tyson logo guide

7/26/2019 Tyson Logo Guide

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LOGOGUIDELINES

ver. 080712 Registered Trademarks: 776,266; 1,205,623; 1,748,683; 2,810,231; 2,833,874; 2,868,632; 3,118,135; 3,204,061; 3,322,967; 3,483,381; 3,998,293


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Purpose of This Guide This guide is designed to help

you in your use of Tyson Foods, Inc., logos and other

Tyson Foods trademarks. It contains information regarding

many of the areas in which our trademarks are used.

Please use it as a reference tool.

The Benefits of Standardized Communication of

the TysonBrand Everything counts because everything

communicates. Our Tyson Foods, Inc., logo represents

who we are to the outside world, and is our strongest tool

in building a strong company brand image and equity.

Building a strong image begins with our corporate identity

logos. If our customers and consumers are familiar with

our logos and brands, that familiarity builds loyalty and

trust. On the other hand, if we are always changing how

we use our logos, customers and consumers may

become confused and disconnected from our company

and brands.

We want the Tyson Foods name to stand for quality and

trust. Whether we use our logos on trucks, buildings,

or premium items, it is important that we all use them

correctly. In a sense, we are all brand managers, and it

is our responsibility to be sure we communicate a

consistent, uniform image to our customers and consumers.

Questions Regarding Logo and Trademark

UsageAs you will note when reading this guide, there are

specific department contact numbers noted throughout.If you have any other questions, please contact Mike

Mohney, director of Corporate Communications, at

(479) 290-7351, or email your questions to

[email protected].

2012 Tyson Foods, Inc. Trademarks and registered trademarks

are owned by Tyson Foods, Inc. or its subsidiaries.


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Brand History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Section 1 Trademark Guidelines

Corporate Name . . . . . . . . . . . . . . . . . . . . . . . . . . . .1.1

Brand Name and Registration Mark. . . . . . . . . . . . . .1.1

Proper Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2

Trademark Infringement . . . . . . . . . . . . . . . . . . . . . . .1.3Where to Direct Questions . . . . . . . . . . . . . . . . . . . . . 1.3

Trademark Agreement . . . . . . . . . . . . . . . . . . . . . . . .1.3

Rules At-A-Glance . . . . . . . . . . . . . . . . . . . . . . . . . . .1.3

Section 2 Corporate Identity

When To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1

When Not To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1

Logo File Formats . . . . . . . . . . . . . . . . . . . . . . . . . . .2.1

Logo Trademark Protection . . . . . . . . . . . . . . . . . . . .2.1

Tyson Foods, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .2.2

Tyson Deli, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.3

Tyson Fresh Meats, Inc. . . . . . . . . . . . . . . . . . . . . . . 2.4Tyson Prepared Foods, Inc. . . . . . . . . . . . . . . . . . . .2.5

Tyson Refrigerated Processed Meats, Inc. . . . . . . . .2.6

Logo Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.7

Logo Color Preference . . . . . . . . . . . . . . . . . . . . . . . .2.7

One Color Logo Options . . . . . . . . . . . . . . . . . . . . . .2.7

Special Printing Considerations. . . . . . . . . . . . . . . . .2.7

Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . .2.8

Logo Size Restrictions . . . . . . . . . . . . . . . . . . . . . . . .2.8

Incorrect Logo Treatment . . . . . . . . . . . . . . . . . . . . . . 2.8

Section 3 TysonBrand

When To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.1When Not To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.1



Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.1

Logo Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.2


One Color Logo Options . . . . . . . . . . . . . . . . . . . . . .3.2

Special Printing Considerations. . . . . . . . . . . . . . . . .3.2

Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . .3.3

Logo Size Restrictions . . . . . . . . . . . . . . . . . . . . . . . .3.3

Incorrect Logo Treatment . . . . . . . . . . . . . . . . . . . . . . 3.3

Section 4 Endorser Branding

When To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1

When Not To Use . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1

Logo Format Preference. . . . . . . . . . . . . . . . . . . . . . .4.1




Rules At-A-Glance . . . . . . . . . . . . . . . . . . . . . . . . . . .4.1

Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.2

Section 5 Corporate Logo Usage

Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5.1

Apparel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5.1

Premiums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5.1

Section 6 TysonBrand Usage

Advertising and Marketing . . . . . . . . . . . . . . . . . . . . .6.1Apparel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.1

Banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.1

Flags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.1

Premiums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.1

Uniforms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.1

Transportation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.2

Transportation Sticker Placement Policy . . . . . . . . . .6.4

Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.5

Section 7 Company Mascots

Big Red Mascot . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.1

The 3 Amigos Art . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.1Buddy Costumes . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.1

The 3 Amigos Inflatable . . . . . . . . . . . . . . . . . . . . . . .7.2

The 3 Amigos Fun Farm . . . . . . . . . . . . . . . . . . . . . . .7.2


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1930s It was in 1935 that John Tyson founded the

company we know today by transporting that first load

of Arkansas chickens to Chicago, where he sold them

for a profit of $235. We did not have a brand identity

in those days, but John Tyson had established the

foundation for what would become the worlds largest

protein business.

1940s In 1947, our company was incorporated as

Tysons Feed & Hatchery. Instead of being just a buyer

and seller of chickens, Tysons was involved in the

growing process. These were the building blocks for

what we now know as total vertical integration in the

poultry business.

