“Be Ready.

” Campaign
Style Guidelines

© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The Case IH® “Be Ready.” Position............................................... 2
Who are we?................................................................................ 3
Who are we talking to?................................................................. 4
How do we connect with them?.................................................... 5
The Case IH Brand Bridge............................................................ 6
The Case IH Brand Personality...................................................... 7
Case IH is Confident, Smart, Approachable.................................... 8
Case IH is Professional, Passionate, Genuine................................. 9
Case IH Style Guidelines............................................................ 10
The Voice of the Case IH Brand.................................................. 10
The Look of the Case IH Brand................................................... 11
“Be Ready.” Photography............................................................ 12
Producers Photography..........................................................13-15
Product Photography.................................................................. 16
Product Photography Cautions.................................................... 17
Photography Backgrounds......................................................18-19
Supporting Photography........................................................20-21
Table of Contents Typography..........................................................................22-23
Color Palette............................................................................. 24
Tag line.................................................................................... 25
Red Plate................................................................................. 26
Red Plate Use......................................................................27-28
Silver Plate............................................................................... 29
Silver Plate Primary Use............................................................. 30
Silver Plate Secondary Use......................................................... 31
Basic Page Layout..................................................................... 32
Accepted Page Layouts.............................................................. 33
Accepted Spread Layouts........................................................... 34
Case IH “Be Ready.” Imagery: Cautions....................................... 35
Using Multiple Logos............................................................36-37
Beyond the Basics..................................................................... 38
Supporting Graphics.................................................................. 39
Basic Page Layout: CO-OP/ Promo Ads...................................40-42
Photography Rights and Usage.................................................... 43
Questions and Legal Review........................................................ 44

© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The Case IH Brand Truth:

Equipment, technology, people –

in the field with you every day
Who are we? Case IH is a world-class leader in field-proven agricultural equipment and technologies.
Our products and technologies are developed from a deep understanding of the needs
of producers the world over. We know them so well because we’re in the field with
them every day. From our engineers to our field staff to our dealers, Case IH is commit-
ting more professionals to the field each day, helping producers maximize the output of
their equipment and making sure that we deliver what our producers need.

3
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The Case IH Target Truth:

I farm my way.
Farming is a series of challenges producers confront day in and day out – from tilling
Who are we talking to? to planting to spraying to harvesting. And we know that no two producers are exactly
alike. Each works in his own way, confronting his own challenges, and when it comes
to agricultural equipment and technology, there’s no “one size fits all.” Case IH offers
tilling, planting, spraying and harvesting equipment that enables farmers to get into
their fields earlier, stay in longer, plant faster and more accurately, and maximize their
returns. Put simply, Case IH allows producers to farm their way.

4
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The Case IH Brand Connection:

Producers First.
How do we connect At Case IH we get it. Farming is a passion, a business, a privilege, and we’re

with them?
committed to the proposition that producers should be able to pursue it in a
way that fits who they are, how they work and what they’re up against. We work
alongside producers, and we strive to free them from the constraints that limit
the pursuit of their passion. We do everything we can to empower the producer.
Quite simply, we put producers first.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Equipment,
technology, people – Producers First. I farm
in the field with my way.
you every day

The Case IH Bridge Most Salient

The Brand Connection
Most Pivotal
Brand Truth Target Truth

How “Bridging” works: The Brand Bridge creates the emotional connector between two worlds: The
brand’s world – its competitive context, its equities and ultimately what is does or can stand for.
And the consumer’s world – who they really are and what drives them in a category. The optimum
connection between these two worlds is where the brand is most magnetic. Together, these three
elements (the most salient brand truth, the most pivotal target truth and the brand connection) cre-
ate a single, powerful idea that serves as the foundation for all of our communications.

6
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Equipment,
technology, people – Producers First. I farm
in the field with my way.
you every day

The Case IH Brand

Personality Confident
Smart
Approachable
Professional
Passionate
Genuine

Brand Personality:
The voice, look & feel of the brand

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What that means:
At Case IH we have a long history of leadership in developing solutions to agricultural

Case IH is Confident production challenges. From tilling to planting to spraying to harvesting, from the first
true row crop tractor to the invention of rotary harvesting technology, our rich heritage
has made us confident and proud, but never cocky or arrogant. Our confidence is a
result of our actions. a result of consistently bringing ideas and technology to market
that redefine farming.

