Brand Voice Brand Circular Coupon In-Store Local Campaignable Digital

Photography
& Tone Elements Guidelines Standards Design Marketing Events Design
©2019 Tractor Supply Company. All rights reserved.
Brand Voice
& Tone
Elements
Brand

Welcome...

Tractor Supply is a unique

Photography

company with a unique brand.

Guidelines

In order to keep the brand’s identity consistent across all platforms and to leverage its strengths, we created this handy guide
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to help you navigate all the big things, and little things, that combine to make, and keep, our brand’s integrity. From typefaces
to secondary colors, from tone of voice to photography style, this is your go-to resource.
Standards
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We’re Out Here to help.

As the largest national retailer of farm and ranch stores in the United States, we’re focused on supplying the lifestyle needs
of recreational farmers and ranchers, as well as those who simply enjoy the rural lifestyle. We work hard to be the go-to
resource for anyone who lives life Out Here.
In-Store
Design

We’re proud. We’re friendly. We’re hard working. We’re always willing to lend a helping
Marketing

hand. We like to say we go the Country Mile.

Local

That’s just who we are.

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Brand Guidelines | 1
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 Brand Voice
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Brand
Photography
Guidelines
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Standards
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In-Store
Design
Marketing
Local
A style guide is just that – a guide.

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And while not everything is written in stone, it needs to be followed. You see, a good brand needs to be consistent across all marketing platforms,
and we think we have a great brand. So use this guide as your trusty Tractor companion. Everything you’ll see is marketing-approved,
so design with confidence, and write with certainty.

Design
Digital
Brand Voice
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Elements
Brand

Stable of Contents
Photography

01 Welcome Circular Guidelines

02 About this guide 18 Pricing applications
03 Stable of conent 19 Icons
Guidelines
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Brand Voice & Tone Coupons Standards

04 Our voice 20 Coupons
Standards

05 Voice examples
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06 Event naming In-Store Design

07 Our customer 21 Product point of purchase
22 Directional signage
Brand Elements 23 Event point of purchase
08 Logo and usage
09 Tagline Local Marketing
In-Store
Design

10 Brand color palette 24 Community tool kits

11 Typography
Marketing

12 Background textures Campaignable Events

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and graphic elements 25 Out Here With Animals

13 Background textures 26 Spring Sale

Photography Digital Design

14 Our look 27 Website and email
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15 Category representation 28 Style guide checklist

Events

16 Lifestyle photography 29 Closing

17 Product photography
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 Brand Voice
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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
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Elements
Brand
Our Voice

Out Here, we choose our

Photography
words carefully.
There’s nothing fancy about the way we speak Out Here. In fact, we speak to customers the same way we would speak to

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our family, friends and neighbors. When we speak to our customers, our priority is to let them know we’re always here to help
them live the lifestyle they love like no one else can.

Standards
Coupon
How we speak:
Knowledgeable but not arrogant Playful but not insulting Sincere but not sappy

Authentic but not romantic

In-Store
Passionate but not boastful Responsible but not formal

Design
Friendly but not silly Down-to-earth not clichéd

Marketing
Local
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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
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Elements
Brand

Voice examples

Let’s talk. Not sell.

Photography

We’d rather have a conversation with our customers. It’s just more natural to us. So when the thought is to use puns, slang or
try to be too clever, don’t. Tap into your inner “Out Here” voice and imagine what you’d say on the front porch or driving down
a two-lane country road.
Guidelines
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And try not to make it sound like an ad. Make it sound like a conversation. That means copy should flow, not start and stop
and get choppy. We try to speak to our customers, not just write to them.
Standards
Coupon

What our competitors would say: What TSC would say:

Fur the love of pets. We’re fine with being your 2nd best friend.
In-Store
Design

Spring into savings. Spring is here. Let’s dig in.

We believe that doing it yourself doesn’t mean you have to do it alone.

Marketing

Your DIY - store.

Local

With savings this big, you’ll need an extra large basket. You don’t need a pick-up to shop here. But sometimes, it helps.
Here we grow again. This spring, let’s grow some confidence out here.
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Brand
Our customer

We don’t really like calling

Photography
them “customers.”
Sure, they buy goods from us, but they’re more than just consumers to us. They are our neighbors and friends. Really.

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In fact, they’re just like us. They are us. And so we treat them as we’d treat family.

Standards
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Here are some words that describe the folks who walk into our doors, and lives, everyday.

Hands-on Hardworking Genuine

In-Store
Design
Self Sufficient Respectful Dependable

Friendly Humble

Marketing
Local
Sounds a lot like us, doesn’t it?

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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Event naming

We have a lot of promotional

Photography

events throughout the year.

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And each one has a name or theme. So when we’re coming up with names, we try to write ones that sound like they truly
belong to us, and try to stay away from ones that anyone can own.
Standards
Coupon

Rule of thumb: if you can put someone else's brand name next to the event name and the
combination works, it’s probably not right.

Here are just a few examples.

In-Store
Design

Spring Power House Stock Your Shop Dig Into Spring Out Here
Marketing
Local

Dreaming of a Country Christmas Give A Little TSC Country Christmas

Out Here With Animals Homegrown from the Ground Up

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In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Logo and usage

This is our logo.

Photography
And here are the
“dos” and “don’ts.”
Do not stretch or distort the logo in Do not remove any elements of the logo
Like any brand, our logo is any way

Guidelines
integral. Here’s what you can do

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and can’t do. The “Boxed Logo,”
was specifically designed to be

Standards
Coupon
an integral part of the masthead Do not alter the logo colors Do not rearrange any elements of
within the cover page of the the logo

circular. The white box creates

visual tension around the mark,
and provides flexibility for the

In-Store
mark to live on photographic or

Design
Do not use the logo on same-color Do not ghost the logo in any way
colored backgrounds. backgrounds

Marketing
Local
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8 | Brand Guidelines

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Brand

Tagline

“Out Here” isn’t just a

Photography

place. It’s a lifestyle.

Tractor’s tagline is one simple phrase
that conveys our vision, as well as all
that we offer. It means Tractor Supply
Guidelines
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is the
go-to source for the lifestyle

needs of recreational farmers and
ranchers, and serves the needs of
Standards
Coupon

those who enjoy
the rural lifestyle.

