When I was a kid, the implement dealers were Case, or John Deere, or International Harvester. I don't recall if the farm had any IH tractors.
Things I did not know: they made trucks, too. The classic Farmall tractor was designed by Raymond Loewy - fine 30s streamlined design. And something I never got until I looked at this matchbook and saw it as if I'd never seen the logo before: it's a head-on view of a tractor.
D'oh. But that's what happens when you grow up with a logo that's always in the background somewhere; you don't see what it's supposed to be, but what you first saw when you were six.