At Case IH, we’re leaders in innovation. For example, our application equipment allows
farmers to get into wet fields earlier and spray more precisely. With Axial-Flow®, the
world’s first rotary combine, less grain is left in the field because of thorough, no-impact
Case IH is Smart threshing. AIM Command allows farmers to spray precisely, at variable speeds, saving
time and money. And our technology allows more accurate speed metering at faster
planting speeds. In a word, Case IH is first to the field with smart technology to solve
real problems.

Simply put, Case IH is committing more professionals to the field each day, helping

Case IH is Approachable producers solve problems and maximize output – we’re out there with you every day.
We’re the kind of guy you can talk to, and want to talk to. It’s our commitment to keep-
ing you going around the clock, season to season, as a valued customer of Case IH.

8
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What that means:

Case IH is Professional
Case IH is actually a broad and deep team of agricultural professionals. In fact,
all we do is develop state-of-the-art agricultural equipment and technology for
professional producers. Knowledgeable, responsive, responsible and competent,
we give our customers respect and support, bringing them innovation that works,
day in and day out.

At Case IH, we know that farming is more than an occupation – it’s a mission. We
understand the critical role of farming in the global economy and food system, and we
Case IH is Passionate keep our finger on the pulse of an ever-changing world. We understand the passion
our producers have for the land, and our heritage allows us to share that passion. At
the end of the day, we’re farmers too, and we feed and clothe the world.

When all is said and done we’re not much different from our customers.

Case IH is Genuine We know farming, we live it, we’ve got two boots on the ground, and we
love to roll up our sleeves and get to work. No flash, no bells and whistles,
just good, solid people ready to help.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it sounds like:
:: You’ll feel like you’re in the company of an informed friend.
:: Approachable language, very relatable. Captures the core of the target mindset.
:: Thoughtful, but in a provocative way.
:: “Think about it. It just makes sense.”
:: Urges you to consider the possibilities.
:: Challenges you to look forward, think further.
:: Technology is explained in terms of benefits.

The Voice of the Case IH :: Feels like Case IH is listening to the producer.
:: Presents thoughts and ideas with a single-minded focus.

“Be Ready.” Campaign

What it acts like:
:: We engage the producer through telling stories and illustrated demonstrations
versus giving them forgettable facts.
:: We will constantly capture the mindset of the producer as a way to tell our story.
:: We spread the word regarding essential agricultural topics.
:: We are conscious of the ever-present pairing of global issues and personal solutions.
:: We resist the urge to tell the producer everything we know. We resist filling the
conversational white space. We allow the reader to absorb and respond.

10
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
:: Typography (story) takes center stage, followed by “powerful” product/producer imagery.
:: Contemporary, yet classic typography style.
:: Bold, metallic graphics supported by smart “technical” graphics.
:: Has an “industrial” feel to it; relies on smart language combined with hero image of product

The Look of the Case IH

or producer combined with or supporting visual(s) that focus on the details of the story.
:: Minimalist; less is more, simpler is better.

“Be Ready.” Campaign :: “Transparent” design; so well designed, the design is transparent.
:: Main color: red and/or silver supported by cool grays.
:: Offers us a new way of looking at the farm and field experience.
:: Features equipment aesthetically, highlighting power and performance.
:: Use of uncluttered space.
:: Offers a nod to a vision of the future with a slight technical feel.
:: Photograhpy compliments the premium brand position.
:: Clean, minimalist. Will need to fight the urge to “fill the space.”

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
Our photography is emblematic of our differentiated brand message. In a sea
of sameness, we look different. We depict the same world as everyone else, but
our viewpoint is different. We find the beauty in the everyday. We look at the big
picture AND the details. Because we know that there are global situations that get
dealt with one grain at a time.

The goal of our photography is to both round out and validate the story. If it’s
a promise story, a story about the challenges facing producers, then the main
Case IH “Be Ready.” photograph should embody their concerns. If it’s a proof story, the focus is on the
solution (i.e., our equipment). The support images surrounding the headline always

Photography work to help tell the story.

:: We focus on the realities of agriculture.

:: Our images depict an understanding of the challenges these folks face
on a daily basis.
:: The conditions aren’t always ideal. It’s usually very early or late in the day.
Or severe weather may loom overhead. But even if it’s broad daylight, our
messages will depict the drama and beauty of their world.
:: Whether it’s about global issues or a product innovation,
our images help us tell a story.
:: Creates an atmosphere that is contemporary and conveys a sense
of quality and value.
:: The face of our producer is “ready” and confident.

