MONSANTO: The repositioning of a chemicals brand as a life sciences brand

A use of identity, by a leader

New: Monsanto Company

Launched: 1/22/98

Formerly: The Agricultural and Life Sciences divisions of Monsanto

Story in brief:
When Monsanto spun off its chemical businesses as Solutia, CEO Shapiro chose to keep the chemical-but-comfortable Monsanto name. This new logo (plus a slogan "Food-Health-Hope") is the start of the long, costly process of changing "Monsanto" in our minds.

Credits:
C.E.O. - Robert B. Shapiro
Design - Enterprise Group (NY)

First Impressions:
We still think the Monsanto name is counterproductive for this entity. But the 'vine' symbol is a good first step away. And because it stands apart from the name, it preserves the option of a later name change.