John Deere Logo

History of the John Deere Trademark

2000 - Leaping Upward

 In 2000, John Deere unveiled the latest evolution in the trademark, the eighth such logo in the company's history.

Yet its sharpened antlers, angles, muscularity and attitude give the trademark an energized and dynamic edge. Coincidentally, after being perceived for decades as the "leaping deer", this latest version, for the first time, actually illustrates the deer pushing upward rather than heading toward a landing
position -- a positive attribute noticed almost unanimously by all who participated in the recent identity review, research, and approval process.

Throughout the years, refinements to the trademarks have reflected what the company was about at that point in time and what it saw as important to its future. Since the mark was last revised in 1968, John Deere had grown from being predominately an agricultural equipment company with primary operations in the U.S.

The update is symbolic of John Deere's determination to stay focused on being the premier company in its industries worldwide, while remaining firmly rooted in its basic values of quality, innovation, integrity and commitment.

In an effort to more accurately reflect John Deere today, the timeless symbol has been modernized to show the company's global strength, willingness to embrace new opportunities, and commitment to adopting new technologies for customer satisfaction.

The style and shape of this updated logo is reflective of today's technology world: bolder, stronger, high technology oriented. In the symbol itself, the deer's feet are rooted firmly into the ground for a strong leap into the new millennium. The body, head and antlers have a purposeful attitude, a sense of direction and a clear commitment to taking charge by running smart.

The First John Deere Logo featuring the leaping deer

1876 - The Leaping Deer Is Introduced

The first trademark using the leaping deer was registered in 1876, although registration papers indicate the mark had been used for the previous three years. John Deere was well established in Moline by this time, his company producing more than 60,000 plows a year. They were commonly referred to as Moline plows because of the factory location. The need for an official registered trademark became apparent. An official trademark was also the only means that could provide positive protection against copying and deception.

That first trademark shows a deer bounding over a log, the words "John Deere" above and the words "Moline, Ill." beneath the figure. It is interesting to note that this original trademark represented a type of deer common to Africa, and only in future trademarks was the native North American white-tailed deer portrayed.

Between 1876 and the early 1900s, the company grew dramatically. Deere & Company acquired several non-competing factories, manufacturing a variety of distinctive agricultural implements, during this period. A new trademark was needed to reflect the company's expansion, while providing uniformity for its burgeoning product line.

The full history of the John Deere Logo can be viewed here.