12
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
:: Our producers look real. They look healthy.
:: They look sincere, proud, smart and confident.
Producers Photography :: Focus is sharp. Show the details.
:: Not heavily saturated with color.
:: They should look like they have been working. They should look natural. Not too perfect,
not too overtly branded Case IH. They shouldn’t look like we have paid them or that they
are too enthusiastic about our brand.
:: Most of the time they are looking at the camera, engaging the viewer.

13
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 How it varies:
All variations are real and natural looking. For instance:
:: A farmer surveying his field.
Producers Photography :: A farmer engaging the camera 3/4 versus close-up.
:: Family or group shots are not posed. They are either interacting with each other,
their environment or their equipment.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What not to do:
Avoid awkward compositions Avoid contrived moments

Producers Photography Producer too perfect, not believable.

Color too saturated
Posing, not authentic

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
Case IH products are not only highly functional, they are aesthetically pleasing. The clean, well-
designed exterior of the equipment supports the superior technology and engineering within. To even
the casual observer, the equipment looks like a powerful, sculptured object.

With all communications of the brand, whether television ads or installation instructions,
take care to reflect the power and toughness of these machines.

:: Power and toughness is the dominant impression.

Product Photography :: Our photography shows equipment from dynamic and interesting angles.
:: Case IH products are impressive and well designed; the images should showcase the size and
shape.
:: Avoid shadows that interfere with color and most stylish shapes of the machines. Example: hood
and tires. Lighting should accentuate these elements.
:: Beware of “black holes” below the products, particularly in high light situations.
:: Sharp focus. No motion blurs.
:: Stay true to colors.
:: Products should look like they’ve been used in the field, a little dusty with dirt on the tires.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What not to do: What to do:
Avoid causing “black holes” Use fill light to provide definition
in dark parts of machine in dark areas

Product Photography
Cautions Avoid using motion blurs

17
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
Keep it simple. Case IH equipment is powerful and its performance is dramatic. The work

Photography environment we put them in should showcase this. Too much detail, foliage and tree lines
detract from the vast expanses our machines can handle. The graphic nature of rows, and

Backgrounds
rolling hills and skies, keep a clean beautiful environment while highlighting the equipment
and producers.

:: Backgrounds are clean and simple. Avoid backgrounds that distract from the product.
:: Skies, whether stormy or not, contain some drama. Avoid flat blue skies.
:: Not heavily saturated with color.
:: Animals should remain as background elements when products are featured.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What not to do: What to do:
Tractor gets lost in the tree line No tree line. Tractor becomes main focus

Overly saturated color

Photography
Backgrounds

Avoid flat blue skies

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What it looks like:
Support Photography The support photography is meant to add texture to the story.
It should be clean, simple and graphic. Whenever possible, it’s
best to include a detail of the farmer interacting with the Case IH
equipment.
:: Zoom in on objects.
:: Use tight cropping.
:: Simplicity = Clarity.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What not to do: What to do:
Avoid wide, complicated photos Showing inset photos more”macro”
for insets allows for clarity of the subject

Support Photography Crop in on inset photos

for simplicity

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Headline:
Trade Gothic LT Std (all caps)
BOLD - Flush left
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Body:
Typography Trade Gothic LT Std (upper and lower case)
REGULAR - Flush Left
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Longer copy option:

In situations involving large amounts of copy,
(three or more paragraphs of consecutive copy),
the serifed font Century Schoolbook may be used
as a substitute for Trade Gothic Regular for
readability while still complimenting the
Trade Gothic headlines and subhead lines.

Century Schoolbook
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The headline and copy is always
reversed, white out of the red.
The headline is de bossed into the
metal. The body copy is laid flat
on the surface of the metal.

Typography

Body copy is a minimum size of 9 points. A maximum

size of approximately 30% of the headline point size.

The “supporting headline” size is

approximately 60% of the headline.

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The color scheme for the “Be Ready.” campaign is simple – gray. 50% gray if the
background is dark. 75% gray if the background is light. Other shades may be used
as needed. The Case IH red is an accent color for typography and is used minimally.

