St. Petersburg, September, 28 - Sveza announces rebranding The change of the corporate identity was logically necessary as part of the company’s development to better reflect Sveza's internal and external transformation into one of the global forest industry leaders.
The new logo takes the form of a stylized tree leaf within a clearly defined square. At the same time, there is an upward pointing arrow that expresses drive for development and reaching new heights. The new corporate identity and the motto The Nature of Progress emphasize Sveza’s focus on global principles in customer-centricity, sustainable development, innovation, and operational efficiency.
Rebranding comes as a natural step forward as Sveza is upscaling and broadening its scope both geographically and conceptually. In recent years, Sveza Group has grown from a manufacturing company comprising seven birch plywood and particleboard mills into a diversified business with a number of subsidiaries that engage in the harvesting of wood and the manufacture of bio-products among other things. Going beyond production, we focus on innovation. In addition to standard finished products, we offer comprehensive solutions for our customers’ specific business needs. We have Technical Development Centers at several sites and are preparing to launch an in-house R&D center in St. Petersburg. In the near future, Sveza is planning to enter new markets and develop new areas of business, involving setting up production facilities for deep processing of wood.
The updated market positioning reflects the goals and objectives set out in the company's long-term development strategy until 2030, adopted in 2019 that includes, among other things, a gradual transition to 100% utilization of raw wood materials. Sveza is therefore heavily investing in the modernization of its equipment and building environmentally friendly production systems that operate on principles of sustainable use of resources and zero-waste economy. This approach is also embedded into the company's mission statement Unlocking the world’s potential for universal progress.
Sveza's logo was last changed in 2015, says Valentina Likhacheva, Director for Corporate Communications. At that time, rebranding was necessary to unite all Sveza Group's mills under a single brand name. Since then, the company has developed rapidly, mastering new types of products, conquering new markets, setting up in-house wood harvesting operations, and implementing a fundamentally new approach to managing its resources and facilities.
“Our business grows together with our customers. In order to contribute to their success, we must keep moving forward. We are broadening our horizons and setting a course for innovation. Our new brand identity is here to reflect just that - the goals we have already achieved and those we have set,” says CEO Anatoly Frishman.
The creative concept for Sveza's new brand identity was developed by Depot agency. The company has begun implementing the new style; rebranding will affect all divisions and will take several months to complete.
“A strong corporate brand should communicate the company’s readiness and actual plans to develop the industry and make it more competitive among other industries in the domestic market, and in the global marketplace”, says Raushan Sultanov, Creative Director at Depot.
“A company that is transforming the forest industry and building its development strategy around it wants to talk about it with the general public in a clear and simple language while presenting itself as an open, accessible, and relevant business partner. This diversity of narratives and metaphors was on our mind when we were developing a new corporate identity for Sveza. Its logo was transformed to become truly global, with a universal meaning and message. A new language of visual imagery was created to reflect Sveza’s development and the broadening of its product range. The new logo represents Sveza’s ambition and drive for progress, and looks equally natural in traditional or digital media.”
“The company is placing innovation at the heart of its development strategy, and so we refreshed Sveza’s basic green color and made it more ‘digital’ and screen-friendly. The font communicates expertise and confidence, and reflects the company’s international status. Sveza’s new color palette combines colors drawn from the natural environment and bold and bright colors that symbolize energy, relevance, and progress,” adds Depot’s designer Anna Bondareva.