Our brand marks are some of the most important parts of our identity. They carry our typography and brand colours, creating clarity, coherence and recognition across all touchpoints.
The flag is the most important symbol. By using it consistently in all communication over a longer period of time, the flag will be associated with Sweden and its positive attributes. The flag should be associated with innovation and good design. It must never change shape or be reinvented. We take a consistent approach to the flag.
Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.
In order to communicate identities where space is limited, for example in social media, so-called avatars are used. These are the avatars we use for Brand Sweden.
The avatar consists of the flag in the correct proportions and is available in two versions:
- with a yellow background (Sweden Yellow Standard); or
- with a light background (white or Winter grey).
The logo, the primary symbol for Brand Sweden, consists of the flag and the word ‘Sverige’ (Sweden) – what is known in typography as a ‘bouma’. We use a bouma since the flag alone does not provide a unique logo. It needs to be connected to bouma in order to stand out.
Using ‘Sverige’ as a bouma is about reclaiming something that has already been used and changed over the years – as opposed to the English name of the country, ‘Sweden’.
However, only using the Swedish name for the country is often unclear, because the majority of recipients do not understand what ‘Sverige’ means. Therefore, we incorporate 'Sweden' or the the local translation of the word ‘Sverige’ into the logo to better be able to market the brand internationally. Translating the name into other languages is also a friendly gesture that shows caring.
Using ‘Sverige’ in the logo is important because we want to portray Sweden as a country of communication.
‘Sverige’ is in this case a clear and unique message as it is used in combination with the flag and with the communicators ‘Swe’ or ‘Sweden’. We create a form that has a clear logo and communicator. The look is consistent and the variations that appear in the local language versions create a sense of relationship and dialogue.
Download main logotype
The logotype consists of the flag in the correct proportions together with the name Sverige. Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.Download main logo (ZIP 432 KB)
The translated logotype is a combination of ‘Sverige’ and a translation of ‘Sverige’ into the same language that is used for the communication in question.
Sub-logos concern specific initiatives or projects that due to relevance, longevity and volume can benefit from a more distinctive branding approach.
To establish a sub-logo you must first have approval from NSU.
Team Sweden logo
The Team Sweden logotype is an example of a sub-logoDownload Team Sweden logotype (ZIP 2 MB)
Sub-logos are made from two main elements:
- Mini flag: small version of the Swedish flag. The height is equivalent to half the height of the uppercase letter next to it.
- Wordmark: textual component set in Sweden Sans Semibold/Medium and Title case.
Wordmark must be as short as possible. Ideally just one or two words and a maximum of 6 that could stretch over two lines (see examples).
Wordmarks must be descriptive and relevant to the initiative or project it stands for.
Sub-logos should follow the exact same rules that apply to main logos as described in previous sections.
Designing a sub-logo
Once the sub-logo has been approved by NSU, please follow these simple steps:
Step 1. Type wordmark in Sweden Sans Semi-bold. Set type as sentence case.
Step 2. Use the uppercase first letter ('T' in our example) as a measuring reference. Divide the 'T' into four equal segments.
Step 3. Size and margin guidelines:
- Mini flag width = 1/2
- Margin mini flag to wordmark = 1/4
When working with content for a specific sub-logo initiative or project, it is important to use the layout and font sizes to define the appropriate hierarchy.
The sub-logo should appear at the top, as the sender. In case there is a specific project behind that sub-logo initiative, this should be stated as a headline (as content, not as a logo).
The main Sweden logo should be placed within the sender system, together with any other partner logos (for more information on sender system rules and usage, see the chapter on Sender system).
It's important that Sweden is shown as the overall communicator in all contexts. Therefore, a special structure is used to identify multiple communicators. It is based on making sure that the Sweden logo always appears superior to the individual organisations within NSU, and that any project logos or logos of partners are subordinate to the logos of NSU organisations.
Sender system package
For both PC and Mac formats: .ai, .eps
- without labels
- with labels
- white and blue versions
Sender system overview
To clarify who is behind the image of Sweden, we use a logo structure where all the NSU organisations are shown together with the flag and the word ‘Sverige’.
The Sweden logo must always appear first, either on a separate row (examples 1 and 3), or on the first box starting from the left (example 2).
Sender system colour variations
These are the colour combinations that are allowed regarding outline boxes and backgrounds:
- Blue on yellow
- White on blue
- Blue on white or pale grey
You can use all tones of blue and yellow in accordance with the colour scale presented in the colour section.
How to handle logos with original colours
Logos can also appear with their original colours. In this case, we recommend the use of white (example 1) or pale grey (example 2) backgrounds in order to make sure logos are legible.
