METSÄ GROUP
GRAPHIC GUIDELINES
MAR 2015
TABLE OF CONTENTS
1 INTRODUCTION
3 DESIGN APPLICATIONS
1.1
Consistency 1.2
Brand hierarchy
1.2.1 Brand hierarchy 3
1.2.2 Brand hierarchy / Logos4
1.2.3 Brand hierarchy / Signatures5
1.3
Style
1.3.1 Visual style6
2
2 BASIC ELEMENTS
2.1
Logo
2.1.1 Metsä Group’s logo8
2.1.2 Metsä Group’s logo / Business areas12
2.2
Signature
2.2.1 Metsä Group’s signature14
2.2.2 Metsä Group’s signature / Primary usage17
2.2.3 Metsä Group’s signature / Secondary usage18
2.2.4 Metsä Group’s signature / Business areas19
2.3
Colours
2.3.1 Metsä Group’s colours21
2.4
Typography
2.4.1 Printed material23
2.4.2 Office presentations and html24
2.4.3 Complementary typeface25
2.5
Pictograms
2.5.1 Pictograms 27
2.5.2 Business area icons 28
2.5.3 Material and process icons30
2.5.4 Topic icons32
2.5.5 Supportive elements33
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 1
3.1 Publications and brochures
3.1.1 Publications / Group level / Cover36
3.1.2 Publications / Group level / Back cover38
3.1.3 Publications / Business area / Cover40
3.1.4 Publications / Business area / Back cover42
3.1.5 Publications / Tables and charts44
3.1.6 Brochures / Cover45
3.1.7 Brochures / Inside spreads47
3.1.8 Brochures / Back cover48
3.2
Posters
3.2.1 Posters51
3.2.2 Posters / Outdoor53
3.3
Advertisements
3.3.1 Vertical56
3.3.2 Horizontal58
3.3.3 Supportive60
3.3.4 Recruitment / Horizontal61
3.3.5 Recruitment / Vertical63
3.4
Miscellaneous
3.4.1 Roll-up posters66
3.4.2 Fairs and events68
3.4.3 Signs and vehicles69
3.4.4 Metsä work wear70
1.1 CONSISTENCY
As there is only one Metsä brand, all of the
marketing communication of Metsä Group
should look and feel the same.
These guidelines define the visuality of
all the marketing communication. Other
brand related matters, such as verbal
style, are covered in the Brand Book.
If you have any questions related
to the Metsä brand or marketing
communication, please don’t hesitate
to contact Group Communications.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 2
1.2.1 BRAND HIERARCHY
Metsä Group’s brand hierarchy is simple, logical and easy to
understand. The Metsä logo serves as the main symbol of the
Metsä brand. The Metsä logo is available as a horizontal version
(pictured here) and a vertical version. The names
of the business areas consist of the word Metsä
and a business-specific definition.
Metsä Tissue
Metsä Board
Metsä Fibre
Metsä Wood
Metsä Forest
Tissue and
Cooking Papers
Paperboard
and Paper
Pulp
Wood Products
Wood Supply and
Forest Services
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 3
1.2.2 BRAND HIERARCHY / LOGOS
As there is only one Metsä brand, the Metsä logo should be used
as the primary logo. When the content is clearly only about one
business area, the business area level logos can be used. When
product logos are used, they should always be used together
with the logo of the business area in question. For more detailed
information on how to use the Metsä Group’s logos please see
Group level
Business area level
chapter 2.1 (pages 7–12). (*) Metsä Fibre uses Metsä logo in all
marketing communication. (**) Metsä Forest logo is used only
for outside Finland communication.
Product level
Metsä Tissue’s product logos
differ from Metsä Group’s visual
image in appearance.
Typeset in Benton Sans Black
Tracking: -40/1000 Em
Colour: PMS Black 7
Typeset in Benton Sans Black
Tracking: -40/1000 Em
Colour: PMS Black 7
*
Typeset in Benton Sans Black
Tracking: -40/1000 Em
Colour: PMS Black 7
**
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 4
Typeset in Benton Sans Black
Tracking: -40/1000 Em
Colour: PMS Black 7
1.2.3 BRAND HIERARCHY / SIGNATURES
The Metsä signature, “Make the most of Metsä” together with
the head of a moose, should be used as the primary signature
in all marketing communication. When the content is clearly
only about one business area, e.g. a brochure about a specific
Group level
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 5
business area, the business area level signatures can
be used. For more detailed information on how to
use the Metsä Group’s logos please see chapter 2.2
(pages 13–20).
Business area level
1.3.1 VISUAL STYLE
The visual style of Metsä is simple and
authentic with an industrial edge. All
images should feel contemporary without
being trendy or cliched. Lighting should
feel natural but additional lighting can be
used to add quality. The images should
reflect the fact that Metsä is proud of its
roots as well as the strength and beauty
of the wooden materials and the forest.
Focusing on the human angle and people
should make the images easy to relate to.
As innovation and the responsible use of
renewable raw materials are at the core
of what we do, they should be featured
whenever possible, especially in high
level images.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 6
2.1 LOGO
Logo is one of the company’s most valuable
assets. This section contains the definitions
and examples on how to use Metsä Group’s
logos in a constistent way.
2.1.1 Metsä Group’s logo
2.1.2 Metsä Group’s logo / Business areas
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 7
2.1.1 METSÄ GROUP’S LOGO
Vertical logo version
Horizontal logo version
The Metsä Group logo consists of the
company symbol – the head of a moose –
and the company logotype.
The company symbol and company
logotype must not be separated
without special permission from Group
Communications. The placement and the
proportions of the elements of the logo
must not be changed.
Symbol
Space permitting, always use the vertical
version of the logo.
Use the horizontal version when the space
reserved for the logo has limited height.
Logotype
Logo originals can be downloaded from
the databank.
Symbol
Logo colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 8
Logotype
2.1.1 METSÄ GROUP’S LOGO
Minimum white space around the logo
X/3
It is important to allow white space around
the logo to ensure visibility and a visually
tranquil feel.
X/3
X
X/3
X
X/3
X/3
X/2
X/2
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 9
Logo originals can be downloaded from
the databank.
X/3
2.1.1 METSÄ GROUP’S LOGO
Primary colour versions
If possible, always use the colour version
of the logo. Use the black or negative
version only when the colour version
cannot be used.
Logo originals can be downloaded from
the databank.
Secondary colour versions negative (white) for dark/green backgrounds, positive (black) for black&white print production.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 10
2.1.1 METSÄ GROUP’S LOGO
If you have to place the logo on an image
in joint marketing, for example, make sure
that the image serves as a sufficiently
tranquil background. This ensures high
visibility for the logo.
If the image is dark, use the negative
version of the logo. If the image is light, use
the coloured version.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 11
2.1.2 METSÄ GROUP’S LOGO / BUSINESS AREAS
Each business area has its own logo.
Business area logos are only available in
colour as horizontal versions.
In most contexts, the business areas use
Metsä Group’s logo.
Logo originals can be downloaded from
the databank.
The Metsä Fibre logo should not be used.
Use the Metsä Group logo instead.
Logo colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 12
FOG GREY
PMS 423
K50
R142 G144 B143
Metsä Forest logo is used only for
outside Finland communication.
2.2 SIGNATURE
Signature is the way Metsä Group signs off
any marketing communication. This section contains
the definitions and examples on how to use
Metsä Group’s signatures in a consistent way.
