My company is a local service provider and dealer for agricultural machinery located in the north-east of Germany. It&#39;s a 70 years old family owned business with around 130 employees. We are selling high quality ag machinery (brands: CLAAS, Grimme, Amazone,... these are some of the top brands in our business) and are offering our customers the best service in our region. That means that we have 5 satelite stores in our territory to be as close to our customers as possible. We have more than 30,000 different spare parts in stock, 24/7 service, more than 30 service vehicles, more than 60 technicians, 5 workshops,...all to offer the best service.
Due to our limited territory our target market is the northern part of Germany. But as there are also benchmarks for all ag dealers in Germany, our brand is known in our business in Germany. in 2015 we won a national wide service award and for this year we have freat chances, too. As we are also selling used machines to other countries, our brand is known of some other partners in Europe.
We already have a logo which is aroud 20 years old and may needs a fresher look (http://www.landmaschineneggers.de) We just set up a new homepage, where we are still working on some improvements! As the ag business is more traditional and men-dominated, we need a logo which has a clear structure. But as there are a lot of changes going on and the ag business is getting more and more about high technology, more startups, better educated customers,... the logo also should reflect the modern and technology aspect. As the promise to offer the best service in our region, and selling premium brands, the logo also has to reflect high quality/premium. As there are not so many traditional family owned business left, I like to put emphasis on this aspect, too. I am not sure if the logo should just be the name or if it could be the combination of a clear logo ( like Apple&#39;s apple) and the name. Then it would be possible to use them seperately. For now, we have our slogan (Service ist unsere Stärke, service is our strength), but I am thinking about changing it to Service seit 1947, service since 1947.
I am not 100% sure if we should stick to the red we are currently using, so maybe you have a better idea, but I think red is not to bad. As we have our recent logo on a lot of buildings, cars, clothes,...a radical change of the logo would take some time to implement it.