Syngenta

Feeding a growing world, sustainably.

Transforming the world’s most local, agricultural and technological innovation partner

Issue

Since its inception through the merger of the agrichemical businesses of Novartis and AstraZeneca in 2000, Syngenta has evolved into the world’s leading agricultural science and innovation company.

 

With the formation of Syngenta Group, a project uniting Syngenta, ADAMA and Sinochem’s portfolio of over ten additional brands, it was clear Syngenta needed a new group identity, architecture and positioning to represent itself across more diverse cultural and business landscapes than ever before.

Insight

In collaboration with GLOBEONE, we defined the strategic objectives for Syngenta Group. We then created a new positioning reflecting the business’s global work with farmers and agricultural specialists. It demonstrates how the organization applies local solutions to global problems to solve ongoing challenges of sustainably feeding the world through agriculture, science, data and emerging technology.

 

Through six-week sprints, the newly created brand architecture and identity provides clarity and cohesion for the Syngenta Group brand and a portfolio of four divisional brands.

Answer

Leading with the new positioning, “The world’s most local agriculture technology and innovation partner,” a simple brand architecture was created with four business units, including Syngenta Group China, sitting under one group.

 

The logo celebrates the robust portfolio of global and local brands, telling the story of how they come together to be more than the sum of their parts. The result is the creation of a modern and fresh brand that also maintains its 250-year heritage.

Outline of a lowercase g with a green leaf over a lime background next to Syngenta Group Logo
The ‘leaf device’—Syngenta’s most recognizable asset—is the foundation for the vibrant new identity.
Syngenta Group redesign Color pallet and font options above moving ‘leaf device’ and circular graphs
The visual identity is inspired by the brand's position as the world’s most local agricultural technology and innovation partner. The logo, patterns, color and photography evoke the four seasons and the diversity of landscapes.
Eight newly designed posters from Syngenta Group’s recent rebranding work with Siegel+Gale
Syngenta Group white and purple lift display that says ‘Celebrating 20 years of supporting farmers to feed the world’
Syngenta Group’s modern design featured on a T-shirt, water bottle, and stationery
Newly designed Syngenta Group app on an iPhone 12 featuring key element levels in soil