UPM-Kymmene will adopt the name UPM as its commercial name as of the beginning of 2004. 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 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.
The defined brand identity is crystallized in the desire for continuous improvement. It is based on intensive interaction with all stakeholders, and continuous individual and organisational learning. This attitude is captured in the tag line: "We lead. We learn."
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.
"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," says Juha Niemelä, President and CEO.
For more information please contact:
Ms Rita Järventie-Thesleff, Director, Brand and Customer Management,
tel. +358 204 15 0371
Ms Aili Piironen, Director, Customer Communications, tel. +358 204 15 0221
November 12, 2003