Midwest Dairy Unveils New Logo and Brand Identity

Midwest Dairy unveiled a new logo this week as part of the organization’s new vision, mission and strategic plan focused on bringing dairy to life for the consumer and giving them an excellent dairy experience. Serving as a visual connection between farmers and consumers, the new, more simple design is not only intended to convey the goodness of products Midwest dairy farmers so proudly produce but also, for the first time, to represent Midwest Dairy as one entity, no longer including the words Association or Council, to more prominently showcase the values that both organizations bring to consumers.

“Under our new strategic plan, our goal is to sit beside consumers and have conversations that demonstrate our openness, transparency and willingness to listen first and then share the farm to table journey,” says Midwest Dairy CEO Lucas Lentsch. “We also want our new logo to convey the strong traditions of our dairy farmers and their ongoing commitment to producing quality, nutritious dairy products for today’s consumers.”

Midwest Dairy’s new logo, vision and mission are the result of a year-long comprehensive strategic planning process that incorporated input from Midwest Dairy farmers, staff and a variety of partners throughout the dairy community, including retailers, processors and manufacturers, cooperatives and other industry leaders.

 The new Midwest Dairy logo conveys the timelessness of dairy farming and reminds consumers that dairy is, and always will be, wholesome and enjoyable. The color blue represents the friendly, trustworthy farmers, and the yellow “smile” or splash makes you think of the richness that would be associated with butter or cream.

“Our new approach and logo will help us work with partners to develop stronger relationships with consumers to better understand what is important to them,” says Lentsch. “We will be working even more collaboratively with our farmers, wellness, manufacturing, retail and co-op partners to provide valuable resources and new product innovations that meet emerging trends and consumer demands.”