These guidelines are meant to articulate the Tyson Foods brand by demonstrating its design elements and their use.

Download the Company Brand Guidelines PDF. Download the Foodservice Brand chapter. Download the Tone and Voice Guidelines.

Featured Content

Questions?

Please contact the Corporate Brand and External Communications team if you have questions about company brand guidelines or have issues with the guide.

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Design Elements of the Brand

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Our Logo

The legacy of our company is one of food, family and a pioneering spirit. We work hard today, while dreaming about what could be tomorrow. From John W. Tyson’s humble start to our company’s meaningful new purpose, Tyson is a family, and a business – of innovation, progress and momentum.

The weathervane is the farmer’s compass, it signals direction. At Tyson Foods, our compass points forward. Our T monogram creates a crest that speaks to both the direction of the company – always moving forward, focused on the future, raising expectations – and its strong family roots.

Using the Logo

Always Include Trademark Line

The following text should be included in the piece: Tyson is a registered trademark of Tyson Foods, Inc. This can be placed in small type at the bottom or end of the media, package, or label.

Space Around the Logo

Clear space helps maintain the integrity and prominence of logos.

1. The logo should always be surrounded by – at a minimum – a clear space equal to the height of the wordmark’s T.
2. Make certain to keep any design elements outside of the logo’s prescribed clear space.
3. Simple backgrounds and colors are exceptions to this rule.

Use it Correctly

1. Never use anything but the approved and provided logo.
2. Never attempt to create your own company logo.
3. Never use the logo in a crowded space.
4. Never use the logo as part of a sentence or phrase.
5. Never reproduce the logo in non-approved colors.
6. Never stretch or alter the logo.
7. Never alter the orientation of the logo.
8. Never print on top of the logo or use the logo as a watermark.

Several file formats are available for use. The following notes should help you download the best format:

Logo Files

Our Color Palette

Color breakdowns are based on print tests conducted February through May, 2017 and Pantone bridge values. The following colors pass WCAG AA: Heritage Blue, all dark secondary colors, main gray, and dark gray.

Our Primary Color

Heritage Blue	spot color Pantone® 655C Benjamin Moore® 2064-10 Bold Blue or equivalent	print c100 m80 y0 k55	screen r0 g37 b84	web/hex #002554
Light Heritage Blue	spot color Pantone® 649C - 60%	print c6 m2 y1 k0	screen r237 g243 b249	web/hex #EDF3F9

Supporting Colors

Light Mustard Seed	spot color Pantone® 124C - 10%	print c0 m3 y10 k0	screen r255 g242 b224	web/hex #FFF2E0
Mustard Seed (Yellow)	spot color Pantone® 124C	print c0 m30 y100 k0	screen r243 g175 b0	web/hex #F3AF00
Dark Mustard Seed	spot color Pantone® 7551C	print c0 m35 y96 k32	screen r145 g102 b0	web/hex #916600

Light Sage	spot color Pantone® 5497C - 10%	print c5 m1 y3 k2	screen r234 g238 b238	web/hex #EAEEEE
Sage (Green)	spot color Pantone® 5497C	print c47 m14 y28 k17	screen r128 g158 b155	web/hex #809E9B
Dark Sage	spot color Pantone® 5477C	print c63 m35 y41 k35	screen r80 g107 b103	web/hex #506B67

Light Cayenne	spot color Pantone® 179C - 10%	print c0 m9 y9 k0	screen r253 g233 b224	web/hex #FDE9E0
Cayenne (Red)	spot color Pantone® 179C	print c0 m87 y85 k0	screen r235 g60 b49	web/hex #EB3C31
Dark Cayenne	spot color Pantone® 7627C	print c5 m94 y88 k22	screen r176 g45 b42	web/hex #B02D2A

Light Gray	spot color Pantone® 9C - 10%	print c2 m2 y1 k5	screen r237 g237 b238	web/hex #EDEDEE
Gray	spot color Pantone® 9C	print c30 m22 y17 k57	screen r117 g120 b123	web/hex #65686B
Dark Gray	spot color Pantone® 11C	print c44 m34 y22 k77	screen r83 g86 b90	web/hex #53565A

Photography

Our imagery provides a backdrop to the brand, showcasing the important moments, ingredients and settings that define who we are and what we do.

The Dash

We use a bold em dash to create separation between our logo and copy, delineate content hierarchy, and add a layer of crafted detail to our materials.

Use the dash according to the following rules so that it feels purposeful, not superfluous.

Typography

We use two American-made type families – Sentinel and Proxima Nova. Both have been expertly drawn for print, web and Microsoft Office.

