SAME tractors were not the only thing that evolved over the years; the brand’s logos were also frequently revised to keep its corporate image fresh. Through a rich selection of images, one can trace the logo’s evolution starting in the 1940s up through the recent stylisation of a tiger, conceived by the pencil of designer Giorgietto Giugiaro in 2012.
The metal plate was rectangular with rounded edges and was attached to the bodywork by screws. The SAME lettering filled the space provided by the plate, and the outer edge of the plate was the same colour as the lettering.
There were two versions: one with a blue background and silver lettering for Puledro and Samecar models and the other with green and gold for 240, 360, 450 and 480 models. The bodywork of these machines was also totally innovative- besides the logo, their colour and shape was also different and, on a technical note, the lift control was on the steering column. This was highlighted in technical literature and advertising publications which showed the SAME logo alongside the design of the tractor’s control system.
Following previous experiments on certain models during the later 1950s and early 1960s, the SAME logo began to occupy a regular position on the nose cone and on the bonnet side panels. At this time, the nose cone logo was made up of single metal letters attached individually and the side panel logo appeared on a plate positioned near the model designation.
1981 saw the creation of the new SAME logo which was an emblem depicting a tiger with four eyes designed to symbolize the predominant feature of Same tractors-four wheels drive. The idea of four eyes rather than two was also testament to the diligence of SAME in researching and developing new promotional initiatives. lt was in 1983 the logo made its appearanee on the Laser, Galaxy and Explorer ranges: the SAME nose cone logo was moved to the grill on the right, the tiger was placed between the headlamps, and the name of the tractor was placed a short distance away from the SAME side panel logo.
Two important changes occurred at this time. The SAME logo was removed from the nose cone and the tiger, synonymous with Same, placed between the two headlamps. The name of the model on the side panel grew progressively smaller and the SAME side logo was placed on the bonnet or on the grill. The tiger emblem itself was redesigned, becoming more aggressive, the claws longer and the jaws sharply defined.
With radical changes made to the styling of the body and the cab, the SAME logo continued to evolve. In 2003 it reappeared on the nose cone – the lettering was adapted and became rectangular with rounded corners which was not too dissimilar to the style used by the 240 tractor in terms of shape and design. The tiger was placed, as usual, between the headlamps but became less prominent and was no more than a detail.
In 2005 the SAME logo underwent further change- the lettering still appeared on a plate but was positioned centrally without filling the background. The tiger was used less and less during the year and finally disappeared in 2006. After 2005, a period of transition during which large silver lettering was used, the SAME logo also disappeared from the side panels and, from the presentation of the 2008 range onwards, only the name of the model would be displayed.
In 2012 ItalDesign and the celebrated designer Giorgetto Giugiaro were brought in to collaborate on a new image for the SAME brand, which would be modern and aggressive but at the same time elegant and graceful, just like the design of the new machines which was also entrusted to Giugiaro. The tiger was restyled to create a more ‘determined’ appearance and, more generally, the brand became more streamlined while retaining its traditional look in terms of style and design.