The Metsä logo is the central element of the Metsä Group identity. Our logo consists of the company name, Metsä, and the head of moose majestically holding a forest on its antlers. Building on an impressive history, Metsä Group strongly focuses on the future. The head of the moose is a modernized version of the earlier logo, and the word Metsä – Finnish for “Forest” - is suggestive of the origin of our company and many of our top products.
The story of moose head
The use of the head of a moose as the symbol of Metsä Group dates back to the 1980s, when the name of Metsä Board was Metsä-Serla. Erik Bruun, a Finnish artist professor and an internationally recognised graphic artist, designed the symbol for Metsä-Serla to illustrate the company’s Finnish roots and close links to the forest.
When Metsä Group’s corporate image was renewed in 2012, the head of a moose was still as relevant as ever, strongly symbolising the qualities that Metsä Group wants to be known for: responsibility and deep roots in Finnish forests. The new colour – a fresh green – and the modernised shape of the symbol illustrate a future-focused group that has the ability to reinvent itself.