Finnforest UK has changed its name to Metsä Wood UK as part of a group-wide change in Metsäliitto’s corporate identify.
A new logo being rolled out depicts the head of a moose carrying a forest on its antlers. Metsä is the Finnish word for forest.
The identity shift, which sees Metsäliitto becomes Metsä Group, is the final stage in a restructuring based on the group’s strategy.
Metsä Group communications manager Olga Van Iterson told TTJ that many wood products would keep their brand names, such as Kerto LVL, ThermoWood, Leno (cross-laminated timber), Finnforest timber and the Finnframe building system.
Decking, plywood and interiors products will be badged under the Metsä Wood name.
“Our customers have known us as Finnforest, and this change will strengthen our corporate identity,” said Timo Karinen, group executive vice-president of Metsä Wood.
“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 name change was announced at the same time as the group annual financial results. Click here for more on Metsäliitto’s results.