Our primary typeface is Sentinel, a serif by Hoefler&Co. Our secondary typeface is Proxima Nova, a sans serif by Mark Simonson. Purchase Sentinel as a Basic set for each user (approximately $200-400 for 1-5 users). Purchase Proxima Nova in Regular, Italic, Bold, and Bold Italic weights for each user (approximately $120-210 for 1-5 users).

If only system standard fonts are available, use Century Schoolbook as a substitute for Sentinel and Arial as a substitute for Proxima Nova.

Anatomy of an Application

Divisions and Programs

Let’s rally under the same flag – our company logo.

All materials created should use the Tyson Foods logo unless there is a strong business need for differentiation.

There will be instances in which groups, divisions or programs may need to deviate from this. We’ve outlined the correct approach to this in Chapter 8 of the Brand Guide PDF.

Video Graphics

A person’s name should be set in Sentinel Book and and their title or location (if applicable) should sit below, separated by a dash, in Sentinel Bold.

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Business Uses of the Brand

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PowerPoint® Presentation Template

Download the latest PowerPoint® Presentation Template as well as slides from the library.

Letterhead and Stationery

Letterhead

Download letterhead or fax coversheet.

Stationery

Monarch-size executive envelopes, notecards, and stationery paper for correspondence may be ordered by contacting Digital Print Services at 479-290-3258.

Recruitment Ad Guidelines and Templates

Recruiting great talent is critical. Visual consistency is important and there are legal requirements to follow. We've developed Recruitment Ad Guidelines to make writing an ad simple, and we've built templates for recruitment ads so layouts are easy to create.

Common Words and Phrases

Our style typically follows The Associated Press Stylebook. However, there are exceptions. Please use these rules, where they differ from the AP.

Our Company’s Name

1. Remember, the Tyson® brand is a packaged foods brand and Tyson Foods is the name of our company. The words “Tyson’s” or “Tysons” are not to be used to refer to our company or our products because they are neither our correct company name nor registered trademarks.
2. On first reference, the company should be referred to as Tyson Foods. Use both words as often as appropriate to build differentiation between the company and the brand.
3. When writing legal documents, always use Tyson Foods, Inc., to refer to the company.
4. On further reference and when it feels redundant, it’s common to shorten to Tyson on the same page. In such a case, it does not need to be formatted as a registered trademark because it refers to the company.
5. The company name, Tyson Foods, is always to appear in title case and should always be on one line.

Team Member

1. Every employee of Tyson Foods is known as a team member. Please note the use of lowercase characters.
2. Tyson Foods team member is preferred over the more common Tyson team member to help distinguish between our brand name and the company name.

Foodservice

1. In reference to the industry, use foodservice.
2. In reference to the division of the company, use Foodservice.

Livestock and Food

1. Farmers raise: chickens, cattle, pigs, and turkeys.
2. We produce: chicken, beef, pork, and turkey.

Job Positions or Titles

1. If you have a title before the name, capitalize the title. Senior Vice President John Doe
2. If you have a title at the end of the name, do not capitalize. John Doe, senior vice president
3. However, we do capitalize all departments and divisions for Tyson Foods. John Doe, senior vice president, Operations
4. Abbreviations of titles, such as SVP, are capitalized, whether they come before or after the name. SVP John Doe or John Doe, SVP
5. Capitalize the titles if used in organizational charts, for example, where the name and title are separated.
   John Doe
Senior Vice President
6. Always capitalize Chairman and President and CEO.

Spaces and Sentences

Use only one space after the period at the end of a sentence or after a colon.

Date and Time

1. Always place the time of the event before the date. The parade will begin at 6:30 p.m. on November 18.
2. Note that a.m. and p.m. is lower case and has the periods.
3. We do not use ordinal numbers when writing dates (e.g., November 18th). Instead, write as November 18.
4. The day of the week will have commas both before and after, if the sentence continues. Tuesday, November 18, is my sister's birthday.
5. The year is typically not needed when referring to an event that is coming up in the near future.

Addresses

1. Use the abbreviations Ave., St., and Blvd., only, with a street address.
2. Spell out Road, Drive, Circle, Gardens, etc.

Phone Numbers

We use only hyphens to separate parts of a phone number (e.g., 479-290-4000).

Trademarks

Trademarks are valuable corporate assets and must be protected. Any failure to use trademarks properly may result in loss of exclusivity. Examples of trademarks that have lost exclusivity are “aspirin” and “elevator.” It is every team member’s responsibility to protect our trademarks from misuse. Please observe the following trademark guidelines.

Brand Names and Registration Marks

How the Tyson name is used determines whether the registration mark must appear beside it.