Simply put, we carry everything you
need for life out here.
In-Store
Design
Marketing
Local
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Brand
Brand color palette

Our brand colors are Approved primary colors Optional secondary colors

Photography
found Out Here.
C: 0 C: 2 C: 0 C: 0
M: 100 M: 13 M: 30 M: 2
Tractor’s basic brand colors are Y: 81 Y: 100 Y: 70 Y: 0
lifestyle-inspired in nature and K: 4 K: 0 K: 55 K: 60
consist of the colors seen here

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PANTONE PANTONE PANTONE PANTONE
and various shades of these 186 012 7505 COOL GRAY 10
colors can be used as needed.
C: 15 C: 64 C: 0 C: 64.79

Standards
Coupon
M: 76 M: 25 M: 100 M: 28.5
• Pantone 186 Red
Y: 100 Y: 100 Y: 96 Y: 23.83
• Pantone 7696 Blue K: 4 K: 7 K: 28 K: 0.36
• Pantone 576 Green
PANTONE PANTONE PANTONE PANTONE
• Pantone 159 Orange 159 576 1807 7696

In-Store
Design
C: 0 C: 0
M: 0 M: 0
Y: 0 Y: 0

Marketing
Local
K: 0 K: 100

PANTONE PANTONE
WHITE BLACK

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10 | Brand Guidelines

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Brand Voice
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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Typography

Approved Font
MUSEO SLAB 1000
Photography

families for print

and digital use
These fonts have been chosen for
ROBOTO SLAB BOLD
Guidelines

their compatibility with the logotype.

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Consistent use of these fonts as

outlined in this guide will promote Roboto Slab Regular Roboto Slab Thin
Standards
Coupon

typography as a recognizable brand.

The Roboto font family is used in

combination with both slab and non
slab versions. This font can be used
ROBOTO BLACK
as live text as needed. To add extra Roboto Bold Roboto Medium
In-Store
Design

weight outer strokes can be appllied

to make even heavier versions.
Roboto Regular Roboto Thin
Marketing
Local

Cherry should be used sparingly as

accent words but never for complete
sentences. It is best used with the pet
CHERRY BRUSH BOLD
and outdoor lifestyle categories. CHERRY BRUSH Cherry Brush
Campaignable

CHERRY PRINT
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Brand Guidelines | 11
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In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Background textures and
graphic elements

Photography
We want to use elements that are
common to what our customers
encounter on a daily basis. The
sum of many textures found in Red barnwood Vintage paper Paneling White Wood
and around the farm, when used

Guidelines
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consistently over time, work
together to help form part of our
brand identity.

Standards
Coupon
They should not add visual clutter Weathered boards Soil Grassy field Galvanized steel
but be instantly recognizable to our
customer and therefore authentic. 1253771_GARDEN HOSE PEGBOARD BACKER_46x63

1253771_Garden Hose Pegboard Backer_46x63.indd 1 10/8/18 9:25 AM

1253771_LHT_NON BRANDED 2_BACKER PANEL

In-Store
Design
Dimond plate Riveted metal Pitted steel Green Wood

Marketing
Local
Rusted screw Steel screw

Campaignable
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Clouds Barn wood Sackcloth

12 | Brand Guidelines

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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Brand Guidelines in action - Background textures

Photography

Rusted screw Weathered boards

MOWER PARTS PROTECT YOUR RIDING MOWER

ASK A TEAM
MEMBER
FOR DETAILS.

WITH POWER PLUS

*Limitations and

& ACCESSORIES
exclusions apply.
See terms and
conditions for
full details.
Guidelines
Circular

1253771_Mower Parts Header.indd 1 10/5/18 10:06 AM

Clouds
Standards
Coupon

NEW! ULTIMA ZT1 54 IN. ZERO TURN MOWER 60 IN. ZERO TURN MOWER

21 IN. 3-IN-1 PREMIER CUT ENGINE

TRANSMISSION
24 H.P.* KOHLER® V-TWIN OHV
DUAL HYDRO-GEAR® EZT-2200™ SKU 1350768
Available By Special Order
ENGINE
TRANSMISSION
26 H.P.* KOHLER® V-TWIN OHV
DUAL HYDRO-GEAR® ZT-3100™ SKU 1291908
Available By Special Order

AWD MOWER
DECK 54 IN. FABRICATED 11-GAUGE DECK 60 IN. FABRICATED 7-GAUGE
DECK FEATURE 54 IN. OVERLAPPING TRIPLE-BLADE HEADLIGHTS DUAL LED DECK FEATURE 60 IN. OVERLAPPING PTO SINGLE SWITCH ELECTRIC
TRIPLE-BLADE
PTO ELECTRIC WARRANTY 3-YEAR/ WARRANTY 2-YR. LIMITED WARRANTY
NO HOUR LIMIT

Weathered paper Grass

CUTTING OPTIONS 3-IN-1, COLLECT/MULCH/REAR EJECTION
ENGINE/STARTING 149CC KOHLER® 675 XTX WITH AUTOCHOKE NEW! XT1-LT50 FAB DECK LAWN TRACTOR XT1-LT46, 46 IN. LAWN TRACTOR
In-Store
Design

ENGINE 24 H.P.* KOHLER® V-TWIN OHV ENGINE 22 H.P.* KOHLER® V-TWIN OHV
DRIVE TYPE ALL WHEEL DRIVE TRANSMISSION HYDROSTATIC - CRUISE CONTROL SKU 1350761
Available By Special Order
TRANSMISSION HYDROSTATIC - CRUISE CONTROL SKU 1116720
Available By Special Order

DECK FABRICATED 50 IN. TRIPLE-BLADE DECK STAMPED 46 IN. TWIN-BLADE

DECK SIZE 21 IN. SINGLE BLADE PTO

WARRANTY
SINGLE SWITCH ELECTRIC
3-YR./5-YR. LIMITED WARRANTY
PTO
WARRANTY
MANUAL
3-YR./5-YR. LIMITED WARRANTY

HEIGHT ADJUSTMENT 4-POINT ADJUSTMENT

Marketing

WHEEL SIZE (Front/Rear) 8 IN. FRONT / 8 IN. REAR

Local

SKU 1352632
WARRANTY 3-YEAR LIMITED/ Available By
TSC brand colors 2-YEAR ENGINE
Special Order

To reinforce the ENGINE

XT1-LT42, 42 IN. LAWN TRACTOR
18 H.P.* KOHLER® 5400 SERIES OHV ENGINE
LT4200, 42 IN. RIDER
17.5 H.P.* BRIGGS & STRATTON® OHV

company brand TRANSMISSION

DECK
HYDROSTATIC - CRUISE CONTROL
STAMPED 42 IN. TWIN-BLADE
SKU 1291701
Available By Special Order TRANSMISSION
DECK
7 SPEED
STAMPED 42 IN. TWIN-BLADE
SKU 1229987
Available By Special Order

and attract PROTECT YOUR IF YOUR MOWER EXPERIENCES A COVERED FAILURE, ASK A TEAM MEMBER
FOR MORE DETAILS.
PTO
WARRANTY
MANUAL
3-YR./5-YR. LIMITED WARRANTY
PTO
WARRANTY
MANUAL
2-YR. LIMITED WARRANTY

WE WILL FIX IT, REPLACE IT,

*Limitations and

attention to the —— MOWER PURCHASE—— exclusions apply.

