Stora Enso is a Finnish pulp and paper company, formed in 1998 when the Swedish forestry and mining company Stora was bought the Finnish forestry company Enso. On April 20, it revealed its first new corporate identity since the merger.
The rebrand is a part of a corporate inititive called "Rethink", which went public with the new logo. The basic idea is to challenge old ways of doing things and finding new solutions inside the company and amongs its stakeholders and costumers - in short "rethinking". The company has also rethought the annual report, which has been replaced by a "Rethink Report", released with the rest of the Rethink stuff.
Suitably, the word "rethink" is at the center of the new company symbol which is "inspired by the petalless flower of the eucalyptus tree".
The new logo has been created by the Helsinki creative agency N2's Canadian-born creative director Brian Kaszonyi. A study of StoraEnso's corporate image was done by Kuulas MillwardBrown.
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