1. Registration marks (e.g., ®, ™ ) next to artwork should never be altered or left off without approval from the legal department.
2. If you are referring to the corporate entity, (i.e., “Tyson Foods, Inc.” or “Tyson Foods”) the registration mark is not required.
3. Trademarks are not nouns. They are always adjectives and should be followed by the common descriptive/generic name of the product (i.e., Consumers prefer Tyson® chicken breasts.).
4. Do not use the trademark in the possessive form (i.e., Tyson's Team Members).
5. When the Tyson name is used as a brand name or as the brand in the description of a product, the Tyson name should be differentiated using either italics or bold, and the registration mark is required the first time the name appears.
6. Subsequent references to a trademark on the same page or small section of the overall piece do not require the registration mark. However, the brand name should be differentiated using either italics or bold type.
7. If the Tyson name as a brand name is used before or after another trademark, use the same differentiating treatment on both trademarks in addition to using the ® or ™ symbols.
8. Always use the full trademark. Don’t shorten it. Always spell the trademark correctly.
9. Try not to split a trademark on different lines of text.
10. Use proper trademark notice. The ® symbol indicates a federally registered trademark. The ™ symbol indicates the mark has not been federally registered, but the owner claims common law rights to the mark.

Trademark Infringement

One of the most important steps in protecting our trademarks is finding out about infringement. If you suspect possible infringement, notify Company Brand and External Communications immediately. Please provide specific details with your report (when, how, and where the alleged infringement occurred), as well as samples reflecting the possible infringement whenever possible. Tyson Foods protects its marks to the fullest extent of the law.

Email Signatures

Uniform email signatures communicate our company as one, unified Team. We suggest creating two versions: a primary full version and a brief version.

Full Version with Logo

Copy and paste these examples to customize your signature.

Pride Month Signature

Copy and paste these examples to customize your signature.

Signature with Pronouns

If you'd like, include your personal pronouns after your full name. It is recommended that you include both the subjective and objective versions of your personal pronouns (e.g. "she/her," "they/them," "he/him"). Learn more about personal pronouns.

Endorsements and Co-Branding

The following guidelines apply not only to the corporate and brand logos, but also to corporate program logos.

Co-Branding Sponsorship Materials, Posters, Brochures, and Websites

Before providing our logo(s) for use in co-branded content, such as a news release, event signage/advertising or endorsements, inclusion of the logo(s) should be based on these criteria:

1. Where we are a sponsor
2. Where it benefits our business as much or more than it benefits the other party
3. Where we have contributed more than $5,000 cash or in-kind
4. Where it benefits our customer without damaging the corporate brand, an individual company-owned brand or our relationship with other customers
5. Where doing so adds strategic value to our corporate reputation
6. Where we are an active participant (EPA SmartWay® program, speaking at a conference)

No co-branded media or correspondence may be published without the approval of Corporate Creative Services.

Where co-branded content has been approved, the appropriate corporate logo must be used. No other logo should exceed the corporate logo in size. As other branded entities may have similar requirements, exceptions may be granted after careful review and consideration by a Company Brand and External Communications team member who is a director or above.

Co-Branding Correspondence

For items where there is a reasonable expectation that a co-branded document signed by a company representative could be shared publicly, additional consideration must be made before allowing the use of the corporate logo(s). It should only be used:

1. Where it will influence public policy or opinion, e.g., letter to Member of Congress, correspondence with government officials or letter to the editor
2. Where it is required by law, e.g., SEC filings
3. Where it is expected to influence industry practices that are in keeping with the objectives of Tyson Foods, Inc., e.g., animal welfare standards, industry association lobbying or public relations initiatives, or other calls for support/change of public policy
4. When requested by a customer and the risk of not participating is greater than the cost of participating
5. Where it serves the greater business interests or objectives of the company.

Co-Branding Products

No supplier or customer is permitted to trade on the Tyson® products brand or the corporate logo or any of its subsidiaries without the consent of the company, unless it is directly related to the sale of a company-produced product, e.g., including a company-owned product in an advertisement for sale. (An announcement that XYZ Company has agreed to sell 25 tractor-trailers to Tyson Foods would be disapproved, as it would be for the sole benefit of the other company.) This includes announcements of contracts entered into with the company, unless permission is specifically granted to do so within the terms of the contract or when it is material to the business partner and/or disclosure is required by law, such as an SEC filing.

Special Circumstances

Mergers and Acquisitions

Good judgment should govern special circumstances in all instances. We must be diligent in protecting our corporate brand and only strategic variations approved.

When Tyson Foods has acquired another company, the branding for all communications should be Tyson Foods-centric. However, in instances where Tyson Foods has purchased another publicly-traded company that enjoys wide name recognition use of both logos may optimize the building of additional brand equity for the Tyson Foods brand and should be considered. For clarification or with questions, contact Corporate Creative Services.

