1968—A Clean-cut, Contemporary Look

A more clean-cut, contemporary look marked the revision in 1968. A company memo noted, "the new trademark is in keeping with the progress being made throughout all divisions of the Company... it provides for better reproduction and greater readability under a wider range of usage." The design was modernized and streamlined to show a straight-side silhouette with just two legs, instead of the four, and one four-point rack of antlers. The "John Deere" logotype was changed using a hand-modified version based on the Helvetica font. The width of the ellipse border was narrowed and the size ratio of the deer inside it increased.

 

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