See terms and

promotion. W ITH POWER PLUS! OR REIMBURSE YOU FOR IT!* conditions for
full details. See our full line of power equipment @ TractorSupply.com/Power
Campaignable

* AS RATED BY ENGINE MANUFACTURER

Events

1253771_Rider California_22x28 Poster.indd 1 10/5/18 10:26 AM

1253771_Walk Behind Mower Signs 2.indd 1 10/5/18 9:23 AM

Brand Guidelines | 13
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In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Our look

Photography is vital to our brand.

Photography
Images are real and authentic.
They portray customers working
hard, as well as having fun.
Our look relies on images portraying
life out here – customers interacting

Guidelines
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with animals, using tools and
small machinery, and enjoying the
outdoors. Nothing cliché – just real

Standards
Coupon
settings with real people. Invite the
viewer to participate in the scene,
not be on the outside looking in.

In-Store
Design
Marketing
Local
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14 | Brand Guidelines

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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Category representation

The five main

Photography

categories include:
• Pets
• Animals
• Lawn & Garden
Guidelines
Circular

• Tools
• Seasonal/ Heating
Standards
Coupon

The products shots should be in use

in real-life applications. In addition,
showing legitimate scenes in a very
realistic way is a must.
In-Store
Design
Marketing
Local
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Brand Guidelines | 15
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Elements
Brand
Lifestyle photography

Our shots should be candid, action-

Photography
oriented and never posed. Images
should be cropped in a way to
showcase the best...

Adult portraits are rarely used, but

Guidelines
Circular
it can be good when you need to
set a tone. Portraits should evoke a
feeling of comfort for the consumer.

Standards
Coupon
Children are used often in our
lifestyle photography. The goal is to
show the next generation of farmers
and ranchers. So we put them in

In-Store
Design
convincing, real-life situations that
show this future generation learning
the “Out Here” lifestyle.

Marketing
Local
Animals and pets work well for
other categories as a way to establish
visual interest and authenticity.

Campaignable
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16 | Brand Guidelines

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Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
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Brand

Product photography

Clothing should have a dimensional The following are the basic standards that must be met
Photography

and somewhat fitted look. Ladies’ for product photography.

jeans need to be shot on form to
show the fit of the jean. Men’s jeans • File size: No less than 8” by 8”
may be shot with a laydown style.
• Resolution: 300 dpi in CMYK
Front and rear shots should show
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pocket detail. • Angles: Front • Back • Left 3/4 • Right 3/4

• Background: White
Footwear should be shot as a pair.
Standards

• Image clipping: All products should be tightly clipped

Coupon

It should be left-facing with the out not including any shadows.

opposite boot propped to show
• Footwear styling: All footwear should be provided
tread detail. The cast shadow should
with a left and right-facing angle. An alternate angle
be retained to ground the image.
showing the pair is preferred for all footwear.
• Alternate clothing styling: All clothing should be
In-Store
Design

Tools, Equipment & Supplies

should be shot at a low 45 degree photographed on forms. The tags and shirt inside-
angle whenever possible and collars should always be visible. For clothing with
Marketing
Local

especially for power equipment. multiple colors, show simple stackouts.

Left, right and center angles should • Provide any available product videos.
be captured.
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Brand Guidelines | 17
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 Brand Voice
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Brand
Pricing applications

Approved formatting
MAR.13-MAR.17

Photography
NOW OPEN UNTIL 9PM FIND YOUR LOCAL STORE @

for all products Monday - Saturday TractorSupply.com

SPRING POWER HOUSE 20

%
OFF
GROUNDWORK®
FERTILIZERS‡

To ensure we provide a consitent

ALL NEW 2019 349999
$
89** A Month $ 104** A Month
$

customer shopping experience we 36 Payments Totaling

$3,197, 3.99% APR* 54 IN. BAD BOY® MZ
36 Payments
Totaling
MAGNUM ZERO-TURN MOWER $3,730
use the following formatting:

Guidelines
SEE PAGE 2 FOR DETAILS
• 24 H.P.† Kohler V-twin engine
®

3.99% APR*

Circular
• 7-gauge fabricated steel deck
• Deck Dial height adjustment

309999
15
SEE PAGE 2 FOR DETAILS
$
%
1227555
DORMANT
(Not to scale & for reference only) TREES‡

699
54 IN. ULTIMA ZT1

$ 99 SAVE $100
CUB CADET® OFF
There may be slight variations
ZERO-TURN MOWER
• 24 H.P.† Kohler ®

V-twin engine
• 11-gauge fabricated

Standards
steel deck

on our website due to system •

Coupon
3 year unlimited

5 FT. X 8 FT.
warranty; lifetime
warranty on frame
& fabricated deck

requirements as well as signs MESH FLOOR TRAILER

shell 1350767

• 2,000 lb. payload capacity SELECTION MAY VARY BY STORE

printed directly at our stores. • D.O.T. approved wiring & lights

10 % GROUNDWORK®
SPREADERS‡
1090202 OFF

Changes to this formatting are not

allowed. The only changes allowed
54’’ IN. DECK EXCLUSIVELY AT TSC BUILT IN AMERICA

In-Store
$
21pt ROBOTO

Design
11pt ROBOTO
CONDENSED BOLD

are to the sizing of the price. The

SLAB BOLD
* Disclamer copy, disclaimer copy, disclaimer copy, disclaimer copy, disclaimer copy, disclaimer copy

price can be taken up in size as 8pt ROBOTO CONDENSED BOLD

$
26999 SAVE $30 $
11999 SAVE $30 $
26999 SAVE $30 89999
$ GREAT
PRICE
• 6pt Roboto Bold (upper & lower case) 36 IN. BLACKSTONE® 1,400 LB. CAPACITY SIMPSON®

Marketing
RT65 DUAL DIRECTION

needed to promote hero items. • 6pt Roboto Bold (upper & lower case) PROPANE GRIDDLE GROUNDWORK® 3000 PSI GAS REAR TINE TILLER
• Large 720 sq. in.

