A visual introduction to our brand identity.
To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity. It aims to be efficient to use, flexible across applications and able to feature content in a globally consistent way.
When to use the visual identity Sweden’s visual identity is jointly owned and developed by the Swedish Institute, Visit Sweden, Business Sweden, and the Ministry for Foreign Affairs. It is a shared resource for communicating Sweden internationally and can be used by Team Sweden actors.
All elements under Brand Sweden, including logos, typefaces, and design features, are exclusive. By using any part of the brand identity, you acknowledge and accept the terms outlined in the brand guidelines.
Before using Sweden’s brand identity, approval must be obtained from one of the owning organizations.
{
"slug": "brand-visual-identity",
"type": "Page",
"theme": "theme-light",
"pageProps": {
"appProps": {
"socialMediaUrls": {
"facebook": null,
"twitter": null,
"messenger": null,
"vk": null,
"spotify": null,
"instagram": null,
"whatsapp": null,
"youtube": null,
"telegram": null,
"__typename": "SwedenSettings_SiSettings_SocialMediaUrls"
},
"cookieSettings": {
"cookieBanner": {
"bannerText": "<p>Sharing Sweden uses cookies to improve your experience of the website. Read more in our <a href=\"https://cms.sharingsweden.se/cookie-policy\">Cookie policy</a>.</p>\n",
"bannerTitle": "<p><strong>Cookies</strong></p>\n",
"__typename": "SwedenSettings_SiSettings_CookieSettings_CookieBanner"
},
"settingsButtonText": "Cookie-settings",
"settingsConfirmButtonText": "Confirm settings",
"settingsText": "<p>A cookie is a small text file stored on your device that allows us to recognise and remember you.</p>\n<p>Sharingsweden.se uses cookies and other data in order to deliver and improve your experience of this website. For instance, we and our partners may use information about you, your devices and your online interactions with us to provide, analyse and improve our services.</p>\n<p>The categories of cookies that we may use are necessary as well as statistics and analytics cookies. Learn more about how we use cookies by reading our <a href=\"https://cms.sharingsweden.se/cookie-policy\">Cookie policy</a>.</p>\n",
"acceptButtonText": "Accept all cookies",
"categories": [
{
"alwaysCheckedText": "always on",
"hasAccepted": null,
"id": "cookie_consent_essentials",
"isCheckedText": "active",
"isNotCheckedText": "inactive",
"optional": null,
"text": "Necessary cookies are essential for you to browse our website and use its features. We are using cookies to remember your consent. This type of cookie is activated by default and you can only deactivate it by turning off cookies in your browser. ",
"title": "Necessary",
"__typename": "SwedenSettings_SiSettings_CookieSettings_categories"
},
{
"alwaysCheckedText": "always on",
"hasAccepted": null,
"id": "cookie_consent_statistics",
"isCheckedText": "active",
"isNotCheckedText": "inactive",
"optional": true,
"text": "Analytical cookies are used to measure how often our website is visited and how it is used. We use this information to get a better sense of where our users come from and how they interact with our content. For this, we use third-party cookies, the Google Analytics Cookies. These cookies are deactivated by default. If you choose to activate statistics and analytics cookies, we use IP anonymisation. You can deactivate these cookies at any time. ",
"title": "Statistics and analytics",
"__typename": "SwedenSettings_SiSettings_CookieSettings_categories"
}
],
"__typename": "SwedenSettings_SiSettings_CookieSettings"
},
"fallBackImage": {
"src": null,
"alt": "",
"height": 0,
"width": 0,
"title": null,
"caption": ""
},
"articleAuthorSettings": {
"textBeforeDate": "Published at"
},
"shareWidgetSettings": {
"headerText": null,
"shareButtonIconProps": [],
"copyText": null,
"afterCopyText": null,
"failedToCopyText": null
},
"navBarSettings": {
"navBarLogos": {
"mainLogo": null,
"mainLogoAriaLabel": "Sharing sweden logo",
"darkTextLogo": null,
"lightTextLogo": null
},
"navigationLabels": {
"toggleMenuLabel": null,
"toggleSearchLabel": null
}
},
"menu": {
"selectLabel": null,
"selectGroupLabel": null,
