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J.D. Heiskell & Co. unveils brand refresh as JDH: honoring tradition while moving forward

January 10, 2024

J.D. Heiskell & Co., a leader in the agribusiness industry, is excited to share a brand refresh that includes a new logo, primary colors, tagline and an updated name: JDH.

“Our old logo served us well for the past 25 years. But JDH has grown a lot over that time period and it was time to update our image to better align with the company’s current operations and ambitions,” says Jefferson Hillman, Chairman and CEO of JDH. “As the fifth-generation family member leading this organization, I’m excited about rolling out a refreshed brand that doubles down on our company’s commitment to growth and improvement.”

Safety, accountability and integrity will remain at the forefront of JDH’s core values. “Our updated brand reflects our loyalty to our longstanding values. This isn’t about changing our direction or how we operate but about stating our values more clearly,” says Aaron Reid, JDH President and COO.

The new logo symbolizes JDH’s focus on the future. “The ‘JDH’ acronym is a nod to our founder and the company’s 137-year history.  In contrast, the bold, clean shapes and colors are meant to capture the company’s current operations and forward-looking mindset.” shares Reid. “The shapes within the logo are meant to evoke the intersection of supply and demand, the natural shape of grains we handle or the continuous motion of transportation — all key aspects of our business,” adds Reid.

Along with an updated look, the company is also unveiling a new tagline: Stay True. Go Far. “The tagline speaks to our roots and our dedication to serving our customer’s needs. It’s about going far in the future, together, with the same integrity that helped build our company,” shares Hillman.

JDH’s subsidiaries—Hawkeye Gold, CSC and Gold Star Feed and Grain—are also receiving a brand update that helps create a cohesive identity, while allowing each company to continue standing on their own and building off the success they’ve established in their local regions.

For an in-depth look at JDH’s brand evolution, please visit or contact Ashley McGrain, Marketing Communications Manager.

About JDH
Founded in 1886, JDH has grown to become a leader in the agribusiness sector, driven by a commitment to innovation, integrity and delivering value to customers and communities. With a heritage spanning over 137 years, JDH continues to build on its legacy while embracing the future.