Visual identity
Our visual identity is closely linked to our strategic priorities:
- We deliver reliable clean energy
- We drive decarbonization 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”.
This all should be presented and visible in Fortum´s new visual identity. Visual style is natural and clean. It is bold and confident tied together with a delicate composition. Balanced composition between epic photos and graphic elements, active but minimalistic layout emphasising quality.
Colours
The colour palette is modern and fresh, based on the tones and moods found in the Nordic nature with a modern twist. Fortum is a green company and green colours have been refreshed to be more modern and vivid.
Fortum logo
Logo safe area and placement
Primary typography
Fortum Sans is the font for typography. Bold use of our own elegant typography makes a strong and believable statement.
Power bar
The new graphical element “Power bar” symbolises several things at the same time. It reminds a charging bar indicator and balance. It also contains a subtle message of being back on our Nordic roots when Fortum´s logo was blue and green.
Power bar sizing and placement
Power bar colours
Power bar has two colours.
The first part on the left or at the bottom of the bar is Powerful green. On Powering green background the left or bottom bar is Calming green.
The second part can be any of the secondary or additional brand colours.
The ratio between the colours of the bar can vary as this gives the design more liveliness.
When using the Power bar on photographs, try to choose the second colour complementing the overall colour theme of the photo.
Illustrations
The illustration style is airy and elegant. By drawing visuals with (ideally) just one line, we catch a moment in time. The lines should start from the side of an image. The line can then go over the other end of the background or end to the illustration. The strokes are in Powering green or Consistent green. Line illustrations can also be animated.
The stroke width should always be consistent through the illustrations.
Icons
Our icon style fits the illustration style and the visuality as a whole. If icons are used in conjunction with text, use Fortum font. Icons should be used consistently throughout Fortum.
You can utilize ready-made icons from Fortum Mediabank and Fortum Design System.
Photography
Photography style takes a step towards a more natural, clean and genuine image look. No heavy retouching look. Self-confident image that relies on strong shapes, interesting compositions and natural light. Everything is characterized by harmony and balance with the people, businesses and Nordic nature. Photos used in the launch portray Nordic life at current time of the year, underlining the connection the society right now.