Color palette C=15 M=100 Y=100 K=0 C=0 M=10 Y=0 K=75 C=0 M=10 Y=0 K=50

C=0 M=0 Y=0 K=100 white

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© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Be Ready.
The “Be Ready.” tag line font is
Trade Gothic LT Std - Bold.
It is the same red as the Case IH logo,
Be Ready. C=0 M=100 Y=79 K=20.

Tag line
XXXXXXXXXXXXX
The X height of “Be Ready.” is approximately 60% or
2/3 the X height of the word “CASE” in the logo.
XXXBe Ready.XXX

XXXXXXXXXXXXX The space between the logo and the tag line
XXXBe Ready.XXX equals the X height of the “Be Ready.” tag line.

25
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Red Metal Plate
The red metal plate is the primary mandatory element in the “Be Ready.” campaign.
Everything about it is meant to represent key attributes of Case IH.

::It’s red. It’s strong. It’s solid and heavy-duty. It’s well-crafted. It’s grounded. It is a
timeless representation of Case IH.
::It acts as the storyteller in every communication. It is consistent no matter what is
being communicated.
::Its job is to not only hold the rest of the images together in a particular piece of
communication, but to hold all of the communications together.

::The red plate is about the story: no logos, no images, only copy.

26
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Copy fitting:
The copy is contained
within the plate with equal
margins on all sides.
The margin is determined
by a space of approximately
one rivet set 45º inside
each of the rivets.
The copy should be sized to
fit this space, or the plate
should be sized to these
margins around the copy.

Red Plate Use

Red plate relationship
to photography:
The plate is the voice.
It needs to be the foremost
element in the design.
To create the illusion of being
forward in multiple image
layouts, the edges of the
photos line up with the edge
of the red area on the plate.

27
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Two-tone
red plate use:
In short copy situations, it
is acceptible to use a two-
tone red/silver plate.When
using this plate, the logo
plate at the bottom of the
ad goes away. The CaseIH
logo merges into the silver
metal at the lower right-
hand corner of the two-tone
plate. Body copy goes to Tem quisti autem qui aut ant volupit essi vitae expelia qui dolorita dolorrum
eicil incia soluptEllo toritiuAria sim voluptiis nonectia debit fugiae cor am abore
dolupta esequis aspedit lantias consequate volendi seque et entorat molores eat
the left of the logo.

Red Plate Use :: The baseline of the body

copy and the logo line up
with the center of the bot-
tom rivets.
::Body copy is flush left
with headline
:: CaseIH logo sits inside
right-hand rivets per red
plate spacing rules. (See
page xx)

28
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Silver Metal Plate
The silver metal plate is the secondary mandatory element
in the “Be Ready.” campaign.

::It’s primary purpose is to act as a strong backdrop for the

logo and tag line.
::Secondarily, it is used to set off information that isn’t
part of the main story. Such as side bar stories or snipes
and special offers.

29
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The silver plate’s primary purpose is to act
as a strong backdrop for the logo and tag line.
The logo is embossed out of the plate, the tag
line is not.

Silver Plate
Primary Use
In most applications it should be grounded in the bottom right corner of the layout.
If bleeds and trims are an issue, the silver plate may be floated in an image that
bleeds off the page.

The silver plate may be used

without rivets as a backdrop
bleeding off all four sides.
On television for instance.

30
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Secondarily, it is used to set off
information that isn’t part of the
main story. Such as sidebar stories
or snipes and special offers.

GiVinG yoU more conTrol wiTh an oPeraTor

oPeraTor enVironmenT
enVironmenT desiGned To work all day, eVery day. a mUlTi-conTrol armresT

Snipe example. You don’t just need to get through all those hours in the field. You need to get the most out of them. And that won’t happen if your tractor’s
cab works against you. Case IH Steiger tractors work for you with a cab that allows greater freedom of movement in your seat to widen your
b afs Pro 700 ToUch screen

c new riGhT- and lefT-hand cab sToraGe area

view, and engineering that stabilizes your ride, reducing the shaking and bumping of uneven terrain. All with controls that are close by and d UPPer riGhT-hand cab conTrols/GaUGes

easy to use. It’s an operator environment that works with you through your fields, through any condition. e lUXUry carPeTed floor redUces noise
leVels from Transmission / driVe Train
f insTrUcTional seaT
G heaTed seaT: 4-PosiTion swiTch wiTh
TheraPeUTic, conToUred fiT

h indUsTry leadinG 40-deGree riGhT-hand

seaT swiVel

i air filTraTion and aUTo climaTe conTrol

suspended cab
cad drawing
f

e
a

h
hard work shoUldn’T be work lonGer and sTronGer wiTh The GiVinG yoU Peace of mind by GiVinG
a Pain in The neck. indUsTry’s firsT sUsPended cab. yoU Peace and QUieT. G
Auto guidance systems give you more freedom in the cab to Case IH Quad Cab Suspension with exclusive components It’s not always a solitary job. Important information
look back and check on implement operations. So your tractor’s and frame design at each corner of the cab stabilizes front- comes over the radio. You have to make a phone call.

