Red Tractor

Raising Farming Standards


Raising Farming Standards

Founded in 2000, Red Tractor is the flagship logo of British food & farming, providing assurance at every stage of the production process, from farm to pack.


The Heart of British Farming

Red Tractor had lost their emotional engagment with shoppers. We replaced the term ‘Assured Food Standards’ with the name ‘Red Tractor’ and modernised the tractor with a subtle heart to demonstrate the care and attention that is taken to produce the food. The tractor is grounded within the rolling hills of the British countryside, which is also recognised by shoppers as the ‘tick’ marking that standards as have been checked.


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