3/15


Internet Marketing

In this age of digital marketing, many companies opt to advertise on Websites. Valley dealers who wish to take advantage of this method of promoting their stores may do so, but must follow these guidelines when using or mentioning the Valley brand.

• TheValleylogomustbepresentandusedproperlyasstatedundertheBrandBasicssection.

• Thedealership’sserviceareamustbeclearlystated.

DeAlershIp

ABCauThorIzed valley dealer

Correct Web ad application Incorrect Web ad application



Rev. 3/15


Email Signature

First/Last Name | TitleValley Irrigation | PO Box 358 | 28800 Ida Street | Valley, NE 68064 USAPhone +1 (402) 359.2201, ext. 0000 | Mobile (optional) | Fax (optional) | Skype (optional)[email protected] | www.ValleyIrrigation.com

First/Last Name | TitleValley Irrigation | PO Box 358 | 28800 Ida Street | Valley, NE 68064 USAPhone +1 (402) 359.2201, ext. 0000 | Mobile (optional) | Fax (optional) | Skype (optional)[email protected] | www.ValleyIrrigation.com

Connect with us: Twitter | Facebook | YouTube | Google+ | Blog

First/Last NameOfficial Valmont Job TitleValley IrrigationPhone (optional) | Mobile (optional) | Skype (optional)

(Must include at least one phone number)

Name: 10 pt. BoldTitle: 10 pt. Normal

Company Name:10 pt. Bold

10 pt. Normal

Email/Web URL: 10 pt. Bold underlined in blue

Name: 10 pt. BoldTitle: 10 pt. Normal

Company Name:10 pt. Bold

10 pt. Normal

Email/Web URL: 10 pt. Bold underlined in blue

Social Media Links: 9 pt. Bold

Hyperlink each social media site to their respective URLs belowwww.valleyirrigation.com/twitterwww.valleyirrigation.com/facebookwww.valleyirrigation.com/youtubewww.valleyirrigation.com/googlepluswww.valleyirrigation.com/blog

Valley Email Signature (USA and Canada)

required Outlook/Webmail (new and reply emails - without social media links)

Optional Outlook/Webmail (new and reply emails - with social media links)

smartphone/Tablet (new and reply emails)

1. Choose the signature you want to implement for that specific device or client. 2. Edit the signature so that your information replaces the placeholders in the template.3. Select the entire revised signature and copy the text. 4. Paste this copied signature into your Outlook, Webmail, Smartphone or tablet email application, depending on which

signature type you opened.

Email signatures can be downloaded from www.valleyirrigation.com/Brand.

signature GuidelinesFont: Arial

Color Palette:Your Name/Company Name: RGB - 89, 89, 89 All other text: RGB - 127, 127, 127 Links: RGB - 0, 0, 255

distribution Technology: Outlook/Webmail

NOTE: Inspirational or fun quotations may not be used. Images or graphics may not be used.

document Guidelines Font: Arial

Color Palette: Black

Distribution Technology: Smartphone/tablet

NOTE: Inspirational or fun quotations may not be used. Images or graphics may not be used.



Rev. 3/15


Valley Dealer Social Media Guidelines

Many dealers are taking advantage of social media as a way to promote their store and brand. Valley dealers who wish to take advantage of this method of promoting their stores may do so, but must follow these guidelines when using or mentioning the Valley brand.

1. If the Valley logo is used in a post or channel artwork, it must be used properly as stated within the Valley brand guidelines.

2. Should the dealer be presented with a Valley Dealer Performance Program designation and the dealer decides to present the Performance Program logo on his social media channel(s), the following requirements must be taken into consideration. If these requirements are broken, Valley Sales or Marketing has the right to contact the dealer and ask that they either take down the logo or replace it with the correct logo.

•ThecorrectPerformanceProgramdesignationlogothatmatchesdealer’sdesignation(Performance,PlusorPremier) must be used.

•Themostup-to-datePerformanceProgramlogomustbeused.Theselogoschangeoften;themost up-to-date logos can be downloaded from V2O.

•Thelogomaynotbedistortedinanyway.

•Wepreferthatthelogoisnotdisproportionatetotheothercontentonthesocialmediachannel.

3. Though Valley provides videos and photos for dealers to show and include at trade shows and showrooms, these videos and photos are copyrighted by Valmont Industries, Inc. It is unlawful to share copyrighted content that is not yours on your social media channels.

•Videos-YoumustlocateontheValleyYouTubeChannel(www.valleyirrigation.com/YouTube) the video your dealership would like to have on your social media channel and share the video to your social media channel from this YouTube Channel. Video files provided by Valley on a disc or download may not be uploaded directly to your social media channel.

•Photos–Thephotosmaybedirectlyuploadedandsharedonsocialmedia,buttheyeachmustincludethefollowing disclaimer: Copyright Valmont Industries, Inc.

