The first trademark to use the leaping deer was registered in 1876, although registration documents state that the brand had been in use for three years. John Deere had by then secured his place in Moline. The company was producing more than 60,000 a year from ploughs commonly known as 'Moline ploughs' due to the location of the factory. Clearly, an officially registered trademark was needed. It was also an official trademark copy and the only protection against fraud.
In this trademark, a deer is seen jumping over a log. In this first trademark, it is interesting to see a deer species common in Africa. The native North American white-tailed deer is pictured in subsequent trademarks.
Trademark in 1912
The second version of the John Deere trademark was used from 1910 and registered in 1912. The deer is again shown jumping over a log. This time, however, there were more details and more definitions. The slogan "trademark of quality famous for its good equipment" is seen here for the first time.
In 1936, the company's standardization committee thought that "the brand should be better adapted to products". Accordingly, the deer was transformed into a solid silhouette, completely free from the details of the previous design. This change, combined with extended legs, provided a stronger, more recognizable profile.
A 12-edged frame was added around the bouncing deer, and the horns were slightly modified. "John Deere, Moline, Ill."his words remained in the same place, but were somewhat thickened. The slogan under it has not been changed.
Another updated trademark was registered in 1937. It was even simpler. The pressure and the bouncing deer remained, but the frame disappeared. John Deere offered more products than before. Now that there was more room to use the trademark, this may have caused the update. The fact that the company entered its centenary year in 1937 may also be another reason for the change.
When it was first seen in 1940, this update was an improvement in many ways. First, the antlers of the deer were turned forward. Its tail was drawn upwards to resemble the white-tailed deer. And he wasn't jumping over a log anymore. The words" John Deere, " were now in a thicker square-serif font and were placed on top of the deer's head and horns. The new slogan," Quality farm equipment, " was written in a thick sans serif letter size and flipped upside down on the ground beneath the deer. "Moline, Ill."his words were also left; This was a late change, as John Deere increased his reach around the world. The frame was modified; it was changed into a four-edged shape with straight sides and curved top and bottom edges to combine and cover elements of the trademark.
The 1956 version of the trademark, registered in 1962, was once again representative of the search for a simpler design. The slogan" quality farm equipment " was abandoned. By that time, John Deere had found his place in the construction equipment industry; contractors and loggers had become familiar with the yellow-and-black machinery that bore this icon. The corners of the frame were given roundness, and some curvature was added to all four sides of the Ellipse. For the first time, the words" John Deere " were placed under the leaping deer. The deer itself remained relatively unchanged: outstretched legs, forward-facing horns.
The change in 1968 was marked by a smooth, modern look. A company statement said: "the new trademark adapts to the progress experienced in all parts of the company... "it meets the need for better replication and higher readability for a wider area of use," he said. The deer painting has been modernized to appear as a straight-edged silhouette with only two legs and a single horn with four dots instead of four. The" John Deere " logo was modified using a hand-modified version based on the Helvetica font. The width of the Ellipse frame was narrowed and the size of the deer inside was enlarged.
In 2000, John Deere made the final change to the trademark. This updated brand is loyal to the strong John Deere legacy. Still, his sharpened horns, corners, muscularity and attitude give the trademark an energetic and dynamic direction. John Deere's logo, after being known as the "bouncing deer" for many years, really bounces upward rather than landing on the ground for the first time.
The touches on trademarks over the years reflected what the company was about at the time and what it saw as important for its future. Its current version expresses John Deere's determination to remain the first company in its industries worldwide, adhering firmly to the core values of quality, innovation, commitment and integrity.