Fresh look and logo for Metsä Tissue as part of Metsäliitto Group’s new corporate identity

Metsäliitto Group is has changed its name to Metsä Group and the names and visual identities of its business areas have also been updated. Metsä Tissue will keep its name, but adopts a fresh new look and logo.
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The new names and new corporate image represent the final stage in a profound reorganisation based on Metsä Group’s strategy. The goal of the process is to create a more unified and competitive forest industry group. Metsä Group focuses on five business areas: tissue and cooking papers, board, wood products, pulp and wood supply & forest services. The common name ‘Metsä’ clearly integrates all business areas into a unified Metsä Group. The name of Metsä Tissue remains unchanged. The former Wood Products Industry (known as Finnforest internationally) is now Metsä Wood, and Metsä-Botnia is Metsä Fibre. Group’s wood supply operations will be known as Metsäliitto Puunhankinta in Finland and as Metsä Forest in other countries. On 28 March 2012, the Annual General Meeting of M-real Corporation will make a decision on a proposition to change the company’s business name into Metsä Board Corporation.

The new unified corporate image and logo of Metsä Group and all its business areas – consisting of the word ‘Metsä’ and the head of a stately moose carrying a forest on its antlers – communicate that Metsä Group is a responsible, evolving forest industry company that respects its roots and is stronger than even, offering products and services that contribute to people’s everyday well-being.

“Metsä Group is proud to be a forest industry company. Our company is owned by forest owners, which lends a long-term perspective to our operations. Our primary raw material is renewable wood grown in sustainably managed Nordic forests. We have the lightest and most ecological boards, prime-quality pulps, popular product brands, successful solutions in tissue and cooking papers and top expertise in the wood product industry. We have a great story to tell,” says Kari Jordan, President and CEO of Metsä Group.

“The new logo is fresh, proud and modern. It is an excellent reflection of Metsä Tissue – we are continually moving forward, yet without forgetting our roots. Our international customers have known us as ‘Metsä’ for years, although they might not have realised this means ‘forest’ in Finnish. The new logo sharpens our profile. Having a harmonised identity will consolidate the brand recognition of both Metsä Group and Metsä Tissue”, says Mika Joukio, CEO of Metsä Tissue.

For further information:

Mika Joukio, CEO, Metsä Tissue,
+358(0)1046 54959,

Marja-Leena Dahlskog, Communcations, Metsä Tissue,
tel. +358 (0)1046 55149,


Metsä Group is a responsible forest industry group whose products are part of people’s everyday life and promote sustainable well-being. Metsä Group produces high-quality products mainly from renewable Nordic wood. The Group’s business areas are tissue and cooking papers, board and paper, pulp, wood products as well as wood supply. Metsä Group’s sales totalled EUR 5.3 billion in 2011, and it employs approximately 12,500 people. The Group operates in some 30 countries.

With its high-quality tissue and cooking papers, Metsä Tissue makes life more comfortable for consumers, customers and end-users every day. Metsä Tissue is a leading tissue paper products supplier to households and industrial consumers in Europe and the world’s leading supplier of baking and cooking papers. Our main brands are Lambi, Serla, Mola, Tento, Katrin and SAGA. With production units in six countries, we employ a total of about 3,300 people. Our turnover in 2011 was EUR 970 million.  Metsä Tissue is part of Metsä Group.