The new identity was created by the London office of Dragon Rouge.
The previous logo was adopted a decade ago, most likely in 2001. It contained an clever icon which was a stylised version of a tree. That identity was created by (archive) the Helsinki agency Porkka & Kuutsa. This was based on an earlier logo which contained an actual silhouette of a tree.
From a press release issued by Ahlstrom on February 28:
Ahlstrom, a global high performance materials company, is launching a renewed brand today. The new brand identity is the visual expression of the company's new business strategy, which has been developed as a response to the changing needs of its customers around the world.Ahlstrom press release
Ahlstrom has been building on its experience and know-how to anticipate customer needs. Recently, the company has made some fundamental changes in its strategy and operating model, and the company is now positioned strongly towards the future.
To reflect all these changes, Ahlstrom today unveils a new brand story and brand identity. They are the result of an extensive research among employees and external stakeholders across all the different markets and countries in which the company operates.
"Following the acquisitions made during the last few years and the recent strategy review, we have worked hard to create 'One Ahlstrom', to ensure that this is a company with strong values and consistent culture and a shared passion for doing things better. That means better products, better performance and better service for all our customers. To crystallize this we also needed to change the way we identify and present ourselves," says Jan Lång, the President & CEO of Ahlstrom.
"As an inspiration for our employees and as a promise to our external stakeholders, we'll strive to Stay ahead. We've come a long way because progress has always been our life-blood. We need to ensure our customers stay ahead" Lång adds.
All these themes are brought together in Ahlstrom's new logo and the new brand promise, Stay ahead. The brand identity consists of completely new colors and other visual elements, which reflect the company's commitment to renewal and delivering results.