AGCO has “refreshed” their logo. This is the new one. Why? Well I’ll let them explain:

Martin Richenhagen, President & CEO comments, “The objective is to modernize the design of our corporate logo – without compromising the positive recognition that our triangular ‘farm field’ logo enjoys around the world. The refreshed logo reflects our position as an innovative global leader providing ‘high-tech solutions to professional farmers’.”

The new design also represents thinking “out of the box.” Quite simply, the box lines are being eliminated and the orange color is now a red-orange that is more bold and distinctive. The new color unites AGCO’s proud heritage (in the traditional orange of AGCO Tractor products) and the continuing success today (in the “hot” red of Massey Ferguson products). AGCO developed this new look through a cost-effective process using AGCO’s internal design and brand-marketing expertise.

Just so you can compare the two. Here’s what the “old” logo looked like. It looks like they’ve got some good in-house talent so why not put them to work?