RED TRACTOR
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 its emotional engagement 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.
The Results
Since the redesign, and as of August 2025, Brand recognition has grown to 75%. £17 billion in products now carry the Red Tractor mark and there has been a +12% uplift in positive sentiment.
- Photoshop
- Illustrator
- InDesign
- Art Direction
- Branding
- Packaging
- Digital Illustration
- Retouching
- Typography
- Iconography
- Graphic Design
My Role: Designer, Design Director & Account Director.
Team Credits: Springetts Brand Design Consultants: Paul Williams ‐
Creative Director. Kevin Daly ‐ Creative Director.
