Fortum

Official Websites

• https://www.fortum.com
• https://www.fortum.fi
• https://guidelines.fortum.com
• http://www.twitter.com/fortum_oyj

Brand Guidelines

2021

Brand Summary

Mission

• To provide customers with clean energy solutions and build a coherent brand that feels contemporary, optimistic, and joyful. The tagline ‘For a cleaner world’ amplifies this mission and is used across brand assets to reinforce environmental responsibility and progress.

Core Values

• optimism
• development
• approachability
• clean energy
• customer centricity
• authenticity
• sustainability

Target Audience

• Customers and employees, as well as stakeholders interested in clean energy solutions, sustainability, and contemporary, optimistic brands. The brand also targets communities and societies where Fortum operates.

Personality Traits

• contemporary
• optimistic
• joyful
• approachable
• strong
• solid
• progressive

Visual Identity Overview

• The visual identity is built around the Fortum logo, which uses Optimistic Green as the primary color, supported by Forest Green and other secondary colors. The logo is always used with clear free zones and minimum sizes, and can be animated. Typography centers on the custom Fortum Sans font, with Arial as a fallback. Imagery is authentic, friendly, relaxed, energetic, and optimistic, with a focus on clean energy, nature, and technology. Icons, illustrations, and infographics use the brand color palette and typography. Brand assets are applied consistently across print, digital, vehicles, workwear, flags, events, signs, and more, with clear guidelines for each application.

Categories

Brand Imagery

• In Fortum we use two types of imagery: conceptual images illustrating overall themes and Fortum images that are specific for our business.
• Conceptual images are idea-driven. They can be more symbolic and support overall themes as contemporary trends, light, residue, city, hydro, waste, showing people enjoying themselves, using sustainable solutions and living the change. Conceptual images have simple but interesting compositions, crisp lighting, a neutral background with strong colour in focus.
• The Fortum images stay close to what we do. Showing the product, emphasizing the clean energy, nature and the latest green technology. They show the pride and determination that comes from working at Fortum. Settings in images should not be over-arranged.
• All images used in Fortum should create a believable, friendly, relaxed, energetic and optimistic mood. Yet people, mood and situations should feel authentic, not fake or forced. People appearing in photographs should have a genuine and personal look and their gestures and reactions should always be natural and believable. Settings should not be over-arranged. Diversity (age, gender, nationality) should be promoted.
• Images should be clear and simple in both idea and composition. Aim for a depth in focus field, light and composition to make the imagery more dynamic and less static or arranged. Leave space around, or on the side of, action. It gives the images versatility of use and a possibility for cropping. Short focus depth or foreground or background can be used to make sure the image isn´t too flat and that it´s visually appealing.
• Keep the lighting natural. High contrast, backlight, flares etc can be used as long as it feels natural. Morning and late afternoon lights often give a warmer and more interesting feel.
• Pay attention to details.
• Follow Fortum’s safety instructions.
• See that the environment or the background does not feature any disturbing elements.
• Fortum should be the only brand visible; avoid all easily recognizable brands and labels.
• Images are a powerful tool to build a trustworthy, energetic and customer friendly brand. Take advantage of images as much as possible in advertising. Use images in full bleed when possible.
• When images cannot be used, create vitality and joyfulness by using fresh and vivid Fortum colours in the corner element and in the background.
• Bodycopy is recommended to be placed over the image with the heading.
• If the bodycopy is very long or will not be readable on the image use a coloured background underneath the bodycopy to ensure readability.