Local
HEAVY-DUTY PRESSURE • 196cc Kohler ®
6pt ROBOTO MEDIUM (sku# number only) cooking surface
GARDEN CART WASHER OHV engine
• Pre-seasoned • 52 in. x 34 lb. • 5-N-1 Multi-tip • 18 in. tilling width
griddle for a
non-rust finish
steel mesh bed nozzle: 0°, 15°, • 7.5 in. tilling depth
• Large grease can • 2-in-1 handle converts 25°, 40° 4452762
between pull handle and soap
and hanger included
and trailer hitch 1147050 1310419
1234204

(Approved formatting)
36 MONTHS FINANCING AVAILABLE ON PURCHASES OF $1299 TO $1599.
Valid 1/1/19-6/30/19 With Credit Approval. Terms & Conditions Apply. See A Team Member For Details.
1

69999
$ 5 FT. X 8 FT. MESH FLOOR TRAILER
• 2,000 lb. payload capacity
• D.O.T. approved wiring & lights
SAVE $100 $
69999 SAVE $100 DS1 MAR13MAR17 190411 ‡DISCOUNT APPLIED TO LOWEST MARKED PRICE • EXCLUDES PRICE CUT AND MANAGER’S SPECIALS • SELECTION MAY VARY BY STORE

69999

Campaignable
SAVE $100 1090202 $ 5 FT. X 8 FT.
MESH FLOOR TRAILER

Events
5 FT. X 8 FT. • 2,000 lb. payload capacity
• D.O.T. approved wiring & lights
SAVE $100 $ 69999 5 FT. X 8 FT. MESH FLOOR TRAILER MESH FLOOR TRAILER 1090202
• 2,000 lb. payload capacity • 2,000 lb. payload capacity
• D.O.T. approved wiring & lights • D.O.T. approved wiring & lights
1090202 1090202

18 | Brand Guidelines

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In-Store Design Local Marketing Campaignable Events Digital SPECIAL
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Coupon

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and color treatments.

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PRICE MATCH PRICE !
!
EN A
R

L
T NEW LOWER
MATCH GUARANTEE! 1 Color: Black
E1 Color: 186 Red
PRICE 2 Color: Black, 186 Red 2 Color: Black, 186 Red

R
N TA

L
NEW LOWER
GUARANTEE!
PRICE
Campaignable
Events

SPECIAL SPECIAL SPE

★B
BUY★
★ EXCLUSIVELY BUY★
AT★TSC
SPECIAL SPECIAL
Brand Guidelines | 19 ★ BUY★ ★ BUY★ SPE
EXCLUSIVELY AT TSC SPECIAL
EXCLUSIVELY ATSPECIAL
TSC ★B
Design
Digital

★ BUY★ ★ BUY★
EXCLUSIVELY AT TSC SPECIAL SPECIAL
EXCLUSIVELY AT TSC ★ BUY★ ★ BUY★
 Brand Voice
& Tone
Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Coupons

Consistency with

Photography
the look of our
Tractor coupons
is critical.

Guidelines
Circular
Our coupons utilize a custom border
that looks like tractor treads. The
corners of the coupons have simple

Standards
Coupon
shapes that look like metal nuts and
make the coupon unique to Tractor.
The simple and consistent design is
intended to be easy to use.

In-Store
Design
In many cases, Tractor coupons are
directly related to a product offer in Coupon without product Coupon with product
which it helps to have the product

Marketing
Local
image appear within the coupon.

The look is critical to help Team

Members determine what coupons
are supported by Tractor vs a coupon

Campaignable
Events
from a manufacturer.

20 | Brand Guidelines

Design
Digital
 TSC-1564
Brand Voice TSC-1564

& Tone

TSC-1565

Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
TSC-1565

In-Store Design Local Marketing Campaignable Events Digital Design

TSC-1566
Elements
Brand

TSC-1566

Product point of purchase

TSC-1567

As a customer shops
TSC-1567
Photography

CATEGORY HEADER DESCRIPTION HERE

we want to present TSC-1568
For tips & Know-How visit our
Know How Central Kiosk or
TractorSupply.com/KnowHow

our great brands

Description Here Description Here
TSC-1568

• Bullet copy here bullet copy here bullet copy here

• Bullet copy here bullet copy here bullet copy here
• Bullet copy here bullet copy here bullet copy here
• Bullet copy here bullet copy here bullet copy here
SHOP
with a consistent
Imagery & RESEARCH
• Bullet copy here bullet copy here bullet copy here • Bullet copy here bullet copy here bullet copy here
TSC-1569 This can be 1 box or multiple boxes as needed THOUSANDS
• Bullet copy here bullet copy here bullet copy here • Bullet copy here bullet copy here bullet copy here
MORE PRODUCTS @

look and tone of

• Bullet copy here bullet copy here bullet copy here • Bullet copy here bullet copy here bullet copy here
TSC-1569

TractorSupply.com
• Bullet copy here bullet copy here bullet copy here • Bullet copy here bullet copy here bullet copy here
Guidelines
Circular

voice. TSC-1570
TSC-1570

48” by 12”
Standards

Shown here are some basic

Coupon

TSC-1571

examples of what product POP

TSC-1571

should look like and the standard

TSC-1572
sizes we use most often. TSC-1572

48” by 3” Rack strips

When point of purchase signage is TSC-1573

In-Store
Design

11x7 Standard Shells_11x7 5/10/12 9:32 AM Page 1

11x7 Standard Shells_11x7 5/10/12 9:32 AM Page 4
11x7_Clear/ManSpec

LOAD THIS
11x7_Informational 11x7_AsAdvertised

LOAD THIS
LOAD THIS

SIDE UP
SIDE UP
SIDE UP

WAY
THIS
WAY
THIS
WAY
THIS

being created it should remain clean MANAGER’S SPECIAL Price/item signage

Shown here are the approved

11x7 Standard Shells_11x7 5/10/12 9:32 AM Page 6

11x7_Clear/ManSpec

LOAD THIS
11x7_PriceCut

LOAD THIS

SIDE UP
SIDE UP

WAY
THIS
TSC-1573

WAY
THIS
and simple. Copy should be short CLEARANCE templates for in store price
Marketing

and very easy to read from at least TSC-1574 signage. They are only used as
Local

11” by 7” and 5” by 3” sizes.

two feet away.
TSC-1574

At times, special designs are

used to support seasonal events.