"selectOptions": [],
"linkGroup": [
[
{
"link": {
"title": "About Sharing Sweden",
"url": "https://cms.sharingsweden.se/about-sharing-sweden",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Contact",
"url": "https://cms.sharingsweden.se/contact",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "FAQ",
"url": "https://cms.sharingsweden.se/faq",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
],
[
{
"link": {
"title": "News",
"url": "https://cms.sharingsweden.se/news",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Newsletter",
"url": "https://cms.sharingsweden.se/newsletter",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Financial support",
"url": "https://sharingsweden.se/promotional-material/financial-support-and-how-to-apply",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
],
[
{
"link": {
"title": "Accessibility",
"url": "https://cms.sharingsweden.se/accessibility",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Cookies policy",
"url": "https://cms.sharingsweden.se/cookie-policy",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Terms and conditions of use",
"url": "https://cms.sharingsweden.se/terms-and-conditions/",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
]
],
"iconLinks": [],
"mainMenuContent": [
{
"id": 250,
"href": "/the-sweden-brand/",
"title": "The Sweden brand",
"subMenuItems": [
{
"id": 255,
"href": "/the-sweden-brand/brand-strategy/",
"title": "The brand of Sweden as a strategic asset",
"subMenuItems": []
},
{
"id": 329,
"href": "/the-sweden-brand/the-image-of-sweden-abroad/",
"title": "The image of Sweden abroad",
"subMenuItems": []
},
{
"id": 2392,
"href": "/the-sweden-brand/brand-visual-identity/",
"title": "Brand visual identity",
"subMenuItems": [
{
"id": 328,
"href": "/the-sweden-brand/brand-visual-identity/how-to-use-the-identity/",
"title": "How to use the identity"
},
{
"id": 327,
"href": "/the-sweden-brand/brand-visual-identity/design-principles/",
"title": "Design principles"
},
{
"id": 326,
"href": "/the-sweden-brand/brand-visual-identity/brand-marks/",
"title": "Logo and other brand marks"
},
{
"id": 325,
"href": "/the-sweden-brand/brand-visual-identity/colour/",
"title": "Colour"
},
{
"id": 324,
"href": "/the-sweden-brand/brand-visual-identity/accessibility/",
"title": "Accessibility"
},
{
"id": 323,
"href": "/the-sweden-brand/brand-visual-identity/typography/",
"title": "Typography"
},
{
"id": 322,
"href": "/the-sweden-brand/brand-visual-identity/grid/",
"title": "Grid"
},
{
"id": 321,
"href": "/the-sweden-brand/brand-visual-identity/tone-of-motion/",
"title": "Tone of motion"
},
{
"id": 320,
"href": "/the-sweden-brand/brand-visual-identity/illustration/",
"title": "Illustration"
},
{
"id": 319,
"href": "/the-sweden-brand/brand-visual-identity/graphic-element/",
"title": "Graphic element"
},
{
"id": 318,
"href": "/the-sweden-brand/brand-visual-identity/best-practice/",
"title": "Best practice"
}
]
}
]
},
{
"id": 241,
"href": "/promotional-material/",
"title": "Promotional material",
"subMenuItems": [
{
"id": 247,
"href": "/promotional-material/trade-and-talent/",
"title": "Trade and talent",
"subMenuItems": []
},
{
"id": 244,
"href": "/promotional-material/culture-and-lifestyle/",
"title": "Creative industries and culture",
"subMenuItems": []
},
{
"id": 243,
"href": "/promotional-material/democracy-and-governance/",
"title": "Democracy and society",
"subMenuItems": []
},
{
"id": 246,
"href": "/promotional-material/the-swedish-film-selection/",
"title": "The Swedish film selection",
"subMenuItems": []
},
{
"id": 245,
"href": "/promotional-material/image-bank-sweden/",
"title": "Image Bank Sweden",
"subMenuItems": []
},
{
"id": 242,
"href": "/promotional-material/toolkits-social-media-video-and-more/",
"title": "All toolkits, social media, video and more",
"subMenuItems": []
}
]
},
{
"id": 291,
"href": "/calendar/",
"title": "Calendar",
"subMenuItems": []
}
]
},
"footer": {
"copyright": "Copyright © 2025 Swedish Institute",
"linkGroup": [
[
{
"href": "https://cms.sharingsweden.se/about-sharing-sweden",
"name": "About Sharing Sweden"
},
{
"href": "https://cms.sharingsweden.se/contact",
"name": "Contact"
},
{
"href": "https://cms.sharingsweden.se/faq",
"name": "FAQ"
