Deere updates b-to-b image

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Moline, Ill.--Deere & Co., maker of John Deere agricultural equipment, said Wednesday it has updated its trademark for the first time in 32 years. The familiar green-and-yellow leaping deer logo has been modified to show the deer jumping upward, rather than landing. A greater emphasis has also been put on the company's John Deere name. In a statement, Deere & Co. Chairman and CEO Hans W. Becherer said the campaign demonstrates that the company is progressive and agile. Since its last branding effort, Deere & Co. has diversified its business from farm equipment to include construction, forestry and commercial equipment. Deere & Co. said the new mark would be rolled out over two years. Also, beefed up corporate governance of the brand will be introduced. Branding consultant Landor Associates, San Francisco, was tapped to assist in the initiative.
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