1950sAlthough Tysons Feed & Hatchery was not yet

a publicly-held company, it was on the grow. In 1955,

construction of the Randall Road Plant in Springdale,

Arkansas, was completed. Tysons Feed & Hatchery

was now totally integrated, controlling every step in the

production process from farm to market. In 1959, ourcompany adopted Tysons Pride as its brand name

1960s The first Tysonoval logo was designed by

Buddy Wray, former Tyson Foods President and COO,

to fit the Cornish hen packaging. In 1963, John Tyson,

along with his son, Don, took the company public,

issuing 100,000 shares of stock. Upon going public, the

company name changed to Tysons Foods, Inc.

1970s The 70s was a decade of many tests for ourcompany. Extreme downturns in the poultry market

threatened to close the doors in 1974. Undaunted, a

determined Don Tyson kept going. Logo colors were

changed from red, white, and blue to red, white, and

orange, as the red, white, and blue did not show up as

well in the display case. The name was changed to the

current Tyson Foods, Inc., in 1972.

1980s It was in the 80s that growth exploded.

Further processed products were becoming a hit with

consumers. The construction of the Chick N Quick

plant in Rogers, Arkansas, gave Tyson Foods a distinct

advantage in this growing market. In 1989, Tyson

acquired Holly Farms. The acquisition doubled the

companys size. We marketed the Retail Fresh brand

with the Tyson Holly Farms logo.

1990s The 1990s was an era of expansion as we

continued to build a dominance in the chicken industry.

In 1995, the Tysonlogo was redesigned to strengthen

our companys colors and make our image bolder. Tyson

Foods launched its website, www.tyson.com, in the fall

of 1996.

2000 Tyson Foods celebrated 65 years of bringing

quality food products to families across the world.

Consumers identified Tyson products with our

company promise of Quality Food You Can Trust.

2001 On October 1, 2001, Tyson Foods acquired

IBP, inc., making Tyson Foods, Inc., the largest protein

company in the world. Based on the 2000 Fortune500

list, Tyson Foods is among the top 70 of Americas

largest corporations.

2004-2007 On July 28, 2004, Tyson Foods, Inc.,

began powering the world! With the release of

the Powered by TysonTMcampaign, the logo was

modernized once more. The design was powered upto become more readable and easily recognized by

consumers. The latest logo exemplifies the strength and

power of the brand.

2007 In 2007, the Tyson Discovery CenterTMresearch

and development facility for product innovation and

consumer insights opened. A logo for the Tyson

Discovery CenterTMwas created.

BRANDHISTORYThe concept for the Tysonlogo originated as a drawing. Over the decades, it hasbeen altered so we could effectively market quality products to our customers andconsumers. As you can see, we have come a long way since 1935.

4 Tyson Foods, Inc.Logo Guidelines


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2008 In January 2008, Tyson Foods announced its

sponsorship of the Untied States Olympic Team with

the release of a composite Tyson-Olympic brand.

Tyson Foods was the official Chicken, Beef, and Pork

Sponsor of the 2008/2010 U.S. Olympic Team.

Tyson Foods also launched the Thank You

consumer campaign in 2008. The campaign

communicates to consumers in a fun and engaging

way how Tysonproducts help make Mom a

Mealtime Hero.

2010 Tyson Foods declared hunger relief as its

number-one philanthropic focus while celebrating

the 10th anniversary of its commitment to hunger

relief. Tyson Foods donated of more than 76 million

pounds of food over that 10-year period. The KNOW

Hunger campaign was launched with a new logo

incorporating the KNOW Hunger tagline with the

Tysonlogo. A 10th Anniversary logo for hunger relief

was also created for use that year.

1930s1950s: Examples of the early Tysonbrand prior to the oval

1960s1970s: Examples of the early Tysonbrand oval

1995: The Tysonbrand oval redesigned

2004: The current Tysonbrand oval

2007: The Tyson Discovery Centerlogo

2008: The Tysonofficial sponsor logo for the 2008 Olympic games

2010: The TysonKNOW Hunger campaign logo and the 10th Anniversary logo

Tyson Foods, Inc.Logo Guidelines 5


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SECTION 1TRADEMARKThe Tysonbrand name is a registered trademark and as a valuable corporate asset itmust be protected. Failure to use trademarks properly may result in an improper nameand logo usage of the Tysonbrand and loss of exclusivity. Examples of trademarksthat have become public property are aspirin and elevator. It is every TeamMembers responsibility to protect our trademarks from misuse. Please observe thefollowing trademark guidelines.

Corporate Name Our corporate name is Tyson

Foods, Inc. The company name is always to appear

in upper and lower-case letters and should always be

on one line. The Tyson name or trademark may not be

obscured by any other design or copy.

When referring to our company in written form, you

should use Tyson Foods, Inc., initially, and use TysonFoods for subsequent references. The words Tysons

or Tysons are not to be used to refer to our company

or our products because they are not our correct

company name or registered trademarks.

Brand Name and Registration Mark () How

the Tyson name is used determines whether the

registration mark must appear beside it. If you are

referring to the corporate entity, (i.e., Tyson Foods,

Inc.) the registration mark is not required.

