The Fortum logo reflects universal energy. The logo communicates about control and strength. The open form of the logo refers to development and open attitude towards improvements. Our logo consists of two elements, symbol and wordmark. In addition to the basic version there is also a version with tagline.
The symbol has two different, however parallel, elements in terms of the form. The sphere stands for globe. The arc is in a perpetual movement around the sphere. Below, the arc symbolises shielding and protection and above it describes development and openness for new ideas.
As a name, Fortum is short, to the point, and communicates about strength, solidity, and progress.
Our basic logo is available in four colour options: Powering Green, Ivy Green, white and black.
Use the logo with the tagline, when it is readable, to amplify our purpose. White version can be used on top of an image or on top of a video. The tagline is always written in English. Don't attach any other text to the logo. Note that the tagline version is not to be used in advertising as it might conflict with the advertising message.
This version of the logo with the tagline can be used in Powering Green, Ivy Green, white and black.
Always use the full logo. Use of the symbol without the wordmark is allowed only in certain limited situations, for example in mobile applications, social media, small business gifts or pins or if the space is otherwise too limited for the full logo.
You should never use the wordmark alone. Always when using the word Fortum in a text, use the bodytext font for it.
Note that Powering Green does not meet accessibility standards when paired with white. Therefore, pay special attention when using the logo in small sizes. Use the Powering Green version on white only if it is truly legible.
If none of the above options provides sufficient contrast or cannot be used due to technical limitations, use the logo in black.
Minimum width for Fortum logo in web use is 150 or 250 pixels depending in usage. For print the mimimum width is 30 mm.
The logo is surrounded by a free zone, in which no text, other logo or graph may be placed. The free zone is equal to the width of the letter r of the logo or 1 1/3 grid. If the logotype is printed on an image, check that the image has no disturbing elements inside this zone.
In cases where the logo symbol is used without the wordmark, the free zone is 1/2 of the width of the symbol. If available space (e.g. social media or other digital media icon) for the symbol is too small, exception for free zone is allowed.
The primary placement for the logo is centered at the bottom. However, if that is not possible, you can choose the placement that best suits the specific material. If centering the logo is not practical, position the logo in either the bottom-left or bottom-right corner. Placing the logo in a corner is often necessary when another element, such as an advertising message, footer-copy or a similar text, is placed in the opposite corner.
For web banners and social media materials, the logo should be positioned where it fits best within the design.
For rollups and similar materials where the focus is on the upper section, position the logo in the top-left corner and align the text to the left.
If the logo does not stand out against a photograph, you can subtly darken or lighten the background beneath it to enhance visibility.
Logo in the right corner and footer-copy in left corner
Logo in the right corner and button in left corner
A single rollup – Logo in the top-left corner and the text aligned to the left.
A rollup series – Logo in the top-left corner and the text aligned to the left.
Do choose the most appropriate colour version for the background.
Don’t use the logo in Powering green if it’s not clearly visible.
Do choose the most appropriate placement for the logo according to the background.
Don’t place the logo in the middle if it is not readable.
Do use the black logo version when any other colour versions aren’t an option.
Don’t change the logo colour. Don’t stretch, angle, or distort the Fortum logo. Don’t use the tagline logo version in extremely small sizes as the tagline would get unreadable.