Fortum is a Finnish energy company headquartered in Espoo, formed in 1998 when the state-owned energy group IVO-Neste changed its name to Fortum.[1] The company’s visual identity is built around a logo that Fortum describes as reflecting universal energy, communicating control and strength.[2]
Design and History
The Fortum logo features an abstract symbol with an open form. According to Fortum’s official brand page, the open form of the logo refers to development and an open attitude towards improvements.[2] The basic logo is available in four colour options: Powering Green, Ivy Green, white and black.[2]
In 2017, Fortum updated its visual identity as part of a broader strategy review. A local news report from Jelgava, Latvia, noted that the logo change followed the corporation’s acquisition of new companies in smart IT solutions, renewable energy and waste recycling, expanding Fortum beyond a pure energy company. A company representative stated that the renewed logo symbolized Fortum’s strategy and efforts to make the world cleaner and greener.[3]
Fortum’s current brand system also includes a graphical element called Aurora, which the company says captures the dynamic and powerful movement of energy, embodying its mission to drive transformation and sustainability. The fluid shapes of Aurora hold a connection to the Nordic identity, evoking the patterns of the Northern Lights.[2]
Meaning and Symbolism
Fortum’s official brand description states that the logo reflects universal energy and communicates control and strength. The open form of the logo refers to development and an open attitude towards improvements.[2]
The broader visual identity is inspired by the tones and moods of Nordic nature, combining greens with an energetic purple accent to create a vibrant palette.[2]
Typography and Design
Fortum uses a custom typeface called Fortum Sans as part of its visual identity foundation, alongside green and lavender purple colours and the Aurora graphic element.[2] According to Fortum’s brand style guide, Fortum Sans is used when creating Fortum sub-brand logos.[4]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