Trademarks are not nouns. They are alwaysadjectives. When the Tyson name is used as a brand

name or as the brand in the description of a product,

the Tyson name should be differentiated using either

italics or bold, and the registration mark is required the

first time the name appears. Subsequent references to

the Tysonbrand do not require the registration mark,

unless it appears on subsequent pages. However, the

brand name should be differentiated using either italics

or bold type.

If the Tyson name as a brand name is preceded by

another trademark, use the same differentiatingtreatment on both trademarks in addition to using the

or symbols.

Tyson Foods, Inc.Logo Guidelines 1.1

Tyson Foods, Inc.

Corporate name

Tyson Foods, Inc., is the worldslargest processor and marketer ofchicken, beef, and pork. More than115,000 Team Members work forTyson Foods.

First and subsequent references to Tyson Foods, Inc.

TysonsTysons FoodsTyson Foods

NEVER refer to Tyson Foods, Inc. in these formats

Tyson

Brand name and registration mark ()

Tysons

NEVER refer to the Tyson brand in this format

TysonBoneless/Skinless Breastsare one of our most popularproducts. Tysonfresh chicken is

Americas leading brand.

First and subsequent references to Tyson Foods, Inc.

Always use the or for all trademarks

TysonAny'tizersBuffalo StyleBoneless Wings are available in yougrocer's freezer case.


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Proper Use

A trademark is an adjective. The trademark should be

followed by the common descriptive/generic name of

the product.

Use the trademark distinctively. A trademark should

always be used with a different treatment such as

italics or bold type in order to distinguish it fromother words.

Do not use the trademark in the possessive form.

Use proper trademark notice.

Always spell the trademark correctly.

Do not shorten a trademark. Always use the full name.

Do not split a trademark. The complete name must be

typeset in the same format.

When a trademark is used several times in printed

material, it is only necessary to use the trademark () or

registered trademark () symbol the first time the mark

appears on each page. Each subsequent use of the

trademark must be differentiated from the surrounding

copy like the first use of the trademark.

When using two trademarks in the same sentence,

always use the descriptive name of the product aftereach trademark.

Tysonchicken tastes good.

Consumers prefer Tysonchicken fillets.

ALWAYS use the trademark as an adjective

Tysonbrand chicken wings

Tysonchicken tenders now in your

grocers deli

ALWAYS differentiate the trademark from the rest of the copy

designation indicates a federallyregistered trademark

designation indicates the mark has

not been federally registered, but the

owner claims common law rights to the

mark

ALWAYS use the correct trademark designation

Our American Favoriteham

American Favoriteham

ALWAYS use the complete trademark name

ALWAYS use a noun after the first use of a trademark

Serve the classic tastes patrons stillremember and love with Tysonpot

roast and meatloaf products. Seasoned,

slow-cooked, and made with quality

ingredients, these home-style favorites

taste just like homemade. Take your

patrons on a flavorful trip down memory

lane with Tysonpot roast and meatloaf.

1.2 Tyson Foods, Inc.Logo Guidelines

Tysonschicken products are available

nationwide.

NEVER use the trademark in the possessive form

Any'tizersBuffalo Style Wings

AnytizersBuffalo Style Wings

ALWAYS spell the trademark name coreectly

Tyson Deli Marketentres

TysonDeli Market entres

NEVER split the trademark name

ALWAYS use a descriptive name after the trademark when there are multiples

Russerham and Wright Brandham

offer your customers variety.


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Trademark Infringement One of the most important

steps in protecting our trademarks is finding out about

infringement. If you suspect possible infringement, notify

Tyson Foods Legal Services immediately. Please provide

specific details with your report (when, how, and where

the alleged infringement occured), as well as samples

reflecting the possible infringement whenever possible.

Tyson Foods protects its marks to the fullest extent of

the law.

Where To Direct Questions Questions about

the use of trademarks or possible misuse situations

should be directed to Tyson Legal Services at

(479) 290-4661 or (479) 290-4759, or email questions

to [email protected] or [email protected].

Trademark Agreement The Tyson Foods, Inc.,

logos and trademarks can only be used by outside

suppliers or vendors with approval from Corporate

Communications, [email protected].

Please contact Tyson Legal Services at (479) 290-4661

or (479) 290-4759 to obtain a Trademark License

Agreement.

The correct logos will be supplied by Corporate

Communications, [email protected].

Requests to use the logos or trademarks should be

forwarded to:

Director of Corporate Communications

Tyson Foods, Inc.

3701 Johnson Road ARO7695

Springdale, AR 727626999

1. When referring to our company in written form,you should use Tyson Foods, Inc., initially, and useTyson Foods for subsequent references.

2. NEVERuse the words Tysonsor Tysonsto referto our company or our products because theyare not our correct company name or registeredtrademarks.

2. The trademark designation, or , should beused at least once on every page of text andalways as the first reference.

3. A trademark should always be used in italics orbold in order to distinguish it from other words.

4. When using the Tysonname as a brand namein the description of a product, the Tysonnameshould be differentiated by using a differenttreatment such as italics or bold type.

5. If the Tyson name as a brand name is precededby another trademark, use a treatment such asitalics or bold on both trademarks to differentiatethe trademarks in addition to using the or symbols.

