The Agrii brand identity was a brief that I was part of whilst a designer at ASHA. I was involved in the initial stages of the marque making process, which was then then carried forward by others in the design team to create the complete corporate identity.
ArthurSteenHorneAdamson were approached by a large agricultural service company - Origin, who took out a merger on two of their
sub-brands - Masstock and UAP. We went through a lengthy naming process and came up with ‘Agrii’.
The inverted ‘i’ in the marque reflects the relationship between the Agrii agronomist and the farmer. The negative space between the two ii’s encapsulates the idea of ‘agronomy plus’, connecting agronomy and its use of inputs with wider farm-management.
The use of the two ii’s on their own symbolises ‘Agrii intelligence’
and represents their agronomists - skilled scientists who specialise in agriculture, and their on going research and development.
The Agrii marque makes clever use of the negative space with the two 'ii''s. This then gets pulled out and used as an independent identifier. Introductory materials were produced to introduce the merger to the exisiting employees.