BRANDING GUIDELINES, 2015

Table of Contents

OVERVIEWAbout the Brand 4Our Brand Positioning 5

VISUAL GUIDELINES Visual Characteristics 6 Logo Usage 7 Logo Positioning 8 Black & White Logo Usage 10 Logo Do’s and Don’ts 12 Tagline Usage 13 Tagline Do’s and Don’ts 14 Logo Usage & Co-branding 15Color Palette Primary Colors 16 Secondary Colors 17 Typography 18 Fonts 18 Farmer’s Pledge 19Contact Creative Services 20

3

About These Guidelines

For over 75 years, Prairie Farms has been a major dairy provider in the Midwest. As we continue to grow and spread our footprint across the United States, it is more important than ever to present our best public face to our customers and to the communities in which we live.

This guide is designed to define our brand expression to better position ourselves with our current customers and introduce the Prairie Farms brand to a new customer base that is unfamiliar with our outstanding product line.

The key element of branding is consistency. A unifying message across all channels is essential in creating communications that will bring our Prairie Farms brand to life.

Our Brand Positioning

Prairie Farms is in the unique position to deliver fresh, whole-some, quality dairy products to local markets due to our local presence and local processing capabilities. Our customers want the best quality products with no artificial growth hormones and we deliver just that.

Within the dairy industry, Prairie Farms continues to be a market leader. We listen to our customers and respond with innovative new dairy products, natural ingredients and flexible packaging options to meet their needs.

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Visual Characteristics

When using our Prairie Farms logo, it is important to remember that every usage reflects on the company as a whole.

Always be mindful of how you use our logo to ensure that our logo is not altered, or positioned in a manner that will degrade its value.

Logo Usage

Prairie Farms personality comes from our farmer owned roots. Our logo, as well as our other dairy subsidiaries, features the farmer-owned flag above the company brand name. This flag highlights our farmer-owners involvement in everything that Prairie Farms represents.

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Logo Positioning

Safe AreaNo other graphics or text should be closer than 1/2” on all sides, from the outermost logo edges.

Logo AngleThe logo may not be rotated. It’s primary orientation features an incline of 14 degrees.

½”

½”

½”

½”

14°

8

ScaleThe logo is fully scalable when provided as vector art.

Minimum SizeDue to the irregular shape, the logo’s minimum size is ½” wide.

½”

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Black and white logo usage on a single color background.

25% Red

Color Backgrounds

White Background

50% Red 75% Red 100% Red

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Black and White Logos are used only when printed items are specifically required to be one, two or three colors. Black and white logos may not be used on full color communications. Contrast is particularly important for usage, so below are guides on how dark the background may be before you will need to use the reversed, or “white” logo version.

25% Black

White Background

Grey scale Backgrounds

50% Black 75% Black 100% Black

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Black & White Logo Usage

Logo Do’s and Dont’s

DO DON’T

Always use the primary logo form with no alterations.

Do use the primary logo in its normal state

Do place the logo over an approved background image

Do scale the logo in proportion

Do not add or alter the outlines of the logo

Do not change any colors on the logo

Do not rotate the logo

Do not flip the logobackwards

Do not place the wrong file type over a background

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Tag Line Usage

The Prairie Farms tag line is an important part of branding that accompanies the logo whenever applicable.

25% Red

White Background

Color Backgrounds

50% Red 75% Red 100% Red

13

DO DON’T

Do position the color tag line centered under the primary logo. Tag line should be approximately 80% of the logo size, and never larger than the primary Prairie Farms logo. Be sure to respect the logo safe area when positioning.

The tagline should never be positioned above the primary logo.

The tagline may not be larger than the logo.

Tag Line Do’s and Dont’s

Placing the tagline in its correct positioning will allow it to support the primary logo to its full impact.

½”

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Logo Usage & Co-Branding

In instances of co-branding, all communications must be provided to Creative Services for preview and approval. Many variables are involved in determining hierarchy and positioning that may require a deeper evaluation of the relationship and the end usage.

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Color Palette

The Prairie Farms Logo colors are a brand element as well as the styling of the logo. PMS colors are used to insure that each printed representation of our logo is consistent across all channels.

PMS: 186ccmyk: 0,100,90,0rgb:227,24,55

PMS: 123ccmyk: 0,24,94,0rgb:255,196,37

PMS: Blackcmyk: 0,0,0,100rgb:35,31,32

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Secondary Colors

Secondary colors that are often used in our farm scene setting for general communications. As we evolve, this palette will expand and contract to meet the needs of marketing initiatives.

PF SKY BLUE- MEDIUM: cmyk: 76,38,5,0rgb:58,136,192

PF SKY BLUE- LIGHT: cmyk: 60,16,7,0rgb:94,174,211

PF SKY BLUE- DARK: cmyk: 87,58,10,0rgb:39,105,165

PF GREEN GRASS- DARK:cmyk: 80,26,100,11rgb:57,132,63

PF GREEN GRASS- LIGHT:cmyk: 41,3,67,0rgb:159,201,123

PF GREEN GRASS- MEDIUM:cmyk: 59,9,94,0rgb:120,179,75

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Typography

To support Prairie Farms branding, the Futura font has been selected to clearly and cleanly communicate our messaging.

Headlines

Sub-headings

Supplemental copy

Body Content

FUTURA MediumFUTURA Book

FUTURA Bold

FUTURA LIGHT CONDENSEDFUTURA MEDIUM CONDENSEDFUTURA BOLD CONDENSED

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Farmer’s Pledge

The Farmer’s Pledge shows our commitment to providing only 100% natural dairy to our consumers.

*The FDA has determined that no significant differ-ence has been shown between milk derived from artificial growth hormone treated and non-artificial growth hormone treated cows.

Disclaimer copy must accompany the pledge icon. It may be positioned at the very bottom of the document/ad. Point size range between 9- 4pts.

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Contact Creative Services

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For additional information, please contact creative services.

314-771-4400 ext. 213