2.2.1 Metsä Group’s signature
2.2.2 Metsä Group’s signature / Primary usage
2.2.3 Metsä Group’s signature / Secondary usage
2.2.4 Metsä Group’s signature / Business areas
2.2.5 Metsä Group’s signature / E-mail
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 13
2.2.1 METSÄ GROUP’S SIGNATURE
Primary signature / horizontal version
Metsä Group’s signature is a combination
of the head of a moose symbol and the
slogan “Make the most of Metsä”.
The signature is defined for both
horizontal and vertical formats.
You can find out more of the correct usage
of the signatures in the following pages.
Signature originals can be downloaded
from the databank.
Slogan
Symbol
The verical signature however should
always be used with a fixed space between
the slogan and the head of a moose
symbol.
Secondary signature / vertical version
Slogan
Symbol
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 14
The horizontal spacing of the primary
signature elements can be adjusted to
spread according to layout. For more
information on how to use the Metsä
signature please see the following pages.
2.2.1 METSÄ GROUP’S SIGNATURE
Primary signature / horizontal version
Following proportions, clear spaces and
alignments have been defined for Metsä
Group’s signatures.
X/3
Signature originals can be downloaded
from the databank.
X/3
X
X/3
X
X
X/2
The horizontal
spacing between
the signature
elements may
be adjusted
to fit the layout.
Benton Sans Bold, kerning: optical, tracking: -35/1000 Em
X/3
Minimum
clear
space
between
the
elements
X/3
X
X/2
X/3
Secondary signature / vertical version
X/3
X/3
X
X/3
X
X/3
The vertical spacing between
the signature elements is always
fixed and should not be adjusted.
Minimum clear space between the elements
X/2
X/2
X
Signature colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 15
X/3
X
X/3
Minim um w hite space aroun d th e signature
2.2.1 METSÄ GROUP’S SIGNATURE
Primary colour version
The following colour versions are defined
to keep the use of signatures clear and
consistent. These colour combinations
include both signature versions.
It is strictly forbidden to use the Metsä
Group’s signatures in any other than
specified colour combinations.
Secondary colour versions negative (white) for dark/green backgrounds, positive (black) for black&white print production.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 16
2.2.2 METSÄ GROUP’S SIGNATURE / PRIMARY USAGE
Never use Metsä logo together with
Metsä signature in the same space.
Correct / Signature only
Incorrect / Signature & logo together
LOREM
IPSUM
DOLORET
AMET
LOREM IPSUM
DOLORET
AMET
Metsä Group’s signature and logo should
not be used together on the same surface
due to unnecessary repetition of the head
of a moose or the word ‘Metsä’.
On one sided applications such as
print advertisements, always use either
signature or logo only.
As a starting point the Metsä signature
should be used only where the content
supports the idea of “Make the most of
Metsä” e.g. brand advertising etc.
In two-sided documents or publications
the logo can be used in the front side /
cover as an introduction and the signature
on the reverse side / cover as a sign-off.
More examples on how to use the
signature and logo can be found in the
following pages.
Correct / Logo on the front cover, signature on the back cover
LOREM
IPSUM
DOLORET
AMET
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 17
Incorrect / Signature & logo together
2.2.3 METSÄ GROUP’S SIGNATURE / SECONDARY USAGE
As a secondary option in situations where
space is limited the slogan can be typeset
as text in Benton Sans Bold, with optical
kerning and -35/1,000 Em tracking.
Correct / Slogan typeset as text + logo on the bottom
Brand Manager specialised
in developing brands in the
Scandinavian Region?
Make the most of Metsä Tissue
Product
Designer
specialised
in interior
design
products?
For applications such as job or supportive
advertisements the slogan can be
typeset as text together with Metsä logo
functioning as the signature on the bottom
right corner.
Make the most of Metsä
For applications with two sides such as
business cards, the slogan can be on the
reverse side as a stand-alone element.
Correct / Logo on the front, slogan on the back
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 18
2.2.4 METSÄ GROUP’S SIGNATURE / BUSINESS AREAS
Business area specific signature versions
Metsä Group’s signature can be used
with the specific business area typeset
in the slogan.
Signature originals can be downloaded
from the databank.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 19
2.3 COLOUR
Colour is an important factor of Metsä Group’s
visual identity in recognition and differentiation.
This section contains the colour specifications
for the Metsä Group.
2.3.1 Metsä Group’s colours
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 20
2.3.1 METSÄ GROUP’S COLOURS
Main colours
Metsä Group’s colours are divided into
main and additional colours.
BUD GREEN
PANTONE (PMS) 376
C48 M0 Y100 K0
R143 G212 B0
RAL 6018
80%
ASH GREY
PANTONE (PMS) Black 7
K90
R54 G53 B52
RAL 6006
60%
40%
20%
80%
Main colours are used in most contexts.
They are timeless and versatile.
Consistent use of Metsä Group’s main
colours ensures high recognisability for
the Metsä brand’s visual image.
60%
40%
20%
White should also be understood as a
colour: unprinted areas lend an air of
clarity and serenity in both print and
digital media.
PAPER WHITE
–
–
R255 G255 B255
RAL 9003
Lighter tones of Metsä Group’s colours
can be used to group visual elements
in magazines and annual reports, for
example.
Additional colours are used less and in
smaller areas than the main colours.
Additional colours can be used as effects
and in tables and diagrammes, for
example.
Additional colours
AUTUMN YELLOW
BERRY BLUE
POND GREEN
AUTUMN WILLOW RED
CURRANT RED
FOG GREY
PANTONE (PMS) 396
PANTONE (PMS) 295
PANTONE (PMS) 624
PANTONE (PMS) 504
PANTONE (PMS) 186
PANTONE (PMS) 423
C10 M0 Y95 K0
C100 M70 Y8 K54
C48 M8 Y30 K20
C30 M82 Y44 K78
C2 M100 Y82 K6
K50
R223 G223 B0
R0 G47 B95
R124 G162 B149
R89 G44 B53
R198 G12 B48
R142 G144 B143
80%
60%
40%
20%
80%
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 21
60%
40%
20%
80%
60%
40%
20%
80%
60%
40%
20%
80%
60%
40%
20%
80%
60%
40%
20%
2.4 TYPOGRAPHY
Typefaces and the way they are used is a key part
of Metsä Group’s corporate identity. This section
contains the definitions for Metsä Group’s
corporate typefaces and typography.
2.4.1 Typography / Printed material
2.4.2 Typography / Office presentations and html
2.4.3 Typography / Complementary typeface
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 22
2.4.1 TYPOGRAPHY / PRINTED MATERIAL
Primary typeface
Benton Sans family
Metsä Group uses Benton Sans as the
primary corporate typeface family. Benton
Sans comes in a number of styles and can
be used diversely in various applications.
BentonSans Light 15 / 17 pt
The typeface family is made in OpenType
document format that can be installed
in all of the most common operating
systems.
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
BentonSans Book 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
BentonSans Regular 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
BentonSans Medium 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
BentonSans Bold 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
BentonSans Black 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 23
Benton Sans can be used in all contexts:
headings, long texts, tables, captions, etc.
Arial is the font used in PowerPoint, Word
and other electronic media. Please see the
following page for instructions.
If the Benton font cannot be used, for
example for Cyrillic texts, use the Cyrillic
version of Arial.
A licensed version of the typeface
family can be obtained from Group
Communications.
