The minimum required clear space is equal to the height of the Raven block.
Your resource for Raven brand standards and marketing materials
The Raven Brand encapsulates the relentlessly innovative spirit of our company. It's much more than a name and a logo. It's a set of principles, attributes, and design elements that capture the core essence of our purpose and organization. We use these standards to consistently represent our core commitment to Help Farmers Serve the World by advancing farming with technology and innovation — and settle for nothing less.
These elements and guidelines are designed to help you truly and faithfully represent Raven well in your marketing, media, and communications materials. They include rules, values, and tools to help you reinforce the Raven Brand identity, building lasting recognition and equity. All usage of these files in any material, printed or electronic, must conform to these guidelines.
The Raven brand logo is core to the Raven brand and is the most visually prominent representation of the Raven brand. Raven Blue (PMS 3015C) is the preferred color for the logo. It should always appear against a white or light background.
Logo placement should follow our preferred hierarchy:
From time to time application may require logo to be centered. (Social media, pop up banners, folders, feather flags, etc.) Raven marketing can use their discretion in these use cases.
The minimum required clear space is equal to the height of the Raven block.
Raven Blue (PMS 3015C) is the preferred primary color for the logo. It should always appear against a white or light background.
Download the Raven logo suite below.
The logo is available in black and white variants when necessary. The black logo is available when black and white or grayscale designs are needed. When using the black version, white is the preferred background color. Use the white version when placing the logo on dark backgrounds when the primary logo is not ideal.
Ensure there is adequate contrast between logos and backgrounds to ensure legibility.
Consistent and accurate presentation of our logo reinforces brand awareness and ensures the legal protection of our identity. To help avoid misuse, follow the guidelines and standards shown in this tool, and use only approved logo files.
The Raven Favicon is not the primary logo and should not be treated as such. Preference should be given to the primary Raven logo for most applications.
Download the Raven Favicon below.
The consistent use of colors reinforces our brand's core identity by evoking certain feelings and increasing brand recognition. The Raven color palette was created to complement our signature color, Raven Blue. Raven Blue is our primary color because it represents our core values of dependable customer-focused service and continuous innovation. Raven Blue represents our purpose, to Help Farmers Serve the World, by evoking feelings of trustworthiness and reliability.
Raven Blue and White are the principal colors representing the Raven visual brand. These colors are clean and crisp, and they drive our logo colors throughout the brand. Raven Blue is the core of our brand identity and should appear whenever possible to immediately identify our brand. White space will be dominant and used strategically to continue a clean, modern visual. Raven Blue and White should be the dominant colors when designing materials. These colors should always cover more area than any other color that appears in materials.
PANTONE 3015 C
RGB: 0 100 149
CMYK: 93% 59% 20% 3%
RGB: 255 255 255
CMYK: 0% 0% 0% 0%
Dark Navy, Blue Grey, and Light Blue Grey are utilized as complimentary colors. These colors bring depth and lightness to the Raven brand and provide the flexibility in design to allow for contrast and tone development.
PANTONE 5435 C
RGB: 170 190 204
CMYK: 33% 17% 13% 0%
PANTONE 649 C
RGB: 212 226 237
CMYK: 15% 5% 3% 0%
Electric blue is an additional accent color. This color brings attention to technology elements that speak to Raven's ambition to be a tech focused company. Electric blue will be used sparingly, as to call attention to specific elements on a marketing piece.
PANTONE 305 C
RGB: 71 205 255
CMYK: 56% 0% 0% 0%
This gradient and texture pattern accentuates Raven's technological focus while using all three primary blue colors (Dark Navy, Raven Blue, and Electric Blue) for added effect. Elements of this pattern are present throughout a variety of materials, including flyers, PowerPoint templates, and more.
When typography is used consistently, it unifies messaging and creates familiarity. Roboto is our primary typeface because it communicates our commitment to continuous innovation in an authentic, inviting tone.
Though our primary Raven Brand font is Roboto, our standard font when using Microsoft programs — such as Word, PowerPoint, and Excel — is Arial, which is a Microsoft friendly font.
