Finnish forest products giant UPM-Kymmene is shortening its commercial name to UPM as part of a corporate re-branding.
The company, whose official registered name will remain as before, said the change is more concise and easier to pronounce in many languages and follows a brand audit among key stakeholders.
UPM said its defined brand identity is crystallised in a desire for continuous improvement and learning, based on interaction with stakeholders. This attitude, it said, is captured in a brand tag line: “We lead. We learn.”
The new logo will continue to feature a griffin but a square stripe is added to reflect an open and comtemporary company.
UPM president and chief executive officer Juha Niemelä said: “A clear corporate brand forms a significant competitive factor for UPM.”