If a different treatment is desired TSC-1578

approval must be obtained by the TSC-1578
Campaignable

TSC Creative Team.

Events

TSC-1579

Brand Guidelines | 21
TSC-1579
Design
Digital

TSC-1580
TSC-1580
 Brand Voice
& Tone
Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Large Overheads_revised
Large Overheads_revised

Brand
eads_revised 94.5” x 42.5“ 94.5” x 42.5“
Customer Service: 94.5”
Customer
x 36.5”,
Service:
KHC: 76.75”
94.5” xx36.5”,
7.75” KHC: 76.75” x 7.75”
“
Directional signage
ervice: 94.5” x 36.5”, KHC: 76.75” x 7.75” 8.23.13 8.23.13

Our department

Photography
overhead signs
boldly establish the
look of the brand
Large Overheads_revised
94.5” x 42.5“ Large Overheads_revised
Large Overheads_revised
94.5” x 42.5“
Customer Service: 94.5” x 36.5”, KHC: 76.75” x 7.75” 94.5” x 42.5“

and help customers

Customer Service: 94.5” x 36.5”,
Customer KHC: 94.5”
Service: 76.75”x x36.5”,
7.75”KHC: 76.75” x 7.75”
TSC-0765 TSC-0765 TSC-0766 TSC-0766 TSC-0770

8.23.13
Existing TSC-0765 8.23.13
Existing TSC-0765 8.23.13 Existing TSC-0766 Existing TSC-0766 Existing TSC-0770 Existing TSC-0770

Guidelines
TSC-0765 TSC-0766 TSC-0770

Circular
Existing TSC-0766 Existing TSC-0770

navigate the store.

Standards
These overheads feature

Coupon
illustrations that help customers
immediately understand what TSC-0768 TSC-0768 TSC-0769 TSC-0769 TSC-0772

Existing TSC-0768 Existing TSC-0768 Existing TSC-0769 Existing TSC-0769 Existing TSC-0772 Existing TSC-0772
the category below contains. The
TSC-0768 TSC-0769 TSC-0772

TSC-0765 TSC-0766 TSC-0770

Existing TSC-0769 Existing TSC-0765 Existing TSC-0772 Existing TSC-0766 Existing TSC-0770
TSC-0765 TSC-0766 TSC-0770
TSC-0765 TSC-0766

Existing TSC-0765 Existing TSC-0765 Existing TSC-0766 Existing TSC-0766 Existing TSC-0770 Existing TSC-0770
illustration style was chosen to be
brighter and cleaner than using

In-Store
Design
a photo and depicts a somewhat
vintage style. PET FOOD
PET&FSOOD & SUPPLIES
UPPLIES
PET FOOD & SUPPLIES TREATS, TOYS & TWRI EL A
DT S
B ,I RTDO Y S & WILD BIRD

Marketing
TSC-0774

TREATS, TOYS & WILD BIRD

Local
TSC-0771
TSC-0774

TSC-0771 TSC-0767
Existing TSC-0774 Existing TSC-0774
TSC-0767

ExistingTSC-0771
Existing TSC-0774 Existing TSC-0771 New art TSC-2267 New art TSC-2267
The red frame
New artreinforces our brand
TSC-0768 TSC-0769 TSC-0772

TSC-0771 TSC-0767

TSC-2267Existing TSC-0768 Existing TSC-0769 Existing TSC-0772

TSC-0768 TSC-0769 TSC-0772
TSC-0768 TSC-0769

Existing TSC-0768 Existing TSC-0768 Existing TSC-0769 Existing TSC-0769 Existing TSC-0772
TSC-0773

Existing TSC-0772
color and the metal plate with rivets Existing TSC-0773
TSC-0773
Existing TSC-0773 Existing TSC-0773

supports the life out here look in an

authentic, relatable styling.

Campaignable
PET FOOD & SUPPLIES

Events
PET FOOD
PET&FSOOD & SUPPLIES
UPPLIES
TREATS, TOYS & WILD BIRD
TREATS, TOYS &T W
REI LA D
T SB, I T
RODY S & WILD BIRD
TSC-0774

Existing TSC-0774 TSC-0774

Existing TSC-0774 Existing TSC-0774

22 | Brand Guidelines
TSC-0771 TSC-0767

Existing TSC-0771 New art TSC-2267 TSC-0771

TSC-0771
TSC-0767
TSC-0767

Existing TSC-0771 Existing TSC-0771 New art TSC-2267 New art TSC-2267

Design
Digital
TSC-0773

Existing TSC-0773 TSC-0773

Existing TSC-0773 Existing TSC-0773

Brand Voice
& Tone

Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Event point of purchase

Seasonal events are

Photography

brought to life in
store with custom
graphics and add to
the base store sign
Guidelines
Circular

package. Logo 11” by 7” Sign 22” by 28” poster Hayring banner

MRF_1208851__11x7 Great Gifts.indd 1 8/7/18 4:08 PM

Promo Table Upper Strip_Christmas 2018_sample.indd 1 8/6/18 4:31 PM

Standards

Shown are examples of a few of

Coupon

49 DELIVERY
the seasonal theme packages and
where they are used in the store.
CLEARANCE

CLEARANCE
TR

EN
A I L ER
$ FLAT RATE

R
TA

L
A I L ER
TR

Sizing can change depending on the ON ALL COOPS

EN

R
TA

L
Overhead Dangler SPECIAL
★ BUY★

SPECIAL
SPECIAL
★ BUY★

SPECIAL VALID 2/25 - 4/28

★ BUY★ ★ BUY★

sign location but there are a core

NEW LOWER

SHOP EXPANDED ASSORTMENT ONLINE!

