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The new Massey Ferguson logo.
Massey Ferguson has a new look for its iconic triple triangle logo, as well a completely new 'Born to Farm' brand identify for 2022.
These changes tie in with MF's 175-year anniversary this year.
Said to be one of very few global brands that can claim 175 years of history, Massey Ferguson's story started in 1847 when Daniel Massey turned his attention to labour-saving machinery. With no blacksmiths in the vicinity, he opened a workshop where he would repair his own farm machinery and those of his neighbours. Massey then started to produce innovative machinery - such as ploughs, wood safe-rake reapers and mowers.
In 1857, Alanson Harris started the production of a "flop-over" hay rake, before the two companies merged in 1891. Massey-Haris continued to innovate, achieving its next key milestone and developing the first self-propelled combine in 1938.
At the same time, Harry Ferguson revolutionised agriculture by creating the first 3-point linkage tractor in 1939 for farmers across the globe. This is still represented on all tractors today as standard.
Over the years, Massey Ferguson developed numerous on-board technologies, including the MF 3000 Datatronic in 1986 and the use of GPS in a non-military application with Fieldstar yield mapping on a combine harvester in 1991.
Massey Ferguson says it now plans to pivot from being a pure farm machinery manufacturer into a provider of straightforward and dependable experiences, "providing the best value for farmers, making their business 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," says Luis Felli, senior vice president, general manager for Massey Ferguson. "Providing the brand with a synchronized global organisation, it was only natural to launch a new logo during this unprecedented momnt in our history."
The instantly recognisable MF triple triangle shape was first introduced in 1958, with the triangles said to represent the mutually beneficial and sustainable relationship and trust, between farmers, dealers and the brand.
The new logo is said to stand for inclusiveness, accessibility, openness, transparency, sustainability and clarity. The company claims the flat design is reflective of the current digital world, allowing the logo to bring these qualities to life on MF websites, applications, smart devices, or even the screens inside the machines.
Massey Ferguson has announced a strategic supply partnership with International Tractors Limited (ITL), a manufacturer of low-horsepower and compact tractors, with recognised brands such as Sonalika and Sollis, to expand its portfolio with a new tractor range.
With the biannual Italian EIMA machinery Expo less than a month away, Case IH has taken out a Technical Evolution award for the Advanced Vehicle Suspension system available on its Optum 360–440 series tractors.
The Advanced Vehicle Suspension system, available on Optum 360, 390, and 440 models, responds to changing conditions, automatically adjusting how the suspension reacts to absorbs shocks and controlling vehicle movement.
In operation, sensors monitor the vibrations transmitted from the tractor chassis to the operator cabin, allowing the system to adjust suspension damping in real time. The control system incorporates key priorities, such as comfort at lower speeds and stability as speed increases, while also reacting to factors such as lower tyre pressures, where the tyres absorb more of the initial shock.
Case IH said as suspension requirements change throughout the working day, as tractors move between the paddock and road transport, the system manages suspension response in the background as tasks, speeds and conditions change, leaving the operator without the need to make manual adjustments.
Richard Hollins, Optum series tractors global product manager, said: “Pioneering technology must earn its place in the working day. Farmers and contractors will judge an investment by what it delivers, including manageable ownership costs, dependable up-time and the versatility to tackle different jobs. With AVS, we are putting intelligent control to work for comfort and stability, without giving the operator another setting to manage.”
Organised by FederUnacoma, the Italian Agricultural Machinery Manufacturers Federation, the contest has been part of EIMA since 1986, with the Technical Evolution distinction awarded to products that introduce original improvements to solutions already manufactured or patented.
www.caseih.com
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