Iittala, a company owned by Fiskars, has decided to replace its red logo that was designed by Timo Sarpaneva in 1956. This rebranding move has been met with criticism from consumers on social media platforms.
The company unveiled its revamped logo at the start of the week on its website and Instagram account. The logo transformation involved replacing the iconic red round i-mark with a yellow logo that features Iittala written in a stylized font.
Many Instagram users have expressed their disappointment over the logo change with several comments under the company’s posts criticizing the decision to abandon the old logo. The red i-mark, which was a familiar sight on the side of Iittala’s dishes, was a design of Timo Sarpaneva from 1956.
Some commentators equated the logo change with the destruction of an iconic brand, pointing out that Sarpaneva’s logo is globally recognized. They argue that the new logo signifies Iittala is moving away from its history, with criticism aimed at the yellow color scheme and typography of the Iittala text among other things.
In response to the logo change, Iittala has also deleted its old posts from its Instagram page. This has led some users to speculate, some jokingly, that the company’s social media account might have been hacked or if the change is an early April Fool’s prank.
Janni Vepsäläinen, the creative director of Iittala, insists that the logo change does not mean the company is abandoning its history. Instead, he asserts that the new logo draws inspiration from the company’s history. According to Vepsäläinen, the brand has undergone several changes in its long existence and this is just another part of its evolution.
Vepsäläinen, who was appointed as Iittala’s creative director last year, was responsible for the new logo design. He explains that the yellow color in the logo represents the molten glass in the glassblowing furnace while the typography of the Iittala text symbolizes the surface of the glass.
The company has also decided to stop using logo stickers on its products, a move Vepsäläinen describes as a sustainable development since the stickers are made of plastic.
Despite the backlash, Vepsäläinen maintains that the rebranding is not aimed at any specific target groups but rather to strengthen the brand’s storytelling and reflect Iittala’s history and core competence. He understands the criticism but insists that the company has no intentions of destroying Iittala’s history.
Whether consumers will eventually accept the new logo is uncertain, but Vepsäläinen believes the brand’s core messages will eventually resonate with them. The logo change will also be implemented in Iittala’s stores, with the first renovations taking place at the company’s store on Helsinki’s Pohjoisesplanadi, according to the company’s press release.