}
],
[
{
"href": "https://cms.sharingsweden.se/news",
"name": "News"
},
{
"href": "https://cms.sharingsweden.se/newsletter",
"name": "Newsletter"
},
{
"href": "https://sharingsweden.se/promotional-material/financial-support-and-how-to-apply",
"name": "Financial support"
}
],
[
{
"href": "https://cms.sharingsweden.se/accessibility",
"name": "Accessibility"
},
{
"href": "https://cms.sharingsweden.se/cookie-policy",
"name": "Cookies policy"
},
{
"href": "https://cms.sharingsweden.se/terms-and-conditions/",
"name": "Terms and conditions of use"
}
]
],
"logos": [
{
"ariaLabel": "Link to sweden.se",
"logo": {
"anchorProps": {
"href": "https://sweden.se/"
},
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/sweden_logo.svg",
"alt": null,
"height": null,
"width": null
}
}
},
{
"ariaLabel": "Link to si.se",
"logo": {
"anchorProps": {
"href": "https://si.se/"
},
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/si_logo.svg",
"alt": null,
"height": null,
"width": null
}
}
}
]
},
"skipToContent": null,
"cookieLabel": null,
"previousSlideLabel": null,
"nextSlideLabel": null,
"toolkitApplyButtonText": null,
"searchFilterProps": {
"topic": "Topic",
"format": "Format",
"topicFilters": [
{
"item": "Architecture"
},
{
"item": "Art"
},
{
"item": "Celebrations"
},
{
"item": "Children & youth"
},
{
"item": "Democracy"
},
{
"item": "Design"
},
{
"item": "Film & drama"
},
{
"item": "Food"
},
{
"item": "Gender equality"
},
{
"item": "History"
},
{
"item": "Innovation"
},
{
"item": "LGBTQI+"
},
{
"item": "Literature"
},
{
"item": "Music"
},
{
"item": "Society"
},
{
"item": "Sports"
},
{
"item": "Study"
},
{
"item": "Sustainability"
},
{
"item": "Sweden in general"
},
{
"item": "Trade"
},
{
"item": "Work"
}
],
"formatFilters": [
{
"item": "Toolkit"
},
{
"item": "Feature film"
},
{
"item": "Exhibitions"
},
{
"item": "Manuals"
},
{
"item": "Presentations"
},
{
"item": "Print materials"
},
{
"item": "Quizzes"
},
{
"item": "Social media content"
},
{
"item": "Templates"
},
{
"item": "Video"
}
],
"languageOptions": [
"albanian",
"arabic",
"armenian",
"bosnian",
"chinese",
"croatian",
"cypriot greek",
"english",
"estonian",
"filipino",
"french",
"georgian",
"german",
"italian",
"japanese",
"korean",
"latvian",
"lithuanian",
"macedonian",
"polish",
"portuguese",
"romanian",
"russian",
"slovak",
"slovenian",
"spanish",
"swedish",
"thai",
"turkish",
"vietnamese"
]
},
"searchComponentData": {
"searchComponent": {
"beforeQuery": null,
"afterQuery": null,
"preResultText": null,
"afterResultText": null
},
"searchField": {
"placeholder": "Search social media, video, toolkits and more",
"submitButtonText": "Search",
"label": "search",
"searchPageUri": "/promotional-material/toolkits-social-media-video-and-more/"
},
"hijackData": []
}
},
"post": {
"uri": "/the-sweden-brand/brand-visual-identity/",
"seo": {
"head": "<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https://yoast.com/wordpress/plugins/seo/ -->\n<meta name=\"description\" content=\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\" />\n<link rel=\"canonical\" href=\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\" />\n<meta property=\"og:locale\" content=\"en_US\" />\n<meta property=\"og:type\" content=\"article\" />\n<meta property=\"og:title\" content=\"Brand visual identity - Sharing Sweden\" />\n<meta property=\"og:description\" content=\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\" />\n<meta property=\"og:url\" content=\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\" />\n<meta property=\"og:site_name\" content=\"Sharing Sweden\" />\n<meta property=\"article:modified_time\" content=\"2025-04-24T15:27:03+00:00\" />\n<meta property=\"og:image\" content=\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\" />\n\t<meta property=\"og:image:width\" content=\"1500\" />\n\t<meta property=\"og:image:height\" content=\"959\" />\n\t<meta property=\"og:image:type\" content=\"image/jpeg\" />\n<meta name=\"twitter:card\" content=\"summary_large_image\" />\n<meta name=\"twitter:label1\" content=\"Est. reading time\" />\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" />\n<script type=\"application/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\",\"url\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\",\"name\":\"Brand