Tone of voice

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The core properties of our tone of voice

Having established ourselves as a material solutions company, dedicated to the renewal of the everyday, we have to make this a reality both in our actions, and in the way we describe those actions. This is apparent in the qualities of our brand personality, which helps to guide the ways in which we communicate.

Ambitious

Transformative

Human

Using our brand promise and positioning in copywriting

Please pay careful attention to the way these assets are used in terms of spelling, capitalization and punctuation, particularly when they are used in combination with each other.

Key text assets:
UPM – we renew the everyday
UPM, a material solutions company – we renew the everyday
UPM – a material solutions company
We renew the everyday
A material solutions company

Notes to content creators:

For key slogans, we use a capital letter when they are used on their own:
We renew the everyday
A material solutions company 
But when used in text, no capital letters are to be used, unless the phrase starts a sentence.
We don’t use capital letters like this, not even in titles/headlines:  
We Renew the Everyday, A Material Solutions Company.

We use en-dash, not em-dash:  
En-dash, correct: UPM – we renew the everyday
Em-dash, incorrect: UPM—we renew the everyday
Our writing style is American AP (Associated Press). Exception to the rule:
UPM Fibres and cluster renewable fibres remain as is, and for this reason, we will consistently write fibres in the UK style. 
The most important thing is that our English is always very clear and serves our audiences!