Metsä graphic guidelines

Download graphic guidelines (pdf)

Consistency

Values guide Metsä Group's operations 
 

As there is only one Metsä brand, all of the marketing communication of Metsä Group should look and feel the same.

These guidelines define the visuality of all the marketing communication. Other brand related matters, such as verbal style, are covered in the Brand Book.

If you have any questions related to the Metsä brand or marketing communication, please don’t hesitate to contact Group Communications.

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Visual style

Values guide Metsä Group's operations 
 

The visual style of Metsä is simple and authentic with an industrial edge

All images should feel contemporary without being trendy or cliched.

Lighting should feel natural but additional lighting can be used to add quality.

The images should reflect the fact that Metsä is proud of its roots as well as the strength and beauty of the wooden materials and the forest.

Focusing on the human angle and people should make the images easy to relate to.

As innovation and the responsible use of renewable raw materials are at the core of what we do, they should be featured whenever possible, especially in high level images.

Brand hierarchy

Values guide Metsä Group's operations 
 

Metsä Group’s brand hierarchy is simple, logical and easy to understand. The Metsä logo serves as the main symbol of the Metsä brand. The Metsä logo is available as a horizontal version (pictured here) and a vertical version.

The names of the business areas consist of the word Metsä and a business-specific definition.

Brand hierarchy / Logos

Values guide Metsä Group's operations 
 

As there is only one Metsä brand, the Metsä logo should be used as the primary logo. When the content is clearly only about one business area, the business area level logos can be used. When product logos are used, they should always be used together with the logo of the business area in question.

(*) Metsä Fibre uses Metsä logo in all marketing communication.
(**) Metsä Forest logo is used only for outside Finland communication.

Product level logos are typeset in Benton Sans Black, tracking: -40, colour: PMS Black 7. Metsä Tissue’s product logos differ from Metsä Group’s visual style in appearance.

Brand hierarchy / Signatures

Values guide Metsä Group's operations 
 

The Metsä signature, “Make the most of Metsä” together with the head of a moose, should be used as the primary signature in all marketing communication. When the content is clearly only about one business area, e.g. a brochure about a specific business area, the business area level signatures can be used..