As well as changing name, the Alliance has adopted a new corporate identity. The new hexagonal logo’s geometric shape represents both a verdant field and the stylised icons of seven figures standing side by side, symbolising the seven trades that constitute the European flax and hemp industry. The design also hints at a fingerprint, representing one of the four goals in the Alliance’s mission statement: “be proof-obsessed.” Besides traceability, the other goals are “be united”, “connect tradition and innovation”, and “radiate respect” both for people and the environment.“It is time for us to update our identity, so that the image we project may reflect what we have become and have the ambition to become: a collective that represents the entire value chain of the Eu…