visual identity - Sharing Sweden\",\"isPartOf\":{\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\"},\"primaryImageOfPage\":{\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\"},\"image\":{\"@id\":\"https://cms.sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\"},\"thumbnailUrl\":\"https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3.jpg\",\"datePublished\":\"2023-05-11T13:38:38+00:00\",\"dateModified\":\"2025-04-24T15:27:03+00:00\",\"description\":\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\",\"url\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\",\"contentUrl\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\",\"width\":1200,\"height\":767,\"caption\":\"Three mobile screens showing web content in the Brand Sweden identity.\"},{\"@type\":\"WebSite\",\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\",\"url\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/\",\"name\":\"Sharing Sweden\",\"description\":\"A comprehensive collection of resources to promote Sweden to an international audience\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http://sharingsweden.se/search?query={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}</script>\n<!-- / Yoast SEO plugin. -->",
"shareUrl": "http://sharingsweden.se/the-sweden-brand/brand-visual-identity/",
"title": "Brand visual identity - Sharing Sweden"
},
"date": "2023-05-11T13:38:38",
"type": "Page",
"breadcrumbs": [
{
"title": "Start",
"href": "/",
"isCurrentPage": false
},
{
"title": "The Sweden brand",
"href": "/the-sweden-brand/",
"isCurrentPage": false
},
{
"title": "Brand visual identity",
"href": "/the-sweden-brand/brand-visual-identity/",
"isCurrentPage": true
}
],
"searchPage": null,
"heroSlides": null,
"featuredMedia": {
"imageBlockProps": {
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3.jpg",
"alt": "Three mobile screens showing web content in the Brand Sweden identity.",
"title": "Best practice_digital3",
"height": 959,
"width": 1500,
"caption": null
},
"caption": null
},
"embedDataProps": null,
"caption": null
},
"featuredImage": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3.jpg",
"alt": "Three mobile screens showing web content in the Brand Sweden identity.",
"title": "Best practice_digital3",
"height": 959,
"width": 1500,
"caption": null
},
"title": "Brand visual identity",
"subHeading": null,
"slug": "brand-visual-identity",
"toolkitData": [],
"eventData": [],
"template": {
"templateName": "Default",
"__typename": "DefaultTemplate"
},
"sidebarMenu": {
"currentUrl": "/the-sweden-brand/brand-visual-identity/",
"menuItems": [
{
"id": 25759,
"href": "/the-sweden-brand/brand-visual-identity/",
"title": "Brand visual identity"
},
{
"id": 448,
"href": "/the-sweden-brand/brand-visual-identity/how-to-use-the-identity/",
"title": "How to use the identity"
},
{
"id": 445,
"href": "/the-sweden-brand/brand-visual-identity/design-principles/",
"title": "Design principles"
},
{
"id": 443,
"href": "/the-sweden-brand/brand-visual-identity/brand-marks/",
"title": "Logo and other brand marks"
},
{
"id": 444,
"href": "/the-sweden-brand/brand-visual-identity/colour/",
"title": "Colour"
},
{
"id": 440,
"href": "/the-sweden-brand/brand-visual-identity/accessibility/",
"title": "Accessibility"
},
{
"id": 451,
"href": "/the-sweden-brand/brand-visual-identity/typography/",
"title": "Typography"
},
{
"id": 447,
"href": "/the-sweden-brand/brand-visual-identity/grid/",
"title": "Grid"
},
{
"id": 450,
"href": "/the-sweden-brand/brand-visual-identity/tone-of-motion/",
"title": "Tone of motion"
},
{
"id": 449,
"href": "/the-sweden-brand/brand-visual-identity/illustration/",
"title": "Illustration"
},
{
"id": 446,
"href": "/the-sweden-brand/brand-visual-identity/graphic-element/",
"title": "Graphic element"
},
{
"id": 441,
"href": "/the-sweden-brand/brand-visual-identity/best-practice/",
"title": "Best practice"
}
]
},
"childPages": [
{
"title": "How to use the identity",
"href": "/the-sweden-brand/brand-visual-identity/how-to-use-the-identity/",
"featuredImage": null
},
{
"title": "Design principles",
"href": "/the-sweden-brand/brand-visual-identity/design-principles/",