4. The dealer may not speak poorly or slanderously on their social media channel of the Valley brand, Valmont Irrigation or any Valmont Industries brand or entity.

5. Should the dealer either elect to stop selling Valley brand equipment or be let go by Valmont Irrigation as a Valley dealer, the dealer must take down any branding, photos and videos, and mention in posts of the Valley brand, Valmont Irrigation or any Valmont Industries brand or entity, within 24 hours of the contract ending. Should the Valley branding not be taken down within 24 hours as outlined, the Global Digital Marketing Manager and/or Brand Manager reserve the right to contact the dealership and ask that this action be taken immediately.



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Social Media Policy

The following social media networks have been approved by Valmont Industries, Inc.:

• Facebook

• Twitter

• YouTube

• Google+

• LinkedIn

nOTe: Valmont Industries has an existing Business Page presence on LinkedIn. Due to LinkedIn requirements, only one LinkedIn Business Page may be created and managed per one email domain. This means that no other Valmont divisions who utilize the @valmont.com email domain may create a new LinkedIn Business Page. All activity from Valmont divisions and brands must be posted via the Valmont Industries LinkedIn Business Page. For more information, please contact the Global Digital Marketing Manager.

All other social media networks have not yet been thoroughly researched by Valmont to determine their usefulness to Valmont business units and brands, as well to determine how secure the networks are. Any social media networks created by a Valley Irrigation employee that are not listed above as “approved” will be taken down immediately by Global Marketing.



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Social Media Artwork

All social media channel artwork must be reviewed and approved by the Global Digital Marketing Manager and the Brand Manager before it is published. Social media artwork includes, but is not limited to:

• Covers

• Avatars(Valleylogo)

• Backgrounds

Social media channel covers and backgrounds should reflect the Valley brand’s current advertising campaign. In special circumstances, such as during large promotions or events, other artwork may be approved to help promote the promotion or event. These must be reviewed and approved by the Global Digital Marketing Manager and the Brand Manager before they are published.

The social media avatar must be the stacked (i.e., vertical) version of the brand’s logo without the tagline, as shown below. The logo must be optimized for Websites (see Digital Logo Guidelines in this section). The avatar must fit well, without distortion, within the allotted space provided by the social media channel; for the most current recommended avatar size, please refer to:

• Facebook https://www.facebook.com/help/315809258465467

• YouTube https://support.google.com/youtube/answer/2972003?hl=en

• Google+ https://support.google.com/plus/answer/1057172?hl=en

• Twitter https://support.twitter.com/articles/127871-customizing-your-profile

correct avatar Incorrect avatar



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Posting to Social Media

Global Marketing recommends the following frequency for posting to social media networks so as not to overwhelm followers and create a negative brand image. If the minimum recommendations are too frequent for your brand or office to keep up with, we recommend not creating a social media presence until resources can be dedicated to keeping up with the frequency.

• Facebook–postaminimumofthreetimesperweekandamaximumoftwiceperday

• Twitter–postaminimumofthreetimesperweekandamaximumofonceperhour

• YouTube–postaminimumofonetimepermonthandmaximumofonetimeperweek

• Google+-postaminimumofthreetimesperweekandamaximumoftwiceperday

• LinkedIn–postonlybusiness-relatedpressreleasesasoftenastheyaredistributed

Valley Irrigation uses the tool SproutSocial for social media publishing, scheduling, monitoring and reporting. This is the only accepted tool for such social media activities.

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Public Relations

There are four key reasons for developing good relationships with members of the media:

• Youcangeneratethird-partycredibilityandimpliedendorsementofyourproductorbusiness.

• Youcanuserelationshipswiththemediaandsubsequentplacementofstoriestopositionyourcompanyas an authority, and to build your image and reputation.

• Throughstoriesinthemedia,yourmessageswillreachcurrentandpotentialcustomers,influencersanddecision-makers.

• Buildingrelationshipsingoodtimeshelpsprotectyouandyourbusinessinbadtimes.



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Preparing Press Releases

Press releases and story pitches inform the media about your news and events. Press releases are essentially short articles you write and send to media outlets. The exposure is free if a media outlet chooses to use it.

Story pitches are a quick way to share a potential story idea with a reporter. A successful pitch will entice the reporter to write a story.

Press Releases

Tips for writing a press release:

• Makesuretheinformationyouarewritingaboutisreallynewsworthy.

• Reportersdecidequicklywhetherareleaseisnewsworthy,soincludethemostimportantinformation(who, what, where, when, how and why) in the first couple of paragraphs.

• Keepthereleaseshort–nomorethantwopages.

• Alwaysincludeacontactnameandnumber,incasethereporterwantsmoreinformation.

• Anewsreleasetemplate–withstandardformatting–isincludedinthisbook.

