Changing how we perceive paper
Even if people have been producing paper for more than 2000 years, fiber based material as a technology is still very far from its peak. Paper is just one of so many applications – no other material even comes close to the versatility of fiber. Fiber-based solutions are used in industries as diverse as food, steel, construction and electronics.
Ahlstrom and Munksjö are each companies that have been challenging the perceptions of what fiber based materials can do. With the merger of these two companies, Seventy was tasked with establishing an unified brand platform and market positioning, along side with a all new visual identity for the new company entity Ahlstrom-Munskjö.
A new market authority is born
The new visual identity visualizes the power of two market leaders becoming the authority within the industry of fiber-based products and solutions. We worked to ensure that the logotype, typography, colors, graphic elements and images are driven by the vision of progress and continuous growth. To represent the combination of the companies based on forward-thinking technology, we created the “slash” – a 65 degree angle within the logotype – which has become a prominent graphical element throughout the new Ahlstrom-Munksjö identity. The slash will help carry forward a visual concept through imagery of zooming in and zooming out; how the fiber-based material (zooming in) achieves long term sustainable impact on society and everyday life (zooming out).
2 into 1
merging 2 brands into one
captured within the logotype
The best of two companies
As we created a new identity for the merger, it was crucial to retain and incorporate the strongest visual elements of each individual company. Both identities were previously characterized by red hues, which is now presented as a modernized blood orange. We paired this orange with royal purple to create a unique tonality for the brand moving forward.
Launching a global leader
April 1st 2017 marked the birth of a new global leader within fiber-based solutions. Ahlstrom-Munksjö has production reach in 14 countries and approximately 6200 employees, with annual net sales of approximately EUR 2.2 billion and adjusted EBITDA of EUR 249 million. With a new visual identity in place, Ahlstrom-Munksjö is ready to build upon their strong brand for future growth.