Valio Ltd
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A new target profile was created for Valio in 1991. It redefined Valio as an international fresh foods operation rather than a traditional dairy company. The business communications goal was to associate Valio with freshness, high quality and a pioneering spirit. Valio adopted a new three-colour logo at the same time. The colours reflect the Finnish countryside and Valio's true roots. The graphical design (by Landor Associates of London) communicates a dynamism combined with know-how and top quality.
In the early 1990's, Valio dairies consolidated into regional dairy companies. Valio was incorporated as Valio Ltd on September 30 January 1992. The marketing of owner dairies was brought inside the company at the beginning of 1993.
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| Valio brand |
As both international and domestic competition stiffened, Valio responded in 1998 by looking to strengthen its brand positioning and visibility. Its logo just did not stand out well enough in packages on retailer shelves. The development of that logo was part of the reassessment of brand strategy.
The result was a single colour Valio logo marked as white on a blue background. The Finnish flag is blue and white so the symbol also acts as a seal of Finnish quality. At first, the seal was used mainly on Valio's standard products.
During the year 2000, it was introduced for all Valio products, including sub-brands. The seal is now recognized as the basic company logo used in all Valio commercial communications.
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