2.4.2 TYPOGRAPHY / DOCUMENTS, PRESENTATIONS AND HTML
Substitute typeface
Arial family
Arial Regular 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Arial Bold 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 24
Arial is the substitute typeface replacing
Benton Sans in Microsoft Office
documents, such as PowerPoint, Word and
Excel documents. Arial is preinstalled in
Metsä Group’s document templates.
2.4.3 TYPOGRAPHY / COMPLEMENTARY TYPEFACE
Complementary typeface
(publications only)
Adobe Garamond Premier Pro family
Metsä Group uses Adobe Garamond
Premier Pro as a complementary
bodycopy typeface for long texts in
publications such as annual reports.
Adobe Garamond Premier Pro Regular 15 / 17 pt
Adobe Garamond is never used in
headings, tables, captions. In addition
Garamond is never used in ads, posters or
other marketing communication.
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Adobe Garamond Premier Pro Italic 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Adobe Garamond Premier Pro Semibold 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Adobe Garamond Premier Pro Semibold Italic 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Adobe Garamond Premier Pro Bold 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
Adobe Garamond Premier Pro Bold Italic 15 / 17 pt
abcdefghijklmnopqrstuvwxyzåäö 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 25
The typeface family is made in OpenType
document format that can be installed
in all of the most common operating
systems.
2.5 PICTOGRAMS
This section contains the definitions
and use examples for Metsä Group’s
pictograms.
2.5.1 Pictograms
2.5.2 Business area icons
2.5.3 Process icons
2.5.4 Action icons
2.5.5 Supportive elements
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 26
2.5.1 PICTOGRAMS
A fixed set of graphic icons have been created
for Metsä Group. Each set of icons, their role and
definitions are explained in the following pages.
Business area icons
Material and process icons
Topic icons
Supportive elements
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 27
Any kind of modification of the Metsä icons is strictly
prohibited. Always use proper icon originals. Do not
try to recreate or make any new icons.
2.5.2 BUSINESS AREA ICONS
Business area icons
A set of icons have been created
specifically for Metsä Group’s business
areas. The business area icons are to be
used in a relatively small scale for
navigational / indexing purposes.
Their role is to improve the recognition
and separation of different business area
related information from each other.
Following size measurements have been
defined to keep the usage of the business
area icons consistent.
Metsä Tissue
Metsä Board
Metsä Fibre
Metsä Wood
Metsä Forest
Business area icons should not be used
vaguely as clip-art or an illustrative
element on a page.
The icon originals can be downloaded
from the databank.
Icon colours
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
Size suggestion print / digital
WHITE
—
C0 M0 Y0 K0
R255 G 255 B 255
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 28
Ø 8 mm
Ø 40 px
(print media / publications)
(digital media / website)
2.5.2 BUSINESS AREA ICONS
Examples
METSÄ
WOOD ET
LOREM
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On this page you can find the most typical
examples on how to use the business area
icons.
METSÄ IPSUM
DOLOR SIT AMET
ET LOREM
More data
see page 34
More statistics
see page 78
For more certificates
see page 92
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M E TSÄ WO O D | LO REM IP SU M E T A E T U R D O LO R | PAG E 55
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 29
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2.5.3 MATERIAL AND PROCESS ICONS
Material and process icons
Wood-basedraw material
A set of icons have been created
specifically for Metsä Group’s key
materials and processes. The icons are
to be used in a thumbnail size scale
to represent different materials and
process phases.
Water
Other raw
materials
Production
Disposal
Forest owner / Owner-member
End user / Customer
The role of the material and process icons
is to have a standardised set of icons that
are used to build simple flowcharts of
different processes. The icons have been
designed to a fixed height and proportions
in order to make their use and alignment
easy.
Following size measurements have been
defined to keep the usage of the process
icons consistent.
Waste
management
Air /
Emissions
Energy
Packaging
materials
Converting
Transport /
Logistics
Process icons should not be used
vaguely as clip-art or an illustrative
element on a page.
The icon originals can be downloaded
from the databank.
Bioproducts
Recycling
Icon colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
Sustainability
Size suggestion print / digital
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 30
WHITE
—
C0 M0 Y0 K0
R255 G 255 B 255
height = 10 mm
height = 50 px
(print media / publications)
(digital media / web)
2.5.3 MATERIAL AND PROCESS ICONS
Icon flowchart example (icons & supportive elements e.g. arrows)
On this page you can find some examples
on how to use the process icons in building
process charts.
The line elements in the graph flowchart
example can be found in the new
powerpoint templates.
Upstream processes
Graph flowchart example (icons together with lines)
Core processes
Downstream processes
Index example (icon as a headline index element)
FORESTRY – Onseque oditat fuga.
Itatem etLuptatem fugia illorporibus
recteni alibusa a pernam ilit enimuse
dam facitatem fugitaspe volut atenit
undaectamus et sitet.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 31
2.5.4 TOPIC ICONS
Topic icons
A set of icons have been created
specifically for Metsä Group’s key topics.
The key topic icons are to be used in a
thumbnail size scale to point and ease the
recognition of Metsä Group’s key topics.
The icons have been designed to a fixed
height and proportions in order to make
their use and alignment easy.
Following size measurements have been
defined to keep the usage of the key
process icons consistent.
International /
Global issues
Safety
Personnel
The key topic icons should not be used
vaguely as clip-art or an illustrative
element on a page.
The icon originals can be downloaded
from the databank.
Responsible
profitability /
Financial performance
Icon colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
Reliablility
Co-operation
Renewal
Size suggestion print / digital
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 32
WHITE
—
C0 M0 Y0 K0
R255 G 255 B 255
height = 10 mm
height = 50 px
(print media / publications)
(digital media / web)
2.5.5 SUPPORTIVE ELEMENTS
Supportive elements
In addition to other icons, a group of
supportive elements have been defined
for Metsä Group.
The supportive elements are used in both
print and digital media (e.g. websites) as
indexes or navigational elements. In digital
media, they can be used as clickable
button elements also.
Read more
Arrow
Arrow
Comments
The style of the supportive elements is
simple flat vector graphics to keep the
overall layout clear and uncluttered. Their
role is to aid the overall comprehension,
therefore they are to be used in a
miniature size only.
Following size measurements have been
defined to keep the appearance of the
supportive elements consistent.
Statistics
Certificates /
Legal issues
Data /
Documents
Supportive elements should not be used
vaguely as clip-art or an illustrative
element on a page.
The element originals can be downloaded
from the databank.
Icon colours
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
Size suggestion print / digital
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 33
FOG GREY
PMS 423
K50
R142 G144 B143
WHITE
—
C0 M0 Y0 K0
R255 G 255 B 255
max. width = 6 mm
max. width = 33 px
(print media / publications)
(digital media / website)
2.5.5 SUPPORTIVE ELEMENTS
Examples
On this page you can find the most typical
examples on how to use the supportive
elements.
-30 %
CO 2 IN THE
ATMOSPHERE
Target: Est autempo riatui ae cusetis
re solupta aut adet ut quaede labores
autem. Unt aut aut evuiam asum.
Performance: Our omni a evendi dote
lortiam volept ceaspur architiam.
