Main brand colour
Optimistic Green communicates nature, optimism and development. Abundant in nature, green signifies growth, renewal and health that create feelings of generosity, loyalty, intelligence and luck. Green represents birth and life, and offers a sense of harmony.
Fortum’s primary colours are Optimistic Green and Forest Green. The function of our corporate colours is to support our corporate image. We have chosen the vivid Optimistic Green as our logotype colour and the deep and calm Forest Green as the primary support colour. Their tones help us to communicate where we are heading as a company. Primary colours can also be used as tints, with distinctive steps, as a background for text or for infographics and for corner elements.
The secondary colour palette is used to support the main brand color. Water Blue is associated with calm and stability. Blue symbolises trust, loyalty, wisdom, confidence and intelligence. Solar Yellow is the colour of sunshine; it is associated with joy and energy. Energetic Orange combines the energy of red and the happiness of yellow.Secondary colours can also be used as tints, with distinctive steps, as a background for text or for infographics and for corner elements.
The complementary colours are more toned down than the primary and secondary colours. They are mainly to be used in infographics when more colours are needed.
White and black
White is the foundation upon which we build ourcommunications; it is the blank sheet of paper or the clear digital screen. Black is mainly used for text.
The RGB (red, green and blue) colour codes are used to ensure that the colours are correctly reproduced when producing materials for screens and displays.
The hex code is the RGB value displayed in hexadecimal format. It is used used in web environments.
Web safe codes are used for digital applications, where the screens and displays have a limited colour range. Web safe colors are derived from RGB values, but are not identical. They should only be used in situations where RGB colours can’t be used.