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UPM-Kymmene has adopted the name UPM as its commercial name as of the beginning of 2004. The new name practice is part of UPM’s initiative to clarify its corporate brand. UPM’s corporate brand is based on the company’s strategic frame defining the vision to be the most attractive company in the industry and the values: openness, trust and initiative. UPM also commissioned a brand audit among its key stakeholders to define the current image as well as the future expectations for a successful UPM.According to the company, UPM is short, concise and easier to pronounce than UPM-Kymmene in many languages. The official, registered company name UPM-Kymmene Corporation as well as the registered names of the subsidiaries will remain unchanged.
The corporate brand will also be expressed in UPM’s visual identity. The company will adopt new graphic guidelines from the beginning of 2004. UPM’s logo, the fixed combination of the griffin and the letters UPM, will remain as the company’s symbol. The new element in the visual identity is the UPM square stripe demonstrating an open and contemporary company. Green continues to be the company colour.
Juha Niemelä, UPM president and CEO, says, "A clear corporate brand forms a significant competitive factor for UPM. The memorable name, fresh visual identity and the tag line emphasising interaction are visible signs of the brand. We use the corporate brand and its many dimensions as practical tools to guide and inspire our employees to build a strong and unique UPM."
