BOSTON: Metsäliitto Group has changed its name to Metsä Group. The names and visual identities of its business areas have been updated. Finnforest is now Metsä Wood.
The new names and new corporate image represent the final stage in a profound restructuring based on the Group’s strategy. The goal of the process has been to create a more unified and competitive forest industry group. The Group focuses on five business areas: wood products, pulp and wood supply, forest services, tissue and cooking papers and board.
The common name ‘Metsä’ clearly integrates all business areas into a unified Metsä Group. The former Metsä-Botnia is now Metsä Fibre, Metsä Tissue continues with its former name. Wood supply operations are known as Metsä Forest (Metsäliitto Puunhankinta in Finland). M-real Corporation will officially decide on changing the company’s business name to Metsä Board at its Annual General Meeting on 28 March 2012.
The new corporate image and logo
The new corporate image and logo shared by Metsä Group and all its business areas – consisting of the word ‘Metsä’ and the head of a stately moose carrying a forest on its antlers – communicate that Metsä Group is a responsible, evolving forest industry company that respects its roots and is stronger than ever, offering products and services that contribute to people’s everyday well-being.
“Metsä Group is proud to be a forest industry company. Our company is owned by forest owners, which lends a long-term perspective to our operations. Our primary raw material is renewable wood grown in sustainably managed Nordic forests. We have the lightest and most ecological boards, prime-quality pulps, popular product brands, successful solutions in tissue and cooking papers and top expertise in the wood product industry. We have a great story to tell,” says Kari Jordan, president and chief executive of Metsä Group.
“The new logo is fresh, proud and modern. It is an excellent reflection of Metsä Wood – we are continually moving forward, without forgetting our roots. Our customers have known us as ‘Finnforest’, and this change will strengthen our corporate identity. We’ll be understood as being part of a major forest industry company that manufactures not only high-quality wood products but also produces top-quality pulp, tissue and board. The new logo sharpens our profile. Having a harmonised identity will consolidate the brand recognition of both Metsä Group and Metsä Wood,” says Timo Karinen, group executive vice president of Metsä Wood.
