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.
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At the same time, Valio adopted a new three-colour logo. The colours reflect the Finnish countryside and Valio's true roots. The graphic design (by Landor Associates of London) communicates a dynamism combined with know-how and top quality.
As a result of the change in company form Valio was renamed Valio Ltd in 1992.
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| Brand mark becomes Valio logo |
As both international and domestic competition stiffened, Valio responded in 1998 by looking to strengthen its brand positioning and visibility. Its logo did not stand out well enough on packages on retailer shelves.
As both international and domestic competition stiffened, Valio responded in 1998 by looking to strengthen its brand positioning and visibility. Its logo did not stand out well enough on packages on retailer shelves.
Valio's brand strategy was reassessed and the decision made to introduce 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, the blue seal was adopted in all Valio commercial communications. The brand mark was introduced for all Valio products, including sub-brands. The logo became the Valio Ltd company logo.
At the beginning of 2003, Valio started gradually introducing a uniform logo in commercial and corporate communications. The transition period ended at the close of 2004.
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The blue seal has been used both as the logo and brand mark since the beginning of 2005.
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