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.
Flag 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.
Flag proportions Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.
Avatar 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.
Avatar versions 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 avatar is used in contexts where space is limited, such as in social media. Download avatar pack (ZIP 406 KB)
Main logo 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.
The main logotype. Download main logo (ZIP 432 KB) Translated logotype Download English logotype (ZIP 446 KB) English logotype Download Arabic logotype (EPS 450 KB) Arabic logotype Download Arabic logotype flag to right (ZIP 2 MB) Arabic logotype with flag to the right Download Bosnian logotype (EPS 457 KB) Bosnian logotype Download Bulgarian logotype (EPS 449 KB) Bulgarian logotype Download Chinese logotype (EPS 445 KB) Chinese logotype Download Croatian logotype (EPS 456 KB) Croatian logotype Download Czech logotype (EPS 455 KB) Czech logotype Download Dutch logotype (EPS 449 KB) Dutch logotype Download Estonian logotype (EPS 449 KB) Estonian logotype Download Finnish logotype (EPS 449 KB) Finnish logotype Download French logotype (EPS 450 KB) French logotype Download German logotype (EPS 454 KB) German logotype Download Greek logotype (EPS 450 KB) Greek logotype Download Hungarian logotype (EPS 460 KB) Hungarian logotype Download Indonesian logotype (EPS 450 KB) Indonesian logotype Download Italian logotype (EPS 449 KB) Italian logotype Download Japanese logotype (EPS 445 KB) Japanese logotype Download Korean logotype (EPS 446 KB) Korean logotype Download Latvian logotype (EPS 451 KB) Latvian logotype Download Lithuanian logotype (EPS 457 KB) Lithuanian logotype Download Malay logotype (EPS 449 KB) Malay logotype Download Polish logotype (EPS 451 KB) Polish logotype Download Portugese logotype (EPS 451 KB) Portugese logotype Download Romanian logotype (EPS 451 KB) Romanian logotype Download Russian logotype (EPS 448 KB) Russian logotype Download Serbian logotype (EPS 450 KB) Serbian logotype Download Spanish logotype (EPS 450 KB) Spanish logotype Download Turkish logotype (EPS 455 KB) Turkish logotype Download Ukrainian logotype (EPS 478 KB) Ukrainian logotype Download Vietnamese logotype (EPS 454 KB) Vietnamese logotype 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-logo 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-logo
Download Team Sweden logotype (ZIP 2 MB) Sub-logo construction 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.
Structure of sub-logos. Examples of how a sub-logo can be designed. 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 Sub-logo hierarchy 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).
Example of sub-logo hiearchy.
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
Including:
without labels with labels white and blue versions Download sender system package (ZIP 6 MB) 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).
Examples of sender systems. 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 .
Examples of sender systems in different colours. 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.
Examples of how to handle logos with original colours. 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.
Recommended labels:
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.
Sender system with coloured logos on pale grey background. Construction Text labels are constructed in a simple way allowing for maximum legibility at different sizes and applications.
Margins and clearspace guidelines for text labels. Text labels should always be set in uppercase Sweden Sans Regular. Don’ts Don’t do as shown here.
Wrong colour: Label text should always have the same colour as the container’s outline. Wrong type case: Label text should always be all uppercase. Wrong colour: all containers within sender system should always be outlined – not filled in with colour. Label text too small: follow rules when creating text labels to make sure information is accessible. Wrong font weight: text labels should always be set in Sweden Sans Regular. 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).
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).
1. Instagram story posted by Sweden's official account where the avatar and title account are enough to state the sender.
Logotype placement 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. Customised or complex formats can constitute exceptions to these rules, but always remember to place the logotype for maximum legibility.
Logotype placement rules: primary, secondary and tertiary placement. *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.
1. Sender system placed at the bottom of a webpage across its full width.
2. Sender system placed at the bottom of a slide, aligned to grid in relation to the Sweden main logo. 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.
Examples of sender system placement, including labels. Clearspace rules Avatar clearspace 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.
Avatar clearspace. 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.
Domestic logotype clearspace. English logotype clearspace. Sub-logo clearspace Clearspace for one-line logo Clearspace for two-line logo Sub-logo clearspace. 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.
Sender system clearspace. 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.
Logo and avatar minimum size. 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 and minimum size. Sub-logo scale example Examples of how to apply a sub-logo within a small format such as a mobile screen.
Examples sub-logos in a small format. 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.
Applications Here's a selection of application examples based on the brand mark guidelines.
Business card with a sub-logo. Mobile views of a sub-logo. Avatar logo in mobile views. {
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"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Portuguese.eps"
},
{
"id": 8836,
"downloadTitle": "Sweden logo Romanian",
"title": "Romanian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Romanian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Romanian logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Romanian.eps"
},
{
"id": 8838,
"downloadTitle": "Sweden logo Russian",
"title": "Russian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Russian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Russian logotype (EPS 448 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Russian.eps"
},
{
"id": 8840,
"downloadTitle": "Sweden logo Serbian",
"title": "Serbian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Serbian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Serbian logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Serbian.eps"
},
{
"id": 8842,
"downloadTitle": "Sweden logo Spanish",
"title": "Spanish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Spanish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Spanish logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Spanish.eps"
},
{
"id": 8845,
"downloadTitle": "Sweden logo Turkish",
"title": "Turkish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Turkish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Turkish logotype (EPS 455 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Turkish.eps"
},
{
"id": 8847,
"downloadTitle": "Sweden logo Ukrainian",
"title": "Ukrainian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Ukrainian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Ukrainian logotype (EPS 478 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Ukrainian.eps"
},
{
"id": 8849,
"downloadTitle": "Sweden logo Vietnamese",
"title": "Vietnamese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Vietnamese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Vietnamese logotype (EPS 454 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Vietnamese.eps"
}
]
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
}
]
},
{
"type": "section",
"anchorId": "sub-logo",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sub-logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos concern specific initiatives or projects that due to relevance, longevity and volume can benefit from a more distinctive branding approach."
