Logos and Images

Descriptor Lockup

To highlight our brand position as an agricultural technology leader, the lockup, a design using the FMC trademark, has been developed.

The lockup, often referred to as a “logo lockup” or “descriptor lockup,” combines the FMC logo with descriptor copy divided by a thin rule, shown here and throughout this guide.

Clear Space + Minimum Size

To help achieve the best possible visual impact, the FMC descriptor lockup must be shown with a defined area of clear space separating it from all other elements such as headlines, text and images. Clear space helps to maintain the integrity of the logo and, from a practical perspective, keeps it from appearing too close to the border of printed materials.

No additional design elements should be attached to, or used in close proximity to, the FMC descriptor lockup.

Clear Space

Minimum clear space is equal to the width of the protruding “bump” that extends to the left of the “F” in the logo.

Minimum Size

To ensure legibility of the descriptor text, follow the minimum reproduction sizes shown here. The size of the descriptor lockup should always be appropriate to the application.

The minimum size is 1.37” (3.48 cm).

Primary Colors

Using the official FMC colors provides a powerful, consistent look for all FMC materials. The FMC trademark should only appear in red (PMS 032 CVU) or solid black. The red color version of the logo is always preferred. The reverse versions may be used on a limited basis if the red logo clashes with the chosen solid color background, or if the black logo is too dark against a solid color. Always maintain adequate contrast between the logo and background.

Alternative Treatments

The only acceptable alternatives to red (PMS 032 CVU) for the FMC trademark are solid black and white.

The white knock-out (“reversed”) version is most effective on a dark, expansive background. Alternative treatments should be used only on a limited basis.