CNH Industrial N.V. is a global equipment and services company whose corporate visual identity was introduced in 2013, when the company was created through the merger of Fiat Industrial and CNH Global. The logo is a typographic wordmark designed to function as an institutional corporate identity rather than a commercial product brand, distinguishing the parent company from its operating brands such as Case IH, New Holland and Iveco. The company has its corporate seat in Amsterdam, the Netherlands, with its principal office in Basildon, Essex, United Kingdom.[1]
Design and History
The CNH Industrial logo was unveiled in July 2013, ahead of the merger between Fiat Industrial and CNH Global. The new visual identity was designed to symbolically represent the integration of the two companies and the transition from a logo associated with agricultural and construction equipment to one representing a diversified industrial group.[2] The graphic design was created in collaboration with the Milan-based design firm Robilant Associati.[3]
The design deliberately incorporated elements of the existing Case New Holland logo to suggest a strong link between past and future, reflecting continuity and the heritage of all of CNH Industrial’s businesses.[2] The depiction of furrows in the earth, which appeared in the previous logo, was replaced by the word “Industrial.”[2] The lower red band of the preceding logo gave way to the “Industrial” designation, reinforced by an “i” inserted naturally into the monogram.[4]
In 2021, CNH Industrial announced the spin-off of its on-highway businesses, including commercial vehicles and powertrain operations, into a separate entity called Iveco Group. That new company received its own institutional logo, distinct from the CNH Industrial mark.[5] Following the separation, CNH Industrial continued as a pure-play agriculture and construction equipment company. In May 2024, the company announced it was changing its NYSE ticker symbol from “CNHI” back to “CNH,” which it had used until 2013.[6]
Meaning and Symbolism
Black, denoting industrial strength and solidity, with an accent of red are the colors of the CNH Industrial logo.[2] The red square appearing above the logo forms an “i,” which was described by the company as giving a sense of evolution and looking forward to the future.[2] The new identity was intended to portray the solidity of a major industrial enterprise and to represent a group undergoing profound organizational and cultural transformation.[2]
Rather than being associated with a specific commercial brand, the CNH Industrial logo was designed to assume a corporate identity, portraying strength while maintaining a connection to the technological know-how of the two founding companies.[2]
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