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As our strategy has evolved, so have our positioning and brand identity &ndash; naturally progressing to reflect the future direction of our business. This guide will help you explorea how we live and express our new brand promise to renew the everyday through a wide range of identity assets and applications.</p>\n<p style=\"text-align: left;\">&nbsp;</p>","centerContentVertically":null,"horizontalMargin":"","renderedHtml":null,"anchorId":"cid_693566"},{"displayOption":"full","tag":null,"contentLink":{"id":4950,"workId":0,"guidValue":"f984f3fb-a6ce-4a91-9dff-c8ecf6756b35","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_4950"},{"displayOption":"full","tag":null,"contentLink":{"id":693567,"workId":0,"guidValue":"afc3d28f-1f1c-4e08-82f1-923acfb3c3be","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContainerBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"backgroundContainerContent":[{"displayOption":"full","tag":null,"contentLink":{"id":693577,"workId":0,"guidValue":"38ec1238-7ba2-4fcd-a948-f3a341b963f3","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h2 style=\"text-align: left;\">Setting the foundation</h2>\n<p style=\"text-align: left;\">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.</p>\n<p style=\"text-align: left;\">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.</p>","centerContentVertically":null,"horizontalMargin":"none","renderedHtml":null,"anchorId":"cid_693577"},{"displayOption":"full","tag":null,"contentLink":{"id":342966,"workId":0,"guidValue":"98f83ff9-de75-4b44-b45a-d99a5608681c","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"medium","renderedHtml":null,"anchorId":"cid_342966"},{"displayOption":"half","tag":null,"contentLink":{"id":693578,"workId":0,"guidValue":"468f6df2-9ca5-43c7-8b34-cf13d294cf22","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_693578","description":null,"title":"Brand introduction","link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/upm-brand-foundation-2.png?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"half","tag":null,"contentLink":{"id":693579,"workId":0,"guidValue":"887626d1-9de9-4da0-b4f0-7ae136b8a4f6","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3>Brand introduction</h3>\n<p>Mirroring our operations, at the heart of our brand is a commitment to&nbsp;sustainability, innovation, and collaboration. Learn about the&nbsp;principles that guide us.</p>\n<p><a class=\"btn btn--arrow-right\" title=\"Brand introduction\" href=\"https://www.brand.upm.com/brand-introduction/\">Learn more</a></p>","centerContentVertically":null,"horizontalMargin":"large","renderedHtml":null,"anchorId":"cid_693579"},{"displayOption":"full","tag":null,"contentLink":{"id":342967,"workId":0,"guidValue":"8e91b3d0-6d08-4e18-b0a7-3c7cbd8ce635","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_342967"},{"displayOption":"half","tag":null,"contentLink":{"id":693580,"workId":0,"guidValue":"5548178a-2eab-4590-bd6f-5292366ae2f3","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3>Brand identity</h3>\n<p>Understand how our diverse portfolio drives value and enables&nbsp;sustainable, efficient, and responsible choices in everyday life.</p>\n<p><a class=\"btn btn--arrow-right\" title=\"Brand identity\" href=\"https://www.brand.upm.com/brand-identity-in-use/\">Learn more</a></p>","centerContentVertically":null,"horizontalMargin":"large","renderedHtml":null,"anchorId":"cid_693580"},{"displayOption":"half","tag":null,"contentLink":{"id":693581,"workId":0,"guidValue":"463e35db-fae6-4492-a979-f3efa30463d1","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_693581","description":null,"title":"Brand identity","link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/upm-renewal-layouts3.jpg?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"full","tag":null,"contentLink":{"id":342967,"workId":0,"guidValue":"8e91b3d0-6d08-4e18-b0a7-3c7cbd8ce635","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_342967"},{"displayOption":"half","tag":null,"contentLink":{"id":693586,"workId":0,"guidValue":"2dc3c4c0-7784-4569-aef1-1c71b497e5e0","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_693586","description":null,"title":"Support","link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/upm-brand-foundation-7.jpg?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"half","tag":null,"contentLink":{"id":693585,"workId":0,"guidValue":"2aaee944-5bd8-4ece-b1b0-a148ceb78558","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3>Support</h3>\n<p>Explore the core traits that define our brand's personality and how they should be manifested through communication and design.</p>\n<p><a class=\"btn btn--arrow-right\" title=\"Support\" href=\"https://www.brand.upm.com/support/\">Learn more</a></p>","centerContentVertically":null,"horizontalMargin":"large","renderedHtml":null,"anchorId":"cid_693585"},{"displayOption":"full","tag":null,"contentLink":{"id":4945,"workId":0,"guidValue":"1d86b2c1-372f-4277-8bcd-ccef0122a109","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"medium","renderedHtml":null,"anchorId":"cid_4945"}],"containerBackgroundColor":"grey","keepBackgroundColorInContainer":false,"horizontalMargin":false,"verticalMargin":false,"spreadContentArea":false,"renderedHtml":null,"anchorId":"cid_693567"},{"displayOption":"full","tag":null,"contentLink":{"id":4945,"workId":0,"guidValue":"1d86b2c1-372f-4277-8bcd-ccef0122a109","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"medium","renderedHtml":null,"anchorId":"cid_4945"},{"displayOption":"full","tag":null,"contentLink":{"id":693589,"workId":0,"guidValue":"b3833153-f1cb-4778-a2f9-0746420f281b","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h2 style=\"text-align: left;\">A toolkit for brand consistency</h2>\n<p style=\"text-align: left;\">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&rsquo;ll find a range of tools to support crafting and designing communications in alignment with our visual identity.