Our Brand

The Simplot Company Brand has grown over time, anchored first by J.R. himself, and now by the family members, company leaders and employees who have helped build the Company into the global food and agriculture organization we have today. Every time we represent Simplot, we are reinforcing and impacting the Simplot Brand.

In the Brand Guidelines, we provide an in-depth explanation of the Simplot Brand and information about how we can collectively manage it while allowing room for each business area to represent its unique attributes. Together, we are ambassadors of the Simplot Brand and through our collaborative approach, we can maintain a clear image of the brand image to the world.
 

Download the Brand Guidelines

  • Logos
  • Color
  • Typography
  • Photography

BRAND

Logo

Our logo is the primary visual graphic for our brand. It is composed of two elements: the Simplot logotype and the leaf symbol.

The Simplot logotype is based on a customized typeface that has been representing the Company for many years. The warm gray coloring references our past with its earthy tones, but also points to the future with its clean, modern look.

The leaf symbol is similarly rooted in our heritage, inspired by the blossom of a potato plant. Its glowing gold tones indicates our belief in the potential of agriculture and food to transform the future.

Primary 3D Logo

The primary logo uses Simplot Gray and Simplot Gold with a 3D effect on the leaf and is approved for use on white or light colors and images as long as the image is open and clear (e.g., clouds or a white wall).

Primary Flat Version

Use a flat version of the full-color logo where the Gold leaf doesn’t use a 3D effect in situations where the 3D effect isn’t preferred (e.g., at less than 3” (7.6 cm) wide or for embroidery).

White/Gold 3D (Reversed) Logo

This version is approved for use over dark colors and images as long as the image area is open and clear (e.g., blue sky or a green field). The White/Gold 3D version incorporates the leaf effect and is preferred over the flat version to the right.

White/Gold Flat (Reversed) Logo

A flat version of the White/Gold logo is available for dark colors and images or at smaller sizes (e.g., at less than 2” (5.1cm) wide) where the 3D leaf will not render well.

All-White Logo

Use the all-white version against dark colors and images when cost or other considerations prohibit use of the full-color logo.

All-Black Logo

Use the all-black version on light-to-medium colors and images when cost or other considerations prohibit use of the full-color logo.

BRAND

The Simplot Leaf

The leaf symbol plays a critical role in our brand aesthetic. It highlights our history and our connection to farming and potatoes. It also expresses our belief in a bright future and the role agriculture will play in helping us create that future.

The leaf must also have the correct clear space around it. The leaf includes a trademark TM symbol* of appropriate size for most uses. Depending on the size of the leaf, you may need to enlarge or shrink the TM to keep it legible. The TM is not required if the leaf appears .75” (1.3 cm) or smaller.

If you are using the leaf more than once on the same page, it must have a trademark symbol the first time it appears. The mark should also appear with the first use on separate pages or sections of the same materials.
 

THE LEAF CAN’T APPEAR WITHOUT THE SIMPLOT LOGO

The leaf is NOT an alternative for the Simplot logo. The full Simplot logo must always be present somewhere in the same material.

3D Leaf

Flat Simplot Gold Leaf

Simplot Gold Outline

Simplot Gray Solid

Simplot Gray Outline

Black Solid

Black Outline

White Solid

White Outline

Color Palette

Primary colors are the colors we want to use frequently to accent our primary brand colors. That doesn’t mean they need to be used constantly, but they should be consistently present to build an association with our brand.