Statistics p. 21
Read more p. 16
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 34
METSÄ IPSUM
DOLOR SIT AMET
ET LOREM
For more info
see page 34
For more statistics
see page 78
For more certificates
see page 92
Volor por empos sequam quas sdfsimos sinveli atur
aut ditatio. Nequi dollacessin nullit, ses veritiis quatiur
ibusda voluptatquis post ma doluptis dsdolupta tibus,
sum fugiam voluptatibus ditam dolorum illa que verion
rehende rnamet porenim olorio. Ut eossesnd antio. Et
aut fuga. Nam quiam fuga. Aquam volor sits voluptaeri
ipsa ium eatque nihilla il in nonsequat evelibeaque sed
et offici santionsecum nobit, ut doluptaem. Int. Is expe
experitas pellam eiustius enesciis et ipisdsendi tibusae
volorep udisquiatus ut lacestiis magnis et alignim eniment et que nonemporem que a dipiciaRibus di dolecat
ibuscidera nonseque dolutem quata sdtiur aut voluptus
porrovide inullant rero berecerae et mosloritatemstius
enesciis et ipiendi tibusae volorep udiuiatus ut lacestiis
magnis et alignim eniment et que nonemporem que a
dipiciaRoribus di dolecat ibuscidera onseque dolutem
quatatiur aut voluptus porrovide inulant rero berecerae
et moloritatemstius enesciis et ipiendi tibusae volorep
udisquiatus ut lacestiis magnis et agnim eniment et que
nonemporem que a dipiciaRoribus di dolecat ibuscidera
nonseque dolutem quatatiur aut volup tus por rovias de
inullant rero berecerae et moloritatem quate est alignis
aliquae eaquatist estium dolupta poreres toresti orsundeliquae voluptaestio tescid enimus, undigni mpres sae.
Cum erent. Doles a velitaqui culloritatio tem volosratur
andae. Itate invendus ipisciae ariandi psandant alisaquiatem atur, volupta tecaest ad ut ipid que peditin edex et
M E TSÄ WO O D | LO REM IP SU M E T A E T U R D O LO R | PAG E 55
od ulpa doluptatur? Obit quo dustiias magnis undernam
sum volesequam, aspeles nonsequam si dicipiet erspers
picipsam que velest rest ullignam verro minciis doluptat
optur molorum consequasse re, omasnisto quide necati
beris est velitatium facest fuga. Ut exernatus eum seque
et ut harione mporum inum, unt que csdsaonsequae plia
conse dellaccum essimin ctempor sit qui is dolenditatus
aute volori que ne modipsunt voluptatibuss dolupti imus
etus ni si dolor ra si ut aut aut fugiani mposdssam fugiam
rem acerum quas as eos cus, niment, qui consedi dendel
est alit uta iliquo ma quiaspe rorerum ipicit resasam unt,
autem rem que es digenihilit et autempo ribeaque sim ut
vit quis ma volore dundae quibus essit aut quid sque por
arupidu ciatus et arum intute re sitem.
3.1 PUBLICATIONS AND BROCHURES
This section contains the definitions
and examples on how to maintain
a clear and consistent style in Metsä
Group’s publications and brochures.
3.1.1 Publications / Group level / Cover
3.1.2 Publications / Group level / Back cover
3.1.3 Publications / Business area / Cover
3.1.4 Publications / Business area / Back cover
3.1.5 Publications / Tables and charts
3.1.6 Brochures / Cover
3.1.7 Brochures / Inside spreads
3.1.8 Brochures / Back cover
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 35
3.1.1 PUBLICATIONS / GROUP LEVEL / COVER
LOREMAT
IPSUMETER
DOLOREM
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 36
Publications must have a clear, simple,
high-quality appearance. An image or a
pair of images is used on the cover. The
heading on the cover must be concise and
memorable. Visual clarity and serenity
ensure high visibility and recognisability.
3.1.1 PUBLICATIONS / GROUP LEVEL / COVER
10 X
10 mm
10 mm
The placing of the logo is based on the
size of the company symbol, the head of a
moose.
X=
LOREMAT
IPSUMETER
DOLOREM
Y=
Typography:
The heading on a publication cover is
always typeset in capital letters in Benton
Sans Bold. Line spacing is 85% of the font
size. When you need to use umlauts (e.g.
Finnish, Swedish, German) in headings,
line spacing will be 100% of the font size.
This is how you avoid overlapping letters.
In the example here, the font size is 54
points. Depending on the image, the
colour of the heading is white or 90%
black.
Brand names’ font size is 14 and line
spacing is 16.
To ensure a clean look, long words and
hyphenation are avoided in headings.
The layout template is available for
downloading in the databank.
1/3 X
30 mm
1/2 X
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 37
Minim um w hite space aroun d th e logo
3.1.2 PUBLICATIONS / GROUP LEVEL / BACK COVER
On the back cover, the vertical version
of the signature is placed in the centre of
the page.
Contact information is placed in the lower
left corner.
Covers:
Carta
IntegraMedley
210 g/m²,
Galerie
Art Silk 170
g/m².
©©Metsä
Group 9/2014
Printed
on Zanders
Plus insides:
Velvet 200
g/m2. Copyright
Metsä
Board
6/2012.
The colour of the PEFC and/or FSC logo is
always black.
Boiler plate text. Tas doloris apitatem eleseri
noneceaquos debis exceatq uamus, tem et harchitatam
quodi bla ducienis et ipsunturit a doloria tionemo
luptiberspel millabo ribus, aut ipicid millaceri ulligent
endi omnit mos apiet et rehenih iciendi gnatianis etur,
vellacerat et lam, simint accaboreni ut ullesciam, et
METSÄ GROUP
METSÄ
P.O. BoxBOARD
10
P.O.
Box 20 METSÄ, Finland
FI–02020
FI-02020
Finland
Tel. +358METSÄ,
(0)10 4601
Telephone:
+358 (0)10 4601
www.metsagroup.com
www.metsagroup.com
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 38
PEFC/02-31-120
PEFC/02-31-120
PEFC Certified
Promoting sustainable
forest management
PEFC Certified
www.pefc.org
Promoting sustainable
forest management
www.pefc.org
Additional information is placed vertically
to the right side of the publication back:
e.g. material information (if Metsä Board
paper or paperboard is used), publishing
month and year, copyright.
3.1.2 PUBLICATIONS / GROUP LEVEL / BACK COVER
On the back cover, the vertical version
of the signature is placed in the centre of
the page.
Contact information is placed in the lower
left corner.
Covers: Carta Integra 210 g/m², insides: Galerie Art Silk 170 g/m². © Metsä Group 9/2014
The layout template is available for
downloading in the databank.
METSÄ GROUP
P.O. Box 10
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4601
www.metsagroup.com
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 39
3.1.3 PUBLICATIONS / BUSINESS AREA / COVER
LIGHTEN
UP YOUR
PACKAGING
Carta
Avanta
Simcote
Tako
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 40
Publications must have a clear, simple,
high-quality appearance. An image or a
pair of images is used on the cover. The
heading on the cover must be concise and
memorable. Visual clarity and serenity
ensure high visibility and recognisability.
3.1.3 PUBLICATIONS / BUSINESS AREA / COVER
10 X
10 mm
10 mm
The placing of the business area logo is
based on the size of the company symbol,
the head of a moose.
X=
Y=
LIGHTEN
UP YOUR
PACKAGING
Typography:
The heading on a publication cover is
always typeset in capital letters in Benton
Sans Bold. Line spacing is 85% of the font
size. When you need to use umlauts (e.g.
Finnish, Swedish, German) in headings,
line spacing will be 100% of the font size.
This is how you avoid overlapping letters.
In the example here, the font size is 54
points. Depending on the image, the
colour of the heading is white or 90%
black.
Brand names’ font size is 14 and line
spacing is 16.
To ensure a clean look, long words and
hyphenation are avoided in headings.
The layout template is available for
downloading in the databank.
