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This guide is for anyone putting Tow and Fert on something: a local ad, a field day banner, a social post, a flyer, a stand. You do not need to be a designer to follow it.

If you are building a website or an app, you want the design system instead. It has the exact values and the specifications. This page has the short version.

What it should feel like

Tow and Fert is built by an engineering firm that has been in Dannevirke for sixty-five years, and sold to farmers who will know within one season whether a claim was true.

So the brand sounds like a capable person telling you what the machine does and letting you decide. Quiet greens and greys, one loud colour, no effects. Plain and unglossy beats polished, because plain is what gets believed.

If something you are making looks like a finance ad or a soft drink ad, it is wrong, even if every colour is correct.

The six rules

1. Use the supplied logo. Never rebuild it. Download it from the asset library. Do not retype the name, do not stretch it, do not recolour it, and do not split the icon off from the words. If it will not fit on one line at a readable size, use the red TF icon on its own instead. That is what the icon is for.

2. Red is for one thing. Signal Red is the colour of the action you want someone to take, and nothing else. Never a background wash, never body text. If there are two red things competing on a page, neither one works.

3. One typeface. Proxima Nova. If you cannot get it, use Montserrat. Never mix two brand fonts in one piece.

4. Real photographs only. Real machines, real paddocks, real people who have agreed to it. Never stock photography of farming, and never an AI generated farm scene. Both undo every honest sentence around them.

5. Never tell a farmer what he will get. Say what the machine does. Do not predict his result on his farm. This is the rule that matters most and it has its own page.

6. Never say what a product does inside an animal. You can name what you are applying. You cannot say what it does for the stock. That is a regulated claim and we are not allowed to make it.

Where things live

Logos, photographs, brochures and spec sheets are in the asset library. Always take artwork from there rather than pulling it off a website or out of an old email, because old files go out of date and some of them have the wrong red in them.

When you are not sure

Ask before it goes out. A question costs nothing. A claim in a printed brochure or a boosted post is a lot harder to walk back.