Viscofan, S.A. is a Spanish manufacturer of artificial casings for meat products, founded in Navarra in 1975 and headquartered in Tajonar, Spain. The company operates production sites across Europe, the Americas, and Asia, and distributes its products in more than one hundred countries. Its current visual identity dates from a 2007 corporate rebrand that unified the group’s various subsidiary brands under a single Viscofan name.
Design and History
In May 2007, Viscofan presented a new unified brand during the IFFA 2007 trade fair in Frankfurt, Germany, the world’s leading meat industry exhibition. The company consolidated the multiple brand names used by its 20 subsidiaries across more than one hundred countries into a single Viscofan mark. The rebrand introduced new corporate colors, blue and orange, which the company said allowed for better visibility of the brand name while providing a more direct and innovative image. The group’s Spanish market leader brand, Carretilla, was also folded into the unified Viscofan identity at this time. [1] [2]
Prior to the 2007 unification, Viscofan operated under a variety of subsidiary brand names in different markets. The company itself was incorporated on 17 October 1975 under the name Viscofan, Industria Navarra de Envolturas Celulósicas, S.A. [3] The 2007 rebrand marked the first time the group presented a single global visual identity across all its operations.
Meaning and Symbolism
The company’s stated rationale for the 2007 color change was functional and communicative rather than symbolic: the new blue and orange corporate colors were chosen to improve the legibility of the brand name and to convey a more direct, innovative image. [1]
Typography and Design
The current Viscofan wordmark uses a clean sans-serif typeface, as seen across the company’s official website and corporate communications. The mark pairs the wordmark with an abstract symbol in the blue and orange palette introduced in 2007. [4]
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