In 2000, John Deere unveiled the latest evolution in the trademark, the eighth such logo in the company's history. The updated mark is true to the strong positive associations inherent in the revered John Deere name and symbol. Yet its sharpened antlers, angles, muscularity and attitude give the trademark an energized and dynamic edge. Coincidentally, after being perceived for decades as the "leaping deer", this latest version, for the first time, actually illustrates the deer pushing upward rather than heading toward a landing position — a positive attribute noticed almost unanimously by all who participated in the recent identity review, research, and approval process.

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