Metso Outotec to rebrand product range

By Leila Steed13 April 2021

Finland-based manufacturer Metso Outotec is to rebrand its entire industrial product and service range.

Metso Outotec's new grey colour scheme Metso Outotec said its new colour scheme aims to establish a "strong, unified, and easily identifiable look for the new era"

The new colour scheme will see its products feature a light grey colour with a darker shade of grey used to highlight certain features.

The products, which will continue to display the “recognisable” black and orange logo of the brand, will also now feature their product names marked with an orange stripe.

While standalone Metso brands such as McCloskey, Shaorui and Jonsson will retain their current branding, all other products will undergo a phased adoption of the new colour scheme this year, starting with newly launched products.

Helena Marjaranta, vice president of communications and brand at Metso Outotec, said: “The development of our new industrial brand design derives from our desire to present a strong, harmonised and consistent image towards our customers throughout all touchpoints.

“With an updated and appealing identity, we can strengthen our image as a leader in our customer industries and the enabler of sustainable modern life.”

Additionally, over 100 Metso’s products will also display the company’s “Planet Positive” labelling.

This is designed to identify them as offering sustainable benefits – such as water or energy efficiency and reduced CO2 emissions – or as contributors to circular economy or safety.

Helena said: “We are particularly proud of our Planet Positive labelling, which we will implement in our products hand in hand with the new branding. It is a strong proof of our commitment to sustainable business.”

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