logo archives
Just as the named changed over the years from Hart Parr to Oliver and then to White, the logo used on the tractors and farm machinery did the same.
Hart Parr: 1901 - 1929 "Winged Radiator"
According to the "Progress in Tractor Power from 1898" booklet published by the Oliver Corporation, these are the first 2 logos used by the Hart Parr Company for their tractors and engines. The iconic "winged radiator" logo was even cast and used as the radiator cap on some Hart-Parr tractor models. |
Oliver Farm Equipment Company: 1929 - 1944 "Shield"
The first Oliver "shield" logo debuted in 1929 when four companies merged to create the Oliver Farm Equipment Company - Hart Parr, Nichols & Shepard, American Seeding, and Oliver Chilled Plow. During the 1930s, the Hart Parr name was included on the tractors, but was gradually phased out by 1941. |
The Oliver Corporation: 1944 - 1950 "3 Color Shield"
In 1944, Oliver changed its name to The Oliver Corporation and updated the Oliver "shield" logo to the 3 color shield. This logo would also be used with the words "Sales - Service" or "Finest in Farm Machinery" across the red and green sections for some applications and signage. |
Oliver Corporation: 1950 - 1960 "2 Color Shield"
Oliver modified their logo to the 2 color shield in late 1950. According to the Oliver Mirror publication dated March 1951, Oliver Corporation adopted a shield with the solid red base base 6 months prior to the publication. This change removed the black background from the top of the logo and simplified the colors to represent the Oliver brand colors of red, green, and yellow accent. |
Oliver Corporation: 1960 - 1976 "Keystone"
When Oliver was purchased as a wholly-owned subsidiary of White Motor Corporation on November 1, 1960, a new logo shortly followed being debuted in late November 1960. As one of the most iconic Oliver logos, the Oliver "Keystone" incorporated orange as an accent color for the first time. This logo was the logo Oliver used for the longest period of time and was phased out along with the meadow green painted tractors in 1976. |
White Farm Equipment: 1974 - 1980 "WM"
As White Motor Corporation began to phase out Oliver, Minneapolis Moline, and Cockshutt branded equipment, they formed White Farm Equipment in 1969. The "White" tractor first replaced the Cockshutt brand in Canada. Then in 1974, White debuted the 4-150 Field Boss Tractor. The logo simply consisted of the word "WHITE" and the letters "WM" for White Motor Corporation. |