When a Tyson Foods acquisition does not enjoy wide name recognition, only the Tyson Foods logos should be utilized in communications.

Digital and Social Media

These guidelines shall apply to presentation of the corporate brand in all digital formats, including the Internet and intranet and all social media channels including, but not limited to, Twitter, Facebook, Linked In, YouTube, Instagram and Pinterest.

Subsidiaries and Products

These guidelines shall apply to all Tyson Foods-owned or controlled subsidiaries, both domestically and internationally.

The Tyson Foods logo shall be applicable only for corporate-level activities, announcements and communications. Each subsidiary shall use the logo of its own corporate identity in its media, communications and correspondence. When an individual brand or product line has its own logo, e.g., Jimmy Dean® brand, Wright® brand or Grilled & Ready® brand, it is acceptable to use the logo reflecting the individual brands when representing them in various in communications channels, provided the brand usage complies with the Tyson Foods trademark usage guide Trademarks 101.

Apparel and Gifts

Apparel and Gifts

1. Branded apparel and gift items can be found at the Apparel and Gift Store.
2. To order custom apparel or gift items with the corporate or consumer brand logos, contact our exclusive provider, Summit Group, by email or calling Sarah Wittcop 773-303-0439.

Facility Signage, Banners, Office Interiors and Family Farm Signs

Guidelines for exterior and interior signage are currently being developed. Contact Corporate Creative Services with questions or, under certain circumstances, to design artwork specifically for the situation.

Banners and Flags

1. Order generic corporate logo banners.
2. Flags should be ordered through Summit Group.

Corporate Office Interiors

Banners are discouraged for lobbies, hallways, and other common areas. We should be thoughtful about each addition to our common spaces.

In team areas, banners are best following these guidelines:

1. Banners should be temporary. Six months is the general rule of thumb for banners in the space. After that, people no longer notice them and they become wallpaper.
2. Free-standing, roll-up banners are preferred to those that hang on walls or from ceiling. Roll-up banners can be shifted around and are less likely to become wallpaper. They also allow "flighting." In other words, it can be left up for a period of time and then moved—or even taken down—after a few weeks. It can then be brought back when additional focus on the topic is wanted. Team members pay more attention to messages that appear briefly and unexpectedly than those that are seen daily.
3. Safety is always our priority. Banners cannot obstruct any fire sprinklers, sensors, etc. If hung, they also should be hung in a way that doesn't create a safety hazard.
4. Banners should not damage the walls, ceilings, ceiling tiles, etc. Facilities should review and will have suggestions on how to properly mount the banner if there isn't pre-existing hardware installed.
5. Banners should have a take-down date in the bottom-right corner so that, when site audits are conducted, we'll know if the banner is current or should be retired.

Corporate Vehicles

Applying the Logo

1. Apply the logo to pickups, sedans, and cargo vans that visit farms or other facilities. Those vehicles used for commuting team members do not require logo application.
2. The Heritage Blue version of the logo should be used on light-colored company vehicles.
3. The size of the logo should be appropriate to the design of the vehicle without distorting the shape of the logo. A width of 9.75 inches is recommended.
4. Install a logo on both the driver and passenger doors.

For more information specific to the marking of commercial motor vehicles, contact the Tyson Foods Transportation Department.

Applying the Corporate Vehicle Number

Vehicle numbers should be placed on all company vehicles with reflective stickers, paint, or labeling tape. Vehicle stickers should be white or black 2-inch numbers.

Pickups and Cargo Vans

1. Place the number above the driver’s side headlight (usually waist high) on the hood of the vehicle.
2. Place the number on the driver’s side of the tailgate (near the top of the tailgate) horizontally.
3. Place the Tyson Foods vehicle number on a piece of labeling tape or with permanent marker on the side jamb of driver door and on the dash panel (close to the odometer).

Sedans, Sales Minivans, and Security Vehicles

Place the Tyson Foods vehicle number on a piece of labeling tape or with magic marker on the side jamb of driver door and on the dash panel (close to the odometer).

Tractors

1. Place the number vertically on the driver’s side (front) to the outside of the headlight or horizontally above the headlight.
2. Place the number vertically on the driver’s side rear corner of the sleeper.

Trailers

1. Place the number horizontally on the driver’s side rear left corner of the trailer.
2. Place the number vertically, if possible, on the driver’s side front left corner of the trailer.

Miscellaneous Equipment

When placing vehicle numbers on equipment such as loaders, farm tractors, lawn mowers, etc., use your best judgment. You may need to utilize a stencil and paint rather than a sticker. The number should be placed where it can easily be seen, yet not be subject to undue wear and tear.