},
{
"type": "paragraph",
"anchorId": "",
"children": "To establish a sub-logo you must first have approval from NSU."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Team Sweden logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Team Sweden logotype is an example of a sub-logo"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "Team_Sweden_logo",
"alt": "Team Sweden",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Team_Sweden_logo.png",
"width": 1655,
"height": 163
},
{
"type": "download-button",
"href": "/app/uploads/2023/12/Team_Sweden_logo.zip",
"children": "Download Team Sweden logotype (ZIP 2 MB)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo construction"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos are made from two main elements:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Mini flag: small version of the Swedish flag. The height is equivalent to half the height of the uppercase letter next to it.</li><li>Wordmark: textual component set in Sweden Sans Semibold/Medium and Title case.</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Wordmarks must be descriptive and relevant to the initiative or project it stands for."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos should follow the exact same rules that apply to main logos as described in previous sections."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Structure of sub-logos.",
"title": "Sub-brand logo",
"alt": "Template for construction of logotype on yellow and light grey background, respectively.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sub-brand-logo.png",
"width": 1300,
"height": 1464
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of how a sub-logo can be designed.",
"title": "sub-logo_construction_examples",
"alt": "Examples of design of a sub-logo, on yellow and grey background, respectively.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/sub-logo_construction_examples.jpg",
"width": 1300,
"height": 737
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Designing a sub-logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Once the sub-logo has been approved by NSU, please follow these simple steps:"
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 1.</strong> Type wordmark in Sweden Sans Semi-bold. Set type as sentence case."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 2.</strong> Use the uppercase first letter ('T' in our example) as a measuring reference. Divide the 'T' into four equal segments."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 3.</strong> Size and margin guidelines:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Mini flag width = 1/2</li><li>Margin mini flag to wordmark = 1/4</li></ul>"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "designing_sub_logo",
"alt": "Instructional step-by-step images for how to design a sub-logo.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/designing_sub_logo.jpg",
"width": 1211,
"height": 961
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo hierarchy"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Example of sub-logo hiearchy.",
"title": "Sub-logo hierarchy",
"alt": "Example of sub-logo hiearchy.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-hierarchy.png",
"width": 1500,
"height": 844
}
]
},
{
"type": "section",
"anchorId": "sender-system",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sender system"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system package"
},
{
"type": "paragraph",
"anchorId": "",
"children": "For both PC and Mac formats: .ai, .eps"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Including:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>without labels</li><li>with labels</li><li>white and blue versions</li></ul>"
},
{
"type": "download-button",
"href": "/app/uploads/2023/12/Sweden-sender-system.zip",
"children": "Download sender system package (ZIP 6 MB)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system overview"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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’."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender systems.",
"title": "Sender system overview",
"alt": "Examples of sender systems, on a yellow background.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-overview.png",
"width": 1300,
"height": 919
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system colour variations"
},
{
"type": "paragraph",
"anchorId": "",
"children": "These are the colour combinations that are allowed regarding outline boxes and backgrounds:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Blue on yellow</li><li>White on blue</li><li>Blue on white or pale grey</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "You can use all tones of blue and yellow in accordance with the colour scale presented in the <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/colour\">colour section</a>."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender systems in different colours.",
"title": "Sender system colour variations",
"alt": "Examples of sender systems in different colours – yellow, blue and light grey.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-colour-variations.jpg",
"width": 1300,
"height": 1164
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "How to handle logos with original colours"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of how to handle logos with original colours.",
"title": "Logos with original colours",
"alt": "Examples of sender systems containing logos with original colours.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logos-with-original-colours.png",
"width": 1300,
"height": 1666
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system with labels"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Each label should be descriptive, short and unique."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The recommended maximum number of labels per sender system is four."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Recommended labels:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>ORGANISED BY</li><li>IN PARTNERSHIP WITH</li><li>IN COOPERATION WITH</li><li>SUPPORTED BY</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Sender system with coloured logos on pale grey background.",
"title": "Sender system with labels",
"alt": "Examples of sender system with labels.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-with-labels.jpg",
"width": 1300,
"height": 850
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Construction"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Text labels are constructed in a simple way allowing for maximum legibility at different sizes and applications."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Margins and clearspace guidelines for text labels.",
"title": "Identity Sweden construction labels 1",
"alt": "Image showing margins and clearspace guidelines for text labels.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-1.png",
"width": 1100,
"height": 900
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Text labels should always be set in uppercase Sweden Sans Regular.",
"title": "Identity Sweden construction labels 2",
"alt": "Example of text label.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-2.png",
"width": 1100,
"height": 900
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Don’ts"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Don’t do as shown here."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong colour: Label text should always have the same colour as the container’s outline.",
"title": "donts_1",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_1.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong type case: Label text should always be all uppercase.",
"title": "donts_2",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_2.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong colour: all containers within sender system should always be outlined – not filled in with colour.",
"title": "donts_3",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_3.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Label text too small: follow rules when creating text labels to make sure information is accessible.",
"title": "donts_4",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_4.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong font weight: text labels should always be set in Sweden Sans Regular.",
"title": "donts_5",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_5.jpg",
"width": 660,
"height": 460
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system with more than 12 logos"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "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).",
"title": "multiple logos",
"alt": "Example of sender system with more than 12 logos.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/multiple-logos.jpg",
"width": 1300,
"height": 1050
}
]
},
{
"type": "section",
"anchorId": null,
