The 22-year-old Mengniu ushered in new changes.
In December 1999, the newly established Mengniu put into production its first self-built production base in Helinger County, Inner Mongolia, sounding the clarion call to enter the national dairy market.
In December 2002, the third phase of Mengniu Helin Base, known as the "Global Model Factory", was completed and put into production. Technological innovation provided strong impetus for its rocket-like development speed.
In December 2010, the first domestic lactic acid bacteria strain with independent intellectual property rights came out in Mengniu, breaking the dilemma of domestic dairy companies' long-term dependence on "foreign strains" in one fell swoop.
In December 2017, Mengniu became the global official sponsor of the 2018 FIFA World Cup for the first time. The more international Mengniu has gradually moved from "prairie cattle" to "world cattle".
In December 2021, Mengniu officially announced the renewal of the LOGO, fully embarking on a brand upgrade strategy.
Renewing and not changing the heart, the ingenuity of Apple's LOGO designer
On December 18, Mengniu upgraded the LOGO that has been in use for 22 years.
The new LOGO was designed by Rob Janoff, who had designed the Apple logo. This is also his first collaboration with a well-known consumer brand in China.
In response to this design, Mengniu and Rob Janoff conducted multiple rounds of detailed communication, and through global consumer market research, it was determined that the great brand adheres to the concept of "continuously renewing the image in the inheritance", and " The idea of LOGO upgrading with a new image of youthfulness and internationalization.
After careful polishing and careful selection of hundreds of hand-drawn sketches by Rob Janov, the final version of Mengniu's new LOGO is finally available.
The new LOGO takes Chinese characters as the bone and the Inner Mongolia prairie as its soul. It retains the original graphic structure and basic colors to the greatest extent, and continues the main emotional elements of consumers.
But from the overall visual perspective, the new LOGO has been adjusted through graphics, color numbers, borders, etc., to further highlight the three elements of "horns", "mother river" and "green prairie" with Chinese characteristics and Mengniu characteristics. Obviously friendly, modern, open and international.
The basic color of the graphic is green, which symbolizes nature, health, and quality. It represents the color of the Inner Mongolia Prairie, the cradle of nurturing Mengniu. It shows that Mengniu has not forgotten its original aspirations. Starting from the Inner Mongolia Prairie, it will strengthen its people and go to the world.
The "horn" in the upper right corner is Mengniu's spiritual symbol, which represents Mengniu's corporate spirit of "being stronger by nature and competing with itself".
At the same time, it symbolizes a revolving earth and a sky full of infinite possibilities, reflecting Mengniu's broad mind of "stepping on the grassland, looking at the world, and looking up at the stars."
The "river" below symbolizes the Yellow River, the mother river that nourishes the land and the nation.
Mengniu was born in the fertile soil bred in the Yellow River, and the industrial chain layout is carried out on the golden milk source belt along the Yellow River. It adheres to the mission of "a little bit of nutrition, blooms every life", and brings consumers a glass of good milk for the "guardian" "The common health of mankind and the earth" will make greater contributions.
The Chinese calligraphy preserved by the new LOGO continues the emotional elements of consumers. "Bull Horn" and "Mother River" break through the original frame and are newly presented in the golden ratio ratio, demonstrating Mengniu's courage and determination to break the shackles, surpass itself, and pursue excellence. It also implies riding the wind and waves and going to the world.
It is worth mentioning that there is another fine-tuning of the new LOGO, which is to change the green color number of "361C" used in the previous basic color to "7481C".
This is the conclusion drawn through market research of global consumers, and Mengniu respects consumers' choice to make adjustments to this.
In addition, the elements of "Bull Horn" and "Mother River" in the new LOGO are presented on the "grassland" in the golden ratio ratio with great mathematics. This design with both technology and art makes the overall LOGO balanced, A sense of order and harmony, and the flexible use of this technique is also Rob Janoff's consistent "stunning", which is reflected in the logos of internationally renowned brands such as Apple and Intel that he has designed.
From the prairie of Inner Mongolia, green is the eternal base color of Mengniu
The vast prairie, winding mother river.
The two “bright” designs in the new LOGO remind Mengniu's original intention and background color all the time.
Mengniu was born on the prairie of Inner Mongolia 22 years ago.
