Brand Appearance

The Raven Brand encapsulates the relentlessly innovative spirit of our company. It's much more than a name and a logo. It's a set of principles, attributes, and design elements that capture the core essence of our purpose and organization. We use these standards to consistently represent our core commitment to Help Farmers Serve the World by advancing farming with technology and innovation — and settle for nothing less.

These elements and guidelines are designed to help you truly and faithfully represent Raven well in your marketing, media, and communications materials. They include rules, values, and tools to help you reinforce the Raven Brand identity, building lasting recognition and equity. All usage of these files in any material, printed or electronic, must conform to these guidelines.

The Raven Logo

The Raven brand logo is core to the Raven brand and is the most visually prominent representation of the Raven brand. Raven Blue (PMS 3015C) is the preferred color for the logo. It should always appear against a white or light background.

Logo placement should follow our preferred hierarchy:

1. Primary placement — bottom right-hand corner.
   1. Required when applying to most print pieces.
2. Secondary placement (if primary placement is not an option) — top left-hand corner.

From time to time application may require logo to be centered. (Social media, pop up banners, folders, feather flags, etc.) Raven marketing can use their discretion in these use cases.

Raven Favicon

Brand Colors

The consistent use of colors reinforces our brand's core identity by evoking certain feelings and increasing brand recognition. The Raven color palette was created to complement our signature color, Raven Blue. Raven Blue is our primary color because it represents our core values of dependable customer-focused service and continuous innovation. Raven Blue represents our purpose, to Help Farmers Serve the World, by evoking feelings of trustworthiness and reliability.

Primary Colors

Raven Blue and White are the principal colors representing the Raven visual brand. These colors are clean and crisp, and they drive our logo colors throughout the brand. Raven Blue is the core of our brand identity and should appear whenever possible to immediately identify our brand. White space will be dominant and used strategically to continue a clean, modern visual. Raven Blue and White should be the dominant colors when designing materials. These colors should always cover more area than any other color that appears in materials.

Secondary Colors

Dark Navy, Blue Grey, and Light Blue Grey are utilized as complimentary colors. These colors bring depth and lightness to the Raven brand and provide the flexibility in design to allow for contrast and tone development.

Graphic Elements

Background Gradient & Texture

This gradient and texture pattern accentuates Raven's technological focus while using all three primary blue colors (Dark Navy, Raven Blue, and Electric Blue) for added effect. Elements of this pattern are present throughout a variety of materials, including flyers, PowerPoint templates, and more.

Typography

Primary Typeface

When typography is used consistently, it unifies messaging and creates familiarity. Roboto is our primary typeface because it communicates our commitment to continuous innovation in an authentic, inviting tone.

Microsoft Friendly Typeface

Though our primary Raven Brand font is Roboto, our standard font when using Microsoft programs — such as Word, PowerPoint, and Excel — is Arial, which is a Microsoft friendly font.

Photography Style

Raven's photography illuminates our brand’s story. Our imagery is representational and natural in style. Special attention is paid to the framing, lighting and composition of the image. When capturing photographic moments on behalf of Raven, please ensure they encapsulate these attributes, following the style of the examples below.

Attributes:

• Capture the spirit of the subject in an authentic and meaningful way.
• Maintain a global perspective.
• Feature a setting that is authentic to the story.
• Balance colors appropriately.
• Avoid visual clutter in the composition.
  
• Leave space in bottom right-hand corner for logo.
• Leave space around the focal point for text and graphical elements to be applied in future brand layouts.
• Preserve the natural hues and tones in post-production to maintain the integrity of the landscape and subject matter.

Video

Raven's video footage truly brings our brand's story to life. Authentic and inspiring, our footage displays our products, customers, culture, and team members in real-life contexts. Below you will find the general guidelines for gathering video footage on Raven's behalf.

Product / In-Field Footage

Farmers and agricultural professionals value boots-on-the-ground use cases of Raven technology — and want to see it in action. Outside of live demos, our video footage is the best way for them to get up close and personal with our products. Here is a typical shot list from a product-focused video shoot:

Product Hero Shots

• Machinery Hero Shots — Stationery Product on Machine, Product Turned On / Working (if applicable)
• Operator Hero Shots — Standing in Front of Machinery, Climbing Into / Out of Implement, In-Cab Action Shots (if applicable)

Drone Footage

• Aerial "Birds-Eye" View
  
• Front (Approaching) Shots
• 360° Panorama Around Equipment

Team Member / Recruiting / Internal Footage

A great culture is best showcased by the team members that uphold it. When capturing footage for recruiting, internal communications, or any efforts that highlight our team members, make sure it encapsulates the values that make Raven an excellent place to work: Drive, Courage, Humility, Authenticity, Integrity, and Service. Here are some general guidelines for presenting Raven as an employer brand in videos:

• Prioritize footage of team members in action, such as working on tech, collaborating in meeting spaces, and utilizing our state-of-the-art facilities.
• Prioritize team member faces — ideally laughing and talking with their fellow team members — but include detail shots, which could focus on hands in motion, shoes while walking, or other angles that create interest.
• Create action in the footage, engaging the viewer.
• Utilize different angles, maintaining interest.

Icons

As visual symbols, Raven icons represent ideas, objects or actions. They can communicate messages at a glance, afford interactivity, and draw attention to important information. Raven's icons are a custom set that gives a unique quality and visual consistency to the Raven brand.

The Raven Voice

When we speak about innovation, we should speak about it in a common voice. When we talk about the challenges we solve, we should be consistent in how we describe our solutions to those challenges. The Common Voice Document covers everything from team member values to core capabilities and more.

This document will be utilized internally by the Marketing and Communication teams as materials are created. We will pull from this document regularly as a key reference. It is a part of our brand standards. A brand is not just a marketing campaign; it is something you believe in and embody every single day. This document is meant to enhance verbiage we will use to market and represent Raven in various mediums. Raven team members can access the document on the Raven Intranet.

Brand Personality & Tone

Tone of voice is important because it’s an expression of the people behind the brand. It embodies and expresses the brand’s personality and values. A consistent tone of voice can help us set Raven apart from competition while building trust and familiarity with customers. A strong and consistent tone of voice has the power to say more than what we do.

Event Branding

Raven creates immersive, tech-forward event experiences that invite customers to engage with the Raven brand and product portfolio in an approachable way. We provide a mix of bold driverless technology demos and interactive precision product displays that farmers can implement today, telling the story of the path to autonomy. We want people to leave feeling inspired to take the next step forward with the assurance that Raven is here to help them solve their challenges back home. We take a consultative selling approach at shows, with the vision of partnering with the farmers directly to build a custom technology plan that meets their needs.

Our marketing collateral and tools at events should support this vision with tech-forward, informative, and engaging content. Whether it’s a product catalog, digital touchscreen, or banner, each material should cohesively guide customers forward on this approachable technological journey.