The Ukrainian Pension Forum is an expert platform aimed at uniting society to create conditions for a decent old age in Ukraine. This platform is the foundation for the development of Ukraine's pension strategy. The aim of the forum is to improve the quality of life of people of retirement age and protect their rights. The task of identity for the Ukrainian Pension Forum was to develop a logo and style-forming constants and elements of corporate style. The significant part is a combination of Ukrainian and English first letters of the forum name. This combination creates a new symbolic form - a stylized smile (1), accumulation (2), protection (3). The color scheme is orange, which is associated with warmth, joy and happiness, thus reinforcing the meaning of positive changes in the future.