Located at 40 degrees north latitude, it has 1.3 billion acres of natural grassland and 30 million acres of artificial grassland. It is nourished by the mother river and has luxuriant aquatic plants, fertile land, and a suitable climate. It has become an internationally recognized golden milk source belt.
In the past 22 years, starting from the Inner Mongolian prairie, Mengniu has deployed its industrial chain on the golden milk source belt along the Yellow River, adhering to the mission of "a little bit of nutrition, blooming every life", in order to "protect the common health of mankind and the earth", and develop green development. The road is all over the world.
Grassland green has also become Mengniu's everlasting background color.
Walking into the hinterland of the Ulan Buhe Desert in Inner Mongolia, in Mengniu’s organic milk production base, 97 million sand trees have transformed the former desert into an oasis. In an endless oasis, there are 220,000 acres of organic pasture planted in a contiguous area. Among them, 23 pastures certified by the EU organic standards are dotted among them.
100,000 cows live a low-density happy life in a natural and organic environment. They drink pure water, sunbathe, and eat organic grass. More than 1,400 tons of desert organic milk produced every day go to consumers’ tables.
When I came to the Mengniu production base in Dongxi Lake, Wuhan, sunlight poured in from the large skylights and shone on the automated assembly line that was operating in an orderly manner. Natural light became the main lighting method in the workshop.
The "Clear Water Center" outside the workshop can process 6000 tons of sewage per day, which can be used for green irrigation, and the sludge produced can be recycled into organic fertilizer for use by the farms in the factory.
In summer, in this national green factory, migratory birds and egrets often visit and play.
Ecological priority, green development.
Taking the lead in the industry to achieve "carbon neutrality" is also Mengniu's green commitment in response to the national strategy.
Not long ago, in the latest MSCI ESG rating, Mengniu was upgraded from last year's “BB” rating to “BBB” rating, and got the highest rating so far in China's food industry.
Looking up to the starry sky, innovation and development is Mengniu's eternal pursuit
The renewal of the LOGO is also an in-depth dialogue between Mengniu and consumers through visual forms. This top ten dairy company in the world is trying to convey its strategic goals in a clearer and more concise way from a brand perspective. Global consumers.
The "horns" in the new LOGO is Mengniu's spiritual symbol, which represents Mengniu's corporate spirit of "being stronger by nature and competing with itself".
At the same time, it also symbolizes a revolving earth and a sky full of infinite possibilities, embodying Mengniu's broad mind of "stepping on the grassland, looking at the world, and looking up at the stars."
At the beginning of its establishment, Mengniu’s revenue was only 37 million yuan, ranking 1116 in the national dairy industry rankings. With the collective efforts of consumers’ beloved and “strong” Mengniu people, the revenue in 2020 will reach 76 billion yuan, more than 1,000 days. On average, it surpasses one competitor every day.
Mengniu is entering the world stage.
Globally, Mengniu has built 68 factories with a total annual production capacity of more than 10 million tons. At the same time, it has more than 1,000 cooperative ranches in China, with an average daily milk collection of more than 18,000 tons.
Where will Mengniu go in the future?
In 2020, in the face of the various adverse effects of the epidemic, Mengniu Gouda put forward the strategy of “creating a new Mengniu” and described the five dimensions of its future development with the five letters of “FIRST”: First-Choice, becoming the favorite of consumers Mengniu; Technology has become Mengniu with digital intelligence; International has become Mengniu with internationalization; Spirit has become Mengniu with strong cultural genes; Responsibility has become Mengniu with more sense of responsibility.
"Through the implementation of the FIRST strategy, Mengniu will continue to improve quality and strengthen the brand, so that Chinese consumers can drink'world-quality assured milk', and global consumers will fall in love with'dairy products made in China'." said Lu Minfang, president of Mengniu Group .
When the LOGO was renewed, Mengniu also launched a global brand upgrade strategy, with China Aerospace Foundation, FIFA World Cup, Chinese Football Association China Team, Chinese Super League, Shanghai Disney Resort, Beijing Universal Resort and other domestic and international first-class cultural and sports brands. Continuous strategic cooperation to achieve the top IP "Grand Slam", holding the overwhelming advantage in the next few decades.
Mengniu, the "grassland cattle", is struggling fast, striving for the grand vision of "the world's cattle, the world's most loved and nourishing 2 billion consumers".
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