PRICE PRICE
DEC. 19-24 FIND YOUR LOCAL STORE & SHOP @MATCH
TractorSupply.com
! SHOP OUR EXTENDED HOLIDAY HOURS

DEC.12-18
NEW LOWER
MON-SAT 8am-9pm, SUN 8am-7pm, MON (DEC 24th) 7am-6pm •CLEARANCE
OPEN NEW YEAR’S
GUARAN TEE!
DAY: 9am-6pm
TR
A I L ER PRICE MON - SAT 8AM - 9PM & SUN 8AM - 7PM • OPEN NEW YEAR’S DAY 9AM - 6PM
FIND YOUR LOCAL STORE & SHOP ONLINE @ TractorSupply.com
CLEARANCE

15
EN

group of signs that are the same

R
TA

L
EXCLUSIVELY AT TSC

%OFF 1199 SAVE

EXCLUSIVELY AT TSC $ $
3
SAVE 120 $ $
13
99 SAVE
EXCLUSIVELY AT TSC2
$
A I L ER
SAVE $15
679
$ 99 MEN’S & WOMEN’S BLUE MOUNTAIN®

TRACTORSUPPLY.COM /COOPS
TR
In-Store

40 LB. ROYAL WING ®

FLANNELS, JEANS & PANTS
EXCLUSIVELY AT TSC $
4499
Design

40 GUN CANNON® BLACK OIL SUNFLOWER SEED $

1199 SAVE $8 Blue Mountain®
FIRE SAFE
• Oil-rich, high protein choice
6858833 EN INSULATED OUTERWEAR Men’s & Women’s Flannel Pajama Sets

R
TA

L
MEN’S CARHARTT
FOR THE
• 59in. H x 34 in. W x 24 in. D
• Fire protection 45
minute at 1,200º F
FULL-ZIP
SWEATSHIRTS
FAMILY‡
• 8 Locking bolts
1249803 STYLE# 103674

through every event.

NO OTHER DICOUNTS APPLY
SPECIAL SPECIAL
★ BUY★ ★ BUY★ NO OTHER DISCOUNTS APPLY

SPECIAL SPECIAL
★ BUY★ ★ BUY★
SAVE $15 EXCLUSIVELY AT TSC
$
2499
BROWNING
NEW LOWER SWEATSHIRTS
PRICE PRICE EXCLUSIVELY AT TSC
H ONLINE ONLY H H ONLINE ONLY H H ONLINE ONLY H H ONLINE ONLY H
MATCH
GUARANTEE!
! NEW LOWER

EX

EX

EX

EX
PRICE

TS US

TS US

TS US

TS US
CL

CL

CL

CL
C IV

C IV

C IV

C IV
E

E
EXCLUSIVELY AT TSC
Marketing

15% OFF
SAVE $
15 AT TSC
EXCLUSIVELY
$
44
99 MEN’S CARHARTT® RAIN DEFENDER

The overall look should have a

FULL-ZIP AT
EXCLUSIVELY SWEATSHIRTS
TSC
ALL OTHER SAFES‡
Local

STYLE #103674
NO OTHER DISCOUNTS APPLY

20 %
15%OFF
OFF
PREMIUM GABLE ROOF HEN COOP PREMIUM SHED ROOF HEN COOP RED COUNTRYSIDE HEN HOUSE SUPERIOR ACADIAN FARM HOUSE

farmers market, rural life out here

1051464
INSULATED OUTERWEAR,

SKU 1342472

SKU 1341609
SKU 1342470
BIRD CAPACITY: UP TO 9

1341608
LEATHER AND RUBBER
BIRD CAPACITY: UP TO 17 BIRD CAPACITY: UP TO 17 BIRD CAPACITY: UP TO 13
MEN’S, WOMEN’S & KIDS’ DIMENSIONS: 133” x 56” x 73” DIMENSIONS: 133” x 56” x 73” DIMENSIONS: 74”x 55” x 53” DIMENSIONS: 113” x 50” x 69”

SKUSKU
FOOTWEAR‡
LEATHER FOOTWEAR‡ BRAND: INNOVATION PET BRAND: INNOVATION PET BRAND: INNOVATION PET BRAND: INNOVATION PET

Daily Deals for the last minute CHECK TractorSupply.com/12Days

look and feel.

Daily Deals for the last minute CHECK TractorSupply.com/DailyDeals
shopper, every day Dec. 12-24 TO SEE THE DEAL OF THE DAY

25%
shopper, UNTIL Dec. 24 CLEARANCE TO SEE THE DEAL FOR THE DAY TR
A I L ER
H ONLINE ONLY H H ONLINE ONLY H H IN SELECT STORES & ONLINE H H IN SELECT STORES & ONLINE H

EX

EX

EX

EX
TS US

TS US

TS US

TS US
40 15

CL

CL

CL

CL
20 % % OFF
CLEARANCE

C IV

C IV

C IV

C IV
% OFF
EN
R

TA
L

OFF

E
POCKET KNIVES,
PET BEDDING‡ OFF & MULTI TOOLS‡TR
A I L ER
BRANDED TOYS & DECOR‡
EXCLUDES ERTL & SCHLEICH RACK TOYS, MODEL SCALE
CHRISTMAS DECOR, ORNAMENTS, COLLECTIBLES, PLUSH & RIDE-ON TOYS
GIFT WRAP AND BOXED CARDS‡ EN 1
R

TA
L

DS1 DEC12DEC18 181950 ‡DISCOUNT APPLIED TO LOWEST MARKED PRICE • EXCLUDES PRICE CUT AND MANAGER’S SPECIALS • SELECTION MAY VARY BY STORE

SPECIAL SPECIAL
★ BUY★ ★ BUY★

Circular Examples
UNIVERSAL POULTRY PEN
SPECIAL
WALK-IN ROOSTING LADDER COOP
20!% OFF
SPECIAL
DELUXE WALK-IN HEN PEN & COOP DELUXE GARDEN COTTAGE
20% OFF
★ BUY★ ★ BUY★

FLASHLIGHTS
NEW LOWER &

SKU 1342479

SKU 1335887
BIRD CAPACITY: UP TO 22 BIRD CAPACITY: UP TO 8

SKU 1333983
SKU 1342473
RETRIEVER® 2-DOOR
PET CRATES‡
PRICE PRICE ‡
SPOTLIGHTS BIRD CAPACITY: UP TO 20 BIRD CAPACITY: UP TO 10
MATCH
GUARANTEE!
NEW LOWER DIMENSIONS: 105”x 85”x 77” DIMENSIONS: 84” x 58” x 58” DIMENSIONS: 96” x 96” x 84” DIMENSIONS: 65” x 54” x 60”
PRICE
BRAND: INNOVATION PET BRAND: INNOVATION PET BRAND: PRODUCER’S PRIDE BRAND: PETMATE
Campaignable

SAVE $5 EXCLUSIVELY AT TSC

9
$ 99 YOUR CHOICE: BLUE MOUNTAIN EXCLUSIVELY AT TSC
®

FLANNELS, JEANS & PANTS

While supplies last. Selection may vary. Prices subject to change.
25% OFF
EXCLUSIVELY AT TSC
Events