Sender system with labels
Descriptive labels can be added to the sender system when there is a need to clarify the nature of the relationship between the participants and that specific piece of communication or event.
Each label should be descriptive, short and unique.
The recommended maximum number of labels per sender system is four.
- ORGANISED BY
- IN PARTNERSHIP WITH
- IN COOPERATION WITH
- SUPPORTED BY
Labels can be added to any sender system regardless of colour combinations. For accessibility reasons, please make sure text always has the same colour as the outline of the boxes.
Text labels are constructed in a simple way allowing for maximum legibility at different sizes and applications.
Don’t do as shown here.
Sender system with more than 12 logos
In cases when the number of logos is more than 12, we recommend to only use sender system for the top level (ie. top organisers and/or partners). Display other logos in a grid outside the sender system.
When the number of supporting organisations and companies is more than 12, (15 in this example) they should be displayed outside the sender system using a simple grid style. A text label can be used to define their general role, in this case 'Supported by'. Follow the same rules as labels within the sender system (Sweden Sans Regular, uppercase, left-aligned).
Logo in social media platforms
Social media posts are shown in the context of our official accounts where avatars and account titles are always visible. This means audiences tend to understand the connection between content and sender.
If the sender of a post is the same as the account holder, do not add another version of the logo or avatar, static or animated, to the social post.
If the sender of a post is not the same as the account holder, add the sender's logo to the post (e.g., a video from Study in Sweden posted on Swedense’s Instagram account).
Different placements are allowed for flexibility in both print and digital formats. Please follow these recommendations:
- Primary placement: top-left. This should be the go-to placement option; however, if this does not suit the composition, please use option 2.
- Secondary placement: bottom-left. If this does not suit the composition, please use option 3.
Tertiary placement: bottom-right. This should be the last option in case options 1 or 2 do not work well with the composition.
Customised or complex formats can constitute exceptions to these rules, but always remember to place the logotype for maximum legibility.
*A layout can be complex and contain a great variety of elements – texts, images, illustrations, buttons, forms, logos, etc,. For that reason we allow for three logo placement alternatives. Please always place logotype for maximum legibility.
Sender system placement rules
The sender system should always be placed at the bottom of a page. It can be placed covering the full width of the format (example 1) or left aligned (example 2).
Individual logos should always be aligned to the centre and middle of its own container, whereas text labels should always be left aligned to its container.
Sender system placement rules – with labels
Sender system with labels should follow the same rules as sender system without labels regarding placement and alignment.
As described previously in the construction of labels, these should always be left aligned to its container whereas logos should always be aligned to the centre and middle of its container.
The space around the avatar is determined by the height of the blue colour field in the flag.
Use the free space so that the avatar does not seem squeezed in.
The clearspace around the logo is determined by the size of the lefthand blue colour field in the flag. The distance between the flag and the words of the logo should be the same as the width of the yellow band of the flag.
Use the free space to avoid making the logo feel squeezed.
The same clearspace rules apply for the translated logotype.
- Clearspace for one-line logo
- Clearspace for two-line logo
Sender system clearspace
Clearspace and placement of the Sweden logo: the dimensions of the Sweden logo box are based on its own free space and form a frame along the outer edges. The frame should be 2px/2pt wide in smaller formats. In larger formats, use a path outline of the dashes to ensure the correct width when the artwork is changed.
Clearspace and placement of organisations’ logos: use the height and width of the Sweden box as a starting point. Centre the logo with the same free space vertically and also centre the logo horizontally.
Clearspace and placement of organisations’ text-based logos: when using a text-based version instead of an image-based logo, place it based on the same principles as described above. However, if necessary you may use the maximum horizontal width of the text block.
Scale and size
Logo scale and minimum size
When working with smaller scales, it is important to make sure that both flag and wordmark are legible. This is particularly relevant in digital scenarios such as small social media avatars and navigation components.
Please follow instructions for when the logo is too small, and hence the flag only avatar should be used instead.
Sub-logo scale and minimum size
When working with smaller scales, it is important to make sure that both mini flag and wordmark are legible. This is particularly relevant in digital scenarios such as avatars and navigation components.
For those scenarios, a scaled down version of the sub-logo should be used. Please follow instructions on how to create the alternative scaled down version of the sub-logos.
The smallest size of a sub-logo is defined by the width of the flag. Smallest width: 15px, 5.3mm, 0.2in.
Sub-logo scale example
Examples of how to apply a sub-logo within a small format such as a mobile screen.
Sweden logo in external use
When Sweden is supporting, sponsoring or partnering with external events and we are asked to send in our logotype, we send them the Sweden logotype.
The logotype should never be changed or combined with tags or texts.
Here's a selection of application examples based on the brand mark guidelines.