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Logo in social media platforms"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "1. Instagram story posted by Sweden's official account where the avatar and title account are enough to state the sender.<br><br>2. Video from Study in Sweden posted on Swedense’s Facebook account.",
"title": "Logo-in-social-media",
"alt": "Two examples of how to use a logo in social media.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-in-social-media.jpg",
"width": 1500,
"height": 844
}
]
},
{
"type": "section",
"anchorId": null,
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Logotype placement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Different placements are allowed for flexibility in both print and digital formats. Please follow these recommendations:"
},
{
"type": "list",
"anchorId": "",
"html": "<ol><li>Primary placement: top-left. This should be the go-to placement option; however, if this does not suit the composition<em>, please use option 2. </em></li><li>Secondary placement: bottom-left. If this does not suit the composition, please use option 3.<br>Tertiary placement: bottom-right. This should be the last option in case options 1 or 2 do not work well with the composition.</li></ol>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Customised or complex formats can constitute exceptions to these rules, but always remember to place the logotype for maximum legibility."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Logotype placement rules: primary, secondary and tertiary placement.",
"title": "Logo-placement",
"alt": "Template for logotype placement, with different placements marked with numbers 1 to 3.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-placement.jpg",
"width": 1500,
"height": 938
},
{
"type": "paragraph",
"anchorId": "",
"children": "*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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system placement rules"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "1. Sender system placed at the bottom of a webpage across its full width.\n\n2. Sender system placed at the bottom of a slide, aligned to grid in relation to the Sweden main logo.",
"title": "Sender-placement",
"alt": "Two images. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement.png",
"width": 1500,
"height": 844
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system placement rules – with labels"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sender system with labels should follow the same rules as sender system without labels regarding placement and alignment."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender system placement, including labels.",
"title": "Sender-placement_with-labels",
"alt": "Two images showcasing placement of sender system with labels. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement_with-labels.png",
"width": 1500,
"height": 726
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Clearspace rules"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Avatar clearspace"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The space around the avatar is determined by the height of the blue colour field in the flag."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Use the free space so that the avatar does not seem squeezed in."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Avatar clearspace.",
"title": "avatar_clearspace",
"alt": "Image with instructions for avatar clearspace.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/10/avatar_clearspace.jpg",
"width": 1676,
"height": 1145
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "<br>Logotype clearspace"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Use the free space to avoid making the logo feel squeezed."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The same clearspace rules apply for the translated logotype."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Domestic logotype clearspace.",
"title": "Logo-clearspace",
"alt": "Image with instructions for domestic logo clearspace.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace.jpg",
"width": 1500,
"height": 900
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "English logotype clearspace.",
"title": "Logo-clearspace2",
"alt": "Image with instructions for English logo clearspace.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace2.jpg",
"width": 1500,
"height": 900
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo clearspace"
},
{
"type": "list",
"anchorId": "",
"html": "<ol><li>Clearspace for one-line logo</li><li>Clearspace for two-line logo<br></li></ol>"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Sub-logo clearspace.",
"title": "Sub-logo-clearspace",
"alt": "Instructions for sub-logo clearspace: 1. Clearspace for one-line logo, 2. Clearspace for two-line logo.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-clearspace.png",
"width": 1300,
"height": 1000
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system clearspace"
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Clearspace and placement of the Sweden logo</strong>: 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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Clearspace and placement of organisations’ logos</strong>: 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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Clearspace and placement of organisations’ text-based logos</strong>: 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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Sender system clearspace.",
"title": "Sender-clearspace",
"alt": "Instructions for sender system clearspace.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-clearspace.png",
"width": 2000,
"height": 1200
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Scale and size"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Logo scale and minimum size"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Please follow instructions for when the logo is too small, and hence the flag only avatar should be used instead."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Logo and avatar minimum size.",
"title": "Logo-scale-and-size",
"alt": "Image showing logo and avatar minimum size.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-scale-and-size.png",
"width": 1500,
"height": 1155
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo scale and minimum size"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The smallest size of a sub-logo is defined by the width of the flag. Smallest width: 15px, 5.3mm, 0.2in."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Sub-logo scale and minimum size.",
"title": "Sub-logo-scale-and-size",
"alt": "Image showing sub-logo scale and minimum size",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-and-size.jpg",
"width": 1300,
"height": 996
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo scale example"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Examples of how to apply a sub-logo within a small format such as a mobile screen."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples sub-logos in a small format.",
"title": "Sub-logo-scale-example",
"alt": "Three examples of how to apply a sub-logo within a small format. The first is displaying a logotype that's too small; the other two are showing the correct scale and size.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-example.png",
"width": 1500,
"height": 844
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sweden logo in external use"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The logotype should never be changed or combined with tags or texts."
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Applications"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Here's a selection of application examples based on the brand mark guidelines."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Business card with a sub-logo.<br><br>Key takeaway: Sub-logo construction, sub-logo placement.",
"title": "Identity Sweden Sharewear_2",
"alt": "A prototype business card in the Sweden brand design.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-Sharewear_2.jpg",
"width": 2000,
"height": 1333
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Mobile views of a sub-logo.<br><br>Key takeaway: Sub-logo scale and placement.",
"title": "Application2",
"alt": "Mobile views of a sub-logo.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Application2.jpg",
"width": 1500,
"height": 959
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Avatar logo in mobile views.<br><br>Key takeaway: Avatar as a navigation component, social media avatars.",
"title": "Application3",
"alt": "Avatar logo in mobile views.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Application3.png",
"width": 1500,
"height": 844
}
]
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
}
],
"blocks": [
{
"left": [],
"right": [
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "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."