Raven's photography illuminates our brand’s story. Our imagery is representational and natural in style. Special attention is paid to the framing, lighting and composition of the image. When capturing photographic moments on behalf of Raven, please ensure they encapsulate these attributes, following the style of the examples below.
Raven's landscape and machinery photography is shot with a wide-angle lens to show the breadth of the field that the farmer works in every day. Shots angled from the ground up, as well as aerial shots, show the massive size of the machinery and field. We shoot a variety of lighting situations, from daylight to sunset, to depict the farmer's authentic work day.
Raven's lifestyle and portraiture photography shows employees and customers who look passionate and engaged, whether they're demonstrating interest in their work or confidence in their Raven products. We feature real people who represent our company, culture, and values accurately. Within the imagery, we take an authentically positive tone with a focus on the human aspect.
Our customers value real-life, true-to-form, high-quality performance from Raven technology. Our product photography shows the best representation of our tech's interactions and functions in the field. Below is the standard product photoshoot shot list.
Raven's video footage truly brings our brand's story to life. Authentic and inspiring, our footage displays our products, customers, culture, and team members in real-life contexts. Below you will find the general guidelines for gathering video footage on Raven's behalf.
Farmers and agricultural professionals value boots-on-the-ground use cases of Raven technology — and want to see it in action. Outside of live demos, our video footage is the best way for them to get up close and personal with our products. Here is a typical shot list from a product-focused video shoot:
A great culture is best showcased by the team members that uphold it. When capturing footage for recruiting, internal communications, or any efforts that highlight our team members, make sure it encapsulates the values that make Raven an excellent place to work: Drive, Courage, Humility, Authenticity, Integrity, and Service. Here are some general guidelines for presenting Raven as an employer brand in videos:
Good Running Footage Showcases a Variety of Aerial and Hero Shots
As visual symbols, Raven icons represent ideas, objects or actions. They can communicate messages at a glance, afford interactivity, and draw attention to important information. Raven's icons are a custom set that gives a unique quality and visual consistency to the Raven brand.
When we speak about innovation, we should speak about it in a common voice. When we talk about the challenges we solve, we should be consistent in how we describe our solutions to those challenges. The Common Voice Document covers everything from team member values to core capabilities and more.
This document will be utilized internally by the Marketing and Communication teams as materials are created. We will pull from this document regularly as a key reference. It is a part of our brand standards. A brand is not just a marketing campaign; it is something you believe in and embody every single day. This document is meant to enhance verbiage we will use to market and represent Raven in various mediums. Raven team members can access the document on the Raven Intranet.
Tone of voice is important because it’s an expression of the people behind the brand. It embodies and expresses the brand’s personality and values. A consistent tone of voice can help us set Raven apart from competition while building trust and familiarity with customers. A strong and consistent tone of voice has the power to say more than what we do.
We are honest, consistent, and reliable.
We are pioneers in the ag technology market.
We will never stop pursuing cutting-edge solutions to great challenges.
We are strong advocates for our purpose, which is the core of everything we do.
We appreciate our humble beginnings and are proud of our historic roots.
We are experts in autonomous and automated ag technologies.
We develop meaningful relationships with customers, communities, and team members.
We constructively serve farmers, helpfully recommending impactful solutions.
We value diversity of thought, working cross-functionally to develop successful innovations.
We care deeply about our work, focused on being our best — both as individuals and as an organization.
Raven creates immersive, tech-forward event experiences that invite customers to engage with the Raven brand and product portfolio in an approachable way. We provide a mix of bold driverless technology demos and interactive precision product displays that farmers can implement today, telling the story of the path to autonomy. We want people to leave feeling inspired to take the next step forward with the assurance that Raven is here to help them solve their challenges back home. We take a consultative selling approach at shows, with the vision of partnering with the farmers directly to build a custom technology plan that meets their needs.
Our marketing collateral and tools at events should support this vision with tech-forward, informative, and engaging content. Whether it’s a product catalog, digital touchscreen, or banner, each material should cohesively guide customers forward on this approachable technological journey.
We offer a variety of officially-branded threads for our team members. Here's where you can order your very own Raven gear.