Brand identity in use

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Designing to renew the everyday

Discover how our visual identity translates our brand promise into engaging, cohesive brand experiences that inspire us and resonate with our countless stakeholders.

Everything starts from our design principles – the foundation of our brand identity – reflecting our commitment to sustainability and innovation. Whereas tone of voice defines how our brand personality translates verbally, these principles guide how we express who we are visually, ensuring every touchpoint feels authentic, thoughtful, and aligned with our brand promise to renew the everyday.

Getting started, but never from scratch

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.

Design fundamentals

Our visual identity isn’t just about aesthetics, it’s about using storytelling to communicate what we stand for in every interaction.

A toolkit for brand consistency

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.

Speed

A centralized library of brand assets allows for quick and easy access to everything you need.

Efficiency

Designers, developers and content creators can collaborate, share knowledge and reuse components.

Gaining time

As building services becomes faster, UPM brand platform allows you to focus on creativity while ensuring consistency.

Consistency

A shared set of principles and rules to ensures a cohesive experience for all stakeholders.

Flexibility across a variety of applications

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.

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.