Color Palette

• Always use the Fortum logo in Optimistic Green colour. If you can’t use the correct colour due to technical limitations, use gray or white logo. On a dark background use the white logo.
• Optimistic Green R 90 G 195 B 125 HEX #5AC37D C 60 MOY 75 K 0 PMS 7489C,368U RAL 6018 WEBSAFE 66CC66
• Gray (Grayscale use only) COMOYO K 50
• Fortum’s primary colours are Optimistic Green and Forest Green. Green communicates nature, optimism and development.
• CMYK: Printed applications
• RGB: Screens and displays
• Pantone: High-quality print
• RAL: Painting
• Hex code: RGB in hexadecimals
• Websafe: Safe colour for web
• All colours can be used as tints.
• There is an extended colour palette in use for digital applications. See guidelines.fortum.com for more information.
• Optimistic Green R 90 G 195 B 125 HEX #5AC37D C60MOY75KO PMS 7489C,368U RAL 6018 WEBSAFE #66CC66
• Forest Green R 55 G 122 B 108 HEX #377A6C C 90 M 35 Y 65 K 15 PMS 5473C, 329U RAL 6026 WEBSAFE #336666
• Water Blue R 120 G 160 B 212 HEX #78A0D4 C60M15YOKO PMS284CU RAL 5012 WEBSAFE #6699CC
• Energetic Orange R 235 G 100 B 55 HEX #EB6437 COM 70Y80 K 0 PMS 1665 CU RAL 2004 WEBSAFE #FF6633
• Aurelion Yellow R 245 G 225 B 80 HEX #F5E150 C 5 M 5 Y 75 K 0 PMS108CU RAL 1016 WEBSAFE #FFFF66
• Power Red R210G85B100 HEX #D25564 C 25 M 95 Y 50 K 0 PMS 1797 CU RAL 3018 WEBSAFE #CC3333
• Sustainable Gray R 185 G 180 B 170 HEX #B8B4AA C 30 M 25 Y 30 K 5 PMS 429 CU RAL 7004 WEBSAFE #999999
• Electric Green R 120 G 222 B 200 HEX #78DEC8 C 55 MOY 30 K 0 PMS 3252 C U RAL 6027 WEBSAFE #66FFCC
• Black ROGOBO HEX #000 COM OYO K 100 WEBSAFE #000
• White R 255 G 255 B 255 HEX #FFF COMOYOKO WEBSAFE #FFF

Typography

• We have our own font, Fortum Sans, that is designed for Fortum. Fortum Sans is a contemporary, modern, approachable and functional. It has a distinguished style that helps us to build a differentiated, unique and coherent brand.
• Fortum Sans is suitable both for printed material and digital.
• If it is not possible to use Fortum Sans due to technical reasons (website not supporting own fonts etc), use the secondary typeface Arial.
• Bold | Bold italic Medium | Medium italic Regular | Regular italic Light | Light italic
• Arial Bold | Bold Italic Regular | Regular Italic Light
• Fortum Sans CY Bold Medium Regular Light
• Fortum Sans Bold Leading 8* 7 = 56 pt
• Fortum Sans Bold leading 5* 7 = 35 pt
• Fortum Sans Regular leading 2,5* 7 = 17,5 pt
• Fortum Sans Bold leading 2 * 7 = 14 pt
• Fortum Sans Light leading 2 * 7 = 14 pt
• Fortum Sans Medium leading 1,5 * 7 = 10,5 pt
• Use Fortum font in advertising, heading in bold.
• In smaller size texts recommended minimum size for text in ads is 6 pt.
• There are two fonts as default: Arial and Fortum Sans. You can change the font under Design > Themes.
• When using Fortum Sans, embed the fonts in the file (File > Options > Save > Embed fonts in the file > Embed all characters).
• Typography: Fortum Sans Bold
• Logotype colour: Optimistic Green, Pantone 7489 Text colour: Forest Green, Pantone 5473
• Logotype colour: Optimistic Green Text colour: Forest Green
• Typography: Fortum Sans Bold Logotype colour: Optimistic Green/White Text colour: Forest Green/White

Logo Usage

• Always use the full logo. Use of the symbol without the word mark is allowed only in certain situations, for example in mobile applications, social media, small business gifts or pins and if the space is too limited to have the full logotype.
• It is not possible to use the word mark alone. Always when using word Fortum, use the bodytext font for it.
• Always use the Fortum logo in Optimistic Green colour. If you can’t use the correct colour due to technical limitations, use gray or white logo. On a dark background use the white logo.
• Use the Russian version of the logotype in all materials for the Russian market. Follow the logotype guidelines.
• Fortum has different versions of animated logos. See animated logos on page 5:1.
• The logotype is surrounded by a free zone, in which no text, logo or graph may be placed. The free zone is equal to the width of the letter r of the logo or 11/3 grid. If the logotype is printed on an image, check that the image has no disturbing elements inside this zone.
• The minimum size for the logotype is 25 mm for print. For digital, 100 pixels for traditional screens and 200 pixels for high definition screens.
• In cases where logo symbol is used without workmark, the free zone is 1/2 of the width of the symbol. If available space (e.g. social media or other digital media icon) for symbol is small, exceptions for free zone is allowed.