Silver Plate
c
seat shouldn’t force you to keep looking forward. The exclusive, to-back, side-to-side and up-and-down motions. Giving the A rider in the instructional seat needs to hear what you
industry-leading 40-degree, right-hand swivel seat in Steiger operator a smooth ride no matter what terrain is underneath. have to say. Your business must operate even when you’re
tractors gives you a 180-degree field of vision that keeps you A combination of springs, pads and mounts used in conjunction getting work done. Steiger tractors feature the quietest
from having to strain your neck all day. The cab controls are with the design fully isolates the cab from chassis-created cab in the industry. At field speeds, the noise is about
someTimes y
on the upper right, too, so everything is in your field of vision. vibrations. This leads to freedom from repeated jarring and the same as the inside of a car driving down the highway.
It’s unavoidable.
And its multicontrol armrest brings all vital operations into one bouncing, and allows you to have greater focus on the job It’s a design that understands today’s producers work on
require you to wo

Secondary Use
simple controller. Adjust your speed, gears, direction, up to eight and more control over your tractor. Without the fatigue and more than one thing at once. There’s no other way.
brighter than sta
hydraulics, the throttle and more without even raising your elbow. soreness that comes at the end of a long shift.
traditional tracto
the tractor is floo
10 do whatever you

GiVinG yoU more conTrol wiTh an oPeraTor

oPeraTor enVironmenT

enVironmenT desiGned To work all day, eVery day. a mUlTi-conTrol armresT

You don’t just need to get through all those hours in the field. You need to get the most out of them. And that won’t happen if your tractor’s b afs Pro 700 ToUch screen

cab works against you. Case IH Steiger tractors work for you with a cab that allows greater freedom of movement in your seat to widen your c new riGhT- and lefT-hand cab sToraGe area

view, and engineering that stabilizes your ride, reducing the shaking and bumping of uneven terrain. All with controls that are close by and d UPPer riGhT-hand cab conTrols/GaUGes

easy to use. It’s an operator environment that works with you through your fields, through any condition. e lUXUry carPeTed floor redUces noise
leVels from Transmission / driVe Train
f insTrUcTional seaT
G heaTed seaT: 4-PosiTion swiTch wiTh
TheraPeUTic, conToUred fiT
b
h indUsTry leadinG 40-deGree riGhT-hand
seaT swiVel

i air filTraTion and aUTo climaTe conTrol

suspended cab
cad drawing
f

e
a

h
hard work shoUldn’T be work lonGer and sTronGer wiTh The GiVinG yoU Peace of mind by GiVinG d

a Pain in The neck. indUsTry’s firsT sUsPended cab. yoU Peace and QUieT. G
Auto guidance systems give you more freedom in the cab to Case IH Quad Cab Suspension with exclusive components It’s not always a solitary job. Important information
look back and check on implement operations. So your tractor’s and frame design at each corner of the cab stabilizes front- comes over the radio. You have to make a phone call.
c
seat shouldn’t force you to keep looking forward. The exclusive, to-back, side-to-side and up-and-down motions. Giving the A rider in the instructional seat needs to hear what you
industry-leading 40-degree, right-hand swivel seat in Steiger operator a smooth ride no matter what terrain is underneath. have to say. Your business must operate even when you’re
tractors gives you a 180-degree field of vision that keeps you A combination of springs, pads and mounts used in conjunction getting work done. Steiger tractors feature the quietest

Sidebar story example.

