Metsa graphic guidelines

Metsä graphic guidelines

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The Metsä style

The metsa style 
 

Metsä Group’s visual style is true and straightforward, combining high-quality with timeless feel.

The Metsä style is about keeping it simple and clear. All the elements of the Metsä brand – from brand photography and signage to pure graphic applications and illustrations – are shown and communicated as simply and effectively as possible without decoration.

As there is only one Metsä brand, the Metsä Group and all the business areas should have a consistent look and feel to create and strengthen the overall brand awareness, and to reflect the forerunning, modern and innovative qualities of the Group.

If you have any questions about the Metsä brand, the use of the brand elements or marketing communication, please don’t hesitate to contact the Metsä Group communications.

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Brand hierarchy

Metsa brand hierarchy 
 

Metsä Group’s brand hierarchy is simple, logical and easy to understand. The Metsä Group logo serves as the main symbol of the Metsä brand. There are two versions of the Metsä Group logo: vertical and horizontal. Business area names consist of the word “Metsä” together with a business-specific definition.

Brand hierarchy / Logos

Metsa brand hierarchy logos 
 

As there is only one Metsä brand, the Metsä Group logo should be used as the primary logo. When the content concerns only one business area, the according logos can be used. When product level logos are used, they should always be used together with the business area level logo. For more detailed information on how to use the Metsä Group’s logos please see chapter 2.1 (pages 6–11). (*) Metsä Fibre uses Metsä Group logo in all marketing communication. (**) Metsä Forest logo is used only for communication outside Finland.

Metsä Tissue’s product logos differ from Metsä Group’s visual image in appearance.

All other product logos have a consistent typeset style derived from Metsä Identity:

Typeface/Weight: Benton Sans Black
Tracking: -40/1000 Em
Colour: PMS Black 7

Brand hierarchy / Signatures

Metsa brand hierarchy signatures 
 

The Metsä signature, “Make the most of Metsä” together with the moose head, should be used as the primary signature in all marketing communication. When the content concerns only one business area, such as a brochure about a specific area, the business area level signatures can be used. For more detailed information on how to use the Metsä Group’s logos please see chapter signature.