}
]
},
{
"type": "anchor-link-menu",
"anchorId": "",
"title": "Content included",
"anchorLinks": [
{
"title": "Flag",
"href": "#flag"
},
{
"title": "Avatar",
"href": "#avatar"
},
{
"title": "Main logo",
"href": "#main-logo"
},
{
"title": "Sub-logo",
"href": "#sub-logo"
},
{
"title": "Sender system",
"href": "#sender-system"
}
]
},
{
"type": "section",
"anchorId": "flag",
"children": [
{
"type": "heading",
"anchorId": "flag",
"h2": true,
"children": "Flag"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Flag proportions"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "flag",
"alt": "The Swedish flag.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/flag.jpg",
"width": 1136,
"height": 711
}
]
},
{
"type": "section",
"anchorId": "avatar",
"children": [
{
"type": "heading",
"anchorId": "avatar",
"h2": true,
"children": "Avatar"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Avatar versions"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The avatar consists of the flag in the correct proportions and is available in two versions:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>with a yellow background (Sweden Yellow Standard); or</li><li>with a light background (white or Winter grey).</li></ul>"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "The avatar is used in contexts where space is limited, such as in social media.",
"title": "avatar",
"alt": "The avatar version of the Swedish flag, on yellow and light grey background, respectively.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/avatar.jpg",
"width": 1485,
"height": 744
}
]
},
{
"type": "download-button",
"href": "/app/uploads/2023/07/Avatar_pack.zip",
"children": "Download avatar pack (ZIP 406 KB)"
},
{
"type": "section",
"anchorId": "main-logo",
"children": [
{
"type": "heading",
"anchorId": "main-logo",
"h2": true,
"children": "Main logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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’."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Using ‘Sverige’ in the logo is important because we want to portray Sweden as a country of communication."
},
{
"type": "paragraph",
"anchorId": "",
"children": "‘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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Download main logotype"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "The main logotype.",
"title": "Sweden logotype-domestic",
"alt": "A flag and the word "Sverige" on a light grey background.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sweden-logotype-domestic.png",
"width": 967,
"height": 244
},
{
"type": "download-button",
"href": "/app/uploads/2023/07/Logotype_domestic_pack.zip",
"children": "Download main logo (ZIP 432 KB)"
},
{
"type": "materials-block",
"heading": "Translated logotype",
"firstMaterialFullwidth": false,
"materialList": [
{
"id": 8851,
"downloadTitle": "Sweden logo English",
"title": "English logotype",
"format": "zip",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/logotype.png",
"alt": "The Swedish flag and the words \"Sweden\" and \"Sverige\" on a light grey background."
},
"download": true,
"buttonText": "Download English logotype (ZIP 446 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/07/Logotype_english_pack.zip"
},
{
"id": 8793,
"downloadTitle": "Sweden logo Arabic",
"title": "Arabic logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Arabic-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Arabic logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Arabic.eps"
},
{
"id": 8795,
"downloadTitle": "Sweden logo Arabic right flag",
"title": "Arabic logotype with flag to the right",
"format": "zip",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Arabic-logotype-flag-right.png",
"alt": ""
},
"download": true,
"buttonText": "Download Arabic logotype flag to right (ZIP 2 MB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_arabic_flag_to_right.zip"
},
{
"id": 8798,
"downloadTitle": "Sweden logo Bosnian",
"title": "Bosnian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bosnian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Bosnian logotype (EPS 457 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Bosnian.eps"
},
{
"id": 8800,
"downloadTitle": "Sweden logo Bulgarian",
"title": "Bulgarian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bulgrian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Bulgarian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Bulgarian.eps"
},
{
"id": 8802,
"downloadTitle": "Sweden logo Chinese",
"title": "Chinese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Chinese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Chinese logotype (EPS 445 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Chinese.eps"
},
{
"id": 8804,
"downloadTitle": "Sweden logo Croatian",
"title": "Croatian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bosnian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Croatian logotype (EPS 456 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Croatian.eps"
},
{
"id": 8805,
"downloadTitle": "Sweden logo Czech",
"title": "Czech logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Czech-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Czech logotype (EPS 455 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Czech.eps"
},
{
"id": 8807,
"downloadTitle": "Sweden logo Dutch",
"title": "Dutch logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Dutch-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Dutch logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Dutch.eps"
},
{
"id": 8809,
"downloadTitle": "Sweden logo Estonian",
"title": "Estonian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Estonian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Estonian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Estonian.eps"
},
{
"id": 8811,
"downloadTitle": "Sweden logo Finnish",
"title": "Finnish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Finnish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Finnish logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Finnish.eps"
},
{
"id": 8813,
"downloadTitle": "Sweden logo French",
"title": "French logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/French-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download French logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_French.eps"
},
{
"id": 8815,
"downloadTitle": "Sweden logo German",
"title": "German logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/German-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download German logotype (EPS 454 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_German.eps"
},
{
"id": 8817,
"downloadTitle": "Sweden logo Greek",
"title": "Greek logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Greek-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Greek logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Greek.eps"
},
{
"id": 8819,
"downloadTitle": "Sweden logo Hungarian",
"title": "Hungarian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Hungarian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Hungarian logotype (EPS 460 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Hungarian.eps"
},
{
"id": 8821,
"downloadTitle": "Sweden logo Indonesian",
"title": "Indonesian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Indonesian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Indonesian logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Indonesian.eps"
},
{
"id": 8823,
"downloadTitle": "Sweden logo Italian",
"title": "Italian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Italian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Italian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Italian.eps"
},
{
"id": 8825,
"downloadTitle": "Sweden logo Japanese",
"title": "Japanese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Japanese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Japanese logotype (EPS 445 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Japanese.eps"
},
{
"id": 8827,
"downloadTitle": "Sweden logo Korean",
"title": "Korean logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Korean-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Korean logotype (EPS 446 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Korean.eps"
},
{
"id": 8858,
"downloadTitle": "Sweden logo Latvian",
"title": "Latvian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Latvian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Latvian logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Latvian.eps"
},
{
"id": 8829,
"downloadTitle": "Sweden logo Lithuanian",
"title": "Lithuanian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Lithuanian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Lithuanian logotype (EPS 457 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Lithuanian.eps"
},
{
"id": 8831,
"downloadTitle": "Sweden logo Malay",
"title": "Malay logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sweden-logotype.png",
"alt": "The Swedish flag and the words \"Sweden\" and \"Sverige\" on a light grey background."