"featuredImage": null
},
{
"title": "Logo and other brand marks",
"href": "/the-sweden-brand/brand-visual-identity/brand-marks/",
"featuredImage": null
},
{
"title": "Colour",
"href": "/the-sweden-brand/brand-visual-identity/colour/",
"featuredImage": null
},
{
"title": "Accessibility",
"href": "/the-sweden-brand/brand-visual-identity/accessibility/",
"featuredImage": null
},
{
"title": "Typography",
"href": "/the-sweden-brand/brand-visual-identity/typography/",
"featuredImage": null
},
{
"title": "Grid",
"href": "/the-sweden-brand/brand-visual-identity/grid/",
"featuredImage": null
},
{
"title": "Tone of motion",
"href": "/the-sweden-brand/brand-visual-identity/tone-of-motion/",
"featuredImage": null
},
{
"title": "Illustration",
"href": "/the-sweden-brand/brand-visual-identity/illustration/",
"featuredImage": null
},
{
"title": "Graphic element",
"href": "/the-sweden-brand/brand-visual-identity/graphic-element/",
"featuredImage": null
}
],
"rows": [
{
"left": [],
"right": [
{
"type": "video-block",
"data": {
"embed": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\" src=\"//im11.inviewer.se/skiss/22/22CBSW19PF.jpg\" /><iframe title=\"brand_sweden_identity\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/22CBSW19PF\" allowfullscreen></iframe></div></div>",
"_embed": "field_6492a7c09721b",
"caption": "A visual introduction to our brand identity.",
"_caption": "field_6492a7e39721c",
"image": "",
"_image": "field_6492a7f09721d"
},
"caption": "A visual introduction to our brand identity.",
"embedDataProps": {
"sourceDomain": "media-flow",
"html": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\" src=\"//im11.inviewer.se/skiss/22/22CBSW19PF.jpg\" /><iframe title=\"brand_sweden_identity\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/22CBSW19PF\" allowfullscreen></iframe></div></div>"
},
"imageBlockProps": {}
},
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity. It aims to be efficient to use, flexible across applications and able to feature content in a globally consistent way."
}
]
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
},
{
"left": [],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "When to use the visual identity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s visual identity is jointly owned and developed by the Swedish Institute, Visit Sweden, Business Sweden, and the Ministry for Foreign Affairs. It is a shared resource for communicating Sweden internationally and can be used by Team Sweden actors."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All elements under Brand Sweden, including logos, typefaces, and design features, are exclusive. By using any part of the brand identity, you acknowledge and accept the terms outlined in the brand guidelines."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Before using Sweden’s brand identity, approval must be obtained from one of the owning organizations."
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
}
],
"blocks": [
{
"left": [],
"right": [
{
"type": "video-block",
"data": {
"embed": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\" src=\"//im11.inviewer.se/skiss/22/22CBSW19PF.jpg\" /><iframe title=\"brand_sweden_identity\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/22CBSW19PF\" allowfullscreen></iframe></div></div>",
"_embed": "field_6492a7c09721b",
"caption": "A visual introduction to our brand identity.",
"_caption": "field_6492a7e39721c",
"image": "",
"_image": "field_6492a7f09721d"
},
"caption": "A visual introduction to our brand identity.",
"embedDataProps": {
"sourceDomain": "media-flow",
"html": "<div style=\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\"><div style=\"position:relative;\"><img style=\"display:block;height:auto;width:100%\" alt=\"\" src=\"//im11.inviewer.se/skiss/22/22CBSW19PF.jpg\" /><iframe title=\"brand_sweden_identity\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" src=\"//play.mediaflowpro.com/ovp/11/22CBSW19PF\" allowfullscreen></iframe></div></div>"
},
"imageBlockProps": {}
},
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity. It aims to be efficient to use, flexible across applications and able to feature content in a globally consistent way."