Tone And Messaging

• Fortum logo reflects universal energy. The logo communicates about control and strength. The open form of the logo refers to development and open attitude towards improvements.
• As a name, Fortum is short, to the point, and communicates about strength, solidity and progress. The small letter f makes us approachable.

Brand Values

• The efforts of our employees to facilitate the life of our customers and the societies where Fortum operates constitutes the core of our business.
• Only by understanding and believing in our mission to provide customers with clean energy solutions can we engage our customers. We will all create our individual path to contribute and communicate, but our mission remains the same.
• Change is our future and we invite our stakeholders to join our journey towards a solar economy.
• The acoustic sound emphasizes happiness and relaxed customer centric values.

Visual Style

• Fortum logo reflects universal energy. The logo communicates about control and strength. The open form of the logo refers to development and open attitude towards improvements.
• The symbol has two different, however parallel, elements in terms of the form. The circle stands for globe. The arc is in a perpetual movement around the circle. Below, the arc protects and above it opens up for development and new ideas. The arrow of the arc symbolizes recycling and circular economy.
• As a name, Fortum is short, to the point, and communicates about strength, solidity and progress. The small letter f makes us approachable.
• Always use the full logo. Use of the symbol without the word mark is allowed only in certain situations, for example in mobile applications, social media, small business gifts or pins and if the space is too limited to have the full logotype.
• It is not possible to use the word mark alone. Always when using word Fortum, use the bodytext font for it.
• Always use the Fortum logo in Optimistic Green colour. If you can’t use the correct colour due to technical limitations, use gray or white logo. On a dark background use the white logo.
• Use the Russian version of the logotype in all materials for the Russian market. Follow the logotype guidelines.
• Fortum has different versions of animated logos. See animated logos on page 5:1.
• The logotype is surrounded by a free zone, in which no text, logo or graph may be placed. The free zone is equal to the width of the letter r of the logo or 11/3 grid. If the logotype is printed on an image, check that the image has no disturbing elements inside this zone.
• The minimum size for the logotype is 25 mm for print. For digital, 100 pixels for traditional screens and 200 pixels for high definition screens.
• In cases where logo symbol is used without workmark, the free zone is 1/2 of the width of the symbol. If available space (e.g. social media or other digital media icon) for symbol is small, exceptions for free zone is allowed.

Iconography

• Icons are used to illustrate products or services (Business icons), as well as improve usability on the web (System icons).
• If icons are used in conjunction with text, use Fortum font.
• In digital environments, use icons without the coloured round background.
• Icons should be used consistently throughout Fortum. You can utilize ready-made icons from Fortum Media bank and Fortum Design System.
• You may design new icons, but please contact branding.fortum@fortum.com before doing so.

Layout And Composition

• The logotype is surrounded by a free zone, in which no text, logo or graph may be placed. The free zone is equal to the width of the letter r of the logo or 11/3 grid. If the logotype is printed on an image, check that the image has no disturbing elements inside this zone.
• The minimum size for the logotype is 25 mm for print. For digital, 100 pixels for traditional screens and 200 pixels for high definition screens.
• In cases where logo symbol is used without workmark, the free zone is 1/2 of the width of the symbol. If available space (e.g. social media or other digital media icon) for symbol is small, exceptions for free zone is allowed.

Videos And Sound

• In the animation the pictogram of the Fortum logo is transformed from the globe. Use animation in white color over a coloured background.
• Use this simple and joyful animated logo over a white or a light coloured background.
• When producing videos, think about the usage and the audiences, and adjust the style to fit the purpose and the media. If the video is longer than 3 minutes, it might be clever to make a shorter video (30 s) of the same material. The shorter video can be used in social media or as a teaser for the longer video.
• Build coherence with Fortum brand style by using the same colours and typography. The mindset of the videos is warm and optimistic. People in films are shown in a warm, authentic and relaxed way. The stories and style are authentic but professional. Make the transitions natural, simple and effortless, without unnatural effects.
• Use music based on Fortum Melody. There are some readymade versions of the melody or you can make an own version for the video.
• Use the readymade animated logos at the end of a video in “White” or “Green”, Do not animate the logo in any other way. The logo can also be used without the animation.
• Fortum has a special and unique sound scape based on the Fortum melody.
• In the Fortum Melody the interplay of a lower register instrument and a higher register instrument gives approachability and warmth. The acoustic sound emphasizes happiness and relaxed customer centric values.
• You can find ready-made pieces of music from Fortum Media bank or you can create own based on the Fortum Melody.