6. A trademark is an adjective and should befollowed by the common descriptive/genericname of the product.

7. Do not use the trademark in the possessive form.

8. Always spell the trademark correctly.

9. Do not shorten a trademark. Always use the fullname.

10. Do not split a trademark.

Rules At-A-Glance



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SECTION 2 CORPORATE IDENTITYTyson Foods, Inc., is the name of our corporation, and therefore, in all communicationswhen referencing the corporation, the formats shown in this section must be used.

Tyson Deli, Inc., Tyson Fresh Meats, Inc., Tyson Prepared Foods, Inc., and TysonRefrigerated Processed Meats, Inc., are also corporations with their own identities.

These may also be found in this section.The Tyson Foods, Inc., identity that includes the Making Great Food. Making aDifference. tagline can be found in the Making Great Food. Making A Difference.logo guide.

When To Use Use these logos when referencing their

respective corporations.

When Not To Use These are not brands and thereforeshould not be used when referencing product.

Logo Format Preference Preference is given to

the vertical version of the logo. Note the use of a white

border line to separate the logo from backgrounds.

This is to protect the readability of the logo and allow

a broader selection of backgrounds.

Logo File FormatsAll logos are available in EPS,

JPG, and PNG formats. All EPS files are vector art and

allow the most versatility in scaling without the loss of

art integrity.

File

Format Use

.jpgWord doc, Powerpoint presentations,Excel worksheets

.png

Web, email, Word doc, PowerPoint

presentations, Excel worksheets

.eps

Professionally printed materials such as

advertising, sales materials, or stationery

Logo Trademark Protection Because these logoscontain the Tysonlogo, a trademark legal line must be

used. This can be placed in small type at the bottom or

end of the media, package, or label. See the appropriate

legal lines to select from in this section.



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Process and PMS color - File Name: TFI_H Process and PMS color - File Name: TFI_V

3D format - File Name: TFI_3D_H 3D format - File Name: TFI_3D_V

One color format - File Name: TFI_1C_H One color format - File Name: TFI_1C_V

Reverse format - File Name: TFI_Rev_H Reverse format - File Name: TFI_Rev_V

Trademark legal line to be used for the Tyson Foods, Inc., logo

Tyson is a registered trademark of Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.



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Process and PMS color - File Name: TDI_H Process and PMS color - File Name: TDI_V

3D format - File Name: TDI_3D_H 3D format - File Name: TDI_3D_V

One color format - File Name: TDI_1C_H One color format - File Name: TDI_1C_V

Reverse format - File Name: TDI_Rev_H Reverse format - File Name: TDI_Rev_V

Trademark line to be used for the Tyson Deli, Inc., logo


Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.

Tyson Deli, Inc.



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Process and PMS color - File Name: TPF_H Process and PMS color - File Name: TPF_V

3D format - File Name: TPF_3D_H 3D format - File Name: TPF_3D_V

One color format - File Name: TFI_1C_H One color format - File Name: TFI_1C_V

Reverse format - File Name: TPF_Rev_H Reverse format - File Name: TPF_Rev_V

Trademark line to be used for the Tyson Prepared Foods, Inc., logo


Tyson Prepared Foods, Inc.










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Process and PMS color - File Name: TRPM_H Process and PMS color - File Name: TRPM_V

3D format - File Name: TRPM_3D_H 3D format - File Name: TRPM_3D_V

One color format - File Name: TRPM_1C_H One color format - File Name: TRPM_1C_V

Reverse format - File Name: TRPM_Rev_H Reverse format - File Name: TRPM_Rev_V

Trademark line to be used for the Tyson Refrigerated Processed Meats, Inc., logo


Tyson Refrigerated Processed Meats, Inc.










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Logo Color There are specific colors approved for the

Tysoncorporate and brand logos. This section defines

the approved colors in all current formats and provides

guidelines of their uses.

When a logo is used on color backgrounds, a white rule

must be placed around the logo to separate it from the

background. The rule line is included in all logo files.

Whenever possible, all Tyson Foods, Inc., logos should

appear as a four-color logo.

Note: on packaging and labels, a different Tyson Red is

used; please consult CPD&R at (479) 290-4337 for the

proper color/application.

All artwork may be obtained through Tyson Foods

Corporate Communications at: (479) 290-4209 or email

your question to [email protected], or download

the artwork at: http://www.tysonfoods.com/Media-

Room/Logo-Guidelines.aspx.

The PantoneMatching System (PMS) is the definitive

international reference for selecting, specifying,

matching, and controlling ink colors.

Logo Color Preferences Preference is given to the3-color version of the logo that consists of Tyson Red

[PMS 186], Tyson Orange [PMS 136], and White. The

4-color version is a process conversion of the Tyson

Red and Tyson Orange. The 1-color and reverse can

also be used. See the logo color subsection for further

information.




One Color Logo Options Tyson provides a one-color

logo option for instances that require this option, such

as premiums and T-shirts. If the item to be printed on is

white, the one-color logo may be printed in Tyson Red,

Black, Metallic Gold, or Metallic Silver.

A reverse-logo option has also been provided for

printing on black or dark colors. The reverse logo should

always appear as white. The only exceptions are when

this logo is used in alternative methods.

Special Printing Considerations There are times

when alternative printing methods may be used such as

foil and embossing. Below is a list of potential methods

and which logo should be used.

