Monsanto: The repositioning of a chemicals brand as a life sciences brand
New:
Monsanto Company
Launched:
1/22/98
Formerly:
The Agricultural and Life Sciences divisions of Monsanto
Story in brief:
When Monsanto spun off its chemical businesses as Solutia, CEO Shapiro chose to keep the chemical-but-comfortable Monsanto name. This new logo (plus a slogan “Food-Health-Hope”) is the start of the long, costly process of changing “Monsanto” in our minds.
Credits:
C.E.O. - Robert B. Shapiro
Design - Enterprise Group (NY)
First Impressions:
We still think the Monsanto name is counterproductive for this entity. But the 'vine' symbol is a good first step away. And because it stands apart from the name, it preserves the option of a later name change.
Source:
identityworks.com
