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Redesigned Jacobsen® Logo and Brand Identity Reflect Corporate Philosophy
July 28, 2004
Download this Press Release
PDF Format (opens in new window)
Charlotte, NC - July 28, 2004 -
"Do more than mow." For Jacobsen
®
, those words and an updated brand identity represent the culmination of research, logo evolution and a more aggressive corporate philosophy. The initiative, spearheaded by the company's president, Jon Carlson, includes a new logo, dealer support materials, and a
web site
redesign that all convey the brand's heritage and innovation in turf equipment, as well as its financial services and customer support.
"'Do more than mow' is at the heart of our customer commitment," says Carlson. "Our customers don't just mow. They use Jacobsen products to create the superior conditions that have an emotional impact on them and in turn, their customers."
In the redesigned logo, the Jacobsen name and stylized blade of grass have been incorporated into a badge with a three-dimensional effect. To represent the science and technology embraced by the brand, silver and black now enhance the company's recognizable orange lettering.
The futuristic look of the new identity, the forward-thinking and innovative engineering associated with a brand that has brought numerous technologies to the market. Jacobsen's innovations include environmentally compatible equipment, electric greens mowers, magnetic bedknives and super lightweight fairway mowers.
The brand identity is also reflected in a new line of dealer support materials including print ads, point-of-sale, equipment collateral and billboards. The pieces, which highlight products such as the E-Walk, MagKnife and LF1880, use subtle landscape colors to underscore the texture of a precise Jacobsen cut.
The brand's updated look also acknowledges the company's commitment to the turf industry as a whole. "We are more than a turf equipment manufacturer. We are involved in all facets of the industry that impact our customers," says Carlson. "The people at Jacobsen are deeply concerned with soil and plant sciences, environmental preservation, chemical uses and water conservation. Being multi-dimensional is integral to our success, and our new look is an effective way to convey that message."
The brand evolution began in 2002 when Textron Golf, Turf and Specialty Products changed its name to Jacobsen, A Textron Company. This new name reflected the shared industry expertise of a well-established family of brands: Bob-Cat
®
, Brouwer
®
, Bunton
®
, Cushman
®
, Jacobsen
®
, Ryan
®
and Steiner
TM
. The strength of the portfolio extends to customer and financial services including Textron Finance, the Jacobsen
credit
card program and CustomerOne customer support program.
In the 18 months since that announcement, the company has been working with Trone Advertising to undergo the final phase of the change, the development of the brand identity and personality. To develop the new logo, tagline, dealer support materials and web site, Jacobsen interviewed employees, dealers, end-users and executives.
"This look firmly acknowledges our leadership position the industry and we will continue to work to set the highest standard for innovation, engineering and customer support," says Carlson.
Jacobsen manufactures a full range of vehicles and turf maintenance equipment for golf, turf, professional
lawn care
, sports field and industrial applications. The company markets Bob-Cat
®
, Brouwer
®
, Bunton
®
, Cushman
®
, E-Z-GO
®
, Jacobsen
®
, Ryan
®
and Steiner
TM
brand products internationally through an extensive distribution network. Jacobsen is a Textron company. Additional information is available at
www.jacobsen.com
.
Textron Inc. (NYSE: TXT) is a $10 billion multi-industry company with 43,000 employees in 40 countries. The company leverages its global network of businesses to provide customers with innovative solutions and services in industries such as aircraft, fastening systems, industrial products and components and finance. Textron is known around the world for its powerful brands such as Bell Helicopter, Cessna Aircraft, Kautex, Lycoming, E-Z-GO and Greenlee, among others. More information is available at
www.textron.com
.
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