AGCO Announces a New Straightforward & Dependable Brand Identity Celebrating 175 years of Massey Ferguson History
08 Dezember 2021 - 2:41PM
Massey Ferguson®, a worldwide brand of AGCO (NYSE:AGCO), is excited
to announce 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,”
said Francesco Murro, Massey Ferguson vice president global
marketing, sales enablement & partnerships. “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.”
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,” says Alfredo Jobke, director marketing global
Massey Ferguson. “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.”
“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 roll out in
2022The new logo will be progressively implemented across
the globe. It has already begun to be featured in our digital
channels and will be updated in all Massey Ferguson marketing
material moving forward. This change builds momentum as we prepare
to celebrate the 175th Anniversary starting in January 2022.
The Massey Ferguson logo and tagline refresh provides us with a
unique opportunity to realign the brand’s 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 starting from end of Q1 2022. We will also
implement a step-by-step introduction into our facilities,
factories, and offices across the globe, as well as in our Massey
Ferguson Dealer Network signage starting in 2022.
MEDIA
CONTACTS: Bob
Blakely, AGCO | Bob.Blakely@AGCOCorp.com | 770-232-8018Madison
Hausauer, Flint Group | Madison.Hausauer@flint-group.com |
701-499-2129
Massey Ferguson is a registered trademark of
AGCO.
About AGCOAGCO (NYSE:AGCO) is a global leader
in the design, manufacture and distribution of agricultural
machinery and precision ag technology. AGCO delivers customer value
through its differentiated brand portfolio including core brands
like Challenger®, Fendt®, GSI®, Massey Ferguson® and Valtra®.
Powered by Fuse® smart farming solutions, AGCO’s full line of
equipment and services helps farmers sustainably feed our world.
Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had
net sales of $9.1 billion in 2020. For more information, visit
www.AGCOcorp.com. For company news, information and events, please
follow us on Twitter: @AGCOCorp. For financial news on Twitter,
please follow the hashtag #AGCOIR.
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