At UPM, we've been leading the way in sustainable innovation for decades. As our strategy has evolved, so have our positioning and brand identity – naturally progressing to reflect the future direction of our business. This guide will help you explore how we live and express our new brand promise to renew the everyday through a wide range of identity assets and applications.
The new visual identity is rooted in material science and inspired by the natural beauty of the resources we work with. It celebrates the breadth of our portfolio and reflects our ambition to lead the sustainable transformation across our customers' industries.
The first section of the UPM brand platform encapsulates who we are as a brand. In it, you'll discover the strategic pillars that define our identity and how these elements come together to express what we feel and sound like.
Mirroring our operations, at the heart of our brand is a commitment to sustainability, innovation, and collaboration. Learn about the principles that guide us.
Understand how our diverse portfolio drives value and enables sustainable, efficient, and responsible choices in everyday life.
Explore the core traits that define our brand's personality and how they should be manifested through communication and design.
UPM brand's toolkit is designed for consistent, effective communication. It helps ensure global recognition and alignment across all touchpoints. In addition to the core elements of our strategy, you’ll find a range of tools to support crafting and designing communications in alignment with our visual identity.
A centralized library of brand assets allows for quick and easy access to everything you need.
Designers, developers and content creators can collaborate, share knowledge and reuse components.
As building services becomes faster, UPM brand platform allows you to focus on creativity while ensuring consistency.
A shared set of principles and rules to ensures a cohesive experience for all stakeholders.
Quickly access the individual assets and elements that together make up our visual identity.
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