Vietnam Dairy Products Joint Stock Company (Vinamilk, VNM) has just announced a new brand identity.

According to Ms. Mai Kieu Lien, the Company spent more than a year preparing for today’s repositioning, and the implementation team was introduced as a famous name in the world’s professional community.

In particular, along with the logo change information, Vinamilk created a new trend on social networks to help many Facebook users who have been `following the trend` of changing their avatars according to the Vinamilk Logo model.

However, this `new change of clothes` for Vinamilk received many mixed opinions, with many compliments but also many criticisms.

From the perspective of some design experts, Vinamilk’s new logo is designed to be simplified according to the style of minimalism that many brands around the world have applied.

A representative of a digital company emphasized that this new logo, if placed on Vinamilk products, can be easier to recognize than the old logo because the font is very strong and thick, clearly showing the intention of increasing the level of recognition.

Also commenting on the new background color, another expert in the field of communication and design said that Vinamilk’s new purple blue color belongs to the industrial and technological color group;

In addition, many opinions also expressed concerns about the designer’s intentions when deciding to place the two phrases `EST` and `1976` far apart under the brand name.

There is a neutral opinion that whether Vinamilk’s new logo design is beautiful or not depends on 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.

From a user perspective, many dissatisfied opinions were recorded on social networks with comments such as: `The color is not eye-catching`, `The old is better`, or the placement of the two phrases `EST` and `1976`.

On the business side, CEO Mai Kieu Lien said change is necessary in the life of every business.

`Actually, repositioning the brand is just the first step in Vinamilk’s strategy for the next 5 years. There will be changes, mainly digital transformation in all fields. And the way of doing business will also be

Ms. Lien also added that in the near future, Vinamilk will promote digital transformation applied in business, in digital marketing, in personnel recruitment, and in general in management to save resources and be more effective.