}
]
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
},
{
"left": [],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "When to use the visual identity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s visual identity is jointly owned and developed by the Swedish Institute, Visit Sweden, Business Sweden, and the Ministry for Foreign Affairs. It is a shared resource for communicating Sweden internationally and can be used by Team Sweden actors."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All elements under Brand Sweden, including logos, typefaces, and design features, are exclusive. By using any part of the brand identity, you acknowledge and accept the terms outlined in the brand guidelines."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Before using Sweden’s brand identity, approval must be obtained from one of the owning organizations."
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
}
],
"calendarItems": [],
"extra": {
"content": {
"__typename": "Page",
"slug": "brand-visual-identity",
"uri": "/the-sweden-brand/brand-visual-identity/",
"date": "2023-05-11T13:38:38",
"databaseId": 257,
"breadcrumbs": "[{\"title\":\"Start\",\"href\":\"\\/\",\"isCurrentPage\":false},{\"title\":\"The Sweden brand\",\"href\":\"\\/the-sweden-brand\\/\",\"isCurrentPage\":false},{\"title\":\"Brand visual identity\",\"href\":\"\\/the-sweden-brand\\/brand-visual-identity\\/\",\"isCurrentPage\":true}]",
"hero": {
"heroSlides": null,
"__typename": "Page_Hero"
},
"featuredMedia": {
"useFeaturedVideo": null,
"embedCode": null,
"embedCaption": null,
"__typename": "Page_Featuredmedia"
},
"template": {
"templateName": "Default",
"__typename": "DefaultTemplate"
},
"sidebarMenu": "[{\"ID\":25759,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2024-10-03 12:29:36\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"25759\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":248,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=25759\",\"menu_order\":1,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":25759,\"menu_item_parent\":\"0\",\"object_id\":\"257\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/\",\"title\":\"Brand visual identity\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":448,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"448\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=448\",\"menu_order\":2,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":448,\"menu_item_parent\":\"0\",\"object_id\":\"295\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/how-to-use-the-identity\\/\",\"title\":\"How to use the identity\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":445,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"445\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=445\",\"menu_order\":3,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":445,\"menu_item_parent\":\"0\",\"object_id\":\"297\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/design-principles\\/\",\"title\":\"Design principles\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":443,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"443\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=443\",\"menu_order\":4,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":443,\"menu_item_parent\":\"0\",\"object_id\":\"300\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/brand-marks\\/\",\"title\":\"Logo and other brand marks\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":444,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"444\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=444\",\"menu_order\":5,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":444,\"menu_item_parent\":\"0\",\"object_id\":\"302\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/colour\\/\",\"title\":\"Colour\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":440,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"440\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=440\",\"menu_order\":6,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":440,\"menu_item_parent\":\"0\",\"object_id\":\"304\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/accessibility\\/\",\"title\":\"Accessibility\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":451,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"451\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=451\",\"menu_order\":7,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":451,\"menu_item_parent\":\"0\",\"object_id\":\"306\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/typography\\/\",\"title\":\"Typography\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":447,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"447\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=447\",\"menu_order\":8,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":447,\"menu_item_parent\":\"0\",\"object_id\":\"308\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/grid\\/\",\"title\":\"Grid\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":450,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"450\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=450\",\"menu_order\":9,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":450,\"menu_item_parent\":\"0\",\"object_id\":\"310\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/tone-of-motion\\/\",\"title\":\"Tone