Carta
Avanta
Simcote
Tako
1/3 X
30 mm
1/2 X
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 41
Minim um w hite space aroun d th e logo
3.1.4 PUBLICATIONS / BUSINESS AREA / BACK COVER
On the back cover, the vertical version
of the business area specific signature is
placed in the centre of the page.
Contact information is placed in the lower
left corner.
Covers: Carta Integra 210 g/m², insides: Galerie Art Silk 170 g/m². © Metsä Group 9/2014
The colour of the PEFC and/or FSC logo is
always black.
METSÄ BOARD
P.O. Box 20
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4611
www.metsaboard.com
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 42
PEFC/02-31-120
PEFC/02-31-120
PEFC Certified
Promoting sustainable
forest management
PEFC Certified
www.pefc.org
Promoting sustainable
forest management
www.pefc.org
Additional information is placed vertically
to the right side of the publication back:
e.g. material information (if Metsä Board
paper or paperboard is used), publishing
month and year, copyright.
3.1.4 PUBLICATIONS / BUSINESS AREA / BACK COVER
On the back cover, the vertical version
of the business area specific signature is
placed in the centre of the page.
Contact information is placed in the lower
left corner.
Covers: Carta Integra 210 g/m², insides: Galerie Art Silk 170 g/m². © Metsä Group 9/2014
The layout template is available for
downloading in the databank.
METSÄ BOARD
P.O. Box 20
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4611
www.metsaboard.com
Minim um w hite space aroun d th e signature
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 43
3.1.5 PUBLICATIONS / TABLES AND CHARTS
Examples
The visual style of tables and charts is
clear and functionial. Their main purpose
is to deliver information in an efficient and
simple way, so avoid extra decoration.
PERSONNEL IN 2013
PURCHASES IN 2013
%, ON 31 DEC 2013
BY COUNTRY
% OF PURCHASE VALUE
PER GEOGRAPHICAL AREA 1)
Finland
Germany
Sweden United Kingdom Russia Poland Slovakia France Rest of Europe Baltic countries
Other countries
49
16
13
5
5
4
3
2
2
1
1
Finland
Sweden
Germany
Other EU countries
Outside Europe
1)
63
19
8
7
2
The figures do not include wood supply
MATERIAL BALANCE
2013
2012
PRODUCTION, 1,000 t
Paperboard
Pulp
Paper
1,291
1,249
647
1,090
1,234
786
WOOD-BASED RAW MATERIALS
Wood, 1,000 m³
Pulp, 1,000 t
4,818
58
4,805
55
404
68
402
79
113,207
71,559
48,212
107, 746
74,368
–
OTHER RAW MATERIALS, 1,000 t
Pigments
Adhesives
WATER USE, 1,000 m³
Process water
Cooling water 1 )
1)
Lorem ipsum dolor sit
Tabular lining
113,207
71,559
48,212
Primary colour
ASH GREY
PMS Black 7
90 K
R54 G 53 B 52
Accent colour
BUD GREEN
PMS 376
C48 M0 Y100 K0
R 143 G 212 B 0
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 44
113,207
71,559
48,212
113,207
71,559
48,212
113,207
71,559
48,212
The use of borders or lines should be
restricted to the bare minimum. Use only
horizontal lines in different thicknesses.
A thicker 2.0 pt line underneath the
heading of the table, and thinner 0.25
pt line dividing the content to different
segments.
The primary colour for the tables is Ash
Grey. Bud Green colour can be used in
reasonable measures as the primary
accent colour. Secondary colours should
be used in the order of the examples so
that the red colour and tinted colours are
always the last (if needed).
Typography is same as in the general
brochure. Benton Sans should be used
throughout in all texts and data. Different
type sizes and weights within the Benton
typeface family depend of the context.
Headings are written always in capital
letters, body text in lowercase letters.
Always use tabular lining for the consistent
vertical alignment of the numeric content.
3.1.6 BROCHURES / COVER
Brochures must have a clear, simple,
high-quality appearance. An image or a
pair of images is used on the cover. The
heading on the cover must be concise and
memorable. Visual clarity and serenity
ensure high visibility and recognisability.
METSÄ ON
ENEMMÄN
KUIN PÄÄLTÄ NÄYTTÄÄ
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 45
3.1.6 BROCHURES / COVER
The placing of the logo is based on the
size of the company symbol, the head of a
moose.
9,5 mm
X=
9.5mm
Y=
METSÄ ON
ENEMMÄN
KUIN PÄÄLTÄ NÄYTTÄÄ
Typography:
The heading on a brochure cover is always
typeset in capital letters in Benton Sans
Bold. Line spacing is 85% of the font
size. When you need to use umlauts (e.g.
Finnish, Swedish, German) in headings,
line spacing will be 100% of the font size.
This is how you avoid overlapping letters.
Depending on the image, the colour of the
heading is white or 90% black.
To ensure a clean look, long words and
hyphenation are avoided in headings.
The layout template is available for
downloading in the databank.
1/3 X
1/2 X
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 46
3.1.7 BROCHURES / INSIDE SPREADS
Metsä brochures use clear and simple
typographic hierarchy, white space and
large images to convey a clear, modern
and timeless style.
PUUNHANKINTA JA METSÄPALVELUT
PUUNHANKINNAN JA
METSÄPALVELUJEN
VASTUULLISTA OSAAMISTA
Metsä Forest palvelee niin
metsänomistajia kuin puuta
hyödyntävää teollisuutta.
Metsätalouden kannattavuuden
parantaminen ja luotettavat
puutoimitukset ovat ydinosaamistamme.
Grids should be tailored to the specific
size of each publication. The use of the
grids and layout should be flexible and
supporting the content rather than being
overtly restrictive and monotonous.
omaisuutensa hoitoa avaimet käteen
-periaatteella.
Metsäpalveluitamme käyttävät ensisijaisesti emoyritykseemme, Metsäliitto
Osuuskuntaan, omistajajäseninä kuuluvat suomalaiset metsänomistajat. Heitä
on 123 000. Osuuskunta on perustettu
vuonna 1934.
Avoid using too many small images on a
spread, as restless layouts divert attention
from the images.
Vastuullamme on toimittaa Metsä
Groupin tuotantolaitoksille ja muille
teollisille asiakkaillemme juuri heidän
tarpeitaan vastaavat määrät oikeanlaista
puuta, metsäenergia mukaan lukien.
Kehitämme toimintaamme yhdessä
asiakkaidemme kanssa, jotta he voivat
puolestaan hyödyntää puuta mahdolli-
Also allow for unprinted space, as it
improves readability, recognition of
different elements and the overall
browsing experience.
simman tehokkaasti.
Hankimme puuta ainoastaan kestävästi hoidetuista metsistä, pääosin
Suomesta, mutta myös Ruotsista,
Baltian maista ja Venäjältä. Kattavien
seurantajärjestelmiemme ansiosta
tiedämme aina, mistä toimittamamme
puu on peräisin.
Tavoitteemme on olla metsänomistajan halutuin taloudellista etua ajava
kumppani, joka tarjoaa parhaan tavan
kartuttaa kestävästi metsään perustuvaa
100 %
82 %
varallisuutta. Ostamme metsänomistajilta puuta ja tarjoamme heille yksilöllistä
palvelua metsänomaisuuden hoitoon.