PRIMARY COLOR

Simplot Gold

PMS - 7406

CMYK - 0/17/100/0

RGB - 241/196/0

HEX - #F1C400

PRIMARY COLOR

Dark Simplot Gold- - -

PMS - 118

CMYK - 7/28/100/30

RGB - 172/132/0

HEX - #AC8400

PRIMARY COLOR

Medium Simplot Gold

PMS - 110

CMYK - 2/22/100/8

RGB - 218/170/0

HEX - #DAAA00

PRIMARY COLOR

Light Simplot Gold

PMS - 1215

CMYK - 0/6/53/0   

RGB - 251/216/114

HEX - #FBD872

PRIMARY COLOR

Simplot Gray

PMS - Pantone Warm Gray 11

CMYK - 26/36/38/68

RGB - 110/98/89

HEX - #6E6259

PRIMARY COLOR

Black- - - - - - - - - - -

PMS - Black- - -

CMYK - 60/40/40/100  

RGB - 0/0/0- - - -

HEX - #000000

PRIMARY COLOR

Medium Simplot Gray

PMS - Cool Gray 11

CMYK - 0/0/0/80- - - -

RGB - 88/89/91

HEX - #58595B

PRIMARY COLOR

Light Simplot Gray

PMS - Warm Gray 7

CMYK - 16/23/23/44

RGB - 150/140/131

HEX - #968C83

PRIMARY COLOR

Field Green

PMS - 363

CMYK - 76/3/100/18

RGB - ‍54/131/33

HEX - #368321

PRIMARY COLOR

Dark Field Green

PMS - 350

CMYK - 80/21/79/64

RGB - 44/82/52

HEX - #2C5234

PRIMARY COLOR

Med Field Green

PMS - 2273

CMYK - 84/0/100/39

RGB - ‍37/114/38

HEX - #257226

PRIMARY COLOR

Light Field Green

PMS - 368

CMYK - 65/0/100/0

RGB - 120/190/32

HEX - #78BE20

Secondary Color Palette

Secondary colors are the colors we want to use frequently to accent our primary brand colors. That doesn’t mean they need to be used constantly, but they should be consistently present to build an association with our brand.

SECONDARY COLOR

Sky

PMS - 288

CMYK - 100/80/6/32

RGB - 0/45/114

HEX - #002D72

SECONDARY COLOR

Dark Sky

PMS - 322

CMYK - 97/9/39/34

RGB - 0/116/112

HEX - #007470

SECONDARY COLOR

Bright Sky- - -

PMS - 3135

CMYK - 100/0/20/0

RGB - 0/176/202

HEX - #00B0CA

SECONDARY COLOR

Blood Orange

PMS - 484

CMYK - 8/92/100/33

RGB - 130/39/4

HEX - #822704

SECONDARY COLOR

Rust Orange

PMS - 167

CMYK - 5/77/100/15

RGB - 189/79/25

HEX - #BD4F19

Typography

As with our color palette, we selected the following typography to best represent our brand. Chosen for their versatility and ease of use, these fonts are legible, approachable and timeless, while providing a forward-thinking style. They should be used in all situations companywide.

Cairo
Our brand uses Cairo for headlines and for subheadings.
Extra Light
Light
Regular- - -
Medium
Semi Bold
Bold
Extra Bold
Black

Inter
Our brand uses Inter for body text.
Extra Light
Light
Regular- - -
Medium
Semi Bold
Bold
Extra Bold
Black

Inter Tight
A secondary font if the standard Inter is kerned too wide for your application.
Extra Light
Light
Regular- - -
Medium
Semi Bold
Bold
Extra Bold
Black

Where Can I find Cairo and Inter Fonts?

Your Simplot-issued computer may come with Cairo and Inter already installed. If you need them, simply search “brand fonts” on the Simplot DAM, and download and install them to your computer. If you need help installing them, reach out to the IT Service Desk.

External customer and agencies can go to fonts.google.com to download Cairo and Inter fonts for free.

Photography

Our brand images help us connect with our customers, our partners, our prospects and the broader public. It helps set us apart from our competitors and allows us to share our unique and optimistic point of view with the world.

Our brand images have a few things in common:

  • We come from authentic farming roots, so don’t use fake, overly-styled images with actors. Choose stock photographs that use real people, not posed models.
     
  • We express our positive attitude and our belief in the beauty of what’s possible through use of abundant natural light — particularly the special atmosphere that the sun’s glow, shine or flare creates in our images.
     
  • We like to draw the viewer into our brand experience by telling a story. Engage our audience and inspire curiosity through subject matter, angle, cropping and other native effects.
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