from having to strain your neck all day. The cab controls are with the design fully isolates the cab from chassis-created cab in the industry. At field speeds, the noise is about
someTimes yoU need To work more Than jUsT all day.
on the upper right, too, so everything is in your field of vision. vibrations. This leads to freedom from repeated jarring and the same as the inside of a car driving down the highway.
It’s unavoidable. Changing weather and field conditions can occasionally
And its multicontrol armrest brings all vital operations into one bouncing, and allows you to have greater focus on the job It’s a design that understands today’s producers work on
require you to work in darkness. The Steiger lighting system is five to six times
simple controller. Adjust your speed, gears, direction, up to eight
hydraulics, the throttle and more without even raising your elbow.
and more control over your tractor. Without the fatigue and
soreness that comes at the end of a long shift.
more than one thing at once. There’s no other way.
brighter than standard lighting, and its HID lights last 6,000 hours longer than
traditional tractor lighting. With optional roof lighting, the entire area around
Same rules apply for copy fitting as
with the red plate. See page 25.
the tractor is flooded, so you can get out and make an adjustment, fuel up or
10 do whatever you need on those long days that require everything you have.

31
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Imagery surrounds
the story.
Arum et pos aut untis eossum laborio. Ovid quidelit derum explaceatem quia volores simusdae
quibusti dolo tem fugiaerias de corerum et apellab iusdandusti dolor siteste consequ asitae velent
lit ipit dolorestotat fugitate reictis venisci tiatur aborrumquam quas di oditae miliquatios estibusae
moluptas as sit ipsunt, idelent aut liquam, omnim corem ad quisque sequi assitatem aut quo quide
por accuptat.Antorempore presto tet quia doluptatet fugit planiendam, sandit odicimu sanihic aer-
speratio. UtNim quid quiatis apero qui num alis isci similit odi tem quame evendi vit, sum, utenihil
is ent, nobitiste suntisi tessum utecepudant enitium invel in re veliquiatus apelibusape voluptas et,
soluptum ent, nimi, tecusdae netus nullutatiunt apererit occumquatur, voluptur aut.

Basic Page Layout WILL YOU be ready?

Main image is at

Print Ads least 60% of the

communication.

Logo plate should

maintain a distance
of 1/4 its width from the
right edge and
bottom of the ad.

Basic layout is built in horizontal layers starting with the largest image area that
is no less than 60% (approximately 2/3) of the page. Plate and supporting images
make up remaining 1/3 of the page.

32
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Proper page layouts include:
:: Red plate with proper margin spacing.

Accepted Page Layouts :: Properly placed silver plate.

:: Main image that fills at least 60% of the space.
:: Support images that surround the red plate.

Multiple image Single image Left had placement

33
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Proper spread layouts include:
:: Red plate with proper margin spacing.

Accepted Spread Layouts :: Properly placed silver plate.

:: Main image that fills at least 60% of the space.
:: Support images that surround the red plate.

Left had placement

34
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Watch out for photos that run Make sure that main image is
vertically past plate edge. less than 60%. Doesn’t jump
the gutter.

Case IH “Be Ready.”

Campaign Cautions

(gutter) (gutter)

Be careful that photos don’t run Don’t let photo be Photos that run vertically past plate Plate should never be placed
vertically past plate edge. isolated from plate. edge should be avoided. on right side of page.

35
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Adding logos to our communications.
At times it will be necessary to promote another entity or subdivision along with the Case IH
brand. This is primarily a Case IH communication vehicle, so it is important that you follow
these rules to ensure that the Case IH logo is the predominate logo on the execution.
The first consideration is whether you control the bleed or not.

You control the bleed.

If you can accurately predict where the images will be trimmed, then you can place the
Case IH logo/plate in the bottom-right corner of the communication. The additional logo will
be placed centered with the plate, next to the Case IH plate. It’s size should appear slightly
smaller than the Case IH logo in the plate.
If the background does not accomodate the reversed out logo, it may be placed centered in
a 75% black bar that sits behind the Case IH logo/plate. With equal space on the top,
bottom and right sides.

Using multiple logos

36
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 You do not control the bleed.
In situations where there is less control of the live area, the logos move up and away from
the edges. A space approximately one-quarter the width of the plate.
If the background image doesn’t accommodate the reversed logo, a 75% of black bar runs
behind the logo bleeding off the left and right sides. The height of the bar is slightly smaller
than the height of the plate to increase the impression of the plate being in front of the bar.

