Vietnam Dairy Products Joint Stock Company (Vinamilk, VNM) has just announced a new brand identity. In particular, the Logo was also changed by Vinamilk, specifically from the badge (emblem) to the wordmark (wordmark) with the words “Est 1976” below.
According to Ms. Mai Kieu Lien, the company has spent more than a long year preparing for today’s repositioning, and the team following the introduction is a well-known name in the world professional world. The change in Vinamilk’s logo design quickly attracted attention.
In particular, along with the logo change information, Vinamilk created a new trend on social networks to help many Facebook users who have been “trending” to change their avatars according to the Vinamilk Logo template.
However, this “change of clothes” of Vinamilk received many conflicting opinions, with praise but also criticism.
From the perspective of some design experts, Vinamilk’s new logo is designed to be simplified according to the minimalist school that many brands around the world have applied. With minimalism, this trend never goes out of fashion and may take on more importance in a future where people are exposed to so many complexities every day, the competition for the minds of customers is daily. The more intense, the simpler it will be to create reminders.
A representative of a digital company emphasized that this new logo, if placed on Vinamilk’s products, can be more recognizable than the old logo because the font is very strong and thick, clearly showing the intention in terms of increasing the level of recognition. brand up. However, he did not rate the report on the new background color. Because, the use of the background color described as tropical color (tropical color) in favor of neon makes the natural element greatly reduced.
Also commenting on the new background color, an expert in the field of communication and other design said that Vinamilk’s new purple-blue color belongs to the group of industrial and technological colors; while Vinamilk operating in the fast-moving consumer goods (FMCG) industry may be troublesome in many stages in the future.
In addition, many opinions also expressed concern about the designer’s intentions when deciding to place the two phrases “EST” and “1976” far apart under the brand name. According to the majority of opinions, these two clusters should be placed close together or completely removed because Vinamilk is already a well-known brand, so it is not really necessary to put the year of establishment under the brand name.
There is a neutral opinion that the new logo design of Vinamilk is beautiful or not because of each person’s aesthetic and it takes time to prove the meaning and spirit conveyed in the new logo as well as the next steps of the company. Vinamilk realizes its goals in the new period.
In terms of users, on social networks, there are many dissatisfied opinions with comments such as: “The color is not eye-catching”, “Old is more beautiful”, or the placement of 2 phrases “EST” and “1976”. located far apart under the brand name is also controversial….
On the business side, General Director Mai Kieu Lien changes are necessary in the life of each business. “A brand that wants to last 50 years, 100 years or 200 years always has to change to suit the actual conditions,” she said.
“Actually, rebranding is just the first step in Vinamilk’s strategy in the next 5 years. There will be changes, mainly digital transformation in all areas. And the way it does business will also change. other, how to reach consumers faster, learn a better way to serve in the fastest and most complete way… Vinamilk’s expectation this time is to change, how to change direction. for Vinamilk’s brand to be bolder, more modern, and to connect directly with consumers faster,” the representative said.
Ms. Lien also added that in the near future, Vinamilk will promote digital transformation applied in business, digital marketing, human resource recruitment, and general administration in order to save resources and be more efficient.
