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style=\"text-align: left;\">Getting started, but never from scratch</h2>\n<p style=\"text-align: left;\">Through thoughtful application of color, typography, imagery, and layout, we always aim to create designs that not only capture attention but also build trust and connection with our audiences.</p>","centerContentVertically":null,"horizontalMargin":"","renderedHtml":null,"anchorId":"cid_705320"},{"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":705321,"workId":0,"guidValue":"3a8a3b3f-bb59-4e31-9138-13f763d71219","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_705321","description":null,"title":null,"link":null,"focalPoint":null,"imageUrl":"https://www.brand.upm.com/siteassets/images/upm-brand/upm-brand-foundation-6.png?preset=img-size-half","aspectRatio":"712/400","width":"712","height":"400"},{"displayOption":"half","tag":null,"contentLink":{"id":714838,"workId":0,"guidValue":"0e92b2da-ddf1-4139-a94b-37d14fb98f22","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":714840,"workId":0,"guidValue":"dc565ab0-77c3-44f4-a090-1e252bb302aa","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":"Design fundamentals","body":"<p>Our visual identity isn&rsquo;t just about aesthetics, it&rsquo;s about using storytelling to communicate what we stand for in every interaction.</p>\n<p><a class=\"btn btn--read-more\" title=\"Design fundamentals\" href=\"https://www.brand.upm.com/brand-identity-in-use/design-fundamentals/\">Read more</a></p>","centerContentVertically":null,"horizontalMargin":"medium","renderedHtml":null,"anchorId":"cid_714840"}],"containerBackgroundColor":"green","keepBackgroundColorInContainer":true,"horizontalMargin":true,"verticalMargin":true,"spreadContentArea":false,"renderedHtml":null,"anchorId":"cid_714838"},{"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":709412,"workId":0,"guidValue":"4e7d8a9f-33ba-4d9e-9927-7ef7ebf72d68","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_709412"},{"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":709414,"workId":0,"guidValue":"42b3970f-3e9d-41ca-bfdd-d9d9c65b0b16","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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components.","buttonStyle":"green","readMoreLink":{},"preserveAspectRatio":false,"renderedHtml":null,"anchorId":"cid_709415","image":{"url":"","urlWithPreset":"","localizedAlt":"","aspectRatio":"","width":"","height":"","focalPoint":null}},{"displayOption":"quarter","tag":null,"contentLink":{"id":709416,"workId":0,"guidValue":"b322bd09-a5f1-4ded-9fe5-b2d05a60f515","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":"Gaining time","leadParagraph":"As building services becomes faster, UPM brand platform allows you to focus on creativity while ensuring consistency.","buttonStyle":"green","readMoreLink":{},"preserveAspectRatio":false,"renderedHtml":null,"anchorId":"cid_709416","image":{"url":"","urlWithPreset":"","localizedAlt":"","aspectRatio":"","width":"","height":"","focalPoint":null}},{"displayOption":"quarter","tag":null,"contentLink":{"id":709418,"workId":0,"guidValue":"962401ba-8cd8-407b-8eb4-0f63de101634","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":"Consistency","leadParagraph":"A shared set of principles and rules to ensures a cohesive experience for all stakeholders.","buttonStyle":"green","readMoreLink":{},"preserveAspectRatio":false,"renderedHtml":null,"anchorId":"cid_709418","image":{"url":"","urlWithPreset":"","localizedAlt":"","aspectRatio":"","width":"","height":"","focalPoint":null}},{"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"}],"containerBackgroundColor":"grey","keepBackgroundColorInContainer":false,"horizontalMargin":false,"verticalMargin":false,"spreadContentArea":false,"renderedHtml":null,"anchorId":"cid_705318"},{"displayOption":"full","tag":null,"contentLink":{"id":828609,"workId":0,"guidValue":"7ba7f09d-67a3-41a3-b921-7caec6477e7e","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><strong>Flexibility across a variety of applications​</strong></h2>\n<p>Our visual identity is flexible yet structured, allowing seamless application across various formats, from packaging to digital platforms. It ensures brand recognition while adapting to different materials, scales, and contexts​.</p>\n<p>Explore guidelines for digital applications like advertising and social media, printed materials such as brochures and packaging, and physical materials including events and displays. Follow these guidelines carefully and use the support page if needed.