},
"download": true,
"buttonText": "Download Malay logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Malay.eps"
},
{
"id": 8832,
"downloadTitle": "Sweden logo Polish",
"title": "Polish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Polish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Polish logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Polish.eps"
},
{
"id": 8834,
"downloadTitle": "Sweden logo Portugese",
"title": "Portugese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Portugese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Portugese logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Portuguese.eps"
},
{
"id": 8836,
"downloadTitle": "Sweden logo Romanian",
"title": "Romanian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Romanian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Romanian logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Romanian.eps"
},
{
"id": 8838,
"downloadTitle": "Sweden logo Russian",
"title": "Russian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Russian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Russian logotype (EPS 448 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Russian.eps"
},
{
"id": 8840,
"downloadTitle": "Sweden logo Serbian",
"title": "Serbian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Serbian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Serbian logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Serbian.eps"
},
{
"id": 8842,
"downloadTitle": "Sweden logo Spanish",
"title": "Spanish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Spanish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Spanish logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Spanish.eps"
},
{
"id": 8845,
"downloadTitle": "Sweden logo Turkish",
"title": "Turkish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Turkish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Turkish logotype (EPS 455 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Turkish.eps"
},
{
"id": 8847,
"downloadTitle": "Sweden logo Ukrainian",
"title": "Ukrainian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Ukrainian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Ukrainian logotype (EPS 478 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Ukrainian.eps"
},
{
"id": 8849,
"downloadTitle": "Sweden logo Vietnamese",
"title": "Vietnamese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Vietnamese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Vietnamese logotype (EPS 454 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Vietnamese.eps"
}
]
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
}
]
},
{
"type": "section",
"anchorId": "sub-logo",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sub-logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos concern specific initiatives or projects that due to relevance, longevity and volume can benefit from a more distinctive branding approach."
},
{
"type": "paragraph",
"anchorId": "",
"children": "To establish a sub-logo you must first have approval from NSU."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Team Sweden logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Team Sweden logotype is an example of a sub-logo"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "Team_Sweden_logo",
"alt": "Team Sweden",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Team_Sweden_logo.png",
"width": 1655,
"height": 163
},
{
"type": "download-button",
"href": "/app/uploads/2023/12/Team_Sweden_logo.zip",
"children": "Download Team Sweden logotype (ZIP 2 MB)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo construction"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos are made from two main elements:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Mini flag: small version of the Swedish flag. The height is equivalent to half the height of the uppercase letter next to it.</li><li>Wordmark: textual component set in Sweden Sans Semibold/Medium and Title case.</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Wordmarks must be descriptive and relevant to the initiative or project it stands for."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sub-logos should follow the exact same rules that apply to main logos as described in previous sections."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Structure of sub-logos.",
"title": "Sub-brand logo",
"alt": "Template for construction of logotype on yellow and light grey background, respectively.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sub-brand-logo.png",
"width": 1300,
"height": 1464
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of how a sub-logo can be designed.",
"title": "sub-logo_construction_examples",
"alt": "Examples of design of a sub-logo, on yellow and grey background, respectively.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/sub-logo_construction_examples.jpg",
"width": 1300,
"height": 737
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Designing a sub-logo"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Once the sub-logo has been approved by NSU, please follow these simple steps:"
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 1.</strong> Type wordmark in Sweden Sans Semi-bold. Set type as sentence case."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 2.</strong> Use the uppercase first letter ('T' in our example) as a measuring reference. Divide the 'T' into four equal segments."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<strong>Step 3.</strong> Size and margin guidelines:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Mini flag width = 1/2</li><li>Margin mini flag to wordmark = 1/4</li></ul>"
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "designing_sub_logo",
"alt": "Instructional step-by-step images for how to design a sub-logo.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/designing_sub_logo.jpg",
"width": 1211,
"height": 961
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sub-logo hierarchy"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Example of sub-logo hiearchy.",
"title": "Sub-logo hierarchy",
"alt": "Example of sub-logo hiearchy.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-hierarchy.png",
"width": 1500,
"height": 844
}
]
},
{
"type": "section",
"anchorId": "sender-system",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sender system"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system package"
},
{
"type": "paragraph",
"anchorId": "",
"children": "For both PC and Mac formats: .ai, .eps"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Including:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>without labels</li><li>with labels</li><li>white and blue versions</li></ul>"
},
{
"type": "download-button",
"href": "/app/uploads/2023/12/Sweden-sender-system.zip",
"children": "Download sender system package (ZIP 6 MB)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system overview"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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’."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender systems.",
"title": "Sender system overview",
"alt": "Examples of sender systems, on a yellow background.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-overview.png",
"width": 1300,
"height": 919
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system colour variations"
},
{
"type": "paragraph",
"anchorId": "",
"children": "These are the colour combinations that are allowed regarding outline boxes and backgrounds:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>Blue on yellow</li><li>White on blue</li><li>Blue on white or pale grey</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "You can use all tones of blue and yellow in accordance with the colour scale presented in the <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/colour\">colour section</a>."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender systems in different colours.",
