Lantmännen is a group with several companies that share a common visual identity. In social media, channels and accounts are created and used relatively freely, and the management of graphics needs a uniform appearance.
The goal is to be able to create recognition both when Lantmännen is the main sender and acts as a guarantor for our various product brands.
For a uniform appearance, we need to act in the same way, regardless of whether it is companies or the group that communicate in our own channels.
Here are suggestions on how Lantmännen should use the predefined areas in each channel for effective presentation where Lantmännen is the sender.
The guidelines are based on what gives the best signal value and recognition.
To create a uniform impression, within the channel and between channels in social media, all companies within the Lantmännen Group must use our symbol (The sprout) as a profile picture.
The sprout has a strong recognition value and is already used today as a profile picture on various accounts on social media. This is because the text on the Lantmännen companies' logos becomes too small and difficult to read in social channels on the mobile phone.
Use the sprout with primary green color, no subtitles or payoffs.
Name
For naming, brand and company are used as the name. For example: Lantmännen Maskin. See examples of when naming accounts differs.
Names of international companies
If a company exists in several countries, the name must consist of the brand name and the country. For example: Lantmännen Maskin Sweden.
Name at local level
If it is a business at the local level, the name of the country is not needed. Then it is enough with the brand and then the name of the local place. For example: Lantmannen Maskin Reisijärvi.
Choose a cover image from Lantmännen's updated image bank that symbolizes the specific business area. This surface should be inspiring and evoke positive feelings for the brand.
When Lantmännen is the sender, we do not include the Guarantor in the cover image, nor any other logos. We also do not show product packaging in the cover images because many logos on a small area give a messy impression.
Avoid collages, it rarely looks good.
Image size: 820 x 310 pixels.
In mobile, the image is displayed in 640 x 360 pixels, so be careful with placement if there is text in the image.
Otherwise, follow Facebook's latest guidelines for cover images such as
is here.
Use of logo
We do not embed logos in the images in the channels' feeds. The reason is that social media should be perceived as personal.
The exception is if the picture is a quote from Lantmännen. Then the brand logo should be placed in the bottom right corner of the image. See example of picture with product packaging. (Post on Lantmännen's Facebook page.)
Pictures on product packaging
If a product's packaging is visible in the image, both the product brand and the Guarantor must be clearly visible, which should also be taken into account when photographing.
Use of logo
We do not embed logos in the images in the channels' feeds. The reason is that social media should be perceived as personal.
The exception is if the picture is a quote from Lantmännen. Then the brand logo should be in the bottom right corner (see example to the left).
Pictures on product packaging
If a product's packaging is visible in the image, both the product brand and the Guarantor must be clearly visible, which should also be taken into account when photographing.
Use of logo
We do not embed logos in the images in the channels' feeds. The reason is that social media should be perceived as personal.
The exception is if the picture is a quote from Lantmännen. Then the brand logo should be in the bottom right corner.
Pictures on product packaging
If a product's packaging is visible in the image, both the product brand and the Guarantor must be clearly visible, which should also be taken into account when photographing.
Example image
See examples of Lantmännen's Twitter account in the picture.
Choose a top image from Lantmännen's image bank that symbolizes the specific business area. This image should be inspiring and evoke positive feelings for the brand.
When Lantmännen is the sender, we do not include the Guarantor the channel image, nor any other logos. We also do not show product packaging in the channel image because many logos on a small area give a messy
impression.
Avoid collages, it rarely looks good.
Otherwise, follow YouTube's guidelines for channel images found here.
Use of logo
We do not embed logos in the images in the channels' feeds. The reason is that social media should be perceived as personal, and no one likes a person who talks about their brand or product all the time.
The exception is if the picture is a quote from Lantmännen. Then the brand logo should be in the bottom right corner (see example on the left).
Pictures on product packaging
If a product's packaging is visible in the image, both the product brand and the Guarantor must be clearly visible, which should also be taken into account when photographing.
