branding Archives - North America FarmQuip Magazine

AGCO Announces a New Straightforward & Dependable Brand Identity Celebrating 175 years of Massey Ferguson History

Michele Catinari — Thu, 16 Dec 2021 18:00:33 +0000

Massey Ferguson announced a fresh new look for its iconic MF Triple Triangle logo and its new “Born to Farm” brand identity to celebrate its 175 year anniversary in 2022.

“Massey Ferguson has been offering farmers around the world straightforward and dependable machines since its inception nearly 175 years ago. Few brands around the world can claim such a lasting impact in the agricultural industry. Massey Ferguson was truly ‘Born to Farm’,”

said Eric Hansotia, chairman, president, and chief executive officer of AGCO Corporation.

Luis Felli, senior vice president, and general manager for Massey Ferguson adds,

“Massey Ferguson is now pivoting from being a pure farm machinery manufacturer into a provider of straightforward and dependable experiences that provide the best value for farmers and make their business more profitable and sustainable. This globally consistent, farmer-first approach enables customers to experience the transformation of the brand in a unique way all over the world. Complemented by a synchronized Global organization, it was only natural to launch a new logo during this unprecedented moment in our history.”

“2022 will be THE year of the new Massey Ferguson global brand. We have been thinking of a new logo since we unveiled the MF NEXT Concept at Agritechnica 2019. MF New Era started to come to life with the MF 8S launch in July 2020 followed by the launch of a full line of products these past 18 months, including our September 2021 Born to Farm Digital Event. November is an iconic month for the brand, falling exactly 63 years after the announcement of the brand’s creation and its iconic logo. As we celebrate the 175th Anniversary of Daniel Massey’s first farm equipment workshop in 2022, we felt it was the perfect time to refresh the logo while introducing a new meaningful tagline,”

said Francesco Murro, Massey Ferguson vice president of global marketing, sales enablement & partnerships.

The Massey Ferguson Triple Triangle – The most recognizable icon from 1958

“The triple triangle shape is a strong icon that has embodied Massey Ferguson since 1958. Our new logo is a mix between our strong heritage and fresh brand values. The three triangles overlap to represent the mutually beneficial relationship and trust between farmers, dealers, and the brand,”

added Mr. Murro.

“Working as one Massey Ferguson Global Team, we aim to make farming operations easier, more profitable, and more sustainable across the globe. We want to use this new logo to invite farmers, more than ever, to become part of the Born to Farm Massey Ferguson family. We also took this opportunity to transition to a modern, sleek and flat design while giving the logo life through the interaction of three triangles interlocking one into the other. Drawing it with one single, solid, and straightforward gesture creates the appearance of movement. The flat design is very reflective of our current digital world, allowing us to manipulate the logo to bring it to life for our websites, applications on smartphones and smartwatches, or even the screens inside the machines themselves,”

says Alfredo Jobke, director marketing global Massey Ferguson.

“Our September 2021 Born to Farm event was the first expression of this new logo and its “Born to Farm” tagline. The great feedback and amazing enthusiasm we received, pushed us to really go for it. The new tagline conveys our unique brand value proposition and sets Massey Ferguson apart in the market and in the communities we serve,”

concluded Mr. Murro.

New Global Massey Ferguson Brand Identity rollout in 2022

The new logo will be progressively implemented across the globe. It has already begun to be featured in the brand’s digital channels and will be updated in all Massey Ferguson marketing material moving forward. This change builds momentum as Massey Ferguson prepares to celebrate its 175th Anniversary starting in January 2022.

The Massey Ferguson logo and tagline refresh provide the brand with a unique opportunity to realign its key messages to focus on the farmer first approach and the straightforward, dependable, accessible, and sustainable brand drivers. Farmers around the world will be able to experience the new Massey Ferguson brand identity for the first time toward the end of Q1 2022. The company will also implement a step-by-step introduction into its facilities, factories, and offices across the globe, as well as in Massey Ferguson Dealer Network signage starting in 2022.

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Blount Rebrands as Oregon Tool

Michele Catinari — Mon, 17 May 2021 17:00:32 +0000

Blount, Inc. unveiled a new corporate name that positions it for growth while honoring its heritage: Oregon Tool. The global manufacturer of professional-grade cutting tools and equipment selected Oregon Tool as its new name to harness the power of its pioneering origin story.

Over the years, the company has grown into a multinational organization with numerous acquisitions and mergers. Today, the newly named Oregon Tool has over 3,000 team members and sells thousands of products in more than 110 countries across multiple consumer brands, among them Oregon, Woods, and ICS Diamond Tools. The company is a manufacturer of saw chains and guide bars for chainsaws and diamond saw chains for concrete and pipe, agricultural tractor attachments, and is an original equipment manufacturer (OEM) supplier of first-fit and replacement parts.

In addition to launching into adjacent categories, the company’s growth strategy includes: evolving its branding across product lines, building on its legacy of innovation, and leaning into global stewardship to promote the sustainability of the industry as well as to support those who work in it.

The shift from Blount, Inc. to Oregon Tool will be effective June 2. Tonnesen said that the brands and reliable, high-quality products that customers have come to know and trust will remain the same – they will simply operate under the umbrella of Oregon Tool instead of Blount, Inc.

Source: Blount

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Fendt Campaigns Win German Brand Award 2020

newsroom — Tue, 07 Jul 2020 19:00:32 +0000

Fendt received two prizes at the accredited German Brand Award 2020. Under 1200 submissions of application the marketing campaigns for “It’s Fendt” and “Fendt 900 Vario – Ready for more” were awarded. The campaigns were developed in cooperation with the Brand Communication Agency shot one GmbH in Munich.

The campaign for the new brand claim “It’s Fendt” won the competition as one of only eleven companies in the category “Excellence in Brand Strategy and Creation Brand Strategy”. In the category “Excellence in Brand Strategy and Creation Brand Communication – Integrated Campaign” the Fendt campaign “Fendt 900 Vario – Ready for more” was one of only 41 companies nationwide that received an award in this category. The German Brand Award is presented for the fifth time to companies for outstanding brand management. The awards are given to companies in the categories „Excellence in Branding“, „Industry Excellence in Branding“ und „Excellence in Brand Strategy, Management and Creation“.

“For the success and the image of a brand on the national and international market a target group-oriented marketing is really important. That’s why we are very pleased to have been awarded on of the most important German brand prizes twice”,

says Roland Schmidt, Vice President Fendt Marketing.

“This award is an external confirmation from a competent party that we deliver top quality in our products and our communication. The enormous demand for the Fendt 900 Vario, for example, which has continued steadily since its market launch, shows that campaigns also work. A good campaign can support an outstanding product even more.”

„ Ready for more.” goes down very well

The campaign „Fendt 900 Vario – Ready for more.” for the new generation of the Fendt 900 Vario was developed in cooperation with the Agency shot one in Munich. Under the title “Ready for more” new technical features of the machine were presented to the public. These generated interest among customers and highlighted the added value of the machine on social media and in classic communication media using a combination of photo, film and text.

Award for the new brand claim „It’s Fendt.”

With the campaign “It’s Fendt. Because we understand agriculture.”, Fendt changed its brand claim for the first time in company history. The new claim also marks the change from a traditional company with a 90-year history to a globally active company that sticks to its roots. In this international campaign Fendt introduced the new brand to all markets. The campaign was also developed in cooperation with the Agency shot one brand communication.

Source: FENDT

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