"title": "Sender system colour variations",
"alt": "Examples of sender systems in different colours – yellow, blue and light grey.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-colour-variations.jpg",
"width": 1300,
"height": 1164
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "How to handle logos with original colours"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of how to handle logos with original colours.",
"title": "Logos with original colours",
"alt": "Examples of sender systems containing logos with original colours.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logos-with-original-colours.png",
"width": 1300,
"height": 1666
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system with labels"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Each label should be descriptive, short and unique."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The recommended maximum number of labels per sender system is four."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Recommended labels:"
},
{
"type": "list",
"anchorId": "",
"html": "<ul><li>ORGANISED BY</li><li>IN PARTNERSHIP WITH</li><li>IN COOPERATION WITH</li><li>SUPPORTED BY</li></ul>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Sender system with coloured logos on pale grey background.",
"title": "Sender system with labels",
"alt": "Examples of sender system with labels.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-system-with-labels.jpg",
"width": 1300,
"height": 850
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Construction"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Text labels are constructed in a simple way allowing for maximum legibility at different sizes and applications."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Margins and clearspace guidelines for text labels.",
"title": "Identity Sweden construction labels 1",
"alt": "Image showing margins and clearspace guidelines for text labels.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-1.png",
"width": 1100,
"height": 900
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Text labels should always be set in uppercase Sweden Sans Regular.",
"title": "Identity Sweden construction labels 2",
"alt": "Example of text label.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-2.png",
"width": 1100,
"height": 900
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Don’ts"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Don’t do as shown here."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong colour: Label text should always have the same colour as the container’s outline.",
"title": "donts_1",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_1.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong type case: Label text should always be all uppercase.",
"title": "donts_2",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_2.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong colour: all containers within sender system should always be outlined – not filled in with colour.",
"title": "donts_3",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_3.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Label text too small: follow rules when creating text labels to make sure information is accessible.",
"title": "donts_4",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_4.jpg",
"width": 660,
"height": 460
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Wrong font weight: text labels should always be set in Sweden Sans Regular.",
"title": "donts_5",
"alt": "",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_5.jpg",
"width": 660,
"height": 460
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system with more than 12 logos"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "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).",
"title": "multiple logos",
"alt": "Example of sender system with more than 12 logos.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/multiple-logos.jpg",
"width": 1300,
"height": 1050
}
]
},
{
"type": "section",
"anchorId": null,
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Logo in social media platforms"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "1. Instagram story posted by Sweden's official account where the avatar and title account are enough to state the sender.<br><br>2. Video from Study in Sweden posted on Swedense’s Facebook account.",
"title": "Logo-in-social-media",
"alt": "Two examples of how to use a logo in social media.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-in-social-media.jpg",
"width": 1500,
"height": 844
}
]
},
{
"type": "section",
"anchorId": null,
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Logotype placement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Different placements are allowed for flexibility in both print and digital formats. Please follow these recommendations:"
},
{
"type": "list",
"anchorId": "",
"html": "<ol><li>Primary placement: top-left. This should be the go-to placement option; however, if this does not suit the composition<em>, please use option 2. </em></li><li>Secondary placement: bottom-left. If this does not suit the composition, please use option 3.<br>Tertiary placement: bottom-right. This should be the last option in case options 1 or 2 do not work well with the composition.</li></ol>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Customised or complex formats can constitute exceptions to these rules, but always remember to place the logotype for maximum legibility."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Logotype placement rules: primary, secondary and tertiary placement.",
"title": "Logo-placement",
"alt": "Template for logotype placement, with different placements marked with numbers 1 to 3.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-placement.jpg",
"width": 1500,
"height": 938
},
{
"type": "paragraph",
"anchorId": "",
"children": "*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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system placement rules"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "1. Sender system placed at the bottom of a webpage across its full width.\n\n2. Sender system placed at the bottom of a slide, aligned to grid in relation to the Sweden main logo.",
"title": "Sender-placement",
"alt": "Two images. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement.png",
"width": 1500,
"height": 844
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sender system placement rules – with labels"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sender system with labels should follow the same rules as sender system without labels regarding placement and alignment."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "Examples of sender system placement, including labels.",
"title": "Sender-placement_with-labels",
"alt": "Two images showcasing placement of sender system with labels. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement_with-labels.png",
"width": 1500,
"height": 726
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Clearspace rules"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Avatar clearspace"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The space around the avatar is determined by the height of the blue colour field in the flag."
},
{
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"children": "Use the free space so that the avatar does not seem squeezed in."
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"caption": "Avatar clearspace.",
"title": "avatar_clearspace",
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"children": "<br>Logotype clearspace"
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"children": "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."
},
{
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"children": "Use the free space to avoid making the logo feel squeezed."
},
{
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"children": "The same clearspace rules apply for the translated logotype."