For other printing methods, please contact Tyson Foods

Corporate Communications at: (479) 290-4209, or email

your question to [email protected]


Color PMS CMYK RGB HEX

Tyson

Red

PMS 186C C 0

M 100Y 81

K 4

R 227

G 24B 55

cc092f

TysonOrange

PMS 136C C 0M 61

Y 97K 0

R 245G 128

B 37

ea7125

White n/a C 0

M 0Y 0

K 100

R 255

G 255B 255

ffffff

Black PMS Black C C 0M 0

Y 0K 100

R 0G 0

B 0

000000

Metallic

Gold

PMS 872C n/a n/a n/a

Metalic

Silver


Printing Method Logo Usage

Gold and silver foil on a

white or light backgroundcolor

One color logo (black will

be the foil)


black or dark backgroundcolor

Reverse logo (white will be

the foil)

Embossing Reverse logo (white will be

the raised area)

Screen printing on a white

or light colored background

One color logo

Screen printing on a black

or dark colored background

Reverse logo

(note: a flashing of white

is typically required whenprinting on dark colors)

Engraving on a metallic

surface

One color logo

Etching on clear glass Reverse logo


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Logo Clear SpaceAll corporate logos require clear

space to protect the logo. No other design elements

may enter the clear space. The only exception to the

clear space rule is the placement of the logo on top of

a background. However, the complete logo must remain

readable from the background.

Clear space for both the horizontal and the vertical

orientation of all corporate logos is equal to the cap

height of the corporate name.

Logo Size RestrictionsAll of the corporate logos in

the horizontal orientation should never be smaller than

one inch in width.

All of the corporate logos in the vertical orientation

should never be smaller than .75 inches in width.

Incorrect Logo Treatment Never use anything but

the approved and provided logo.

Never attempt to create your own Tyson Foods, Inc.,

logo.

Never reduce the logo beyond the size retriction.

Never use parts of the logo. It is an integral unit;

always keep it whole.

Never use the logo in a crowded space. Never use the logo as part of a sentence or phrase.

Never reproduce the logo in non-approved colors.

Never stretch or alter the logo.

Never attach anything to the logo.

Never alter the orientation of the logo.

Never print on top of the logo.

Never use the logo as a watermark.

Never use the logo in the middle of a sentence.

Horizontal logo configuation clear space requirement

Vertical logo configuation clear space requirement

Tyson Foods, Inc.

Tyson Foods, Inc.

Tyson Foods, Inc.

1

Tyson Foods, Inc.

.75

Horizontal logo configuation size resriction

Vertical logo configuation size resriction



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SECTION 3 TysonBrandThe Tysonbrand is used for the identification of our Tysonbranded products.


When To Use Use this logo when identifying a Tysonbranded product.

When Not To Use This is not the corporate identity

and therefore should not be used when referencing the

corporation.

Logo File FormatsAll logos are available in EPS,

JPG, and PNG formats. All eps files are vector art and

allow the most versatility in scaling without the loss of

art integrity.

File

Format Use

.jpg

Word doc, Powerpoint presentations,

Excel worksheets

.png



.epsProfessionally printed materials such asadvertising, sales materials, or stationery

Logo Trademark Protection Since these logosexist as elements without additional trademark notation,

a trademark disclaimer or footnote should always

accompany the logo. This can be placed in small type at

the bottom or end of the media, package or label. The

trademark line has been provided on the logo page..

Process and PMS color - File Name: TysonOval

3D format - File Name: TysonOval_3D

One color format - File Name: TysonOval_1C

Reverse format - File Name: TysonOval_Rev

Trademark legal line to be used for the Tyson logo


Trademark legal line to be used when all trademarks are owned by Tyson Foods

Trademarks and registered trademarks are owned

by Tyson Foods, Inc. or its subsidiaries.


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Logo Color There are specific colors approved for the

Tyson corporate and brand logos. This section defines

the approved colors in all current formats and provides

guidelines of their uses.

When a logo is used on color backgrounds, a white rule

must be placed around the logo to separate it from the

background. The rule line is included in all logo files.

Whenever possible, all Tyson Foods, Inc., logos should

appear as a four-color logo.




All artwork may be attained through Tyson Foods


your question to [email protected], or download

the artwork at: http://www.tysonfoods.com/Media-

Room/Logo-Guidelines.aspx.

The PantoneMatching System (PMS) is the definitive

international reference for selecting, specifying,

matching, and controlling ink colors.

Logo Color Preferences Preference is given to the3-color version of the logo that consists of Tyson Red

[PMS 186], Tyson Orange [PMS 136], and White. The

4-color version is a process conversion of the Tyson

Red and Tyson Orange. The one-color and reverse can

also be used. See the logo color subsection for further

information.




One Color Logo Options Tyson provides a one-color

logo option for instances that require this option, such

as premiums and t-shirts. If the item to be printed on is

white, the one-color logo may be printed in Tyson Red,

Black, Metallic Gold, or Metallic Silver.

A reverse-logo option has also been provided for

printing on black or dark colors. The reverse logo should

always appear as white. The only exceptions are when

this logo is used in alternative methods.

Special Printing Considerations There are times

when alternative printing methods may be used such as

foil and embossing. Below is a list of potential methods

and which logo should be used.

