Brand Reference Guide

Purina Animal Nutrition LLC is a wholly owned subsidiary
of Land O’Lakes, Inc. Purina Animal Nutrition licenses
several brands, including Purina, the Checkerboard logo,
and Chow brands (collectively the “Purina Brand[s]”) from
Nestlé Purina PetCare Company for use in the United
States and its territories and possessions (excluding Puerto
Rico) (the “Territory”). The Purina brands may not be used
outside of this Territory.
COMPANY NAME USAGE
The Purina Checkerboard logo should not be used
with the Purina Animal Nutrition LLC name under any
circumstances.
Typically, the company name should be referred to as
Purina. In certain instances, such as legal documents,
the name Purina Animal Nutrition LLC should be used.

The Purina portfolio includes complete feeds, supplements, If the company is sponsoring an event that includes
premixes, ingredients and specialty technologies for the other sponsors, we should list the company name in
livestock and lifestyle animal markets. Species served under any listing as the official corporate name, Purina Animal
the Purina portfolio include: beef cattle, dairy cattle, swine, Nutrition LLC.
horse, chicken, deer, goat, sheep, show animals, rabbit,
fish and game bird. The Purina brand portfolio does not
include, and may not be used in connection with, any dog
or cat food, treats, toys, or services relating to dogs or cats.

Logos and Lockups

THE CHECKERBOARD
The Checkerboard is our brand mark and must be a traditional nine-square checkerboard of four light
squares and five dark squares. It is surrounded by a border that is 1/8 the width of one interior square
and the same distance away from the interior squares. This is the only approved configuration of the
Checkerboard.

Used when referencing the company or a specific production.

LOGO
The brand signature consists of the Checkerboard logo with the Purina wordmark in
specific relationship to one another.

As the primary visual identifier, the brand signature should always be used in a manner
that is representative of the quality associated with Purina® products. The Purina brand
signature may NOT be used in connection with any dog or cat food, treats, toys, or services
relating to dogs or cats. It also may not be used outside of the Territory.

For maximum impact and consistency, please follow the standards for typography and the
relationship between the elements of the brand signature.

APPROVED FEED GREATNESS LOCKUPS

The Checkerboard logo with the Feed Greatness lockup is intended for marketing activities.

Use of color:
• Use the full color lockup with
“Feed Greatness” in Purina red.
• Alternate (not preferred):
Use the full color lockup with
“Feed Greatness” in black. Whenever practical, utilize Whenever needed, utilize this Recognizing that there are
this orientation. orientation as an alternate. applications where the linear/
• When using the lockup inside primary orientation is not
the red block, use the reversed ideal, this option exists to
version with the white Feed preserve maximum quality in
Greatness wordmark. everything we make.
Typography
PRINT
Helvetica Neue LT Std is the preferred typeface in all forms of print. Revert to Helvetica if Neue is not available.
Arial is an acceptable brand font if Helvetica is not available.

Helvetica Neue LT Std

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
• For headlines and call to actions, use Helvetica Neue LT Std 85 Heavy.
• For body copy, use Helvetica Neue LT Std 55 Roman.

DIGITAL
For use digitally, Nimbus Sans is a free web font. Its metrics are almost identical to Helvetica.
Arial is an acceptable brand font if Nimbus Sans is not available.

Nimbus Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
• For headlines and call to actions, use Nimbus Sans Bold.
• For body copy, use Nimbus Sans Regular.

Colors
Brand Campaign specific
Red White Black Off-white
C 002 R 204 C 000 R 255 C 000 R 035 C 007 R 234
M 100 G 038 M 000 G 255 M 000 G 031 M 005 G 234
Y 085 B 044 Y 000 B 255 Y 000 B 032 Y 005 B 234
K 006 K 000 K 100 K 000

HEX #cc262c HEX #ffffff HEX #000000 HEX #eaeaea

PMS 186 C White PMS 426 C PMS 7541 C

Boilerplate Copy
Purina Animal Nutrition LLC (www.purinamills.com) is a national organization serving producers, animal owners and their
families through more than 4,700 local cooperatives, independent dealers and other large retailers throughout the United States.
Driven to unlock the greatest potential in every animal, the company is an industry-leading innovator offering a valued portfolio
of complete feeds, supplements, premixes, ingredients and specialty technologies for the livestock and lifestyle animal markets.
Purina Animal Nutrition LLC is headquartered in Shoreview, Minn., and a wholly owned subsidiary of Land O’Lakes, Inc.

Copyright Statement
© 2018 Purina Animal Nutrition LLC. All rights reserved.

All materials produced for, or by, Purina Animal Nutrition LLC must contain the copyright statement with the current year clearly shown.

APD8587GU © 2018 Purina Animal Nutrition LLC. All rights reserved.

07/18