Syngenta’s NK® Seeds Brand Revitalization
NK Seeds is a Hybrid of Legacy and Innovation
NK® has been a leader in corn and soybean seed innovation since 1884. Amid waves of consolidation in a crowded ag market, Syngenta wanted to retain the existing NK logo and revitalize the brand’s image to help grow its share of the U.S. seed business. We strengthened the brand strategy and messaging platform to reposition NK appropriately within Syngenta’s seed brand portfolio and to help tell its story in a meaningful and consistent way. We developed a 30-second brand video that highlights NK’s legacy and its future. The new look and feel was launched with guidelines, training and a brand reference guide to help internal stakeholders understand and embrace the brand’s position and new tagline, “Delivering technology, genetics and value.™”
The NK brand embraces its heritage
as well as its advancements in technology and genetics. It is a fusion of legacy
A key component of the identity is the
NK Innovation Pattern, a richly layered graphic that uses scientific icons, formulas and binary code to uniquely express NK’s focus on genetics and technology.
A Brand Experience Guide was created to help NK internal stakeholders better understand the brand’s evolution as well as carry it out in their daily work.