Images

Images play a significant role in UPM’s digital communications: they build brand, raise interest, support message delivery and guide audiences to find relevant information. UPM images are always professional, bright, sharp, interesting, fresh and dynamic.

On digital platforms, UPM imagery has three main categories:

Key images

Key images are professionally produced, high-definition images that represent UPM’s Biofore vision and corporate level themes like responsibility, bioeconomy, surrounding society and global megatrends as growth drivers for UPM. They always have a simple, focused and strong composition with only few elements in the image.

  • Key images should be used as introductory images to a digital platform, and they should have a clear leading role within the channel.
  • Always use full-size images with spacious composition that covers the entire area in use (key images are never cropped or cut-out images).
  • Key images should always have authentic, natural and real photographic objects.
  • Never use illustrations, free-hand drawings or graphics as key images.

On internet sites, the use of hero images should be considered carefully:

  • Is the subject generic or symbolic enough for a primary position as hero image?
  • Does the image composition support the use of hero text and links?
  • Is the image well in line with other images on the same platform?
  • Is there a suitable hero image already available in the global Episerver assets?
 
Images-UPM-Hero-1170x760-2X.jpg
 

Feature images

Feature images illustrate the use and quality of UPM’s raw materials, products and solutions. They also tell the story of our stakeholders and operations. Compared to key images, feature images are less symbolic, more documentary and have more details, but they should always present an interesting view point to the topic and have a fresh and dynamic composition.

  • Feature images support the key images by illustrating UPM operations in a more concrete and informative manner: products, raw materials, solutions, operations and people.
  • People in the images should seem positive and relaxed and have natural positions in an authentic situation. No posing and not in a studio setup.
  • Feature images should always have authentic, natural and real photographic objects. 
  • Carefully select a cropping that simplifies the image and highlights what is essential. 
  • When using infographs as feature images, make sure they are user-friendly, aligned with UPM’s visual identity, technically suitable for the chosen platform and readable on different devices.

On internet sites, always use a high-definition image original that

  • can be cropped and scaled specifically for different applications
  • our standard feature image size is 16 : 9 and preferrably 1920  x  1080 px
 
 

Icons

Icons can be used as symbols for functions and categories in digital communications. They always have a minor role compared to key and feature images, and should always be designed in a specific, modern and simplified UPM style.

  • Always prefer using the existing UPM icons, it is important not to design new icons for topics where there is already an established icon in use.  Please contact your UPM contact or UPM DigiCenter for the full list of existing icons.
  • The size and style of the icons should be identical throughout the channel or platform. 
  • Icons are always smaller than key and feature images. 
  • The icons should be PNG-files.

For more information on the content and style of UPM images, please see the UPM Design Fundamentals document.

Example 1

Example 2

Example 3