NFU to farm out update of logo

The National Farmers Union is in consultation about the future of its red tractor logo following Government recommendations that it needs to be updated.

Stuart Thomson, senior marketing advisor at the NFU, refused to divulge the name of the design group the organisation currently works with, but confirmed an outside consultancy would take part in any review of the identity.

The consultation period follows the release of a Government report last month, titled Sustainable Food & Farming Working Together, which highlighted the necessity for greater attention to the needs of consumers.

Thomson says, ‘The report recommended we take a good hard look at [the logo] and take a consumer-focused approach to refreshing it and the message it gives to people about the standards behind it.’

Thomson says the consultation period will take around a month.

‘We must wait and see how the industry reacts to the paper, then a decision will be made as to what we do [with the logo],’ he says.