Palvelemme sekä suurmetsänomis-
PUUSTA JÄLJITETTÄVISSÄ
SERTIFIOITUA
tajia että pieniä metsätiloja. Yhä useampi
haluaa meiltä kokonaisvaltaista metsä-
KARTONKI JA PAPERI
PUUTUOTTEET
KARTONKIA JA PAPERIA
EKOLOGISESTI JA TURVALLISESTI
Maailman väestö kasvaa,
muuttaa kaupunkeihin ja ostaa
entistä enemmän pakattuja
tuotteita. Metsä Board
valmistaa kevyitä, ekologisia
ja turvallisia kartonkeja, jotka
auttavat kulutustavarayhtiöitä
menestymään vastuullisesti.
Olemme Euroopan johtava taivekartongin valmistaja, maailman johtava
Tarjoamme pakkauksille kuhunkin
käyttöön ammattitaidolla suunniteltua
päällystettyjen valkopintaisten ensikuitulainerien tuottaja ja merkittävä paperin
keveyttä, jäykkyyttä ja erinomaisia
pinta- ja paino-ominaisuuksia. Tärkein
toimittaja. Keskitymme ennen kaikkea
korkealaatuiseen kuluttajapakkauskartonkiin, jota tuotamme pohjoisesta puukuidusta vahvaan kuituosaamiseemme
raaka-aineemme on puhdas, pohjoisista
metsistä peräisin oleva ensikuitu, jonka
alkuperän tunnemme aina. Ensikuitukartonki sopii erityisesti elintarvikkeiden
ja selluomavaraisuuteemme pohjaten.
pakkaamiseen ja muuhun vaativaan
käyttöön.
Valmistamme pohjoisen puun vahvoista kuiduista lujia ja kevyitä kartonkeja, jotka voivat olla yli 30 prosenttia
kevyempiä kuin kilpailevat tuotteet.
Tämä parantaa kannattavuutta ja
minimoi ympäristövaikutuksia vähentämällä energian, veden ja raaka-aineiden
kulutusta.
Kehitämme kartongeistamme ja
lainereistamme vieläkin kevyempiä ja
laadukkaampia yhdessä asiakkaidemme
kanssa.
OLEMME VÄHENTÄNEET
HIILIDIOKSIDIPÄÄSTÖJÄMME
35 %
VUODESTA 2009
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 47
PUUTUOTTEITA
TEOLLISELLA
TEHOKKUUDELLA
Pohjoinen puu erottuu
edukseen valmistettaessa
korkealaatuisia ja monipuolisia
puutuotteita. Uusiutuvalla ja
kestävästi kasvatetulla raakaaineella on lukemattomia etuja,
joita Metsä Wood hyödyntää
syvässä kumppanuudessa
asiakkaidensa kanssa.
Valmistamme puutuotteita rakentami-
Meillä on vankka kokemus vaativien
puurakenteet sitovat hiiltä. Puu on myös
seen, teollisille asiakkaille ja jakelijoille
Euroopan ja kaukomaiden markkinoille.
Liiketoimintamme perusta on teollinen
tehokkuus, josta Vilppulan maailman
puutuotteiden valmistuksessa. Pohjoisissa metsissä hitaasti kasvanut puu on
kestävää ja näyttävää, ja se sopii haastaviin käyttötarkoituksiin.
kevyt materiaali, ja siksi rakentaminen ja
kuljetus eivät kuluta niin paljon energiaa
kuin kilpailevien materiaalien käyttö.
Lisäksi puurakentaminen on kustannus-
moderneimmaksi uudistettu saha on
malliesimerkki. Olemme sitoutuneet
Luomme asiakkaillemme lisäarvoa
tiukassa kilpailutilanteessa, jossa ympä-
tehokasta ja nopeaa.
palvelemaan kumppaneitamme, siksi
osallistamme heidät sekä prosessin
suunnitteluun että tuotekehitykseen.
ristö- ja energiavaatimukset kiristyvät.
Puu on loistava vaihtoehto monelle
muulle rakennusmateriaalille, koska
95 %
ASIAKKAISTAMME PITÄÄ
YHTEISTYÖTÄ KANSSAMME
ERITYISEN TÄRKEÄNÄ
3.1.8 BROCHURES / BACK COVER
On the back cover, the vertical version
of the signature is placed in the centre of
the page.
Contact information is placed in the lower
left corner.
Covers: Carta Integra 210 g/m², insides: Galerie Art Silk 170 g/m². © Metsä Group 9/2014
The colour of the PEFC and/or FSC logo is
always black.
METSÄ GROUP
P.O. Box 10
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4601
www.metsagroup.com
PEFC/02-31-120
PEFC/02-31-92
PEFC Certified
Promoting sustainable
forest management
www.pefc.org
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 48
Additional information is placed vertically
to the right side of the brochure back:
e.g. material information (if Metsä Board
paper or paperboard is used), publishing
month and year, copyright.
3.1.8 BROCHURES / BACK COVER
On the back cover, the vertical version
of the signature is placed in the centre of
the page.
9,5 mm
Contact information is placed in the lower
left corner.
9.5mm
Covers: Carta Integra 210 g/m², insides: Galerie Art Silk 170 g/m². © Metsä Group 9/2014
The layout template is available for
downloading in the databank.
METSÄ GROUP
P.O. Box 10
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4601
www.metsagroup.com
9.5mm
9,5 mm
Minim um w hite space aroun d th e signature
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 49
3.2 POSTERS
This section contains the definitions
and examples on how to maintain
a clear and consistent style in Metsä
Group’s posters.
3.2.1 Posters
3.2.2 Posters / Outdoor
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 50
3.2.1 POSTERS
The signature is placed in the bottom of
the poster according to the layout.
Posters always have white margins.
CUSTOMER
UNDERSTANDING
TURNS HANDSHAKES
INTO PARTNERSHIPS
metsawood.com
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 51
Single images or image pairs can be used
in posters.
Headings are typeset in capital letters in
Benton Sans Bold.
Depending on the image, the colour of the
heading is white or 90% black.
3.2.1 POSTERS
The placing of the elements is based on
the size of the company symbol, the head
of a moose.
24 mm
24 mm
X=
HEADLINE GOES
HERE TO TWO OR
THREE LINES
Y=
When using pairs of images, the space
reserved for the image is divided across
the middle into two equally sized parts.
The layout template is available for
downloading in the databank.
X
X
1/3 X
24 mm
24 mm
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 52
Minim um w hite space aroun d th e signature
3.2.2 POSTERS / OUTDOOR
The signature is placed in the bottom of
the poster according to the layout.
Joka seitsemäs meistä omistaa sitä.
Näe Metsä uudessa valossa
tree.metsagroup.fi
The signature in this specific poster series
is the locked-up horizontal version, in
order to remain compact and consistent
on a full bleed photographic background.
Headings are typeset in Benton Sans
Book and Bold.
Depending on the image, the colour
of the heading is white or 90% black.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 53
3.2.2 POSTERS / OUTDOOR
The placing of the elements is based on
the size of the company symbol, the head
of a moose.
XX mm
XX mm
X=
Y=
Campaign subheadline here
Campaign headline here
www.address.here
X
XX mm
XX mm
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 54
Minim um w hite space aroun d th e signature
3.3 ADVERTISEMENTS
This section contains the definitions
and examples on how to maintain
a clear and consistent style in Metsä
Group’s advertisements.
3.3.1 Vertical
3.3.2 Horizontal
3.3.3 Supportive
3.3.4 Recruitment / Horizontal
3.3.5 Recruitment / Vertical
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 55
3.3.1 VERTICAL
Advertisement / (A4)
Our advertisements are polished and
have a high-quality visual appearance.