For other printing methods, please contact Tyson Foods


your question to [email protected]

Printing Method Logo Usage


white or light backgroundcolor

One color logo (black will

be the foil)


black or dark backgroundcolor

Reverse logo (white will be

the foil)

Embossing Reverse logo (white will be

the raised area)

Screen printing on a white

or light colored background

One color logo

Screen printing on a black

or dark colored background

Reverse logo

(note: a flashing of white

is typically required whenprinting on dark colors)

Engraving on a metallic

surface

One color logo

Etching on clear glass Reverse logo


Color PMS CMYK RGB HEX

Tyson

Red

PMS 186C C 0

M 100Y 81

K 4

R 227

G 24B 55

cc092f

TysonOrange

PMS 136C C 0M 61

Y 97K 0

R 245G 128

B 37

ea7125

White n/a C 0

M 0Y 0

K 100

R 255

G 255B 255

ffffff

Black PMS Black C C 0M 0

Y 0K 100

R 0G 0

B 0

000000

Metallic

Gold


Metalic

Silver



21/34

Logo Clear Space The Tysonlogo requires clear

space to protect the logo. No other design elements

may enter the clear space. The only exception to the

clear space rule is the placement of the logo on top of

a background. However, the complete logo must remain

readable from the background.

Clear space for the logo is equal to the height of the

negative space within the o of the Tyson name within

the logo.

Logo Size Restrictions The Tysonlogo should never

be smaller than one-half inch in width. This measures

from the outside of the white stroke around the logo.

Incorrect Logo Treatment Never use anything but

the approved and provided logo.

Never attempt to create your own Tyson Foods, Inc.,

logo.

Never reduce the logo beyond the size retriction.

Never use parts of the logo. It is an integral unit;

always keep it whole.

Never use the logo in a crowded space. Never use the logo as part of a sentence or phrase.

Never reproduce the logo in non-approved colors.

Never stretch or alter the logo.

Never attach anything to the logo.

Never alter the orientation of the logo.

Never print on top of the logo.

Never use the logo as a watermark.

Never use the logo in the middle of a sentence.


Tysonlogo clear space requirement

.5

Tysonlogo configuation size resriction


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SECTION 4 Endorser BrandingEndorser branding elements consists of the the registered Tysonlogo and the proteincategory. If a product created by Tyson Foods does not contain a protein, then theproducts endorser must be used.

All endorser brand logos must be approved by Corporate Communications and the

Legal Services department.

When To Use Use these logos when an agreement is

in place to use our Tysonbranded proteins or products

as ingredients in another companys product or service.

When Not To Use Do not use when a written legal

agreement does not exist.

Logo Format Preference Preference is given to the

graphic version of the endorser logo options. The one-

line version is available when space does not permit the

use of the graphic version.

Logo File FormatsAll logos are available in eps, jpg,

and png formats. All EPS files are vector art and allow

the most versatility in scaling without the loss of art

integrity.

File

Format Use

.jpg

Word doc, Powerpoint presentations,

Excel worksheets

.png



.epsProfessionally printed materials such asadvertising, sales materials, or stationery

Logo Color PreferencesAll endorser logos must

be in full color. The logo may be in the three-color PMS

option or the four-color process option.




Logo Trademark Protection Since these logos

exist as elements without additional trademark notation

a trademark ownership footnote should always

accompany the logo. This can be placed in small type a

the bottom or end of the media, package or label. The

trademark line has been provided on the logo page.


1. All endorser branding partnerships must beapproved by Legal Services.

2. Endorser branding elements consists of theregistered Tyson logo and text of the endoresment.

3. Use these logos when an agreement is in place touse our Tysonbranded protein(s) as an ingredient inanother companys product or service.

4. Do not use when a written legal agreement doesnot exist.

5. Preference is given to the graphic version of thelogos.

6. All endorser logos must be in full color.

7. A trademark ownership footnote should alwaysaccompany the logo.

Rules At-A-Glance


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File name: MWQ_Chicken File name: MWQ_Beef

File name: MWQ_Chicken_rev File name: MWQ_Beef_rev

File name: MWQ_Chicken_line File name: MWQ_Beef_line

File name: MWQ_Chicken_Line_rev File name: MWQ_Beef_line_rev

File name: MWQ_Pork File name: MWQ_Products

File name: MWQ_Pork_rev File name: MWQ_Products_rev

File name: MWQ_Pork_line File name: MWQ_Products_line

File name: MWQ_Pork_line_rev File name: MWQ_Products_line_rev

Trademark line to be used for all Tysonendorser brand logos




25/34

SECTION 5 Corporate Logo UsageThe corporate logos can be found on many different materials that impact all areasof the Tyson Foods' business. It is imperative to protect the brand as an asset of thecorporation. It is every Team Members responsibility to do so. This section will includethe most common materials in which the corporate logo is used. For applications of

the logo beyond the materials in this section, please contact Tyson Foods CorporateCommunications, at (479) 290-6319 or [email protected].

Stationery Letterhead and envelopes will have the

corporate logos printed in the upper left-hand corner,

using the four-color version of the horizontally-oriented

logo. Only one corporate logo will appear on the

letterhead and envelope. Each corporation will have its

own versions of letterhead and envelopes.

Division names will NOTbe included on letterheadand envelopes. Only the group service names, e.g.,

Foodservice, will appear.