Stationary

• Size: 90 x 55 mm
• Text colour: Fortum Forest Green
• Logotype colour: Fortum Optimistic Green
• Background images: There are several background images available. It is also possible to use a sub-brand logo in white on an Optimistic Green background.
• Name: Fortum Sans Bold 12 pt/ 9,8 pt, tracking 10
• Spaces between paragraphs: Fortum Sans Regular 8 pt/ 5,52 pt
• Title, company name and contact information: Fortum Sans Regular 8 pt/ 9,8 pt, tracking 0
• Paper recommendation: Arctic Volume White 300 g/m2, TruCard 2 Matt 350 g/m2, Scandia 2000 White 350 g/m2, Munken KristaII 300g/m2, or similar type of paper.
• Form A4 210x:297 mm
• The most important task of stationary is to communicate reliability. That’s why its appearance is simplified. The logotype is the most important graphic element. Contact information is placed in the footer.
• Title, company name and contact information: Fortum Sans Bold 9 / 15 pt. Kerning: Optical, 10
• Example of printing on an CS 229x162 mm envelope
• If a return address is used, it should be vertically centered on the “flap” of the envelope and left aligned as a text group. Returnadress: Fortum Sans Bold 8,5 / 13 pt. Kerning: Optical , 10
• A possible message (invitation, offer etc) should be placed in the bottom-left corner of the envelope. Message: Fortum Sans Bold 18 / 20 pt.
• Kerning: Optical , 10

Workwear

• When working in production, use of personal protective equipment and safety apparatus is mandatory.
• The colouring of the current workwear collection is dark blue with yellow for high visibility. Fortum logo in Optimistic Green is embroidered on the back and on the front on the right side. On the left side there is a place for a name tag. The workwear should be ordered from our corporate supplier, more instructions on intranet.
• Please note that our corporate supplier has the copyright for this workwear. If you produce workwear locally, don’t make an exact copy of the design.

Transport Vehicles

• The colour for trucks and vans is preferably Optimistic Green. It is recommended to use the “For a cleaner world” text and a recycling symbol to strengthen the message.

Flags

• There are ready-made flags in two different colour versions: green logo on a white background and white logotype on Optimistic Green background. Both versions can be used side by side.
• When producing other type of flags (beach flags, banners, streamers), use a white logo on a Forest Green background for the best visibility.
• Use Fortum flags or beach flags by the entrance

Events

• Events are important contact points for Fortum brand. To create Fortum brand experience even out of our own premises pay attention to the following: Visual design in invitations Fortum design in all possible: decorations, carpets, napkins, flowers, table cloths, signs, colourful lights Use Fortum flags or beach flags by the entrance Use background walls, roll-ups, posters, show videos, use Fortum melody to create atmosphere For interactive discussion use message wall Take care of sustainability: use recyclable material and recycle waste Provide enough electricity for the guests: car charging, mobile charging, sockets for laptops etc.

Illuminated Signs

• When producing illuminated signs for the buildings, follow these technical specifications.
• Plexiglas GS 6h02 (logo height <2500 mm)
• Oracal 8500 063 + multi-wall polycarbonate sheet 16 mm (logo height between >2500-3500 mm)
• Oracal 8500 063 + technical textile for large surfaces (logo height >3500mm)

Information Signs

• Typography: Fortum Sans Bold
• Logotype colour: Optimistic Green, Pantone 7489 Text colour: Forest Green, Pantone 5473
• The logotype is centered and as large as possible, respecting the free zone.
• Horizontal center
• If other company names or symbols should appear on the same sign, those logos should be located at the bottom.

Map Signs

• Typography: Fortum Sans Bold
• Logotype colour: Optimistic Green Text colour: Forest Green
• Area map signs are used to help visitors, deliveries and possible rescue departments.
• A comprehensive and clear area map (including rescue information) is placed near main entrances.

Working Site Signs

• Working site signs Typography: Fortum Sans Bold Logotype colour: Optimistic Green/White Text colour: Forest Green/White When informing about a construction work, take the opportunity to also use the space for a marketing message.

Additional Properties