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The Solution The redesigned logo preserves a visual link to Cargill’s legacy through the incorporation of a leaf shape. At the same time, it created a new look for Cargill that is dynamic and forward thinking. As part of the initial launch, Franke+Fiorella designed the stationery system and signage plus a robust online identity guidelines website complete with templates. A desktop reference guide and at-a-glance reference tool were also developed to assist employees in adopting the system.
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The Result Cargill’s new logo and brand identity system were key components in strengthening the Cargill brand—helping the company grow from $50 billion in revenues in 2001 to $119 billion in 2011.
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