Only Team Members with the title of director or above

may have personalized letterhead.

To order letterhead, envelopes, and business cards, use

the form found in the forms library on the Tyson Foods

intranet homepage or contact the Tyson Print Shop

[email protected].

Apparel Corporate logos may be screen printed

or embroidered using the PMS version of either the

horizontally or vertically oriented logo.

Current apparel can be found at the Logo Store. The link

to the store can be found on the Tyson Foods intranet

homepage.

Premiums The corporate logos in all formats and

versions may be used for premiums. Certain premiums

may require a smaller version of the logo than is

allowed in this guide. Contact Tyson Foods Corporate

Communications at (479) 290-4209 or

[email protected] for assistance and approval.

For questions or to order premiums, contact SignatureSourcing at [email protected].

Other Materials For all other materials, contact Tyson

Foods Corporate Communications at (479) 290-4209 or

[email protected] for assistance.



26/34


27/34

SECTION 6 TysonBrand UsageThe Tysonbrand may be used on advertising and marketing campaigns, on appareland uniforms, and buildings and vehicles. This section will include the most commonmaterials in which the logo may be used. For applications of the logo beyond thematerials in this section, please contact Tyson Foods Corporate Communications at

(479) 290-4209 or [email protected].

Advertising and Marketing The Tysonbrand may

be used in any of its versions on printed materials and

digital media as described in this guide. For questions

or assistance, contact Tyson Foods Corporate


[email protected].

Apparel The Tysonbrand may be screen printed orembroidered using the PMS version.

Current apparel can be found at the Logo Store. The

link to the store can be found on the Tyson Foods

intranet homepage.

Banners There is a selection of banners available

to order through the order form in the forms library

in the Tyson Foods intranet homepage. If you need

a custom banner, contact Tyson Foods Corporate


[email protected].

Flags The Tyson corporate flag should be printed

using the PMS version of the logo. Flags should be

ordered through Signature Sourcing at

[email protected].

Premiums The Tysonbrand may be used in all of

its formats for premiums. Certain premiums may

require a smaller version of the logo than is allowed

in this guide. Contact Tyson Foods CorporateCommunications at (479) 290-4209 or

[email protected] for assistance and approval.

For questions or to order premiums, contact Signature

Sourcing at [email protected].

UniformsAll Tyson Foods khakis will be ordered from

Aramark Uniform Services. A link to order khakis is

available on the Tyson Intranet homepage. Questions

may be directed to your Human Resources

Department.


Khaki Uniform Shirts

Apparel

Attention farmers in Scott, Leake,and Neshoba counties.

We need new chicken housing forbroilers to service the Mississippi Live

Operations complex.

Join our community of growers

in Central Mississippi.

Contact:Glen Pigg at

(601) 697-0279or

Allen Magee at(601) 382-3803

Become agrower for

Tyson Foods.

Tyson,founded in 1935,is among theworlds largestproducersand marketersof chicken,beef,and pork.

Newhouse construction incentive.

(3 1 ) ( . 2 x 1 ) i ss i ss i i G r w r ( s h c r t )

r j ct # 1 2 - - r t 13 1 2l l C h c k r r - J

An EqualOpportunity Employer,M/F/D/V2012Tyson Foods,Inc.Tyson isa registered trademarkof Tyson Foods,Inc.or itssubsidiaries.

Advertising

Banners


28/34

Transportation The PMS version of the Tysonlogo

must be used on company vehicles. The size of the

logo should be appropriate to the design of the vehicle

without distorting the shape of the logo.

On the Tyson Foods, Inc., transportation division

trucks, the Tysonbrand appears on both the driver and

passenger doors. A third logo is placed in the center of

the wind deflector above the cab.

On the Tyson Foods, Inc., live haul trailer, Tysonbrands

are placed in the upper left and upper right corners on

either side of the modules on both the front and theback of live haul trailers.

On the Tyson Foods, Inc., growout tactor, a Tysonbrand

appears on both the drivers and passengers doors.

On the Tyson Foods, Inc., yard tractor, one Tysonbrand

is placed in the center of drivers door.

On the Tyson Foods, Inc., egg truck, a Tysonbrand

appears on both the drivers and passengers doors.

There are no markings on the trailer of the egg truck.

On the Tyson Foods, Inc., egg trailer, two small Tyson

brands appear in the upper right and left corners on the

back of the trailer. One small Tysonlogo appears near

the end of the trailer closest to the cab on both sides.


Transportation Division Truck

Growout Tractor Egg Trailer

Yard Tractor

Egg TruckLive Haul Trailer


29/34

On the Tyson Foods, Inc., feed delivery bulk trailer, one

Tysonbrand is placed in the center of the back of the

trailer.

On the Tyson Foods, Inc., chick bus, a Tysonbrand

is centered on the front of the bus over the cab andcentered on the rear of the bus over the back door.

On the Tyson Foods, Inc., gas trucks and trailers,

a Tysonbrand appears on both the drivers and

passengers doors. The words Tyson Gas Co. are

on the straight trucks tank and on the trailer. No logo

appears on the trailer.

On the Tyson Foods, Inc., panel vans for mail delivery

and plant use, and pickup trucks, a small Tysonbrand

appears on both the drivers and passengers door.

