Buhler Industries Inc. is a Canadian agricultural equipment manufacturer headquartered in Winnipeg, Manitoba. Established in 1932, the company designs, manufactures and distributes farm equipment under several brands, including Farm King, Allied, Inland and Versatile.[1] The corporate wordmark, which appears at the top left of the company’s official website, is a registered trademark of Buhler Industries Inc.[2]
Design and History
The company traces its roots to June 1932, when Morden businessman Adolph Krushel founded Standard Gas Engine Works. The business was subsequently taken over by his son-in-law, John E. Buhler, and renamed Farm King Limited. It became Buhler Industries around 1994.[3]
Buhler Industries’ corporate identity has been closely tied to its product brands. In 2008, the company announced that the historic Versatile brand name would become the sole name on all Versatile tractors, replacing the Buhler name that had been carried on those tractors. The new Versatile logo was a modernized version of the double-wing V logo from the 1980s.[4][5]
In 2009, Buhler Industries consolidated its product lines under two brands, with the corporate website at buhlerindustries.com linking to the Farm King division site at farm-king.com.[6]
Meaning and Symbolism
The Buhler corporate wordmark is a typographic mark that places the company name at the center of the identity. The Versatile brand logo, which is a trademark of Buhler Industries Inc.,[7] incorporates the “famous Versatile wings” from the 1980s logo, a design element with documented heritage in the brand’s history.[5]
Typography and Design
Documented details about the typography of the Buhler Industries corporate wordmark are limited. The company’s terms of use identify the mark “Buhler” and the logo displayed on its website as trademarks of Buhler Industries Inc., but no official source specifies the typeface, designer or construction method of the corporate wordmark.[2]
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