New Holland tractor

New Holland Tractors

Our relationship with New Holland began after their purchase of Case IH.

MDI established a new product identity for New Holland's tractor line,
beginning with the flagship, large row crop, TG series machines.

The most striking detail of the new identity is the vertical head light
arrangement. While it certainly is a bold and highly unique identifier,
it is born of pure function.

The patented light system allows for low height on road lamps, for
appropriate positioning, while high intensity field and work lamps can
be located at higher, more advantageous positions and angles.  All of
this packaged neatly within two integrated assemblies.

Also striking, is the extensive  scalloping of the lower hood surfaces to
accomodate New Holland's proprietary Super-Steer system, which
provides additional articulation of the front axle in concert with the
steering of the wheels to provide unmatched turning radius.

Original Photoshop concept illustration for the New Holland TG styling.

At far left, is an image of the Alias wireframe CAD surface data.

To the right is a photograph of the full size, CNC machined master
model created from that surface data. From this master model, molds
were created for the layup of prototype fiberglass parts.

Alias rendering of the 3D surface data for the New Holland TG hood,
lights and grille.

The new tractor brand identity we developed for New Holland has
been carried throughout the product line from the largest to the
smallest tractors, including the compact utility tractor line as shown
in this Alias rendering of 3D CAD surface data.

As with many of our clients, our work with New Holland carries over from
the product exterior and interior design and styling, product brand and
safety graphics, to various other aspects such as the ignition key
shown here.

Such an approach results in a highly cohesive and effective brand
identity which is increasingly important in gaining and holding market
share for any manufacturer.

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					New Holland Tractors Our relationship with New Holland began after their purchase of Case IH. MDI established a new product identity for New Holland's tractor line, beginning with the flagship, large row crop, TG series machines. The most striking detail of the new identity is the vertical head light arrangement. While it certainly is a bold and highly unique identifier, it is born of pure function. The patented light system allows for low height on road lamps, for appropriate positioning, while high intensity field and work lamps can be located at higher, more advantageous positions and angles. All of this packaged neatly within two integrated assemblies. Also striking, is the extensive scalloping of the lower hood surfaces to accomodate New Holland's proprietary Super-Steer system, which provides additional articulation of the front axle in concert with the steering of the wheels to provide unmatched turning radius.



					Original Photoshop concept illustration for the New Holland TG styling.
					At far left, is an image of the Alias wireframe CAD surface data. To the right is a photograph of the full size, CNC machined master model created from that surface data. From this master model, molds were created for the layup of prototype fiberglass parts.

					Alias rendering of the 3D surface data for the New Holland TG hood, lights and grille.

					The new tractor brand identity we developed for New Holland has been carried throughout the product line from the largest to the smallest tractors, including the compact utility tractor line as shown in this Alias rendering of 3D CAD surface data.

					As with many of our clients, our work with New Holland carries over from the product exterior and interior design and styling, product brand and safety graphics, to various other aspects such as the ignition key shown here. Such an approach results in a highly cohesive and effective brand identity which is increasingly important in gaining and holding market share for any manufacturer.

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