</p>","centerContentVertically":null,"horizontalMargin":"","renderedHtml":null,"anchorId":"cid_693589"},{"displayOption":"full","tag":null,"contentLink":{"id":342967,"workId":0,"guidValue":"8e91b3d0-6d08-4e18-b0a7-3c7cbd8ce635","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_342967"},{"displayOption":"quarter","tag":null,"contentLink":{"id":693597,"workId":0,"guidValue":"3ded117f-0cf5-4525-95a1-4f37611f38c6","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedCallToActionCenteredBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"Speed","leadParagraph":"A 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stakeholders.","buttonStyle":"green","readMoreLink":{},"preserveAspectRatio":false,"renderedHtml":null,"anchorId":"cid_693600","image":{"url":"","urlWithPreset":"","localizedAlt":"","aspectRatio":"","width":"","height":"","focalPoint":null}},{"displayOption":"full","tag":null,"contentLink":{"id":4950,"workId":0,"guidValue":"f984f3fb-a6ce-4a91-9dff-c8ecf6756b35","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_4950"},{"displayOption":"full","tag":null,"contentLink":{"id":4950,"workId":0,"guidValue":"f984f3fb-a6ce-4a91-9dff-c8ecf6756b35","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_4950"},{"displayOption":"half","tag":null,"contentLink":{"id":693612,"workId":0,"guidValue":"9c43e42a-f06a-4cb1-91ab-87b0d8e783f3","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_693612","description":null,"title":"Design fundamentals at a glance","link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/upm-brand-foundation-6-square.jpg?preset=img-size-half","aspectRatio":"712/712","width":"712","height":"712"},{"displayOption":"half","tag":null,"contentLink":{"id":693614,"workId":0,"guidValue":"e86d5a1c-4af3-4aee-a81d-521cc15c4717","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3>&nbsp;<br />Design fundamentals at a glance</h3>\n<p>Quickly access the individual assets and elements that together make up our visual identity.<br />&nbsp;</p>\n<p><a class=\"btn btn--arrow-right\" title=\"Logo and its usage\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/logo/\">Logo</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Color palette\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/business-names-and-product-names/\">Business &amp; product names</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Typography\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/colors/\">Colors</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Imagery\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/typography/\">Typography</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Videos &amp; motion\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/layout/\">Layout</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Icons &amp; illustrations\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/image-style/\">Image style</a></p>\n<p>&nbsp;</p>","centerContentVertically":null,"horizontalMargin":"large","renderedHtml":null,"anchorId":"cid_693614"},{"displayOption":"full","tag":null,"contentLink":{"id":4950,"workId":0,"guidValue":"f984f3fb-a6ce-4a91-9dff-c8ecf6756b35","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_4950"},{"displayOption":"half","tag":null,"contentLink":{"id":854257,"workId":0,"guidValue":"2b591f35-d80d-44ce-8eda-16f2baf61539","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3><br /><br />Digital assets toolkit</h3>\n<p>Discover the rules for creating branded social media posts, advertising in digital environment and preparing captivating corporate presentations.<br /><br /></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Social media branding &amp; formats\" href=\"https://www.brand.upm.com/brand-identity-in-use/digital-materials/social-media-branding-and-formats/\" target=\"_blank\" rel=\"noopener\">Social media branding &amp; formats</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Social media profile branding\" href=\"https://www.brand.upm.com/brand-identity-in-use/digital-materials/social-media-profile-branding/\" target=\"_blank\" rel=\"noopener\">Social media profile branding</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Digital advertising\" href=\"https://www.brand.upm.com/brand-identity-in-use/digital-materials/digital-advertising/\" target=\"_blank\" rel=\"noopener\">Digital advertising</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"PowerPoint\" href=\"https://www.brand.upm.com/brand-identity-in-use/powerpoint/\" target=\"_blank\" rel=\"noopener\">PowerPoint</a></p>\n<p><a class=\"btn btn--arrow-right\" title=\"Additional graphic elements\" href=\"https://www.brand.upm.com/brand-identity-in-use/digital-materials/additional-graphic-elements/\" target=\"_blank\" rel=\"noopener\">Additional graphic elements</a><br /><br /><br /></p>","centerContentVertically":null,"horizontalMargin":"","renderedHtml":null,"anchorId":"cid_854257"},{"displayOption":"half","tag":null,"contentLink":{"id":854256,"workId":0,"guidValue":"dfb27123-aa84-47c7-b8c1-4bff71d9edde","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_854256","description":null,"title":null,"link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/digi-ads02.jpg?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"full","tag":null,"contentLink":{"id":4950,"workId":0,"guidValue":"f984f3fb-a6ce-4a91-9dff-c8ecf6756b35","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedExtraMarginBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"marginHeight":"small","renderedHtml":null,"anchorId":"cid_4950"},{"displayOption":"half","tag":null,"contentLink":{"id":854259,"workId":0,"guidValue":"0f41a93c-1890-4f15-ab0c-961cd25c66ff","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedImageBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"imageManipulation":"wideBanner","showCaption":false,"enableZoom":false,"renderedHtml":null,"anchorId":"cid_854259","description":null,"title":null,"link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/brand_upm_print_hero.jpg?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"half","tag":null,"contentLink":{"id":854258,"workId":0,"guidValue":"604d60d4-6335-4eb6-b832-6aefaa19d821","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedContentBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"title":"","body":"<h3>Printed 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