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it could be ridden and use horse-power to pull the contraption,
allowing men with injured or missing limbs to cultivate their fields.
In his promotional flyer, it reads “We have many testimonials from the
best farmers in South-eastern Iowa, where it has been known since its
invention, bearing us out in the statement that it is the most perfect
working and easiest managed machine for cultivating corn that has ever
been invented.”
Other early farm implements made by Deere included a variety of
steel plows, cultivators, corn and cotton planters, harrows, wagons, and
buggies. When the bicycle craze swept the country in 1894, Deere
responded with a few different models of bikes. Once the craze calmed
down, the production of bicycles ended.
The ability of Deere and his workers to respond quickly to the needs
of consumers kept the business afloat in good times and bad.
On another interesting note, the company enacted environmental
controls in its manufacturing plants as early as 1903. This adherence to
environmental principles carries through to decisions made regarding the
company’s product line to this day.

1929 John Deere Dealer Catalog for Advertising
John Deere:
The Later Years According to the blog edisonnation.com, in 2013, The Smithsonian
Deere focused on civil and Magazine selected John Deere’s plow as one of the “101 Objects that
national affairs later in life. He Made America.” The plow was chosen from 137 million artifacts held
served as the president of the by the Smithsonian’s 19 museums and research centers to include on a
National Bank of Moline, director list of items that changed the course of U.S. History. Deere’s ability to
of the Moline Public Library, and he see a problem and make improvements to solve it is a driving force in
became Mayor of Moline but was the success of his namesake corporation to this day.
unable to run for a second term due
to health issues. Title Image: Unknown photographer, John Deere (1804–1886), c. 1851–1856,
When Deere’s wife passed in daguerreotype, quarter-plate. Collection of Middlebury College Museum of Art.
1865, he went on to marry her As described at middlebury.edu, “The daguerreotype [in the header] is a symbol of
sister, Lucinda Lamb, in June 1867. the inseverable nature between one’s trade and sense of self during the 1800s,
Deere passed away at the age of 82 reflecting America’s economic expansion. Commonly referred to as an occupational
on May 17, 1886, at home with his portrait, large numbers of individuals became interested in portraying items from
wife by his side. their professions as they sat for a photographer (Saunders, 2016).”
John Deere, portrait

JOHN DEERE: The Brand through the Years

lthough anyone familiar with the John Deere brand knows of the
logo with its jumping deer and the “John Deere Green” color,
Athe initial mark used by Deere is noted as having no interest …
until 1876 when the use of the image with the Deere name was
registered. Oddly enough, the deer shown in the first logo was one that
was commonly found in Africa. The whitetail deer found in the U.S.
was featured beginning with the second logo, established in 1912. The
company tagline was also featured with the new logo: “The Trade Mark
of Quality Made Famous by Good Implements.”
Moving forward to the third iteration of the Deere logo, the 1936
presentation was designed to make it better adapted for stenciling on
products. It included an outline reminiscent of the shape of the original
steel plow designed by John Deere.
For its centennial celebration of the design of the steel plow, the
logo continued to be simplified and the deer streamlined, but it was not
until 1950 that the log beneath the deer was removed, and “Quality
Farm Equipment” was added. In 1956, the next iteration of the logo
was being used but remained unregistered until 1962. Tag line out,
refined deer in.
The seventh logo was made in 1968 and designed to improve the
logo’s readability and appeal. But the eighth and current logo brought
the green and bright yellow into the logo and took the name out of the under the Deere name. The Deere & Mansur corn planter, which started
box. The overarching effect across the years created a brand recognition out red and cream (or yellow) was one of the first implements
that was able to be updated as tastes changed while preserving the in the Deere line to change to the green frame, and yellow wheel
company’s past. combination. That change happened sometime between 1870 and
As for the green and yellow combination, that came along well 1880. The decision to “Brand” all of Deere’s equipment green and
before motorized tractors or steam engines were even in use according yellow was finalized by 1910, when all of the brands that Deere owned
to Tim Hoover, enthusiast. “Deere was good at buying other companies were consolidated into Deere & Company, which became the
and their machines, customizing their designs, and selling the product new company name.” And that is the rest of the story.

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