Our visual identity is closely linked to our strategic priorities:
- We deliver reliable clean energy
- We drive decarbonisation in industries
- We transform and develop.
Overall lens to the visual identity is our purpose
”To power a world where people, businesses and nature thrive together”.
The visual element – Aurora – captures the dynamic and powerful movement of energy currents, embodying our mission to drive transformation and sustainability. These fluid shapes also hold a deeper connection to the Nordic identity, evoking the mesmerising patterns of the Northern Lights. Fluid shapes form a network that symbolises our broad reach and collaborative spirit.
Our colour palette is modern and fresh, inspired by the tones and moods of the Nordic nature, with a contemporary twist. By combining greens with an energetic purple accent, we create a strong, vibrant palette that can still bend into balanced harmony.
Our image style emphasises warmth through genuine and joyful expressions. We showcase people's authenticity by highlighting how the energy company is present in everyday moments. We incorporate interesting angles in our images to break away from conventional styles.
Visual design makes Fortum more distinct and united. The visual refresh is planned to thrive in the digital landscape and is tied to the brand framework and creative concept.
The main brand assets are logo, colours, photos, icons and illustrations. You can find our visual guidelines from the menu.