Valio's revamped corporate identity will be launched at the beginning of March communicating good feelings, happiness and enjoyable sensations in an even more effective fashion.
Consumers will encounter the new identity primarily in the form of the new-look logotype. The present seal logo will be replaced with a richly nuanced blue leaf design bearing the legend Valio signed in fresh white milk. It will appear first on Valio milk cartons and be applied to other packages in due course.
The new identity communicates the Valio brand promise: Valio promotes a balanced life by creating good feelings, happiness and enjoyable sensations. The blue and white colour and the shape of the leaf communicate Finnishness, untarnished nature and Valio's roots in the countryside. Softer than the present version, the new logo and logotype conveys good feelings and enjoyment. The shape is also reminiscent of Valio?s older logo which represents a milk separator lid.
The milk signature promises that Valio's wide variety of products offer choices for comprehensive well-being - ranging from healthy, tasty food to solutions that promote health and well-being and make cooking easier.
A logo for our times
The logo has changed a number of times over the past hundred years in order to express the company?s essence more precisely and Valio last revamped its corporate identity in the early 1990s.
In the 2000s, Valio continues under the ownership of Finnish milk producers and is at the same time an international and innovative company that does not compromise on the taste of its products. Valio is moreover fully responsible for the traceability and quality of its products, a fact also conveyed by the previous seal logo.
The new logo will be introduced cost-efficiently in stages onto all Valio product packages both in Finland and abroad. It will also be visible at Valio's production plants, in advertising and on the company's website. The new identity will gradually be adopted on distribution lorries as the vehicles become due for replacement.
Valio's new logo will be seen first on milk packages in Finland.
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