Massey Ferguson Brand Guidelines
Future-facing but building on its strong heritage; we developed the Massey Ferguson Brand Identity and Guidelines to showcase the striking red and grey colours of the product and provide brand continuity across the globe.
On the back of Massey Ferguson’s 50th Anniversary celebrations in 2008, the MF team were eager to keep up the momentum of the brand’s exposure. So, while working on the event branding, it was key for us to work in tandem on the brand’s future identity, thus the requirement for brand guidelines was born. As a result, the new branding was actually revealed at the anniversary event to dealers and distributors from all around the globe. But prior to this, it was important that we had buy-in from key stakeholders across Europe, Africa and Middle East. This took the form of carefully constructed branding consultations and presentations.
We developed “THINK RED”, teamed with 8 “power words” – VISION, INNOVATION, LEADERSHIP, QUALITY, RELIABILITY, SUPPORT, PRIDE AND COMMITMENT – to re-energise the image of MF and take the theme forward into a new brand identity. All the material was carefully designed to allow language-specific graphics to be changed daily over the 6 days, to coincide with the delegates’ country of origin.
As the new identity was to be implemented through the central marketing team into global distributors plus national and regional dealerships, it was paramount that there were clear guidelines in place to manage the brand. We developed a thorough but easy-to-follow set of Brand Guidelines, covering advertising, brochures, merchandising, vehicle livery and more – all with examples and templates to allow for worldwide synergy.
The MF-Event in France was really outstanding and very motivational for dealers and employees. Everyone was inspired and will only ‘think red’ from now on. On behalf of the whole management team, I would like to thank you and your team for all the work and time you invested in this excellent project.
~ Martin Richenhagen, Chairman, President and CEO – AGCO Corporation