RACINE, Wis. -- To visibly reinforce the Case IH commitment to people in agriculture, the Case IH logo is evolving -- an evolution not undertaken lightly, says Francois Jourdan, vice president, global marketing and brand management, Case IH.

Case IH visits with, listens to, and analyzes what employees, dealers, customers and prospects are saying.

"That's long been a strength of our organization," says Jourdan, "and we're determined to build off that strength."

"Traditionally, the 'I' in the Case IH logo has represented the equipment operator and has been referred to as 'the driver.' Returning 'the driver' to a bold Case IH red symbolizes 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 is a nod to the recognized logo of International Harvester.

"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 fulfill market demands.

"As a company we continue to help farmers become more productive to meet the ever-increasing food, fiber and fuel demands of a growing population."

The logo will be featured on some 2007 model year equipment this fall at shows 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 emphasize 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 tagline will be introduced at the same time as the logo. "FOR THOSE WHO DEMAND MORE" accomplishes three things, Jourdan says.

"First, it expresses our brand persona; second, it sets a standard for what our dealers and customers should expect; and, third, it serves as a rallying cry for our employees. It reinforces the emphasis on people."

Mario Ferla, president, Case IH, says, "We're excited by the changes. 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."

Case IH provides agricultural equipment systems, flexible financial service offerings and parts and service support for professional farming operations through a dedicated network of professional dealers and distributors. Products include tractors; combines and cotton, coffee and sugar harvesters; hay and forage equipment; tillage tools; planting and seeding systems; sprayers, floaters and applicators; and site-specific farming tools.

Case IH is a brand of CNH Global N.V., a global leader in agricultural and construction equipment and financial services. With headquarters in the Unites States, CNH has a network of dealers and distributors that operates in over 160 countries.

SOURCE: Case IH via PR Newswire.