The Mosaic Company Corporate Identity
Establishing the identity of a global leader
The Challenge The Mosaic Company began as a $5 billion public company formed by the merger of two major organizations in the field of crop nutrition. The challenge was to design an identity system to communicate the brand attributes and position the company as a global leader in the crop nutrition industry on Day One of operations.
The Solution The logo captures the richness and diversity of the world’s farming regions by representing fields in various stages of growth. To ensure a connection to farms and fields, the color palette is comprised of a collection of hues found in nature. Franke+Fiorella created a comprehensive online identity guidelines website to give employees the tools they need to implement the identity consistently in all communications. The graphic arc element used throughout communications abstractly conveys the image of rolling hills and farmland, while its placement in the right lower corner draws attention to the Mosaic logo.
The Result The Mosaic Company is now an established and well-respected global leader in the crop nutrition industry.