Farm brand gets a new face

At a time when the UK farming industry faces a challenging time with foot and mouth outbreaks, Associated British Agriculture has unveiled a new name and visual identity.

Now known as AB Agri, the company is an international UK-based business delivering products, technology and services to the agriculture and food industries.

It appointed design consultancy 10 to create a new look for ‘the face of British agriculture’, with a name and brand that would fit with its growing international positioning.

‘At a time when the farming industry faces challenges but also opportunities, Associated British Agriculture needed a strong image that represents its scale and status,’ says 10 creative director Jill Peel.

Using an AB Agri ‘rainbow’, with each colour symbolising one of the six divisions of the business, the design will be implemented across various media including Web, literature and interiors.

‘It’s vital for AB Agri that our positioning and image is strong and clear,’ says AB Agri marketing director Sarah Hemming. ‘The new logo is just that, bold and easily recognisable, while the new name is short and memorable, but with clear links to its origins.’