The Tyson Fresh Meats, Inc., utility pickup trucks and

vans are white autos (painted GM#11, Ford #9-A or

equivalent), with a Tysonbrand on both the driver andpassenger doors. The vehicle identification number in

3 black numbers appears on both right and left front

fender, as well as in lower right-hand corner of loading

door at rear.

The Tyson Fresh Meats, Inc., livestock buyer and service

center vehicles are white autos (painted GM#11, Ford

#9-A or equivalent), with a Tysonbrand on both the

driver and passenger doors. The vehicle identification

number appears in 3 black numbers on the upper left-

hand corner of the front of hood and on the right-hand

side of the rear deck.

Gas Trucks and Trailers

Livestock Buyer and Service Center Vehicles


Panel Vans and Pickup Trucks

Utility Pickup Trucks and VansChick Bus

Feed Delivery Bulk Trailer


30/34

Transportation Sticker Placement Policy For

more information specific to the marking of commercial

motor vehicles, contact the Tyson Foods Transportation

department.

Vehicle numbers should be placed on all company

vehicles with reflective stickers, paint, or labeling tape.

Vehicle stickers should be white or black 2" numbers.

1. Pickups and Cargo Vans:

a. Place the number above the drivers side

headlight (usually waist high) on the hood of

the vehicle.

b. Also, place the number on the drivers side

of the tailgate (near the top of the tailgate)

horizontally.

c. Also, place the Tyson Foods vehicle number

on a piece of labeling tape or with magic

marker on the:

1. Side jam of driver door

2. Also, on the dash panel (close to the

odometer)

2. Sedans (includes Sales mini-vans) and Security

Dept. vehicles: Place the Tyson Foods vehicle

number on a piece of labeling tape or with magic

marker on:

a. The side jam of drivers door

b. Also, on the dash panel (close to the

odometer)

3. Tractors:

a. The number shall be placed vertically on

the front drivers side to the outside of the

headlight or horizontally above the headlight.

b. Also, on the drivers side back corner of the

sleeper, vertically.

4. Trailers:

a. The number shall be placed on the back left

rear drivers side of trailer, horizontally.

b. Also, on the drivers side front left corner of

trailer, vertically if possible.

5. Miscellaneous Equipment:

When placing vehicle numbers on equipment

such as loaders, farm tractors, lawn mowers, etc.,

use your best judgement.You may need to utilizea stencil and paint rather than a sticker. The

number should be placed where it can easily be

seen, yet not be subject to undue wear and tear.



31/34

SignageAll new signage produced must use the

current Tysonbrand. The PMS version should be used.

The size of the brand will be proportionate to the size of

the sign being manufactured. The logo should always

be the dominant graphic.

Brand only

The Tysonbrand and location name only may appear on

Tyson Foods signage.

Location name must be in Univers Blackin proportion

to the Tysonbrand.

The Tysonbrand, location name, and address only may

appear on Tyson Foods signage.

Location name must be in Univers Blackin proportion

to the Tysonbrand.

Interior signs will only use the Tysonbrand.

The farm name should be white letters on a PMS 186

red background. When placing the growers name on

the sign, be sure that it does not in any way touch or

interfere with the Tysonbrand.

Questions regarding farm signage should be directed to

the Springdale Complex at (479) 290-6403.


Exterior Sign - Logo and location name

Exterior Sign - Logo

Exterior Sign - Logo, location name, and address

Interior Sign - Logo

Farm Sign


32/34


33/34

SECTION 7 Company MascotsThe company mascots were created to provide a fun way to include Tyson Foodsin special events at your location and in your communities. For questions or moreinformation, please contact Tyson Foods Corporate Communications at(479) 290-4209 or [email protected].

Big Red Mascot The Big Red logo is part of our

Tyson Foods heritage. It is for limited internal use

only, and its use must be approved by the Director

of Corporate Communications, Mike Mohney, at

(479) 290-7351 or email [email protected].

Corporate Communications will control the production

of items featuring Big Red.

The 3 Amigos Art Corporate Communications is

the only authorized source for illustrations of The 3

Amigos. No other agencies or artists may alter The

3 Amigos.

The 3 Amigos are not to be used on packaging or

point-of-sale materials that are displayed near or on

our chicken, beef, and pork products. While The 3

Amigos are cute and cuddly, we do not want people,

especially children, to think they may be eating The

3 Amigos.

The 3 Amigos art gallery is available on the Mascot

Central website, http://intranet.tyson.com/3Amigos/.

For high-resolution files, please contact Tyson Foods

Corporate Communications at (479) 290-4209 or

[email protected].

The Buddy Costumes Tyson Foods has Buddy

costumes available for use at special Tyson

promotions within the community or for special events

at your facility. The costumes are vinyl inflatable and

stand seven feet tall. They are lightweight for mobility.

There is a nominal charge for cleaning and small

repairs. There will be a maintenaince fee applied for

any additional cleaning or repairs. Late fee charges

are applied for all delayed returns.

Order the costumes through the Mascot Central

website, http://intranet.tyson.com/3Amigos/. You

may also contact Jennifer Johnson in Corporate

Communications at (479) 290-6319 or email

[email protected].

Big Red


The 3 Amigos

The Buddy Costume


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tyson logo guide

Documents