Massey Ferguson unveils new logo and brand identity

Massey Ferguson, part of the AGCO family, is announcing a fresh new identity and logo ahead of the brand’s 175th anniversary celebrations in 2022.

Its Triple Triangle logo was first launched back in 1958, progressively changing in design and look as the years pass, with the latest iteration featuring three two-tone (red and white) triangles in use since 2002.

The brand new logo features a cleaner design of three triangles interlocking with each other, accompanied by the Massey Ferguson name underneath in a sleeker, flatter font.

According to Massey Ferguson Vice President of Global Marketing, Sales Enablement & Partnerships, Francesco Murro, the new logo perfectly melds the company’s strong heritage and fresh brand values.

“The three triangles overlap to represent the mutually beneficial and sustainable relationship and trust, between farmers, dealers and the brand,” he said.

Massey Ferguson’s Director of Marketing Global, Alfredo Jobke, further explained the meaning behind the new logo design.

“The new logo stands for inclusiveness, accessibility, openness, transparency, sustainability and clarity,” he said.

“We want to use this new transparent version to invite farmers, more than ever, to become part of the Born to Farm Massey Ferguson family.

“We also took this opportunity to go back to a sleek, flat design which is a thing of our time while giving it life through the interaction of 3 triangles interlocking one into the other, drawing it with one single, solid and straightforward gesture, to create 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.”

The logo first surfaced at Massey Ferguson’s digital launch event in September 2021, alongside Massey Ferguson’s new tagline and brand identity – Born to Farm.

The new logo and tagline received great feedback from customers around the world, Massey Ferguson said, prompting the company to push ahead with the official rollout of its new brand identity.

The new logo has started to feature in Massey Ferguson’s digital channels and will be updated in all marketing material moving forward. It will progressively be implemented across the globe as Massey Ferguson launches the celebration of its 175th anniversary, starting in January 2022.

“2022 will be THE year of the new Massey Ferguson global brand,” Francesco Murro added.

“We have been thinking of a new logo since we unveiled the MF NEXT Concept at Agritechnica 2019.

“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.”

According to Massey Ferguson, the logo and tagline refresh provides the company with a unique opportunity to realign the brand’s key messages to focus on its farmer first approach, and ‘straightforward’, ‘dependable’, ‘accessible’ and ‘sustainable’ brand drivers, across all touch points.

Farmers will be able to experience Massey Ferguson’s new brand identity for the first time in February during Agritechnica 2022. It will then be rolled out at physical shows across North America, South America and Africa; and digital dealer events in Asia, Australia and New Zealand.  

It will also be integrated step-by-step into facilities, factories, and offices across the globe, as well as into Massey Ferguson Dealer Network signage starting in 2022.