ADM launches new corporate logo, campaign

by Emily Wilson
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Archer Daniels Midland Co. in April introduced a new corporate logo, tagline and advertising campaign that emphasizes the company's commitment to nature and global agriculture. ADM said the new corporate identity also signals its increased emphasis on developing new and innovative products based on natural, renewable resources.

The new blue-and-green leaf-shaped logo and tagline, "The Nature of What's to Come," reflect ADM's corporate mission, which is "to unlock the potential of nature and improve the quality of life," said G. Allen Andreas, chairman and chief executive officer.

"We believe that nature holds the answer for many of the pressing problems of today's world," Andreas said.

Andreas said the new tagline was more than just an advertising slogan. "It's a promise to our customers, shareholders and the world."

The new logo is the first change to the company's logo since the early 1960s. That logo featured a diamond-shaped blue leaf containing flour black circles connected by black lines — a design meant to represent chemical molecules coming from a natural resource, according to ADM.