SCA’s corporate brand enjoys a high level of trust among its target groups. Our goal is to continue strengthening our identity as a dedicated forest products company in everything that we do. By building a clear and consistent brand, we are making it easier for various target groups to understand who we are and what we offer. That increases our market impact.
The corporate brand represents the entire organization and its activities. It is essentially SCA that builds relationships, offers products and communicates. Many target groups come into contact with SCA via our business areas, operational units or product categories. These are communicated under the SCA corporate brand and are not considered separate brands. They do not have their own logos.
However, our product brands are also in need of their own positioning, depending on their target groups, business objectives and connection with SCA. These are permitted to create their own logos, and slightly expand their visual identity in relation to SCA’s corporate visual identity.
SCA’s identity rests on two pillars – our core values, and our visual concept.
SCA operates in many different markets and comes into contact with tens of thousands of people from all over the world every day. Our shared core values and our visual concept reflect how we want to be perceived, and ensure that the messages we send to our target groups are clear and consistent.
Our core values describe our purpose and how we behave in our business dealings, towards our target groups and towards each other. Our visual concept describes the essence of our business and communicates our approach to the forest, our history and our focus on continuous improvement and innovation.
Through the force of the forest, SCA contributes toward a sustainable future. This is achieved with responsible forest management, resource efficiency and renewable products.
SCA’s core values are rooted in the company’s history and the Group is built on these values. They define how we work and behave.
We have a responsibility to nature, each other and future generations. We are also responsible for ensuring that we all feel safe and secure at work and that we are given opportunities to develop. When we assume responsibility, learn more and have fun, we do a better job.
Respect for our colleagues, customers and business partners is a given. Treating people as equals and showing mutual respect fosters cooperation and allows us to develop – as people, and as a company.
We always strive to exceed expectations, by improving ourselves, our products and our services in order to create a sustainably profitable and renewable future.
Our visual identity reflects the core of our business: our shared asset – the forest, our history, our sustainability drivers and our focus on continuous improvement and innovation.
The visual concept is based on the circular movement and transformation of the forest’s industrial ecosystem in the form of renewability, the eternal cycle of life in the forest and the long-term approach of our business. The circular system is also present in the planet we are taking care of, and the tree trunks that are our livelihood.
These operations are part of our corporate brand and describe what part of SCA the communication comes from. They do not have their own brands or logos.
Level 1, Corporate brand
Our SCA corporate brand is the sender and seal of approval for all operations.
Level 1A, Business area
Organizational division of SCA. Business areas are part of, and communicated under, the SCA corporate brand. They do not have their own logo or visual identity.
Level 1B, Operational unit
Operational organization based on geographic location. Operational units are part of, and communicated under, the SCA corporate brand. They do not have their own logo or visual identity.
Level 1C, Product category
Industries/categories in which SCA operates. Product categories are part of, and communicated under, the SCA corporate brand. These are used for navigation and only appear in text. They do not have their own logo or visual identity
Level 1D, Projects and in-house initiatives
Projects (investment projects) are part of, and communicated under, the SCA corporate brand. They do not have their own logo, act as sender or are communicated externally.
In-house initiatives are part of, and communicated under, the SCA corporate brand. They are permitted to create their own logo and add some graphic elements within the framework of SCA’s corporate identity to clarify their purpose in communication.
Level 1E, Reporting entity
Reporting entities are part of, and communicated under, the SCA corporate brand. These only appear in the text of quarterly or annual reports. They do not have their own logo or visual identity.
The SCA corporate brand communicates and is the sender for the Group, the business areas, operational units, product categories, projects and in-house initiatives.
Our product brands have two different levels, B2B and B2C, which act as their own sender and have their own needs for differentiation.
At B2B and B2C levels, there are also digital services that target specific customers or consumers. Digital services may be offered from a business area or product category, or from a specific product brand.