Massey Ferguson's iconic triple triangle logo is getting refreshed to mark the machinery brand's 175th anniversary in 2022.
Parent company Agco is also launching a new tag line, Born to Farm, for the Massey Ferguson brand.
Agco senior vice president and Massey Ferguson general manager Luis Felli said Massey Ferguson was pivoting from being a pure farm machinery manufacturer into a provider of straightforward and dependable experiences.
Mr Felli said the company wanted to provide the best value for farmers and help make their businesses more profitable and sustainable.
"This globally consistent farmer-first vision allows customers to experience the transformation of the brand in a unique way all over the world," he said.
"Providing the brand with a synchronised global organisation, it was only natural to launch a new logo during this unprecedented moment in our history."
Massey Ferguson global marketing, sales enablement and partnerships vice president Francesco Murro said 2022 would 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," Mr Murro said.
"MF's 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.
"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."
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Mr Murro said the new tagline conveys the brand's unique value proposition and sets Massey Ferguson apart in the market and the communities it serves.
The new logo will progressively be implemented worldwide and is already being used on digital channels.
Mr Murro said the triple triangle shape was a very strong icon that had embodied Massey Ferguson since 1958.
He said the new logo was a mix between 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," Mr Murro said.
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