Johnsons Lawn Seed owners DLF-TRIFOLIUM has changed its name to DLF and adopted a new simplified logo.

Since the formation of DLF-TRIFOLIUM in 1988, turnover has increased more than tenfold and the company has acquired leading industry names such as Perryfields in Britain, Cebeco Seeds Group in the Netherlands and the Pickseed companies in Canada and the United States.

CEO Truels Damsgaard said the company had reached a point where its identity was becoming blurred by the many different names and logos under which it operated throughout the world. ”We felt that it was time to unite the DLF family under a single world-recognisable identity with a new name and logo,” he added.

As a result, all former company names, including Innoseeds, Prodana, and even DLF-TRIFOLIUM, are now gone. All have been replaced by the DLF name and a uniform DLF logo. “By adopting a single name, DLF becomes a more cohesive unit with a common identity in a competitive, globalised market. It makes us instantly recognisable and helps us communicate what we stand for in a way that is independent of nations and cultures,” adds Truels Damsgaard.

The new logo retains the familiar three leaves of grass.

Guy Jenkins, consumer manager for Johnsons Lawn Seed, added: “The announcement…not only showcases our ongoing commitment to the future of the business, but it also demonstrates that we are open to change, and will continue to evolve to better suit the needs of the markets which we operate within.”