</p>","centerContentVertically":null,"horizontalMargin":"","renderedHtml":null,"anchorId":"cid_828609"},{"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":828615,"workId":0,"guidValue":"f95f99c0-431e-428c-a0cb-4946f02dee3a","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":"third","tag":null,"contentLink":{"id":840985,"workId":0,"guidValue":"455ade9b-73ac-4f57-bec8-55a14f548ec6","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedBannerBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"renderedHtml":"\n\n<a href=\"/brand-identity-in-use/design-fundamentals/logo/\" target=\"_blank\" class=\"paper-banner paper-banner--center \">\n        <div class=\"paper-banner__image-container\">\n\n\n            <img class=\"paper-banner__image lazy-load\" \n                 v-lazy=\"{src: 'https://www.brand.upm.com/siteassets/images/upm-brand/design-fundamentals-01.png?preset=tmpl-size-full'}\" \n                 width=\"1424\"\n                 height=\"801\"\n                 style=\"aspect-ratio: 1424/801;\" />\n        </div>\n    <div class=\"paper-banner__content\">\n        <h3 class=\"paper-banner__title\" id=\"cid_840985\">Logo</h3>\n            <span class=\"paper-banner__cta\">Read more</span>\n    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<div class=\"paper-banner__content\">\n        <h3 class=\"paper-banner__title\" id=\"cid_840986\">Colors</h3>\n            <span class=\"paper-banner__cta\">Read more</span>\n    </div>\n</a>"},{"displayOption":"third","tag":null,"contentLink":{"id":840987,"workId":0,"guidValue":"f6e01af2-6bbe-418a-8914-bb09fc69ac99","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedBannerBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"renderedHtml":"\n\n<a href=\"/brand-identity-in-use/design-fundamentals/typography/\" target=\"_blank\" class=\"paper-banner paper-banner--center \">\n        <div class=\"paper-banner__image-container\">\n\n\n            <img class=\"paper-banner__image lazy-load\" \n                 v-lazy=\"{src: 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paper-banner--center \">\n        <div class=\"paper-banner__image-container\">\n\n\n            <img class=\"paper-banner__image lazy-load\" \n                 v-lazy=\"{src: 'https://www.brand.upm.com/siteassets/images/upm-brand/brand-world---visual-narrative.jpg?preset=tmpl-size-full'}\" \n                 width=\"1424\"\n                 height=\"801\"\n                 style=\"aspect-ratio: 1424/801;\" />\n        </div>\n    <div class=\"paper-banner__content\">\n        <h3 class=\"paper-banner__title\" id=\"cid_840988\">Visual narrative</h3>\n            <span class=\"paper-banner__cta\">Read more</span>\n    </div>\n</a>"},{"displayOption":"third","tag":null,"contentLink":{"id":840989,"workId":0,"guidValue":"5d5200e7-2746-4c88-93f2-cc2bac98e1c0","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedBannerBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"renderedHtml":"\n\n<a href=\"/brand-identity-in-use/photo-style/\" target=\"_blank\" class=\"paper-banner paper-banner--center \">\n        <div class=\"paper-banner__image-container\">\n\n\n            <img class=\"paper-banner__image lazy-load\" \n                 v-lazy=\"{src: 'https://www.brand.upm.com/siteassets/images/visual-narrative/video_technicalities_video_ratios.jpg?preset=tmpl-size-full'}\" \n                 width=\"1424\"\n                 height=\"801\"\n                 style=\"aspect-ratio: 1424/801;\" />\n        </div>\n    <div class=\"paper-banner__content\">\n        <h3 class=\"paper-banner__title\" id=\"cid_840989\">Photo style</h3>\n            <span class=\"paper-banner__cta\">Read more</span>\n    </div>\n</a>"},{"displayOption":"third","tag":null,"contentLink":{"id":840990,"workId":0,"guidValue":"19aaecea-b52f-40e4-9a3b-30a6410bdddb","providerName":null,"url":null,"expanded":null},"name":null,"language":null,"existingLanguages":[],"masterLanguage":null,"contentType":["Block","SharedBannerBlock"],"parentLink":null,"routeSegment":null,"url":null,"changed":null,"created":null,"startPublish":null,"stopPublish":null,"saved":null,"status":null,"renderedHtml":"\n\n<a href=\"/brand-identity-in-use/Video-materials/\" target=\"_blank\" class=\"paper-banner paper-banner--center \">\n        <div class=\"paper-banner__image-container\">\n\n\n            <img class=\"paper-banner__image lazy-load\" \n                 v-lazy=\"{src: 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