The T H WHITE Brand Evolution

The T H WHITE Brand Evolution

The Brief

Founded in 1832, T H WHITE is an engineering powerhouse operating from 18 depots with over 500 employees and a turnover exceeding £100 million. Rapid multi-divisional expansion had led to visual fragmentation. The group needed a Brand Evolution to unify four core divisions; Agriculture, Construction, Dairy, and Groundcare, under a new “T H WHITE Machinery” umbrella identity, while allowing remaining divisions to operate independently with group-wide visual cohesion. Crucially, the new architecture had to engage tech-savvy “New Gen” farm managers and contractors without alienating clients who trust the company’s 190-year heritage.

The Hurdles

• The Heritage Paradox
  Modernising the aesthetic for mobile-first audiences without losing the grit and authority of a historic engineering firm.
• Global Co-Branding
  Designing an independent visual architecture strong enough to house global partner logos (New Holland, Manitou, DeLaval) without diluting T H WHITE’s own brand equity.
• Machine to Human
  Introducing warmth and human character to a traditionally sterile, product-led category.

Our Approach

• Divisional Marker System
  Introduced a distinct colour palette and square marker for each division, establishing a clear visual hierarchy that reinforces T H WHITE’s identity as a multi-disciplinary business.
• Elevating the Visual Core
  Streamlined the brand’s synonymous “folded metal” device. We retained its decade-long equity but resolved its previously clunky application with refined textures, modern gradients, and strict design rules for a highly elevated look.
• Comprehensive Artworking Guide
  Built an in-depth Brand Guideline designed specifically for T H WHITE’s internal resources. Recognising that the brand is managed by teams with varying levels of design experience, we went beyond high-level principles to provide a granular, step-by-step implementation manual.

The Work Delivered

Silverless delivered an evolved logo suite, colour palette, and a comprehensive Master Brand Guideline, equipping internal teams and external partners to implement the new identity confidently and to its full potential.

The Result

T H WHITE now operates with a modern, agile visual system that respects its 1832 roots. By bringing warmth and structural clarity to a complex engineering group, the brand speaks confidently to the next generation of farmers and contractors.