From Cattle to Brand
and Back Again
A Short Story of the "Cycle"
Brands, their products and services, and their visual language accompany us daily in a way we take for granted. However, few know that brands have their origins in cattle breeding. Branding—the marking of animals—has a long tradition in cattle breeding to identify the owner of a specific herd. These brands were (and still are) simple, unmistakable, and thus immediately recognizable. It is no wonder that this ritual of animal branding has become an integral part of today’s brand management.
It is all the more rewarding to see that branding, as we know it today, is once again providing benefits for cattle breeding. In an intensive, strategically-thought-out branding process, Rinderzucht Austria has renewed its brand identity and, with it, its self-image.
Rinderzucht Austria comprises more than 22,000 members. Maintaining a close personal relationship with every member is difficult. The brand offers an alternative form of identification and relationship building, as it is built on the values of the members and fulfills an attractive value proposition. With the brand promise Passion. For Generations, Rinderzucht Austria places the purpose of its work for members and farmers in Austria at the center. Cattle breeders are united by a great enthusiasm and dedication for their animals, but also by daily hard work. The passion for their animals and breeding allows them to persevere with conviction, spanning many generations. The long-term goal of Rinderzucht Austria is to allow this generational thinking to live on within farming families, breeding stocks, and the cycle of nature.
A distinctive and simple logo, as well as a unique brand visual language, guarantee recognition, a sense of belonging, and consistency in brand communication. The fact that the basic idea of the new logo and visual language was derived from the shape of the cattle has a charm of its own. To put it in the words of the creator and graphic designer Daniela Köppl:
It is wonderful when brand language is simple, authentic, and straight to the point.
The interplay of an attractive value proposition and a pointed brand visual language creates strength of character and credibility, thus supporting the already strong positioning of Rinderzucht Austria in the domestic and international markets. A consistent appearance in communication and clear brand messages create consistency and add value for Rinderzucht Austria, and of course for its members as well. Added value through recognition, emotional resonance of the brand, increased competitiveness in the international market, and, above all, long-term trust.
And so the circle closes from cattle to brand and back again.
