FELLA – a round shape to reflect round machinery

The succinct logo remains a central element of the brand. The removal of the squared border has a liberating effect – the round body is still an integral part of the logo and symbolises the spinning motion of the components at the heart of our products, such as mower discs, spiral rotors and swathing rotors. Remaining faithful to the brand's strong emblem, a raised version of the round FELLA logo will adorn all FELLA machinery in future as a clear mark of quality and expertise, resulting in unbeatable green forage quality. "We wanted to evolve our strong logo rather than radically change it, in tune with our company's fresh approach. The idea for a round FELLA logo struck us as an excellent solution. Brand recognition is unaffected, yet at the same time the design raises the prospect of interesting new potential applications, such as something akin to the Mercedes star on the machines – a round shape to reflect round machinery," notes Carsten Appelhoff, Sales and Marketing Manager with AGCO Feucht GmbH. A tidy and striking corporate design with modern design features will lend FELLA machines a distinctive and dynamic appearance in future. The fresh new corporate design is reflected in the completely overhauled brochures and the new website, with a focus on FELLA's forage harvesting technology experience and user-friendliness – including on mobile devices. The essence of these efforts is also apparent in the updated promotional film for the FELLA brand.

Strong brand – strong names

"The strength of our machines and brand should also be reflected in the new naming conventions for our machinery. Given the current market climate, we are placing a particular emphasis on sending a clear and comprehensive message in our brand communication. And our products are the most important part of that," continues Appelhoff. The earlier acronyms for the individual product groups are being replaced by a distinctive set of names: RADON instead of KM for drum mowers, RAMOS instead of SM for disc mowers, ATHOS instead of TH for tedders, JURAS instead of TS for rakes and TAURUS for conditioners. These powerful-sounding names represent the endurance, stability and reliability of the machines. The catchy and succinct character of the names means that they are easily remembered, adding the perfect finish to the FELLA brand's new presentation and its forage harvesting machinery.