},
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"caption": "Domestic logotype clearspace.",
"title": "Logo-clearspace",
"alt": "Image with instructions for domestic logo clearspace.",
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace.jpg",
"width": 1500,
"height": 900
},
{
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"caption": "English logotype clearspace.",
"title": "Logo-clearspace2",
"alt": "Image with instructions for English logo clearspace.",
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"height": 900
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"height": 1000
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{
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"children": "Sender system clearspace"
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"children": "<strong>Clearspace and placement of the Sweden logo</strong>: 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."
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{
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"children": "<strong>Clearspace and placement of organisations’ logos</strong>: 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."
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"children": "<strong>Clearspace and placement of organisations’ text-based logos</strong>: 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."
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"caption": "Sender system clearspace.",
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{
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"children": "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."
},
{
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"children": "Please follow instructions for when the logo is too small, and hence the flag only avatar should be used instead."
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"caption": "Logo and avatar minimum size.",
"title": "Logo-scale-and-size",
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"height": 1155
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{
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"h3": true,
"children": "Sub-logo scale and minimum size"
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"children": "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."
},
{
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"anchorId": "",
"children": "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."
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{
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"anchorId": "",
"children": "The smallest size of a sub-logo is defined by the width of the flag. Smallest width: 15px, 5.3mm, 0.2in."
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"caption": "Sub-logo scale and minimum size.",
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"height": 996
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{
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"anchorId": "",
"h3": true,
"children": "Sub-logo scale example"
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{
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"children": "Examples of how to apply a sub-logo within a small format such as a mobile screen."
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"anchorId": "",
"caption": "Examples sub-logos in a small format.",
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"children": "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."
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"children": "The logotype should never be changed or combined with tags or texts."
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{
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"children": "Here's a selection of application examples based on the brand mark guidelines."
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"caption": "Business card with a sub-logo.<br><br>Key takeaway: Sub-logo construction, sub-logo placement.",
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"height": 1333
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"caption": "Mobile views of a sub-logo.<br><br>Key takeaway: Sub-logo scale and placement.",
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{
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"caption": "Avatar logo in mobile views.<br><br>Key takeaway: Avatar as a navigation component, social media avatars.",
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"alt": "Avatar logo in mobile views.",
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},
{
"title": "Main logo",
"href": "#main-logo"
},
{
"title": "Sub-logo",
"href": "#sub-logo"
},
{
"title": "Sender system",
"href": "#sender-system"
}
]
},
{
"name": "sharing-sweden-tsw/section",
"__typename": "SharingSwedenTswSectionBlock",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "flag",
"content": "Flag",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Flag proportions",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "The Swedish flag.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/flag.jpg",
"caption": "",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 711,
"width": 1136,
"__typename": "MediaDetails"
},
"title": "flag",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/flag/",
"altText": "The Swedish flag.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/flag.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
}
],
"attributes": {
"showInAnchorLinkMenu": true,
"anchorLinkMenuTitle": "Flag",
"__typename": "SharingSwedenTswSectionBlockAttributes"
}
},
{
"name": "sharing-sweden-tsw/section",
"__typename": "SharingSwedenTswSectionBlock",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "avatar",
"content": "Avatar",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Avatar versions",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The avatar consists of the flag in the correct proportions and is available in two versions:",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/list",
"saveContent": "<ul><li>with a yellow background (Sweden Yellow Standard); or</li><li>with a light background (white or Winter grey).</li></ul>",
"attributes": {
"anchor": "",
"__typename": "CoreListBlockAttributes"
},
"__typename": "CoreListBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "The avatar version of the Swedish flag, on yellow and light grey background, respectively.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/avatar.jpg",
"caption": "The avatar is used in contexts where space is limited, such as in social media.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 744,
"width": 1485,
"__typename": "MediaDetails"
},
"title": "avatar",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/avatar-2/",
"altText": "The avatar version of the Swedish flag, on yellow and light grey background, respectively.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/avatar.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
}
],
"attributes": {
"showInAnchorLinkMenu": true,
"anchorLinkMenuTitle": "Avatar",
"__typename": "SharingSwedenTswSectionBlockAttributes"
}
},
{
"name": "acf/download-button",
"attributes": {
"data": "{\"file\":1830,\"_file\":\"field_646cba93b16b7\",\"download_text\":\"Download avatar pack\",\"_download_text\":\"field_646dd980d6adc\"}",
"__typename": "AcfDownloadButtonBlockAttributes"
},
"__typename": "AcfDownloadButtonBlock",
"fileData": {
"mediaItem": {
"mediaItemUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Avatar_pack.zip",
"fileSize": 415677,
"mimeType": "application/zip",
"__typename": "MediaItem"
}
}
},
{
"name": "sharing-sweden-tsw/section",
"__typename": "SharingSwedenTswSectionBlock",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "main-logo",
"content": "Main logo",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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’.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Using ‘Sverige’ in the logo is important because we want to portray Sweden as a country of communication.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "‘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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Download main logotype",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "A flag and the word "Sverige" on a light grey background.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sweden-logotype-domestic.png",
"caption": "The main logotype.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 244,
"width": 967,
"__typename": "MediaDetails"
},
"title": "Sweden logotype-domestic",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sweden-logotype-domestic/",
"altText": "A flag and the word \"Sverige\" on a light grey background.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sweden-logotype-domestic.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "acf/download-button",
"attributes": {
"data": "{\"file\":1837,\"_file\":\"field_646cba93b16b7\",\"download_text\":\"Download main logo\",\"_download_text\":\"field_646dd980d6adc\"}",
"__typename": "AcfDownloadButtonBlockAttributes"
},
"__typename": "AcfDownloadButtonBlock",
"fileData": {
"mediaItem": {
"mediaItemUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logotype_domestic_pack.zip",
"fileSize": 442868,
"mimeType": "application/zip",
"__typename": "MediaItem"
}
}
},
{
"name": "acf/materials-block",
"attributes": {
"data": "{\"heading\":\"Translated logotype\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"8851\",\"8793\",\"8795\",\"8798\",\"8800\",\"8802\",\"8804\",\"8805\",\"8807\",\"8809\",\"8811\",\"8813\",\"8815\",\"8817\",\"8819\",\"8821\",\"8823\",\"8825\",\"8827\",\"8858\",\"8829\",\"8831\",\"8832\",\"8834\",\"8836\",\"8838\",\"8840\",\"8842\",\"8845\",\"8847\",\"8849\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"}",
"__typename": "AcfMaterialsBlockAttributes"
},
"__typename": "AcfMaterialsBlock",
"heading": "Translated logotype",
"firstMaterialFullwidth": false,
"materialList": [
{
"id": 8851,
"downloadTitle": "Sweden logo English",
"title": "English logotype",
"format": "zip",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/logotype.png",
"alt": "The Swedish flag and the words \"Sweden\" and \"Sverige\" on a light grey background."
