MOLINE, Ill. – It’s still a deer – anything else wouldn’t make much sense – but now it’s stronger and more aggressive. In an effort to place more emphasis on the John Deere name, Deere & Company announced today that its leaping deer trademark has been updated to appear more dynamic.
The change is the first to the John Deere trademark, which is fashioned after the North American white-tailed deer, in 32 years and only the eighth since the company was founded in 1837.
The updated design (pictured above left) has the deer leaping upward, instead of landing as it had been in previous renditions of the corporate symbol (pictured at right). Robert Lane, John Deere's president and CEO, said the upward movement represents a strong leap into the new millennium with a vision of the innovative opportunities that exist on the horizon.
"The deer in this updated symbol displays high aspirations," Lane said. "It is a symbol for a company that is determined and energized to run fast and run smart."
Hans Becherer, chairman of Deere & Company, said the company plans to combine the trademark change with a more focused effort of managing the corporate brand, an initiative aimed at further preserving, promoting and enhancing the John Deere identity.
"This evolution of the John Deere trademark symbolizes that world leaders are progressive and agile," said Hans Becherer, "John Deere founded this company on four important values that are still essential today – quality, integrity, innovation and commitment. Our revision of the trademark represents those values."
Since the trademark last changed in 1968, Becherer said, John Deere has grown from a farm equipment company focused mainly on North America to its current status as a global company with a variety of interests including equipment manufacturing, financial services and special technologies.
The popular slogan "Nothing runs like a Deere" and the green and yellow colors remain a part of Deere’s corporate identity.
The change to the updated trademark will be gradual, requiring about two years for the total initiative to be completed. For instance, John Deere equipment will not immediately include the updated trademark.
For more information about Deere & Company’s trademark history click here:
www.deere.com/deerecom/_Company+Info/History/Trademark+History/default.htm.