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Booth branding

The overall look and feel of a UPM booth should remain cohesive across all events.
Please see different approaches for messaging below.

The look and feel of the UPM exhibition booth is clean, modern, and professional, with a strong emphasis on sustainability and innovation.

Minimalist design: the booth uses a sleek, geometric structure with sharp lines and open space, conveying clarity and purpose.
Color palette: a combination of the UPM color palette creates a visually striking contrast.
Brand consistency: the booth carries UPM’s recognizable logo and typography in a way that feels elegant and unobtrusive.
Clear core messages: our brand promise “We renew the everyday” and positioning “We are a material solutions company” express who we are and the impact we make.
Calm & confident: the sparse design avoids clutter, giving the impression of a confident, forward-thinking brand that knows its value.
Open & inviting: the open layout and bright lighting invite visitors to engage, without overwhelming them with too many elements.
Reception & messaging areas: clearly defined zones for interaction and brand storytelling – functional and effective.

Corporate event booth

Corporate level - example of a large booth

Logo visibility

The UPM logo must be clearly visible and prominently displayed on the event stand. To ensure maximum impact:

Place the logo on a contrasting background (either a plain color or a full-size photo).
Follow design fundamentals to maintain proper contrast and readability.

Use of brand promise

The UPM brand promise should accompany the logo and be integrated into the stand design, especially at eye level where it is most likely to be noticed.

Wall design

For stand walls, use key brand images and Innovation photos. These should align with UPM’s visual identity and support the brand promise.

Avoid overbranding

Do not overdecorate or clutter the stand with excessive branding.

The UPM logo should remain the primary visual branding element.
Avoid adding additional graphics or elements that compete with or diminish the logo's visibility and impact.

Corporate level - example of a small booth

The small event booth is intended for spaces with limited room, making a minimalist and strategic layout essential. Use the space efficiently and avoid including unnecessary elements that could create visual clutter.

Logo placement

Position the UPM logo at the center top of the reception desk for clear brand visibility. The logo should be the primary branding element and must remain unobstructed by other visuals.

Visual elements and color use

Incorporate key brand photos that align with UPM’s identity and complement them with official brand colors. This combination helps maintain a unified and professional appearance.

Wall design

Feature the UPM brand promise alongside the logo on the wall. Place both elements clearly and at an appropriate height to ensure they are easily seen and understood by visitors.

Balanced branding approach

Avoid overbranding the booth. Maintain a clean and focused design where the UPM logo booths out as the central visual element, without competition from excessive graphics or messages.

Business-specific event booth

Business level - example of a large booth

Business identity and logo placement

The booth should clearly feature the business name along with the UPM logo. Ensure the logo is highly visible by placing it on a contrasting background: either a plain color or a full-size photo. Follow design fundamentals to maintain strong contrast and legibility.

Reception desk branding

Place the UPM logo at the center top of the reception desk to ensure consistent and prominent branding.

Wall design

Use Product and Impact-themed business photos for the wall design. These should be combined with a business-specific message positioned at eye level for maximum engagement and clarity.

Avoid overbranding

Avoid overbranding the booth. The UPM logo should serve as the primary branding element and should not be overshadowed by additional graphics or design elements. Maintain a clean and focused visual presentation to ensure brand clarity.

Business level - example of a small booth

The small event booth is intended for limited spaces, so it should follow a minimalist design. Use the space efficiently and avoid cluttering it with unnecessary elements.

Logo placement

Place the UPM logo at the center top of the reception desk to ensure clear and consistent brand visibility.

Visual elements and color use

Incorporate Product or Impact-themedbusiness visuals and combine them with UPM’s brand primary and secondary colors to maintain a cohesive and professional appearance.

Wall design

Feature a business-specific message along with the UPM Business name on the wall. Position these elements at eye level for maximum visibility and impact.

Balanced branding approach

Avoid overbranding the booth. Keep the UPM logo as the main visual element and ensure it is not overshadowed by additional graphics or messaging. Maintain a clean and focused design.

Colors, materials & images

These guidelines are recommendations to help you choose colors and materials that are in harmony with our visual brand style. Strong, brand images and a new color palette are key elements in creating the UPM look.

Use color pairing and color hierarchy according to design fundamentals.
The material of the floor can be fabrics, wood composite or wood in color tones that harmonise with the entire booth.
UPM building materials are used when possible.
Use brand images that emphasise the materials and the science behind them.
Keep the environmental impact in mind when selecting materials.
Use high-quality images in large-format printing.
Key image wall can be replaced with a large screen using key images as part of the presentation.

RAL colors

RAL is a standardized color matching system for paints widely used in Europe, ensuring precise and consistent color representation. By incorporating brand-aligned RAL color codes into the event booth design, you can create a cohesive and professional appearance that effectively represents our brand.

Reliable

160 30 30

Trust

6029

Energy

120 80 40

Transparent

130 90 05

Renewable

060 80 10

Innovation

270 85 15

Growth

160 80 25

Product display

Presenting products effectively at trade fairs is essential for attracting attention and communicating value to visitors. The following best practices help ensure a professional and engaging display:

Products should be displayed in a clean, dedicated area that allows for easy visibility and interaction, without overcrowding the space.
Each product should be accompanied by clear, concise information highlighting its key features and benefits.
The layout should guide visitors naturally through the display, encouraging engagement while maintaining a professional and organized appearance.
Lighting, branding, and supporting visuals should enhance the product’s appeal and align with the overall booth design.
Interactive elements or demonstrations can further elevate the experience and communicate value effectively.

Hanging displays

Hanging displays play a crucial role in enhancing the visibility of the UPM event booth, as they are making it easier for attendees to spot your location from a distance.

The company logo and UPM Business name should be prominently placed on these displays to ensure brand recognition, while the use of brand colors helps to create a cohesive and visually appealing presence that aligns with our overall brand identity.

Furniture

Furniture design and quality play a key role in shaping how our brand is perceived at exhibitions.

Furniture selection should reflect a clean, modern aesthetic in line with UPM’s visual identity. When choosing equipment for your event, refer to the approved material palette and prioritize furniture in neutral or natural tones that complement our brand colors.

Subtle, contemporary designs made of sustainable materials are preferred, as they reinforce our commitment to innovation and environmental responsibility.

The presented mood-board offers curated examples of suitable furniture and should be used as a visual guide when coordinating with suppliers to ensure a visual consistency across all exhibition setups.