Herefords Australia is rolling out new branding to cement the breed’s position within the genomic era.
The new logo incorporates a white stylised Hereford head on an ochre background.
The makeup of the face is an abstract representation of DNA strands and the chosen coloration symbolises the iconic Hereford red and white coat colour.
Developed by South Australian marketing agency Bigwig, the new look HA brand is the lead logo of a suite of four logos that will be rolled out this month.
The variants include a Hereford True Genetics logo which incorporates the same stylised Hereford head set in ochre and white against an aqua background.
Hereford True Genetics will be the umbrella unit for all genetics related programs and research within HA, including the much anticipated Super Sires program.
This soon-to-be-released program identifies trait-leading Hereford sires and offers these genetics to stud and commercial breeders at heavily subsidised prices.
There are two other variances of the logo to promote the benefits of Hereford genetics in Black Baldy and Red Baldy crossbreeding programs.
HA 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.
HA marketing and development committee member Tim Burvill said in the corporate world rebranding was common in order for a business to remain relevant.
Mr Burvill said the rebranding evolved out of the Super Sires project.
“We felt that if we were going to engage with our members with the Super Sires project, we had to complete a thorough process of branding and marketing it,’’ 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 Bigwig 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 had already trademarked the name Hereford True and we converted this residual awareness into Hereford True Genetics as the brand name.’’
Mr Burvill said four initial concepts were provided to the committee for selection.
“The chosen logo brilliantly incorporates the brief around the genetics program into the design,’’ he said.
“There are 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 to me we had hit upon a beautiful design that was extremely flexible.
“A variant in black and white will be used for the Black Baldy research trial, where initial results are due to be released in early 2019.
“The design also incorporates the Red Baldy crossbreeding option Herefords genetics can provide.
“I’m really pleased with the outcome of this design process - I do believe it will be a stand-alone image positioning Herefords Australia as a modern breed organisation.’’
Mr Burvill said there were plans for new merchandise for HA – this was timely as there had been feedback from membership wanting an updated breed uniform.
Mr Burvill said it would be impossible to please all members with the new design, but he hoped the vast majority of members would embrace it.
“As a breed society, our resistance to change has somewhat 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.”