New Holland of the future: Our identity evolves

19 December 2023
New Holland of the future: our identity evolves

New Holland is introducing an evolution of its brand logo, reinforced by a new strapline, “With you, Season after Season”, to underline its commitment to agriculture and reflect its support for farmers through advanced product development.

As it progresses its long-term plan to launch new models and improve its product offering through innovation in engineering, intelligent digital technologies, automation, connectivity and alternative fuels, New Holland’s logo is developing to match, in alignment with the brand’s evolving identity.

Unveiled at Agritechnica 2023, the new logo sees the blue and yellow emblem introduced in 2008 superseded by a modern new design that brings a fresh yet familiar look to every element of New Holland’s business, its products and its support, backed by a renewed claim that reinforces its commitment to its customers.

Over the years the New Holland symbol has evolved to reflect the brand’s identity and the different phases of its evolution. Today, the new logo changes again to a clean and simple emblem, purposefully designed to reinforce New Holland’s customer-centric brand strategy. It is an uncompromising, highly recognisable design that clearly identifies and differentiates New Holland’s business, products, and communications.

The most significant feature of New Holland’s brand evolution is a streamlined, modern, and contemporary logo. Its minimal design utilises modern-day creative practices to remove excessive detail and focus on the essential elements to increase emphasis. The evolved logo uses only a single colour, retains the iconic leaf symbol and features bold, tailored typography. It is purposefully designed to exude confidence, strengthen New Holland’s reputation and enhance its brand recognition across the multi-channel communication platforms and digital technologies used to connect the brand and its business with its customers.

The brand visual language features a new ‘Connective Flow’ graphic that weaves through New Holland’s communications, inspired by our customers, values, and products, and we are introducing a balanced colour palette with a rich dark New Holland blue alongside a crisp white accented by our traditional yellow. Encapsulated by a global design system, new typography and cleaner design style, it still maintains the New Holland leaf icon, which is one of agriculture’s most recognised and respected symbols that holds significant brand equity, enabling it to stand alone without the accompanying logotype text where permitted.

Furthermore, our evolved brand is entirely customer-centric, featuring a new brand promise, story and values that talk directly to customers, telling them that 'we are with you, season after season – we are closer and connected to you, solving your challenges and empowering your business'. The motto is adaptable in every language to be closer to every customer around the globe, reflecting our customer-centric approach, with a brand promise that tells our customers ‘we are with you, season after season’.

Using an ‘act global and communicate local’ approach ensures we all deliver a globally consistent brand modified locally to promote provincial knowledge, experience, services and products. This approach ensures every customer knows that today New Holland is closer and more connected to customers than ever before.

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