Branded items
Our brand direction
These guidelines inform creation of branded items and provide direction for designing in line with key principles and brand elements. Items are shown for illustrative purposes; they are not intended to define production or case-specific decisions, which should be discussed with Brand and Corporate Communications as specified at the end of this guidelines, on the approval process section.
Key points to remember
Our branded items are guided by three core principles. Together, these pillars ensure every item reflects our identity while delivering meaningful, lasting value.
Useful, intentional & desirable
Every item should serve a meaningful purpose in everyday life, thoughtfully designed and genuinely desirable to use, wear, or share.
Sustainability as a standard
Longevity, responsible sourcing, and material integrity are fundamental. Sustainability is embedded in every decision, not treated as an afterthought.
Distincly AGRANA
Each item must clearly express our identity, recognizable, consistent, and unmistakably AGRANA.
Core brand identifiers
To ensure every item is unmistakably AGRANA and recognisable across all contexts, our branded items must consistently leverage our most distinctive brand assets.
The logo must always be present as the immediate identifier of our brand. It may be subtle in scale or placement, but it cannot be omitted.
Our signature bright red accent serves as a key recognition driver and helps reinforce a consistent AGRANA presence across branded items. Additional brand elements may be used where appropriate, but should always support and strengthen brand recognition.
Use cases
Our branded items serve different purposes and audiences, from refined, premium pieces to lively, everyday or promotional items. Each category is intentionally defined and targeted, ensuring every item is appropriate, recognisable, and aligned with the AGRANA brand experience.
Categories
Our branded items serve different purposes and audiences, from refined, premium pieces to lively, everyday or promotional items. Each category is intentionally defined and targeted, ensuring every item is appropriate, recognisable, and aligned with the AGRANA brand experience.
Premium items
Premium items use dark red as the dominant tone with red accents, crafted from high-quality materials and finishes. They are reserved for selective occasions to convey elegance, prestige, and credibility. Externally, these items are aimed at key clients and strategic partners, and internally for executives, senior management and special cases.
Everday essentials
Everyday essentials combine the full primary palette with blues and greys, highlighted with red, to create a timeless, versatile look. Designed for consistent brand presence in daily use, internally they are intended for all employees, onboarding participants, and internal event attendees, while externally they reach clients occasionally, regular business partners, visitors, and recurring stakeholders.
Wearables and lifestyle
Wearables and lifestyle items embrace a flexible use of the primary and secondary palette, with a focus on contemporary, engaging design. These items engage employees representing the brand internally on event activities, and externally connect with community members, close partners and young professionals.
Promotional giveaways
Promotional giveaways use the full palette flexibly for temporary campaigns, product promotions, trade fairs, or specific events. They are designed for high visibility and reach of specific product campaigns during trade fairs or events externally, or specific themed events internally, and are typically available for a limited time only.
Brand elements usage
Applying our brand elements consistently across all branded items ensures a clear and recognisable AGRANA presence.
Logo
The logo is the primary identifier of the AGRANA brand and must always be present. It should be used clearly but subtly, without dominating the design, and must never be distorted, recolored, or altered. Proper use ensures instant recognition while maintaining a balanced and refined appearance across all branded items.
Typography and messaging
Typography communicates our brand voice and style. It can be used prominently as a hero design element or subtly as communication support. Use the approved typefaces consistently for headlines, body text, and supporting copy. Hierarchy, legibility, and spacing should be maintained to reinforce clarity and brand cohesion.
Depending on the use case, messaging can follow defined brand messaging, item-specific, or be tailored to the occasion.
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Color
As described in the “Use cases” section, our palette supports the tone and purpose of each branded item and adapts to each use case. Premium items favor dark red and accents for elegance. Everyday essentials use the full primary palette with subtle highlights for recognizability. Wearables, lifestyle, and promotional items allow the flexible use of primary and secondary colors while maintaining brand consistency.
Icons and illustrations
We use icons and illustrations sparingly on branded items to convey approachability and to support certain topics. They should complement the design without dominating, reinforcing the brand in a subtle and thoughtful way.
Standard set
This overview includes a standard set of branded items that can be produced and ordered globally without additional approval. For any adaptations, special cases, or region-specific requirements, please contact the Brand and Corporate Communications team.
Our standard set ranges from everyday corporate essentials such as lanyards, notebooks and pens to more lifestyle-inspired items like bags, socks and caps. Explore the collection in detail.
To support a smooth production process, download the production sheet and share it with your supplier. It includes all specifications, setup instructions and production requirements for the standard merchandise set.
Don'ts
In this section, we outline what we avoid to ensure consistent branded items. We refer to the dedicated chapters within these guidelines for more details on specific elements.
Do not ignore sustainability
Avoid single-use, poorly sourced, or low-durability materials.
Do not dilute brand identity
Always keep our core brand identifiers and use cases in mind.
Do not make the logo too prominent
It should be visible but subtle.
Do not mix typefaces or misuse typography
Only use the approved typesettings and spacing.
Do not use unapproved colors
Always stick to the defined palette for each use case.
Do not prominently use icons or illustrations
They should be sparing and supportive, not dominant.
Approval process
For the creation of new branded items , this approval process ensures that every design aligns with AGRANA’s brand principles, key elements, and quality standards, while maintaining brand consistency and compliance before production or ordering.
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Standard set of basics (TBD Interbrand)
This overview includes a basic set of branded items that can be produced and ordered globally without additional approval. For any adaptations, special cases, or region-specific requirements, please contact the Brand and Corporate Communications team.
Approval process (TBD Interbrand)
The approval process for creating new branded items ensures that every design aligns with AGRANA’s brand principles, key elements, and quality standards, while maintaining brand consistency and compliance before production or ordering.
