New logo: Procter & Gamble

The American multinational hygiene products company Procter & Gamble long held on to one of the world's oldest logos still in use. Originated in the 19th century as a star painted on boxes of candles, it was eventually developed into a complicated wood print emblem of a man in the moon overlooking thirteen stars. This lasted with only minor changes until 1991, when it was finally replaced by a P&G lettermark.

Late last year, the company introduced a new look, created by Landor Associates that came with a new version of the corporate logo. Taking inspiration from company heritage, it moves the existing lettermark into a blue circle with a crescent shape. Procter & Gamble has started increasingly facing consumers as one company, and the new identity system is a part of that effort.

New logo: wÖw

Portuguese mobile telco Optimus introduced a new product last week, on April 23, that offers its costumers 4G mobile broadband for a monthly fee. This product is marketed under a new brand - wÖw (pronounced without the umlaut) - and targets those who do not wish to subscribe to cable TV or broadband.

The enlarged O should evoke a mouth opened in amazement over the product, and the two dots enhance this. Overall, the branding is quite friendly and human.

New logo: AH Basic

Albert Heijn is one of the largest supermarket chains in the Netherlands. Earlier this month it introduced a new brand for discount products, replacing the existing brand Euro Shopper. The new visual identity was developed by Brandnew Design in Amsterdam.

The new brand promises better quality than its predecessor as well as maintained low prices, stamped with a mark than you shouldn't be ashamed of taking home.

New logo: TV 2 News

TV 2 is Denmark's largest commercially funded broadcaster, owned by the state. In addition to the bulletins on its main channel it has operated a successful news channel called TV 2 News since 2006. Recently, a new look has been introduced across the news channel, its news bulletins and sports broadcasts. It was created in-house by TV 2 Design.

New logos for all brands adopt a glossy three-dimensional version of TV 2's main logo. All logos come in two variants, on with a semi-transparent rectangle in the background and one without. DIN Next Pro is the typeface used for text in graphics etc.

The logos are supported by colour-coded moving globes as a secondary element that appears in intros and graphics. The news channel globe has grey metallic look, the main news bulletin globe is a warmer red with more texture and the sports globe is blue with a subtle football pattern.

New logo: Sanoma

Sanoma is a leading media group in Finland where it owns several newspapers, magazines and television networks. Over time its has expanded through acquisitions and is now active in Belgium, the Netherlands, the Nordic countries and several countries in Eastern Europe. Earlier this month it launched a new corporate identity under the tagline "Get the World". The identity was developed by Danish agency E-Types.

The logo can be presented as a puzzle where the six letters that make up the name are separated from each other. It comes with a re-imaged colour palette and a custom typeface called The Message (sanoma is Finnish for message).

New logo: Liseberg

Liseberg is the largest amusement park in Scandinavia, located in the city of Gothenburg, Sweden. This year it celebrates it 90th anniversary, and last week saw it adopt a new visual identity, created by Happy F&B, also in Gothenburg.

Happy says the identity combines "proud heritage with a large dose of playfulness", positioning it as "a place for everyone, in all ages". The logo has been simplified and made into a rounded and versatile wordmark, said to communicate confidence and pride. The green rabbit that was present in the old logo is redesigned and retained as a separate symbol.

New logo: Wines of Hungary

Hungarian wine-making has a history that goes back millennia. The agricultural marketing division of Hungary's national tourism office unveiled a new identity to establish a single national brand for marketing Hungarian wines.

The mark comes in an English version (Wines of Hungary) and a Hungarian version (Magyar bor), with the tagline "passion inside". At the center is a symbol made up of several folk-themed icons that form a wine bottle. The typefaces used are Jenna Sue and DIN PFL.

The icons also exist as a tapestry that can be applied to various surfaces, such as the cork or the collar on the bottle neck.