of motion\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":449,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"449\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=449\",\"menu_order\":10,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":449,\"menu_item_parent\":\"0\",\"object_id\":\"312\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/illustration\\/\",\"title\":\"Illustration\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":446,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"446\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=446\",\"menu_order\":11,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":446,\"menu_item_parent\":\"0\",\"object_id\":\"314\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/graphic-element\\/\",\"title\":\"Graphic element\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"},{\"ID\":441,\"post_author\":\"4\",\"post_date\":\"2024-10-03 14:29:36\",\"post_date_gmt\":\"2023-06-13 15:12:23\",\"post_content\":\" \",\"post_title\":\"\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"441\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2024-10-03 14:29:36\",\"post_modified_gmt\":\"2024-10-03 12:29:36\",\"post_content_filtered\":\"\",\"post_parent\":257,\"guid\":\"https:\\/\\/cms.sharingsweden.se\\/?p=441\",\"menu_order\":12,\"post_type\":\"nav_menu_item\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\",\"db_id\":441,\"menu_item_parent\":\"0\",\"object_id\":\"316\",\"object\":\"page\",\"type\":\"post_type\",\"type_label\":\"Page\",\"url\":\"https:\\/\\/cms.sharingsweden.se\\/the-sweden-brand\\/brand-visual-identity\\/best-practice\\/\",\"title\":\"Best practice\",\"target\":\"\",\"attr_title\":\"\",\"description\":\"\",\"classes\":[\"\"],\"xfn\":\"\"}]",
"children": {
"nodes": [
{
"title": "How to use the identity",
"uri": "/the-sweden-brand/brand-visual-identity/how-to-use-the-identity/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Design principles",
"uri": "/the-sweden-brand/brand-visual-identity/design-principles/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Logo and other brand marks",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Colour",
"uri": "/the-sweden-brand/brand-visual-identity/colour/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Accessibility",
"uri": "/the-sweden-brand/brand-visual-identity/accessibility/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Typography",
"uri": "/the-sweden-brand/brand-visual-identity/typography/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Grid",
"uri": "/the-sweden-brand/brand-visual-identity/grid/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Tone of motion",
"uri": "/the-sweden-brand/brand-visual-identity/tone-of-motion/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Illustration",
"uri": "/the-sweden-brand/brand-visual-identity/illustration/",
"featuredImage": null,
"__typename": "Page"
},
{
"title": "Graphic element",
"uri": "/the-sweden-brand/brand-visual-identity/graphic-element/",
"featuredImage": null,
"__typename": "Page"
}
],
"__typename": "HierarchicalContentNodeToContentNodeChildrenConnection"
},
"seo": {
"opengraphUrl": "http://sharingsweden.se/the-sweden-brand/brand-visual-identity/",
"title": "Brand visual identity - Sharing Sweden",
"__typename": "PostTypeSEO"
},
"title": "Brand visual identity",
"featuredImage": {
"node": {
"mediaDetails": {
"height": 959,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Best practice_digital3",
"uri": "/the-sweden-brand/brand-visual-identity/best-practice/best-practice_digital3/",
"altText": "Three mobile screens showing web content in the Brand Sweden identity.",
"caption": null,
"sourceUrl": "https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3.jpg",
"__typename": "MediaItem"
},
"__typename": "NodeWithFeaturedImageToMediaItemConnectionEdge"
},
"blocks": [
{
"name": "sweden-tsw/article-row",
"__typename": "SwedenTswArticleRowBlock",
"attributes": {
"reverseColumnOrderOnMobile": false,
"__typename": "SwedenTswArticleRowBlockAttributes"
},
"innerBlocks": [
{
"name": "sweden-tsw/left-column",
"innerBlocks": [],
"__typename": "SwedenTswLeftColumnBlock"
},
{
"name": "sweden-tsw/right-column",
"innerBlocks": [
{
"name": "acf/video-block",
"attributes": {
"data": "{\"embed\":\"<div style=\\\"background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\\\"><div style=\\\"position:relative;\\\"><img style=\\\"display:block;height:auto;width:100%\\\" alt=\\\"\\\"\\u00a0 src=\\\"\\/\\/im11.inviewer.se\\/skiss\\/22\\/22CBSW19PF.jpg\\\" \\/><iframe title=\\\"brand_sweden_identity\\\" style=\\\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\\\" src=\\\"\\/\\/play.mediaflowpro.com\\/ovp\\/11\\/22CBSW19PF\\\" allowfullscreen><\\/iframe><\\/div><\\/div>\",\"_embed\":\"field_6492a7c09721b\",\"caption\":\"A visual introduction to our brand identity.\",\"_caption\":\"field_6492a7e39721c\",\"image\":\"\",\"_image\":\"field_6492a7f09721d\"}",