Tips for sending a press release:

Call your targeted media outlets to find out:

• Howtheywantthereleasesent(e.g.,email,fax)

• Whotosendthereleaseto

• Thedeadlinesforsubmission

• Thedesiredleadtimeforanevent(generallytwoorthreeweeksforanewspaper)

There is much debate on the best day of the week and the best time of day to send a news release. You may choose to use the outlets’ deadlines (or specific advice) as your guide. The Valley Marketing Department usually sends its press releases in the morning, on Tuesdays, Wednesdays or Thursdays. DO NOT send news releases on Fridays.



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Press Release Template

A standardized Valley press release template has been created to help you craft your press releases. To create a consistent and trustworthy image of the Valley brand, it is vital to achieve a high level of recognition and standards by sharing common communication methods.

Download the approved template from www.valleyirrigation.com/Brand.

FOR IMMEDIATE RELEASE For more information, contact:

Name, Company Phone Number Email Address

Valley® Irrigation xxxxx

VALLEY, Neb. (xxx, 20XX) – Valley® Irrigation, the leader in precision irrigation, xxxxx.

Xxxxx

xxxx

xxxx

xxxx

About Valley Irrigation Valley Irrigation founded the center pivot irrigation industry in 1954, and our brand is the worldwide leader in sales, service, quality and innovation. With historical sales of more than 200,000 center pivots and linears, Valmont-built equipment annually irrigates approximately 25 million acres (10 million hectares) around the world. We remain dedicated to providing innovative, precision irrigation solutions now and into the future. For more information, please visit valleyirrigation.com.

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Story Pitches & Media Alerts

Story Pitches

A story pitch is a quick way to notify a reporter of a potential story idea.

• Makesureyourideaisnewsworthy.Askyourself,"Whywouldareadercareaboutthis?Isitinteresting,timely, new, useful or unique?".

• Donotpitchthesamestorytocompetingnewsoutletsatthesametime.

• Storypitchesaremostsuccessfulwhenyoualreadyhavearelationshipwithareporterorassignmenteditor.

• Pitchescanbemadebyphoneoremail.

If you call:

• Introduceyourself,tellthereporteryouhaveastoryidea,andaskiftheyhaveamomenttotalk.

• Givethemabriefexplanationofyouridea,includingthebasicfacts:who,what,when,whereandwhy.

• Askthemhowtheywouldlikeyoutofollowup.

If you email:

• Keepitbrief.

• Explainyourstoryideaanddescribeitsrelevancetoreaders.

• Providepertinentdates,timesandbackground.

• Provideyourcontactinformation.

Media Alerts

A media alert is a specific tool designed to let the media know about an event that will generate news. Often an alert provides enough information to arouse interest without completely revealing the story. An alert should include concise information:

• Whoisinvolved,including:speakers,keyattendeesorwhoisinvited

• Whyitisimportant

• Whattheeventis

• Whereitis,includinglocationanddirections

• Whenitis,includingthedateandtime



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Media Alert Template

A standardized Valley media alert template has been created to help you provide information to media outlets quickly.

Download the approved template from www.valleyirrigation.com/Brand.

***Media Alert*** Dealership ABC is doing something newsworthy.

Who/What: Include a brief description of the event and who is involved. For example:

Business ABC will host a Field Day to offer information about and demonstrations on a new irrigation technology.

When: Date, date, time Location: Name of location, address, town, state Why: Included a sentence or two about what makes this event interesting and

newsworthy. You may want to include a link to a website that provides more information.

Contact: Name, title, company, email address and phone number

About Valley Irrigation Valley Irrigation founded the center pivot irrigation industry in 1954, and our brand is the worldwide leader in sales, service, quality and innovation. With historical sales of more than 200,000 center pivots and linears, Valmont-built equipment annually irrigates approximately 25 million acres (10 million hectares) around the world. We remain dedicated to providing innovative, precision irrigation solutions now and into the future. For more information, please visit valleyirrigation.com.

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Approval Process

To protect the brand, every use and application must be approved by the Brand Manager. Please submit files for pre-approval prior to production to [email protected].

The only exceptions to this rule are if you are using materials (e.g., print ads) created by the Valley Global Marketing Department within the last six months or promotional items that have been created by Staples (www.shopvalley.net).

This pre-approval will assure that the brand identities, trademarks and registration marks are being used correctly and that the Valley name is properly protected.

Be sure to submit your materials at least five business days prior to your submission deadline to allow sufficient time for the review process to take place.



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Brand Summary

Now it’s up to each of us to make sure we stay on brand. Following our new guidelines is key to brand consistency. If there are further questions or a need for additional clarification, the user of these guidelines should contact the Brand Manager. There may be unique applications that warrant exception to one or more of these guidelines. In such cases, before implementation can proceed, a request must first be directed to the Brand Manager for review and resolution. Thanks in advance for your efforts and support of our brand and its integrity.

For more information and to answer any questions about the Valley brand, please contact [email protected].

Brand guidelines -...

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