Massey Ferguson, a global AGCO brand, proudly introduces a fresh, modern look to the iconic triangular logo, as well as a brand new “Born to Farm” brand identity, on the occasion of its 175th anniversary in 2022.

"Massey Ferguson has been providing farmers with modern and reliable equipment since it was founded almost 175 years ago. Few brands in the world can have such a lasting impact on agriculture. That's why Massey Ferguson is "Born to Farm," said Eric Hansotia, president and CEO of AGCO Corporation.

Luis Felli, senior vice president and CEO of Massey Ferguson, added: “Massey Ferguson is transforming from a farm machinery company into a provider of modern and reliable technology that will add value to farmers and make their businesses more profitable. and more durable. With the general global trend, "Farmers First", customers experience the global transformation of the brand in a unique way. Given that we are reorganizing the brand globally, it is natural to introduce a new logo at this unique moment in our history. "

"2022 will be the year of the new global brand Massey Ferguson," says Francesco Murro, vice president of Massey Ferguson Global Marketing, Sales Enablement & Partnerships. We are thinking of a new logo from 2019, when we presented the MF Next concept at the Agritechnica international fair. The new era of MF was born with the launch of MF 8S in July 2020, which was followed by the launch of a complete product line in the last 18 months, including our digital event "Born to Farm" in September 2021. November is a symbolic month for the brand, because exactly 63 years ago the brand with the unmistakable logo was created. Because in 2022 we will celebrate the 175th anniversary of the first agricultural machinery workshop set up by Daniel Massey, now is the perfect time to refresh the logo and present a significant new slogan ”.

The Massey Ferguson Triple Triangle - the most famous symbol since 1958

"The shape of the triple triangle is a very strong symbol, which Massey Ferguson has presented since 1958. The new logo is a combination of our solid heritage and the new values ​​of the brand. The three triangles intersect and represent the beneficial relationships and trust between farmers, distributors and the brand ", added Francesco Murro. "We work as a global Massey Ferguson team to simplify agriculture, to make it more profitable and sustainable around the world," said Alfredo Jobke, director of Massey Ferguson's Global Marketing department. "Through this new transparent version, we want more than ever to invite farmers to be part of the Massey Ferguson 'Born to Farm' family." We took advantage of this opportunity and chose a modern design, a narrow and flat shape, giving life to the logo through the interaction of three intertwining triangles. The single line drawing, full and straight gives the impression of movement. The flat design reflects very well our current digital world and allows us to configure the logo, if necessary, and bring it to life both on our websites and in applications on smartphones and smart watches or even on screens. equipment ”.

Our "Born to Farm" event in September 2021 was the first launch of this new logo and slogan "Born to Farm". The extraordinary feedback and the incredible enthusiasm we received helped us to turn everything into reality. The new slogan conveys the unique promise of our brand and places Massey Ferguson on a special place in the market and in the areas where we operate ", concluded Francesco Murro.

Launch of the new global Massey Ferguson brand identity in 2022

The new logo will be launched worldwide. We have already begun to integrate it into our digital channels and from now on Massey Ferguson will be incorporated into all marketing materials, and this change gives us the impetus we need to celebrate its 175th anniversary in January 2022. .

The renewal of the Massey Ferguson logo and slogan gives us a unique opportunity to realign the brand's core messages and focus on the " "Farmers first" approach and modern, reliable, easy-to-use and durable equipment. Farmers around the world will experience the new Massey Ferguson brand identity for the first time in the first quarter of 2022. Starting in 2022, we will also be gradually implementing it in our facilities, factories and offices around the world, as well as in our network of distribution Massey Ferguson.