Herefords Australia is rolling out a new breed logo to reflect the move into the genomic era.
The Herefords Australia logo incorporates a white stylised Hereford head comprising strands of DNA on an ochre background.
The Hereford True Genetics logo incorporates the same stylised Hereford head set in ochre and white against an aqua background.
It will apply to the Super Sires project and future projects identifying trait-leading sires offering solutions to stud and commercial breeders.
There are two other variances of the logo to promote the benefits of the Black Baldy and Red Baldy in crossbreeding programs.
The suite of four logos was endorsed by the Herefords Australia board and will be rolled out this month.
The last brand upgrade took place with the merger of the polled and horned societies, with a renewed attempt made in 2016.
Herefords Australia chairman Bill Kee described the logo as fresh, modern, vital, and appropriate.
“The board decided with the roll out of strategic projects, it was appropriate to have a fresh start, rebrand and introduce a new logo which could be adapted to identify the various projects,” Mr Kee said.
Herefords Australia marketing and development committee member Tim Burvill said in the corporate world rebranding was common in order for a business to remain relevant.
He said the rebranding germinated out of the Herefords Australia Super Sires project.
“If members were going to engage with the project, we had to complete a process of branding and marketing,” he said.
“We made a commitment to execute the Super Sires project professionally.”
Mr Burvill said a marketing agency without an agricultural background was intentionally used to bring a fresh perspective to the concept.
“That required us to provide the chosen agency with a detailed brief, not only on the project but on the background of Herefords Australia as an organisation and its membership base.
“Herefords Australia already had trademarked the name Hereford True and we converted the residual awareness into Hereford True Genetics as the brand name.’’
As part of the design process, other Australian beef breed society logos were evaluated.
Mr Burvill said four initial concepts were provided to the committee for selection. The chosen logo incorporated the brief around the genetics program into the design, he said.
“There is the iconic Hereford colours and also within the logo are aspects relating to genetics – and we felt that was relevant as we move into a new era with genomics. Herefords as a breed needs to be seen embracing the new era of genetic gain.”
“Through the whole process, it became apparent we had hit upon a design that was flexible. A variance in black and white will be used for the Black Baldy research trial, where initial results are due to be released soon.”
The design also incorporated the Red Baldy crossbreeding option Herefords can provide.
The makeup of the face is an abstract representation of DNA strands and the chosen coloration goes with the Hereford red and white.
“We are planning new merchandise for Herefords Australia around the design – this is timely as there has been feedback from our membership wanting an updated breed uniform,” Mr Burvill said.
“As a breed society, our resistance to change has inhibited our flexibility over the years, so we need to become more open minded about change, and changing with the market demands,” he said.
“This rebrand is positioning Herefords with imagery to convey what our breed and society is about.”
Source: Herefords Australia
Businesses remain relevant to the consumer by responding to change via needs and wants rather than re-branding.