FiatAgri – What's the concept?
A look at the concept behind Carlo Malerba's 1977 logo for FiatAgri.
What’s the concept?
In 1977, following a series of mergers and acquisitions, Fiat Trattori the agricultural division of Italian automotive manufacturer Fiat, became FiatAgri.
The logo for FiatAgri, designed by Carlo Malerba, alludes to plant growth and the treads of a tractor tire on the ground: visualising the relationship between nature and industry.
The harmonic and symmetrical shape was designed to function in a variety of applications but, in particular, the branding of FiatAgri vehicles.
Later, the logo was introduced to the FiatAgri acquired brands Hesston and Braud with colour helping delineate these. With FlatAgri changing its machinery liveries from orange to burgundy.
In 1991 Flat took over Ford New Holland and adopted its name but retained the logo. Carmadesign, under the direction of Carlo Malerba updated the corporate colour to blue.
Mountain Logos
The scale and awe of a mountain or mountain range, and notions of reaching the summit, a pinnacle of greatness or to surmount is immediately called to mind in this set of logos. Essentially triangles, these have been given character in their rendering, or intersection with further motifs. Often applied to brands dealing by with the great outdoors (nature reserves, hiking equipment and ski resorts).
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