This Guide helps to communicate visually and demonstrates the character of our brand. It is a simple set of rules and recommendations that help us to create a clear, unified image that is understandable to all audiences.
This guide contains general rules and requirements for design in the unified EuroChem style and recommendations on how to apply them. You can use ready-made solutions or individual elements of the corporate identity for creating your design.
Our corporate identity is designed to be simple, clear and instantly recognizable. When all elements are in place and work together harmoniously they create powerful and cohesive impression of our brand.
Our goal is to improve the quality of life for the world's growing population and we say this through our symbol. A heart of our logo is a schematic molecule, a pellet, a fertilizer granule – essential element for growth and development.
We produce fertilizers and animal food products vital for food production, industrial chemicals that support health and safety, and iron ore that forms the foundation for steel manufaturing.
Our symbol shows that we work from north to south, east to west and in all seasons. We also turn resources into growth opportunities and knowledge into solutions. That is why the symbol is in motion.
The ambitious tasks facing EuroChem Group today require unlocking the potential of brand architecture and brand management for the businesses, services, projects and initiatives that fall within the perimeter of the EuroChem brand portfolio. To manage brand assets effectively and update the brand identity system, we have designed a brand architecture - a hierarchy of company-owned brands that are found on different levels of EuroChem mother brand and characterized by a certain type of connection with it.
Use the checklist in the brandbook:
The logo is protected by free space that ensures the logo's visibility and integrity, maximizes impact and visibility in all communications. Free space is measured by the letter “E” taken from the logo as shown above.
The optimal location for the logo is bottom-right or top-left. If it is not possible to place the logo top-left or bottom-right, placement is acceptable in one of the other corners.
The logo should be noticeable and easy to read. For this purpose, a minimum size is provided as shown above. Maximum size of the logo is not limited.
Main color of the brand is a corporate blue. The other colors of the palette are carefully selected to enhance communication and emphasize priorities being important to EuroChem.
These shades are for charts and graphs only.
Orange is used when we want to draw attention to safety related topics.
The main corporate font is the strict and clear Proxima Nova, we use it for official communication.
For everyday communication we chose the classic Arial.
Brand icons, patterns and grids, as well as two main graphic elements of the brand - the horizon and the stripe. The elements are carefully collected in our brandbook - along with description of how to use them
Corporate graphic elements that make our design easily recognizable
Our unity and purposefulness, moving forward without stopping are the meanings we put into the patterned graphic element.
The grid can be adapted to any size - we add it only when we want to enhance the design. It is important to read the instructions carefully before using it.
The grid can be adapted to any size - we add it only when we want to enhance the design. It is important to read the instructions carefully before using it.
Icons help to illustrate different aspects of our business and products. When used thoughtfully, they help to simplify complex messages and make our communication more engaging and accessible.
Two types - in a circle and without, on a dark or light background, always in corporate blue color.
Here, corporate blue color of icon accentuates orange color that symbolizes our focus on safety.
We are engaged in a complex manufacturing business that we want to communicate in clear language. Illustrations help to clearly explain complex technical details or illustrate correct actions.
Our photography captures the geometric beauty of production facilities, farmland and industrial landscapes. These images are designed to convey the scale and scope of our operations in a way that words alone cannot. We use narrative photography to tell compelling stories about our business. Below are key stories we use:
Often we use vivid images without backgrounds to draw attention to the most important thing - final effect of our work. For example, photos of fresh goods grown with EuroChem fertilizers.
To learn more about our approach and principles of product communications and to receive Guidelines for Standard and Premium product lines please contact the Global Marketing Team.
Choose things as close to our color palette as possible.
The key combination is a white logo on a corporate blue background, the secondary combination is a blue logo on a white background.
Our protective clothing is designed using materials that closely match our corporate blue. The front and back inserts, as well as the patch on the pants, are featured in our signature corporate blue to maintain consistency with our brand identity.
The integrity of communication is based on the compliance of any materials with the requirements and norms of corporate identity. To help maintain consistency, we recommend using a straightforward checklist when reviewing layouts for compliance. This checklist presented in a clear interactive format here.
