Brand introduction

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Setting the foundation

This section of the UPM brand platform encapsulates who we are as a brand. Discover the strategic pillars that define our identity and how these elements come together to express what we feel and sound like.

Brand foundation

Mirroring our operations, at the heart of our brand is a commitment to sustainability, innovation, and collaboration. Understand how our diverse portfolio drives value and enables sustainable, efficient, and responsible choices in everyday life. Learn about the principles that guide us.

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Tone of voice

Explore the core traits that define our brand’s personality and how they should be manifested through communication and design. An extension of our personality, our ToV guides you in adopting and maintaining a consistent UPM tone across all communications.

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Visual narrative

Discover how UPM's visual narrative brings our brand promise "We renew the everyday" to life through captivating imagery and storytelling. Dive into our visual principles and guidelines to see how we create a cohesive and authentic brand presence.

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