A new logo and corporate image to face future challenges

FAE GROUP, an Italian company, leader in the production of forestry, agricultural and road construction equipment is starting a new chapter in its story. Founded in 1989 in Fondo, Trentino, Italy, FAE GROUP now has more than 250 employees, with subsidiaries in the USA, Canada, France, Germany, Russia and Australia and four manufacturing facilities in Northern Italy. Revenues, which have increased consistently over the years, will exceed € 90 million in 2020.

Drawing on the strength of consolidated success in its key world markets, FAE GROUP has undertaken a corporate restructuring process in recent months that has led to the launch of a new logo and corporate image created by the branding agency, Robilant e Associati, in Milan.

This wind of change extends beyond the group’s image to also involve business operations. The PrimeTech brand, which identified the range of multi-purpose tracked vehicles for forestry and road maintenance and the self-propelled vehicles for clearing landmines will be discontinued. These machines will now be produced under the FAE name and will be part of FAE’s Land Clearing line (mulchers, tillers and special vehicles for agricultural and forestry work) and the new FAE Demining line (radio-controlled tracked equipment carriers for the removal of anti-personnel and anti-tank mines) that will join the FAE Construction line (tillers and multi-purpose machines for road construction). “We have decided to join forces to create economies of scale that enable us to be even more competitive in the market,” said Diego Scanzoni, Chairman of the FAE GROUP. “PrimeTech, already fully owned by us, can now count on a strong and successful brand as well as shared investments in advertising.”

But what features will the new brand have? Dynamism and innovation, in the name of tradition. In fact, the logo is still recognizable but profoundly changed at the same time. The triangle, which distinguishes the FAE GROUP across the world, comes to life and becomes a fan, symbolizing the movement of a rotor, while the lettering moves around in a dynamic play on perspectives that represents the company’s path towards the future.

The slogan, “Make the Difference”, summarizes the spirit that brings the FAE GROUP to life. The desire to do our utmost to make a difference, in every area and at every level, in product quality, technology, company procedures, workplace and also in society and in the world.

“We are also revamping our website and our social media channels,” adds Davide Baratta, Sales Director of FAE GROUP, “and we are strengthening the marketing department in order to communicate even more effectively in all markets. Drawing on an innovative business strategy and these crucial new digital tools, we are ready to consolidate and create FAE GROUP’s success in the years to come.”