New brand roll out

ÅF AB changes
name to ÅF Pöyry AB
(legal)

ÅF + PÖYRY Transition Campaign Brand transition

January February March April May June July August September October November

New brand
Closing
roll-out

SoMe + Web: Aligned transition campaign w content on separated platforms Implementation new brand

ÅF and Pöyry brand remains intact (visual/verbal). No combined logos. • New brand and visual identity
• New SoMe platforms
Preparation new brand • New website
• New marketing material
BRAND GUIDELINE DURING TRANSITION PERIOD

Brand guideline in
transition period

New brand in September: A launch of a new brand is planned for in September, this is a guide to help you in the transition
period.

Two brands, no hybrids: The ÅF brand and the Pöyry brands (logos/visual identity) are to be used separately until the launch
of a new common brand. No hybrids. There is a transition campaign to be used to communicate the merger.

Legal name is ÅF Pöyry AB: There is a difference between brand and legal name. ÅF AB changed it´s legal name to ÅF Pöyry
AB, all legal documents and corporate communication from ÅF AB should be changed to ÅF Pöyry AB (ie. press releases,
agreements, CEO-messages, corporate communication).

Brand name: For the brand name, written and spoken, we say ÅF or Pöyry in transition period.

For questions, please email:

• karolina.backbro@afconsult.com, Brand Manager, ÅF

• valentina.lino@poyry.com , Communications Coordinator, Pöyry

BRAND GUIDELINE DURING TRANSITION PERIOD

Marketing material &

Customer
communication
Use the campaign material and corporate slides to communicate that we
are now one company. The material is found on the common SharePoint
site. The material should not be modified. No changes to pictures, logos,
copy or combinations to be done. No combined logos other than in
campaign material.

You can use this material side by side with existing ÅF or Pöyry marketing
material. E.g in an exhibition, you can have an ÅF stand and bring a
campaign roll-up. In your ÅF or Pöyry ppt-presentation you can add a slide
from the campaign to your existing presentation. For all other marketing
materials, treat the brands separately. Do not mix them!

Roll ups and pop up-stands with campaign message will be available for
Campaign material is available for all formats (PPT-slides ads, roll up,
reservation in the ÅF web shop in mid March. digital etc)

Recommendation: do not make any greater investments in new material

with the ÅF brand or the Pöyry brand during transition period.
BRAND GUIDELINE DURING TRANSITION PERIOD

Web and Social Media

During the transition period the ÅF and

Pöyry web + SoMe-channel(s) continue to
be separated. Key content will be aligned to
start telling the story about ÅF and Pöyry
and to prepare for a brand transition in
September.

A common external website and SoMe

channels will be launched in September.
BRAND GUIDELINE DURING TRANSITION PERIOD

Email signature &

Business Cards
Email Signature

We keep our separate email signatures. We add the following

(campaign) text to both signatures:

• Change happens when people with brave ideas come together.

ÅF and Pöyry are now more than 16,000 experts within
engineering, design and advisory services around the world.
Link to instructions:
ÅF Link
Pöyry Link

Business Cards

During transition period, existing templates for ÅF and Pöyry, should

be used. No changes until September.
BRAND GUIDELINE DURING TRANSITION PERIOD

Branding &
Merchandise
Existing ÅF and Pöyry products can still be used during
the transition period.

• Link to the ÅF-shop

• Contact your local communications person at Pöyry

We will not do any investments in ÅF Pöyry

merchandise before the launch of the new common
brand in September.
BRAND GUIDELINE DURING TRANSITION PERIOD

Office branding

Signage and office branding will remain until

September. Campaign posters will be sent to
ÅF and Pöyry offices for use during the
transition period.

In September the implementation of new

office branding & signage will start.

Posters 70X100 will be sent to all offices <20 employees

BRAND GUIDELINE DURING TRANSITION PERIOD

Recruitment ads

A new common boilerplate will be added to

the ÅF and Pöyry job ads on existing platforms
and visual identity, no combined logos to be
used.

The rest of the text in the ad, the company

name is referred to as ÅF or Pöyry, separately.
BRAND GUIDELINE DURING TRANSITION PERIOD

Power Point &

corporate presentation
slides
To present the new company ÅF Pöyry, please
add the corporate power point slides (available
on the SharePoint site) to your original
presentation.

The ÅF template and the Pöyry template

should be used as before.
BRAND GUIDELINE DURING TRANSITION PERIOD

LinkedIn profile

YES: Use the campaign banner as header

on your profile if you like.

NO: Don’t change the company name on

your profile.
BRAND GUIDELINE DURING TRANSITION PERIOD

eMarketeer (ÅF only)

There is an additional template with a

campaign banner.

Both the campaign template and the ÅF

templates can be used.
BRAND GUIDELINE DURING TRANSITION PERIOD

About us
A new boilerplate for ÅF Pöyry:

“ÅF Pöyry is an international leader within

engineering, design and advisory services.
We create solutions to support our customers
worldwide to act on sustainability as well as the
global trends of urbanisation and digitalisation.

We are more than 16,000 devoted experts within the

fields of infrastructure, industry and energy
operating across the world to create sustainable
solutions for the next generation.

Making Future.”