Using multiple logos

37
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Designing richer communications.
In the quicker communications, (Web, print, outdoor, online ads) the elements
of plate and photography effectively work together to convey the Case IH brand
position of a trusted partner with a finger on the pulse of a changing business.
But they aren’t always enough. Particularly when creating deeper, richer
communication vehicles like brochures and websites. And, in fact, can even

Beyond the basics be detrimental to the brand, especially the plate, if used incorrectly.
In more complicated communication vehicles, overuse of the plate changes
its attributes from solid, to heavy and lethargic. From strong to overpowering.
From grounded to low-tech. From well crafted to old fashioned. If too heavily
relied upon, this graphic element starts to feel nostalgic and old. It needs to be
balanced with graphics that nod at other aspects of the Case IH brand
personality. Attributes like high-tech, high performing, forward thinking,
helpful and empowering.

38
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Beyond the plate.
The following graphics are designed to complement the plate by creating a nod to the
technological and forward-thinking nature of Case IH. Any design element that creates
this effect is acceptable. They can include, but are not limited to, the following:
:: Clean white space.
:: Simulate the plate with a thin gray outline and rounded corners.
:: fine, thin, analog rules.
:: Light-gray vignette backgrounds. Rule should be the
same % of black
as the body copy.

GiVinG yoU more conTrol wiTh an oPeraTor

oPeraTor enVironmenT
enVironmenT desiGned To work all day, eVery day. a mUlTi-conTrol armresT

Supporting Graphics
You don’t just need to get through all those hours in the field. You need to get the most out of them. And that won’t happen if your tractor’s b afs Pro 700 ToUch scree

cab works against you. Case IH Steiger tractors work for you with a cab that allows greater freedom of movement in your seat to widen your c new riGhT- and lefT-hand

view, and engineering that stabilizes your ride, reducing the shaking and bumping of uneven terrain. All with controls that are close by and d UPPer riGhT-hand cab co

easy to use. It’s an operator environment that works with you through your fields, through any condition. e lUXUry carPeTed floor r
leVels from Transmissi
f insTrUcTional seaT
G heaTed seaT: 4-PosiTion s
TheraPeUTic, conToUred

h indUsTry leadinG 40-deG

seaT swiVel

i air filTraTion and aUTo c

suspended cab
cad drawing

hard work shoUldn’T be work lonGer and sTronGer wiTh The GiVinG yoU Peace of mind by GiVinG
a Pain in The neck. indUsTry’s firsT sUsPended cab. yoU Peace and QUieT.
Auto guidance systems give you more freedom in the cab to Case IH Quad Cab Suspension with exclusive components It’s not always a solitary job. Important information
look back and check on implement operations. So your tractor’s and frame design at each corner of the cab stabilizes front- comes over the radio. You have to make a phone call.
c
seat shouldn’t force you to keep looking forward. The exclusive, to-back, side-to-side and up-and-down motions. Giving the A rider in the instructional seat needs to hear what you
industry-leading 40-degree, right-hand swivel seat in Steiger operator a smooth ride no matter what terrain is underneath. have to say. Your business must operate even when you’re
tractors gives you a 180-degree field of vision that keeps you A combination of springs, pads and mounts used in conjunction getting work done. Steiger tractors feature the quietest
from having to strain your neck all day. The cab controls are with the design fully isolates the cab from chassis-created cab in the industry. At field speeds, the noise is about
on the upper right, too, so everything is in your field of vision. vibrations. This leads to freedom from repeated jarring and the same as the inside of a car driving down the highway.
And its multicontrol armrest brings all vital operations into one bouncing, and allows you to have greater focus on the job It’s a design that understands today’s producers work on
simple controller. Adjust your speed, gears, direction, up to eight and more control over your tractor. Without the fatigue and more than one thing at once. There’s no other way.
hydraulics, the throttle and more without even raising your elbow. soreness that comes at the end of a long shift.

10

39
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 Beyond the brand ad:
Basic Page Layout CO-OP and promo ads usually require more information than traditional brand
advertising. The basic format is the same, the same proportions for the image
spaces, the same plate for the headline and copy. But in certain cases it may make
CO-0P/ Promo Ads sense to bend the rules of the page layout a bit. For instance, to make copy and
bullet points stand out, you may need to remove them from the red box, etc. The
following pages outline the dos and don’ts regarding these applications.

40
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What to do:
Basic layout is built in 3 horizontal layers starting with the largest area that is
no less than 50% (approximately 1/2) of the page. This area is reserved for the
product being sold. The 25% of space at the top is for the headline and support
images. The 25% of space at the bottom is for dealer information.

