Wednesday, May 2, 2012

New logo: Milda


Milda is a leading margarine brand in Sweden and Denmark, owned by Unilever who are the world's leading margarine manufacturer. This April, Milda started rolling out new packaging with an altered logo.

Unilever introduced a new look for Milda's sister brands in Germany and Benelux (Rama, Blue Band and Planta) a year ago. Created by Design Bridge in London, it did away with many local design characteristics for a new common design. Although billed as a "unified global brand identity", it has apparently not been applied to other countries.

The Milda redesign goes in a different direction. It does adopt the custom-made typeface created for Rama in 2011, but overall the new look takes inspiration from the Milda's history. The new logo once again includes a red oval and a flower. They had been a part of Milda's logo for a half century, but were removed in another global realignment in 2006.

Previous logo, introduced in 2006.

Some examples of Milda's packaging, before and after.

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Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Here's an incomplete collection of previous Milda logos.

A Milda logo from the 1950s. It was often enclosed by a red oval.

A 70s logo.

Introduced in the mid-90s.
Used from the early 00s.

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