"__typename": "AcfVideoBlockAttributes"
},
"coverImage": null,
"__typename": "AcfVideoBlock"
},
{
"name": "sharing-sweden-tsw/preamble",
"attributes": {
"anchor": "",
"__typename": "SharingSwedenTswPreambleBlockAttributes"
},
"innerBlocks": [
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity. It aims to be efficient to use, flexible across applications and able to feature content in a globally consistent way.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
}
],
"__typename": "SharingSwedenTswPreambleBlock"
}
],
"__typename": "SwedenTswRightColumnBlock"
}
]
},
{
"name": "sweden-tsw/article-row",
"__typename": "SwedenTswArticleRowBlock",
"attributes": {
"reverseColumnOrderOnMobile": false,
"__typename": "SwedenTswArticleRowBlockAttributes"
},
"innerBlocks": [
{
"name": "sweden-tsw/left-column",
"innerBlocks": [],
"__typename": "SwedenTswLeftColumnBlock"
},
{
"name": "sweden-tsw/right-column",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "When to use the visual identity",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Sweden’s visual identity is jointly owned and developed by the Swedish Institute, Visit Sweden, Business Sweden, and the Ministry for Foreign Affairs. It is a shared resource for communicating Sweden internationally and can be used by Team Sweden actors.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "All elements under Brand Sweden, including logos, typefaces, and design features, are exclusive. By using any part of the brand identity, you acknowledge and accept the terms outlined in the brand guidelines.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Before using Sweden’s brand identity, approval must be obtained from one of the owning organizations.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
}
],
"__typename": "SwedenTswRightColumnBlock"
}
]
}
],
"yoastHead": "<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https://yoast.com/wordpress/plugins/seo/ -->\n<meta name=\"description\" content=\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\" />\n<link rel=\"canonical\" href=\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\" />\n<meta property=\"og:locale\" content=\"en_US\" />\n<meta property=\"og:type\" content=\"article\" />\n<meta property=\"og:title\" content=\"Brand visual identity - Sharing Sweden\" />\n<meta property=\"og:description\" content=\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\" />\n<meta property=\"og:url\" content=\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\" />\n<meta property=\"og:site_name\" content=\"Sharing Sweden\" />\n<meta property=\"article:modified_time\" content=\"2025-04-24T15:27:03+00:00\" />\n<meta property=\"og:image\" content=\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\" />\n\t<meta property=\"og:image:width\" content=\"1500\" />\n\t<meta property=\"og:image:height\" content=\"959\" />\n\t<meta property=\"og:image:type\" content=\"image/jpeg\" />\n<meta name=\"twitter:card\" content=\"summary_large_image\" />\n<meta name=\"twitter:label1\" content=\"Est. reading time\" />\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" />\n<script type=\"application/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\",\"url\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\",\"name\":\"Brand visual identity - Sharing Sweden\",\"isPartOf\":{\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\"},\"primaryImageOfPage\":{\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\"},\"image\":{\"@id\":\"https://cms.sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\"},\"thumbnailUrl\":\"https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3.jpg\",\"datePublished\":\"2023-05-11T13:38:38+00:00\",\"dateModified\":\"2025-04-24T15:27:03+00:00\",\"description\":\"To build a strong image of Sweden abroad, there's a brand visual identity for Sweden that provides consistency and simplicity.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/brand-visual-identity/#primaryimage\",\"url\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\",\"contentUrl\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2023%2F08%2FBest-practice_digital3.jpg&w=1200&q=90\",\"width\":1200,\"height\":767,\"caption\":\"Three mobile screens showing web content in the Brand Sweden identity.\"},{\"@type\":\"WebSite\",\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\",\"url\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/\",\"name\":\"Sharing Sweden\",\"description\":\"A comprehensive collection of resources to promote Sweden to an international audience\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http://sharingsweden.se/search?query={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}</script>\n<!-- / Yoast SEO plugin. -->"
},
"events": null,
"searchPage": null
}
},
"category": false
}
} 