$
5 OFF 22-30 LB.
BLUE BUFFALO®
DOG FOOD MEN’S
Assorted Flavors
SWEATSHIRTS‡
EXCLUDES CARHARTT®

MISSING

44” by 49” widespan

ASSET
BRIANA WILL
SEND VENDOR
IMAGE

SELECTION MAY VARY BY STORE • VALID IN STORE ONLY

Brand Guidelines | 23 10 % OFF

ALL UTVS, MINI BIKES
& GO KARTS‡ 20% OFF RIDE ON TOYS‡
Design
Digital

WHILE SUPPLIES LAST • NO RAIN CHECKS

DS1 DEC19DEC24 182051
‡DISCOUNT APPLIED TO LOWEST MARKED PRICE • EXCLUDES PRICE CUT AND MANAGER’S SPECIALS • SELECTION MAY VARY BY STORE
1
 Brand Voice
& Tone
Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Community tool kits

Local Store Tool Kits give our

Photography
stores the flexibility to create
custom events throughout the
year. They are a great way to keep
customers coming back regularly. Outdoor banner

Guidelines
Circular
There is a wide variety of pre-printed
and ready-to-ship tool kits from
which the stores can choose. All are

Standards
Coupon
consistently branded and are easy
Bagstuffer
for the stores to customize to create
their own special events.

County Fair Kits Tractor supplies

In-Store
Design
customers year round with what they 22 by 28 poster
need to raise prize winning show
animals and vegetables.

Marketing
Local
The design of this special tool kit is
meant to have a softer appearance
than the standard wood plank and
riveted metal look.

Campaignable
Events
Outdoor banner
22” by 28” poster
24 | Brand Guidelines

Design
Digital
Brand Voice
& Tone

Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Out Here With Animals

Tent

Animals are close to our hearts.

Photography

They’re also a very big part of our

business. And so we put on a whole
appreciation week to show just Tent PalletTopper Tent Tent
how important they are to all of
TStand Poster
us out here. During the “Out Here
Guidelines
Circular

With Animals Event,” we give out

information on nutrition and care, as
PalletTopper
well as offer giveaways, free samples
Standards
Coupon

and they are just good neighborly fun TStand Poster

Logo Event Logo Email banner Email Banners PalletTopper
for everyone. Oversized Check Email Banners

TS
There are several elements with this Handbill
Bagstuffer
specific promotion; ensure they all Event Logo
In-Store
Design

work together across all channels. Oversized CheckHandbill Hayring

Banner
Yard sign adoption
Bagstuffer
Marketing

YardSign Adoption
Local

Hayring
TakeOne
Banner
Event Logo
Oversized check
Oversized Check

TakeOne
Campaignable
Events

Hangbill Bagstuffer

Brand Guidelines | 25
Design
Digital
 Brand Voice
& Tone
Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design

Elements
Brand
Spring Sale

Spring is huge Out Here. And so

Photography
YOUR GARDEN & GRILL HEADQUARTERS
we have numerous communications VISIT TRACTORSUPPLY.COM/GARDEN
See Our Extended Line Of Garden Supplies and Plants @ TractorSupply.com/Garden
FOR AN PRODUCTS
EXPANDED ASSORTMENT OF LAWN
FEATURED ARE ONLINE ONLY. DELIVERY CHARGES WILL APPLY.
promoting the biggest time of year AND GARDEN PRODUCTS.

for us. Our Spring Event covers a Overhead Dangler The Garden Shop
lot of departments and numerous Cub Cadet Palram Stratco Suncast ®
®

Hauler Nature Raised Hosemobile®

1138763 Hybrid Series Garden Bed Cart
Greenhouse 1300458 1251474

products, large and small. Keep C-Channel Strips

1124660

Guidelines
Circular
Bonnie®

everything consistent. Take a step

Burpee® DeGroot Van Zyverden
Triple Sweet Plants Mary Mixed Callas
Pepper Ellagance Washington 1341846
1296819 Lavender Asparagus

back and see if everything works

1299163 1073472

ASK A TEAM
PROTECT YOUR RIDING MOWER
The Grill Shop
MEMBER

together. Colors, fonts, photographs

FOR DETAILS.

WITH POWER PLUS

*Limitations and

Standards
exclusions apply.
See terms and

Coupon
conditions for
full details. Shop Our Extended Line Of Grilling Equipment Online @ TractorSupply.com/Grills

– they should all work together to tell

one big story.

NEW! ENGINE
ULTIMA ZT1 54 IN. ZERO TURN MOWER
24 H.P.* KOHLER® V-TWIN OHV ENGINE
60 IN. ZERO TURN MOWER
26 H.P.* KOHLER® V-TWIN OHV
SKU 1350768 SKU 1291908
TRANSMISSION DUAL HYDRO-GEAR® EZT-2200™ Available By Special Order
TRANSMISSION DUAL HYDRO-GEAR® ZT-3100™ Available By Special Order

DECK 54 IN. FABRICATED 11-GAUGE DECK 60 IN. FABRICATED 7-GAUGE

DECK FEATURE 54 IN. OVERLAPPING TRIPLE-BLADE HEADLIGHTS DUAL LED DECK FEATURE 60 IN. OVERLAPPING PTO SINGLE SWITCH ELECTRIC
TRIPLE-BLADE
PTO ELECTRIC WARRANTY 3-YEAR/ WARRANTY 2-YR. LIMITED WARRANTY
NO HOUR LIMIT

In-Store
Design
Weed Control Flip Book
Dimensions:9.625”(w) x 5.0625”(h)
10.1.18

NEW! ENGINE
XT1-LT50 FAB DECK LAWN TRACTOR
24 H.P.* KOHLER® V-TWIN OHV ENGINE
XT1-LT46, 46 IN. LAWN TRACTOR
22 H.P.* KOHLER® V-TWIN OHV

Marketing
SKU 1350761 SKU 1116720
TRANSMISSION HYDROSTATIC - CRUISE CONTROL Available By Special Order
TRANSMISSION HYDROSTATIC - CRUISE CONTROL Available By Special Order

DECK FABRICATED 50 IN. TRIPLE-BLADE DECK STAMPED 46 IN. TWIN-BLADE Garden + Grill widespan_1253711.indd 1 9/27/18 1:27 PM

