To support the new visual design, a slogan was developed that most fully reflects the brand’s philosophy and values: “Born to Farm.” In 2022, the 175th anniversary of the company’s creation will be celebrated; we can say the rebranding is timed to coincide with the festive date.
Seriously speaking, the company has reached a certain milestone. It is necessary to keep up with the times, not only in the technological sense but also to establish communication in the new economic conditions. The influence, credibility of the company, leading position in the field of agriculture, reliable technology, and easy operation of the machines all form the core of the brand.
A profitable and sustainable business, which is a priority for Massey Ferguson, has become a cornerstone in building long-term partnerships with farmers worldwide. Demand is growing, the brand is transforming, and the company is at its peak of popularity. Therefore, it is important to maintain industry leadership and set an unattainable bar for competitors.
Since 2019, the brand has been slowly approaching the rebranding issue. The company’s management faced the desire to become more innovative and creative; they weighed decisions, pondered the slogan, and, finally, came up with an idea that fits perfectly within the framework of the brand’s new era.
Since 1958, the company’s business card has been three triangles, symbolizing unity, trust, and mutually beneficial cooperation between agricultural producers, dealers, and the brand.
Three triangles are arranged so that it turns out that white triangles appear in the gap, except for the red ones. At the bottom, there is a black inscription with the company’s name, even though the font does not quite match the logo. It is smaller in size and has specific lettering. It can be said that it was made as if chopped, strict, but also less noticeable than the logo. Because of the small letters, you have to look closely at the name of the company.
This is not to say that the designers made a gross mistake. Most likely, this is a defect that eventually stopped paying attention, since the main logo became a vivid association with the brand, allowing the note to remain inconspicuous.
Now the rich red color of the contour logo looks innovative and even revolutionary. The intersecting lines create three triangles, inside which a shallow fourth appears. It is located in the very “heart” of the logo; for sure, it embodies the heredity and continuity of the previous one. Another notable detail is the lines breaking towards the upper and right triangles. This is just a visual highlight, not calling for anything. The descriptor has become not black but dark gray, and the font itself is rendered in a pleasant, graphic manner, with letters that have even, slightly rounded shapes that widen as they increase in size, making them more expressive.
In general, the new logo is very memorable and visually appealing. The image of the old logo is preserved, but now the self-sufficient, real, and fresh image focuses on the company’s modern approach and its ability to adapt to new realities of life. We can confidently say that Massey Ferguson, which deserves a top place in the rating of agricultural machinery manufacturers, looks very good in its new look.