They communicate the competitiveness
of the product or service concisely and
insightfully.
The advertisements should be as large
as possible. Full-page or full-spread
advertisements are advisable, because
the advertisement has high visibility and
is not compromised by other messages
or visuals. The smallest recommended
advertisement size is 148 × 210 mm (A5).
THERE’S MORE
TO METSÄ THAN
MEETS THE EYE
Come and find out how we make the most of the
best renewable raw material in the world. Visit
our stand in Paper Square at PulPaper 2014.
tree.metsagroup.com
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 56
Use large images or image pairs – the
simpler the image is and the fewer details
it has, the better it will work.
The heading must be concise. Together
with the image, it should create a
noticeable and memorable message.
Any body text should be concise.
3.3.1 VERTICAL
10 X
Advertisement / (A4)
The placing of the elements is based on
the size of the company symbol, the head
of a moose.
1/3 Z
1/3 Z
X=
5X
Y=
When using pairs of images, the space
reserved for the image is divided across
the middle into two equally sized parts.
Images must be cropped so that no
essential elements are excluded.
1/3 Z
1/3 Z
1/3 Z
THERE’S MORE
TO METSÄ THAN
MEETS THE EYE
The white text box must not exceed the
vertical middle line in the advertisement.
1/3 Z
The layout template is available for
downloading in the databank.
Center of the picture area
1/3 Z
1/3 Z
Come and find out how we make the most of the
best renewable raw material in the world. Visit
our stand in Paper Square at PulPaper 2014.
tree.metsagroup.com
1/3 Z
X
1/3 X
X
Z
1/2 X
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 57
Minim um w hite space aroun d th e signature
3.3.2 HORIZONTAL
Advertisement / (A5)
Our advertisements are polished and
have a high-quality visual appearance.
They communicate the competitiveness
of the product or service concisely and
insightfully.
Ad 210×148.5 mm (A5)
The advertisements should be as large
as possible. Full-page or full-spread
advertisements are advisable, because
the advertisement has high visibility and
is not compromised by other messages
or visuals. The smallest recommended
advertisement size is 148 × 210 mm (A5).
Näe metsä
uudessa
valossa.
Use large images or image pairs – the
simpler the image is and the fewer details
it has, the better it will work.
The heading must be concise. Together
with the image, it should create a
noticeable and memorable message.
Make the most of Metsä
Any body text should be concise.
AImped mint assim que ne inci velesti cuptatu
riorepr oreria id uta volupta velesse archicta
nonsecusae provitinvel id ut eturiam dit ma
simpor apel ium rem rest quis eostin expedissum quis voluptam re odi dis aut ipisitae nem
quam quias expel minulpa rcienis sectio. Ga.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 58
Aximet et volorib usaasandel icilles
boribus re et que nisasaae pa aliqui
volessi tisqui sunatem doluptatium
volore nos a sit odigni iuseratis.
—
Lue lisää: www.metsagroup.com
3.3.2 HORIZONTAL
Advertisement / (A5)
Metsä Group’s recruitment ad layout
has following specifications for margins,
element positioning and typography.
Images must be cropped so that no
essential elements are excluded or
positioned behind the headline text box.
9mm
9mm
9mm
9mm
Partner logo
X mm (Equal vertical white space around textbox)
Benton Sans
Bold 33/32 pt
headline
The layout template is available for
downloading in the databank.
The width of the textbox
is depending on the width
of the content
X mm (Equal ve r tic al w hite space aroun d slog an)
Slogan / Payoff Benton Sans Bold 14 pt
X mm (Equal ve r tic al w hite space aroun d slog an)
X mm (Equal vertical white space around textbox)
Benton Sans Light / Medium 9/13 pt
Di consecum eum aspienes exatet
utsit incium, qui tempore, conesam
ratus us eicipsant officium et excea
que pedisan sitibus dament, qui
9mm reperch illaborealis Ucipsunt dus re et
9mm
voluptate ret sitema.
Ovid que aut lab il in rectatur aut
apidat quisci simil maionsed unt fuga.
Ut hileri et acimodis voloritatem ad
modi blandi dolupta tesectatem aut
omnimporessa adit omnis esectas.
9mm
Logo width 57 mm
9mm
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 59
3.3.3 SUPPORTIVE
Advertisement / (small, single-column)
Company sponsorship and supportive
advertising is mainly carried out at the
Metsä Group and it differs from normal
product marketing ads. Sponsorship
advertising is part of Group’s consistent
identity building.
It is important to allow white space around
the logo to ensure visibility and a visually
tranquil feel (please see 2.4).
Body text: Benton Sans Light/Medium,
7.6/10.5 points, 90% black.
The layout template is available for
downloading in the databank.
Lorem ipsum augiatias dis alsaiquas
sinvendae ea esa exempla asia esied
www.metsagroup.com
Benton Sans Medium & Light
Type size 7.6 pt, line height 10.5 pt
www.metsagroup.com
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 60
3.3.4 RECRUITMENT / HORIZONTAL
Advertisement / 254×170 mm
Brand Manager specialised
in developing brands in the
Scandinavian Region?
Make the most of Metsä Tissue
Metsä Tissue is a leading tissue paper products supplier to households and industrial consumers and the
leading supplier of baking and cooking papers in the world. Our main brands are Lambi, Serla, Mola,
Tento, Katrin and SAGA. With production units in six countries, we employ a total of about 3,200 people.
As a brand manager, you will be responsible for developing Metsä Tissue’s Lambi brand in the Scandinavian
region. Your main duties will be implementing the brand strategy and executing strong marketing activities.
Key requirements:
Applicable Master’s Degree
and minimum of two years’
Experience in sales
and/or product
Fluent skills both in
Finnish and English,
You are goal oriented,
proactive and have
experience in consumer
marketing.
management is
an asset.
other languages
are an advantage.
an open-minded
‘can-do’ attitude
FO R M O RE IN FO RMATIO N , PLE ASE VISIT:
metsagroup.com
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 61
Metsä Group is a Finnish forest industry group
focusing on pulp, wood products, paperboards
as well as tissue and cooking papers. Our main
raw material is sustainably grown northern
wood procured mainly from our 123,000 owner
members. We employ over 10,000 people in
close to 30 countries. Our annual sales total
about EUR 5 billion.
Recruiting is always good news, which
also builds the brand in a positive way. In
recruitment ads, deliver the message as
clearly as possible. The job title should be
mentioned in the headline. Remember
what the target group is, write like you talk
and avoid unnecessary jargon.
The layout template is available for
downloading in the databank.
3.3.4 RECRUITMENT / HORIZONTAL
Metsä Group’s recruitment ad layout
has following specifications for margins,
element positioning and typography.
Advertisement / 254×170 mm
10. 5 mm
The layout template is available for
downloading in the databank.
10. 5 mm
1 1 . 5 mm
1 1 . 5 mm
Benton Sans Bold 44/46pt
title of the open position and
headline copy here.
(Equal ve r tic al w hite space aroun d slog an)
Slogan (+ BA) Benton Sans Bold 18 pt
(Equal ve r tic al w hite space aroun d slog an)
Copytext Benton Sans Bold/Light 9/13 pt – Odit omnit ese voluptat. Rit optur, corrovidelit everrorio entincti
tt oret porum ellaceptatum rem quiam hiciis si dolupta quatiisci cullupt aturempore quaepudae velitioriaesis
asersquidele scitis nullore modiassunt. Ment. Isquis iam hiciis si dolupta quatiisci cullupt aturempore sraq st
uaepudae am velitioriaes quidele scitis nullore modiassunt. Ment. Isquis aut lab ipsae is itatur, vel erfersistea
, sinctes enim illot rate vollaut atquos di soluptatur aturuam faccum verrovid quodis.
