The new look is part of a re-brand for the business, with the theme "Born to Farm" to help celebrate its 175 year anniversary.

"Massey Ferguson is one of the very few global brands that can claim 175 years of history, offering farmers around the world the straightforward and dependable machines they need to sustainably feed our world," said Eric Hansotia, chairman, president and chief executive officer of AGCO Corporation.

"Our strong brand story started in 1847 when Daniel Massey turned his attention to labour-saving machinery."

Merging the two companies in 1891, Massey-Harris continued to innovate, achieving its next key milestone with the development of the first self-propelled combine in 1938.

At the same time, Harry Ferguson revolutionised agriculture by creating the first three-point linkage tractor in 1939 for farmers across the globe, and which is still represented on all tractors today as standard.

Then Massey Ferguson introduced onboard technologies: starting with the MF 3000 Datatronic in 1986, then pioneering the use of GPS in a non-military application with Fieldstar yield mapping on a combine harvester in 1991.

The Triple Triangle shape has embodied Massey Ferguson since 1958. The new logo is a mix between the company's heritage and fresh brand values, says AGCO.

The three triangles overlap to represent the mutually beneficial and sustainable relationship and trust, between farmers, dealers and the brand, according to AGCO.

The new logo will progressively be rolled out across the globe and visitors to Agritechnica in Germany in February will be able to experience the new Massey Ferguson brand in the flesh. In North America, it will be introduced at the 2022 Farm Progress show in August.