44” by 49” widespan poster

Local
PTO SINGLE SWITCH ELECTRIC PTO MANUAL
WARRANTY 3-YR./5-YR. LIMITED WARRANTY WARRANTY 3-YR./5-YR. LIMITED WARRANTY

21 IN. 3-IN-1
SELF-PROPELLED MOWER

WEED CONTROL
CUTTING OPTIONS 3-IN-1 BAGGING, SIDE DISCHARGE OR MULCH
XT1-LT42, 42 IN. LAWN TRACTOR LT4200, 42 IN. RIDER ENGINE/STARTING 159CC CUB CADET® OHV RECOIL START
ENGINE 18 H.P.* KOHLER® 5400 SERIES OHV ENGINE 17.5 H.P.* BRIGGS & STRATTON® OHV DRIVE TYPE MY SPEED™ FRONT WHEEL DRIVE

SOLUTIONS GUIDE
SKU 1291701
TRANSMISSION HYDROSTATIC - CRUISE CONTROL Available By Special Order TRANSMISSION 7 SPEED SKU 1229987
Available By Special Order DECK SIZE 21 IN. SINGLE BLADE w/ SMART JET™ DECK WASH
DECK STAMPED 42 IN. TWIN-BLADE DECK STAMPED 42 IN. TWIN-BLADE HEIGHT ADJUSTMENT DUAL LEVER 6-POSITION
SKU 1116736
PTO MANUAL PTO MANUAL WHEEL SIZE (Front/Rear) 8 IN. FRONT / 11 IN. REAR
Find a wider selection and more solutions @ TractorSupply.com/Weed
Available By
Special Order
WARRANTY 3-YR./5-YR. LIMITED WARRANTY WARRANTY 2-YR. LIMITED WARRANTY
WARRANTY 3-YEAR LIMITED

Campaignable
See our full line of power equipment @ TractorSupply.com/Power

Events
IF YOUR MOWER EXPERIENCES A COVERED FAILURE,
PROTECT YOUR
ASK A TEAM MEMBER

* AS RATED BY ENGINE MANUFACTURER

FOR MORE DETAILS.

WE WILL FIX IT, REPLACE IT,

*Limitations and

—— MOWER PURCHASE—— exclusions apply.

See terms and

W ITH POWER PLUS! OR REIMBURSE YOU FOR IT!* conditions for

full details.

1253771_Rider California_22x28 Poster.indd 1 10/5/18 10:26 AM 1253771_Walk Behind Mower Signs 2.indd 5 10/5/18 9:24 AM

22” by 28” poster Cover

26 | Brand Guidelines

Design
Digital
YUNKER INDUSTRIES, INC.
310 O’CONNOR DRIVE ELKHORN, WI 53121
PHONE (877) 798-6537 FAX (262) 723-3340 TA

THE ABOVE DRAWINGS, SPECIFICATIONS AND IDEAS, DESIGNS AND ARRANGEMENTS REPRESENTED THEREBY ARE AND SHALL REMAIN
THE PROPERTY OF YUNKER INDUSTRIES INC. AND NO PART THEREOF SHALL BE COPIED, DISCLOSED TO OTHERS OR USED IN
CONNECTION WITH ANY WORK OR PROJECT OTHER THAN THE SPECIFIED PROJECT FOR WHICH THEY HAVE BEEN PREPARED AND
DEVELOPED WITHOUT THE WRITTEN CONSENT OF THE DESIGNER. VISUAL CONTACT WITH THESE PLANS OR SPECIFICATIONS SHALL
CONSTITUTE CONCLUSIVE EVIDENCE OF ACCEPTANCE OF THESE RESTRICTIONS.
Brand Voice
& Tone

Brand Voice & Tone Brand Elements Photography Circular Guidelines Coupons Standards
In-Store Design Local Marketing Campaignable Events Digital Design
Elements
Brand

Website and Email

These two tools do a lot of the

Photography

heavy lifting. Many first time

customers will visit the site before
they visit the store, so it’s important
to make everything consistent with
the brand.
Guidelines
Circular

Website Hero Landing Page

Below are the critical specs to
follow when building our most
Standards
Coupon

Homepage Global
common digital elements.

Build all below in RGB @ 150dpi

• Website Hero - 1440 x 720
• Landing Page - 1440 x 250
In-Store
Design

• Homepage Global - 1440 x 50

(live text only & solid color)
Marketing
Local

Email Hero
• Flyout Banner - 300 x 600
• Email Hero - 1280 x 720 (desktop)
640 x 830 (mobile)
Campaignable

Email Mobile
Events

Brand Guidelines | 27
Flyout Banner
Design
Digital
 Brand Voice
& Tone
Elements
Brand
Style guide checklist

How you know if you’re on-brand.

Photography
Here’s a quick checklist as reference. It’s just the essentials and doesn’t address specifics. Please read through the
guidelines to make sure you have a good grasp of how to stay on-brand and make your work the best it can be.

Guidelines
Circular
Brand Voice & Tone Brand Elements

Standards
Coupon
• Does the language sound authentic? And not too • Are you using the approved formated logo?
“punny” and cliché?
• Are you using the approved colors?
• Does the language sound like a conversation? Like
you’d speak to friends and family? • Are you using the approved fonts?
• Does the language sound like it could be from another • Are you maintaing brand consistency through textures?

In-Store
Design
brand? Or too generic that anyone could own it?

Marketing
Photography

Local
• Are images authentic and not posed?

• Are images cropped in a way to showcase the best?

• Are images farm relevant?

Campaignable
Events
28 | Brand Guidelines

Design
Digital
Brand Voice
& Tone
Elements
Brand

Closing

Thanks for doing your part.

Photography

We appreciate the help.

Guidelines

All materials printed or produced by Tractor Supply Company, or in the name of Tractor Supply Company, will follow this
Circular

version of the Brand Guidelines. This document is to be used as a tool and reference guide to ensure compliance with graphic
standards. Written requests for departure from the graphic standards policy should be directed to the Creative Director.
Standards

At any time you can also find all this information and more at TSCbranding.com.
Coupon

Since 1938 our brand has been constantly evolving and connecting with those that share a passion for the out here lifestyle.
We ask that you now help our brand continue its evolution and take pride in being part of our history.

Your’re now ready to plow ahead...

In-Store
Design
Marketing
Local
Campaignable
Events

Brand Guidelines | 29
Design
Digital
Brand Voice Brand Circular Coupon In-Store Local Campaignable Digital
Photography
& Tone Elements Guidelines Standards Design Marketing Events Design
 Digital Campaignable Local In-Store Coupon Circular Brand Brand Voice
Photography
Design Events Marketing Design Standards Guidelines Elements & Tone

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