Company boilerplate. Benton Sans Regular
7/8.7 pt – Autet laupiscid ut voluptaecte quitete
atece store parmquam, conset renihit vitemasat
qui con pratem at uidebit vit, sitema doles et inc
tiuntur, omni hil molut venis imet vel magii nis et
atiam, nobis laborionsed quis. Ehentotatiat enti
velectem res alistis enihillis veritas sectestius, si
n eaquis explam facero bla sinctum rem ius, quit
volo dollacerum voluptatiam.
Key requirements, Benton Sans Medium 8/12pt
Benton Sans Medium 8/12pt
lorem ipsum dolor sit amet
Libero, ut bibendum
ante lacinia eget.
Aenean ornare tellus
velit, eu semper et
Nulla et vehicula sitet
ligula, a mollis ante.
liquam erat volutpat.
Maecenas lacinia vulputate
Nulla et vehicula
ligula, a mollis ante.
justo ac cursus sollicitudin, faucibu.
Aenean ornare tellus
velit, eu per justo.
Logo width 5 5 .7mm
1 1mm
B ENTO N SANS REGU L AR ALL CAP S 6 . 5/ 10. 5 pt, K ERNIN G:(O P TICAL), TR ACKIN G: 75/ 10 0 0 Em
URL Benton Sans Medium 8/10.5pt
1 1 . 5 mm
1 1 . 5 mm
10. 5 mm
9 mm 9 mm
10. 5 mm
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 62
3.3.5 RECRUITMENT / VERTICAL
Advertisement / 82×180 mm
Product
Designer
specialised
in interior
design
products?
Make the most of Metsä Wood
Your lorem liquam erat volutpat. Maecenas
lacinia vulputate libero, ut bibendum ante lacinia eget. Nulla et vehicula ligula, a mollis ante.
Aenean ornare tellus velit, eu semper justo ac
cursus sollicitudin, faucibus ac quam.
Experience in designing lorem ipsum dolor sit
emper justo suscipit nec. Nullam libero quam,
tincidunt lorem ipsum dolor sit emper justo
suscipit nec. Nullam libero.
FO R M O RE IN FO, VISIT:
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 63
metsagroup.com
Recruiting is always good news, which
also builds the brand in a positive way. In
recruitment ads, deliver the message as
clearly as possible. The job title should be
mentioned in the headline. Remember
what the target group is, write like you talk
and avoid unnecessary jargon.
The layout template is available for
downloading in the databank.
3.3.5 RECRUITMENT / VERTICAL
Advertisement / 82×180 mm
7mm
7mm
8 .6 mm
8 .6 mm
Benton Sans
Bold 27/30pt
title of the
open position
and headline
copy here.
Metsä Group’s recruitment ad layout
has following specifications for margins,
element positioning and typography.
The layout template is available for
downloading in the databank.
(Equal ve r tic al w hite space aroun d slog an)
Slogan (+BA) Benton Sans Bold 13.5 pt
(Equal ve r tic al w hite space aroun d slog an)
Copytext Benton Sans Bold/Light 9/13 pt
Odit omnit ese voluptatibendum ante lacinieget.
Nulla et vehicula ligula, a mollis ante. Aenean orn
are tellus velit, eu semper justo ac cursus sollicitudin, faucibus ac quam.
Benton Sans Medium 8/12pt lorem ipsum dolor et
amet liquam erat volutpat. Maecenas lacinia vulputate. Nulla et vehicula sitet ligula, a mollis anteit.
Igen volessedi exguit.
B ENTO N SANS REGU L AR ALL CAP S 6 . 5/ 10 pt, K ERNIN G:(O P TICAL), TR ACKIN G: 75/ 10 0 0 Em
URL Benton Sans Medium 8/10pt
8 .6 mm
8 .6 mm
7mm
Logo ce ntr ally align e d , width 57mm
7mm
Minim um w hite space aroun d th e logo
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 64
3.4 MISCELLANEOUS
This section contains the definitions
and examples on how to maintain
a clear and consistent style in Metsä
Group’s miscellaneous applications.
3.4.1 Roll-up posters
3.4.2 Fairs and events
3.4.3 Signs and vehicles
3.4.4 Metsä work wear
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 65
3.4.1 ROLL-UP POSTERS
As an exception the Metsä Group roll-ups
use typeset version of the signature to
ensure visual clarity, serenity, high visibility
and recognisability.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 66
3.4.1 ROLL-UP POSTERS
Center aligned
The elements must be placed
as shown here.
The layout template is available for
downloading in the databank.
328 mm
372 mm
84 mm
172 mm
Roll-up width = 850 mm
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 67
Center aligned
3.4.2 FAIRS AND EVENTS
When designing stands for Metsä Group’s presence at events
and exhibitions we should always consider the audience and
create a space that appelas to them. It should always feel open
and warm, designed with a single purpose in mind – avoid
cluttering the space with too many different types of activities.
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 68
The look and feel of the event or stand should consider the
environment around it using predominantly Metsä products
such as wood, pulp and even board as core materials. The
brand identity should be displayed simply and boldly without
repeating in too many places. One or two simple logos displayed
in prominent place is preferable. The atmosphere of the space
should feel premium, comfortable and inviting. Therefore
its important to use good lighting and high quality materials
allowing space for movement and considering the people flow.
3.4.3 SIGNS AND VEHICLES
Metsä Group has uniform style to signs in offices and production
plants, and also to vehicles. Signs play important role in building
uniform Metsä Group identity. Use only Metsä Group logo in signs.
Please find more detailed instructions and examples of different
Horizontal sign
METSÄ GROUP GRAPHIC GUIDELINES | PAGE 69
sign types from manual for signs and vehicles
(Group data bank). When planning new signs
to production plants, please contact always
Group Communications for consultancy.
Vertical sign
Illuminated sign, detached letters
Dark grey (Charcoal) / Green PMS 376C
3.4.4 METSÄ WORK WEAR
Metsä Group has uniform visual style to
basic work wear clothing. Standard work
clothing at all production units is a natural
part of a unified Metsä Group.
PRODUCTION
(TUOTANTO)
PRODUCTION
(TUOTANTO)
T-SHIRTS &T-SHIRTS
SHIRTS & SHIRTS
15166 Overall m Metsä Group
Colour: grey (charcoal) / green
Stiching: green
65% pes / 35% co, 245g/m²
s Metsä Group
METSÄ
GROUP
15169
T-shirt
ssGRAPHIC
MetsäGUIDELINES
Group |
Colour: green PMS 376 C
More detailed information about work
wear practicalities and the whole
collection can be received from your local
Purchase Manager. Questions concerning
the brand and visual style can be
addressed to Group Communications.
Matti Mallikas
PAGE 70
15170 T-shirt ls Metsä Group
15170 T-shirt ls Metsä Group
Colour: green PMS 376 C
65%Pes / 35%Co, 190g/m²Colour: green PMS 376 C
15171 Polo shirt Metsä Group
15171 Polo shirt Metsä Group
Colour: green PMS 376 C
65%Pes / 35%Co, 190g/m²Colour: green PMS 376 C
METSÄ GROUP
P.O. Box 10
FI–02020 METSÄ, Finland
Tel. +358 (0)10 4601
identity@metsagroup.com
www.metsagroup.com