Graphic elements

Our graphical language brings together innovation and nature. The main graphical element, Aurora, is complemented by practical shapes that make applications easy to design while maintaining visual coherence.

Aurora – Flow of energy

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.

Aurora’s interconnected dots form a network that symbolises our broad reach, collaboration, and forward-thinking spirit. The flowing shapes adapt seamlessly into geometrical compositions, expanding their usability across various contexts while maintaining the brand’s distinctive character.

Colour options for Aurora

Aurora can be used in Powering Green and Lavender Purple. Powering Green is always the primary choice when only one standalone material is visible at a time.

For a series of materials, it’s beneficial to incorporate a broader range of colours to add variety.

Aurora variations

Aurora can be used as a flowing element that spans from side to side, referred to in the guidelines as Aurora Flow. It can also be placed within geometric shapes, referred to as Aurora Round and Aurora Star.

You can adjust and scale the Aurora if needed.

Aurora Flow

Aurora Round

Aurora Star

Aurora in use

Aurora is a versatile element that can be used in various ways. It can be embedded in a photograph, paired with an isolated photo, placed on top of an image, or featured on its own as the main illustrative element.

Aurora embedded in photograph

Aurora paired with an isolated photo

Aurora placed on top of an image

Aurora on its own as the main illustrative element

See more examples of Aurora in use

The flowing version can be positioned to seamlessly extend from one material to another. Keep in mind that the original design is relatively wide and often needs to be cropped to fit the material properly.

Aurora does not always need to be the focal point; it can also be used subtly in the background. If 100% opacity feels too bright, consider reducing it for a softer effect.

Button: Read more about embedding Aurora into photographs

Other graphic elements

Graphic elements such as attention bubbles, text frames, image frames, and other shapes help structure messages effectively. Inspired by geometric forms, these shapes echo elements found in the Fortum logo.

Diagonal shapes are particularly useful when text cannot be placed directly over an image and a clear colour area is required. The ascending diagonal shape should always slope upward for an uplifting effect. The diagonal shapes highlight the soft round shapes of Aurora. When rotating or flipping the shape, ensure the edge does not slope downward.

Use the same angles as in the logo: for vertical materials, the angle should be 30°, as seen in the letter “t,” and for horizontal materials, 60°, as seen in the logo symbol.

See examples and the angles