Top 25% is
for headline

Basic Page Layout FM-750™ guidance display FM-750™ guidance display

CO-OP/ Promo Ads

delivers affordable guidance, delivers affordable guidance,
steering and precision steering and precision
agriculture capabilities. agriculture capabilities.
• Touch-screen navigation is • Touch-screen navigation is
easy to set up and use easy to set up and use
• Add the Field-IQ™ crop input Middle section • Add the Field-IQ™ crop input
control system for variable image is control system for variable
rate and section control 50% of the rate and section control
• Upgrade to GLONASS communication. • Upgrade to GLONASS
satellites to increase satellites to increase
NEW! FM–750 your machine run time in
NEW! FM–750 your machine run time in
™ ™

Display and Receiver the field Display and Receiver the field

Seque comnisi tiorro esed que ne natia velibeatem dolorio necabor autempo Seque comnisi tiorro esed que ne natia velibeatem dolorio necabor autempo
ribersped et anit, te est prae lam que ipsaecus, ommollu 555.123.4567 ribersped et anit, te est prae lam que ipsaecus, ommollu 555.123.4567
Bottom 25%

UTUSAPI
EVELISOFFIC
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567
is for dealer
information UTUSAPI
EVELISOFFIC
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567

41
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 What not to do:
It’s hard to resist the urge to make everything have a place of importance when you
have a lot to say. This is usually the case with promo and co-op ads. If you give into
this urge, you’ll actually accomplish the opposite of what you intended to accom-
plish. Everything screams and nothing stands out. See sample below. Our design
platform is designed to help establish the hierarchy for you.

FM–750
™
Product name is
violating headline
area. Takes
emphasis off of the
Display and Receiver headline.

Basic Page Layout

CO-0P/ Promo Ads FM-750™ guidance display
delivers affordable guidance,

NEW!
steering and precision
agriculture capabilities.
Reverse copy box
• Touch-screen navigation is fights with image of
easy to set up and use product.
Starburst fights with
• Add the Field-IQ™ crop input
image of product. All
control system for variable
rate and section control three pieces fight each
other for dominance.
• Upgrade to GLONASS
satellites to increase your
machine run time in the field

Hit et fugiam dem re velecearum qui sus ut volorent occum eturest restiate simpedit
volum quis accum et pro eatibea digenist es evelenihil, 555.123.4567
Multiple logos and

UTUSAPI
EVELISOFFIC
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567
UTUSAPI, NE 555.123.4567
information in the
bottom make it
difficult to discern
vital information.

Distracting design elements.

42
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 The photography contained in the “Be Ready.” ad campaign is licensed from the
photographer for use. The two major restrictions are the 2 year time period of use
and the stipulation that the images may only be used for Case IH. Please do not
“lend” the images to a third party company without contacting the NA office of Case.
Any additional use by a third party would need be considered an additional license.

Photography Usage Rights:

2 Year Advertising and Promotional use in all media, International Territory for
Case IH only.
Rights and Usage Usage Date Start..............6/1/2010
Usage Date End...............6/1/2012

Please plan your use of the images within the usage window dates and notify the
North America office of Case if a use runs past 6/1/2012 as the rights will need
to be renewed.

43
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.
 1) The following legal statement should normally be used on publications or materials:
“Case IH is a registered trademark of CNH America LLC.” Also, the following copy right
statement should be used on publications and materials as well, typically on the back
page of a document or at the bottom of a one-page document: “© 2010 CNH America LLC.
All rights reserved.” Of course, the legal entity as well as the year should change as
necessary depending on country location and year of the publication.

Legal 2)


If a trademark is owned by another company and is used in an ad or brochure, etc., the
following legal statement should be included in the material: “Any trademarks referred to
herein, in association with goods and/or services of companies other than CNH America LLC,
are the property of those respective companies.” Alternatively, the document could list the
trademark owner, as for example: “EZ-Guide is a registered trademark of Trimble Navigation
Ltd.” However, the first method is preferred. The IP legal department can check on the
ownership of any other products not owned by CNH if unknown.

3) Publications or materials should still be reviewed by the appropriate regions’ CNH legal
department prior to publication.

4) Contests or Promotions: the region’s legal department should be consulted well in advance
of running any contest or promotion to help draft the legal required rules and disclaimers.

44
© 2010 CNH America LLC. Case IH is a registered trademark of CNH America LLC. All rights reserved.