CASE IH sharpens people focus
Updated logo reaffirms emphasis on customers, dealers and employees
The only way to excel in the agricultural equipment business worldwide is to anticipate what customers need. To do that, Case IH visits, listens to, and analyses what employees, dealers, existing and prospective customers are saying. "That's long been a strength of our organisation," says Francois Jourdan, Vice President, Global Marketing and Brand Management, Case IH, "and we're determined to build on that strength."
"Case IH represents power, heritage, productivity and approachability to agricultural producers worldwide," he says. "We have a nearly 200-year legacy of developing premium equipment for agriculture and providing support to people who depend on our products.
"Over that time, our brand has become a treasured asset. There's a tremendous amount of loyalty to Case IH that's been built through years of hard work by our people, great representation by our dealers, and solid performance by our equipment."
To visibly reinforce the Case IH commitment to people in agriculture, the Case IH logo is evolving, Jourdan says, an evolution not undertaken lightly. "Traditionally, the 'I' in the Case IH logo has represented the equipment operator and been referred to as 'the driver'. Returning 'the driver' to a bold Case IH red symbolises renewed focus on people," he says. "It's to help remind all of us that we've been known as a company our dealers and customers can talk with. We want to make sure we reinforce our approachability."
The update also pays reference to the logo of International Harverster. "We have the power of the past, well represented in all our legacy companies," he notes. "And, like our customers, we are future-facing, ready to anticipate and fulfil market demands.
"As a company, we continue to help farmers become more productive to meet the ever-increasing food, fibre and fuel demands of a growing population."
The logo will be featured on some 2007 model year equipment this autumn in the USA, and begin appearing on other materials, including company and dealer signage in 2007. Additional products will receive the new logo starting with the 2008 model year.
When used on equipment, the logo will be a premium three-dimensional treatment in silver and black with the red driver "I". Print and signage use will be black with the red driver "I".
Case IH is also rolling out a revised product identification system linking the brand, model name and model number. "Our naming system will emphasise the Case IH brand, incorporate our legacy product names and finish with numbers linked to equipment specifications. We're going to simplify our approach," Jourdan says.
A new tag-line will be introduced at the same time as the logo. "For those who demand more" accomplishes three things, he points out. "Firstly, it expresses our brand persona; secondly, it sets a standard for what our dealers and customers should expect; and, thirdly, it serves as a rallying cry for our employees. It reinforces the emphasis on people."
"We're excited by the changes," says Mario Ferla, President, Case IH. "From top to bottom throughout this company, we're working to get closer to our customers. Our logo, a prominent visual symbol of our brand and company, now more accurately represents our values and promise to the people we're in business to serve."
