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Colors

Colors are an important element for brand recognition. They must be used correctly and consistently in order to build coherence and to increase the memorability of our graphic expression.

Primary colors

Colors are powerful tools for brand recognition, reinforcing the memorability of our visual expression. Our main colors are all green, symbolizing reliability, trust and energy — qualities inspired by the spirit and values of the renewed UPM brand. Each color is thoughtfully named to reflect these values, reinforcing the essence of our brand. These greens are central to our visual identity and must be used consistently to ensure strong and recognizable brand expression.

Reliable is an elegant, dark green ideal for large surface backgrounds, as well as a text color on light brand colors or clean images. Trust works perfectly as a highlight color for URL links, icons, headlines or subheadlines and large surface backgrounds. Energy is a choice for strong emphasis against on Reliable or as a full color background (with Reliable text on it).

Always make sure to follow the defined color combinations and color hierarchy described on the next pages.

Note: We use only solid colors with 100% opacity. We do not use tints, shades or gradients.

Secondary colors

Our secondary color palette is designed to play an additional role, complementing the main colors, or to be used as accent colors or for emphasis, both in text or graphic elements. The Transparent color may have a wider application than other colors from the secondary palette, as it is ideal for backgrounds and as a text color to replace the default white in brand creations.

Renewable, Innovation and Growth work perfectly with the Reliable green color from the primary palette, both as a highlight text or a small surface background.

Always make sure to follow the defined color combinations and color hierarchy described on the next pages.

Additional colors

Special colors

Safety and Compliance are special colors, reserved ONLY for usage relating to around safety and compliance topics. Never use them in other contexts nor in contrast with UPM's primary and secondary colors

Graph colors

Graph blue and brown are provided to support the need for extra colors when the primary and secondary palettes are not enough, e.g. in infographics, web applications, and certain publications. Never use them as a substitute for colors from the primary or secondary palette.

Black and white

Black and white will remain in use, particularly for longer body text placed on a white background. Do not combine them with colors from the primary or secondary palette (i.e. do not place black text or elements on a Transparent or Energy background. Do not place white text or elements on a Reliable or Trust color background). Use black and white in contrast with each other (black on white and white on black).

Note: The UPM logo is always white on a dark color background or dark image.

Color pairing

Color pairings are set according to the WCAG (Web Content Accessibility Guidelines) system. The system is organized under the principles of Perceivable, Operable, Understandable, and Robust. WCAG dictates a minimum contrast ratio of 4.5:1. The rules of color combinations apply to all brand elements: texts, backgrounds and graphics. Please note that WCAG is a standard for web content accessibility, but we apply same rules for print, with attention paid to certain differences in reception. To create inclusive design, always make sure you follow the presented rules. See color usage for text in the Typography section.

Color hierarchy

UPM's primary colors (Reliable, Trust, Energy) should dominate your workspace. The Transparent color can be used more frequently than other secondary colors, especially for backgrounds or text. The remaining secondary colors (Renewable, Innovation, Growth) should be used in moderation. Always follow the defined color combinations and guidelines. To maintain a clean look, limit each design to a maximum of 3 colors. Always check the defined color combinations.

Always use the provided color values for accuracy. For digital work, stick to the given RGB values to ensure consistency — avoid computer-generated eyedropper tools. CMYK values are intended for print, while PMS (Pantone®) values should be used for color consistency across different printing processes.

You can download color swatches in .ase format to ensure correct color values (CMYK and RGB).