},
"download": true,
"buttonText": "Download English logotype (ZIP 446 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/07/Logotype_english_pack.zip"
},
{
"id": 8793,
"downloadTitle": "Sweden logo Arabic",
"title": "Arabic logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Arabic-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Arabic logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Arabic.eps"
},
{
"id": 8795,
"downloadTitle": "Sweden logo Arabic right flag",
"title": "Arabic logotype with flag to the right",
"format": "zip",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Arabic-logotype-flag-right.png",
"alt": ""
},
"download": true,
"buttonText": "Download Arabic logotype flag to right (ZIP 2 MB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_arabic_flag_to_right.zip"
},
{
"id": 8798,
"downloadTitle": "Sweden logo Bosnian",
"title": "Bosnian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bosnian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Bosnian logotype (EPS 457 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Bosnian.eps"
},
{
"id": 8800,
"downloadTitle": "Sweden logo Bulgarian",
"title": "Bulgarian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bulgrian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Bulgarian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Bulgarian.eps"
},
{
"id": 8802,
"downloadTitle": "Sweden logo Chinese",
"title": "Chinese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Chinese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Chinese logotype (EPS 445 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Chinese.eps"
},
{
"id": 8804,
"downloadTitle": "Sweden logo Croatian",
"title": "Croatian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Bosnian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Croatian logotype (EPS 456 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Croatian.eps"
},
{
"id": 8805,
"downloadTitle": "Sweden logo Czech",
"title": "Czech logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Czech-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Czech logotype (EPS 455 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Czech.eps"
},
{
"id": 8807,
"downloadTitle": "Sweden logo Dutch",
"title": "Dutch logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Dutch-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Dutch logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Dutch.eps"
},
{
"id": 8809,
"downloadTitle": "Sweden logo Estonian",
"title": "Estonian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Estonian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Estonian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Estonian.eps"
},
{
"id": 8811,
"downloadTitle": "Sweden logo Finnish",
"title": "Finnish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Finnish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Finnish logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Finnish.eps"
},
{
"id": 8813,
"downloadTitle": "Sweden logo French",
"title": "French logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/French-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download French logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_French.eps"
},
{
"id": 8815,
"downloadTitle": "Sweden logo German",
"title": "German logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/German-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download German logotype (EPS 454 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_German.eps"
},
{
"id": 8817,
"downloadTitle": "Sweden logo Greek",
"title": "Greek logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Greek-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Greek logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Greek.eps"
},
{
"id": 8819,
"downloadTitle": "Sweden logo Hungarian",
"title": "Hungarian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Hungarian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Hungarian logotype (EPS 460 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Hungarian.eps"
},
{
"id": 8821,
"downloadTitle": "Sweden logo Indonesian",
"title": "Indonesian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Indonesian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Indonesian logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Indonesian.eps"
},
{
"id": 8823,
"downloadTitle": "Sweden logo Italian",
"title": "Italian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Italian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Italian logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Italian.eps"
},
{
"id": 8825,
"downloadTitle": "Sweden logo Japanese",
"title": "Japanese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Japanese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Japanese logotype (EPS 445 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Japanese.eps"
},
{
"id": 8827,
"downloadTitle": "Sweden logo Korean",
"title": "Korean logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Korean-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Korean logotype (EPS 446 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Korean.eps"
},
{
"id": 8858,
"downloadTitle": "Sweden logo Latvian",
"title": "Latvian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Latvian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Latvian logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Latvian.eps"
},
{
"id": 8829,
"downloadTitle": "Sweden logo Lithuanian",
"title": "Lithuanian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Lithuanian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Lithuanian logotype (EPS 457 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Lithuanian.eps"
},
{
"id": 8831,
"downloadTitle": "Sweden logo Malay",
"title": "Malay logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Sweden-logotype.png",
"alt": "The Swedish flag and the words \"Sweden\" and \"Sverige\" on a light grey background."
},
"download": true,
"buttonText": "Download Malay logotype (EPS 449 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Malay.eps"
},
{
"id": 8832,
"downloadTitle": "Sweden logo Polish",
"title": "Polish logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Polish-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Polish logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Polish.eps"
},
{
"id": 8834,
"downloadTitle": "Sweden logo Portugese",
"title": "Portugese logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Portugese-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Portugese logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Portuguese.eps"
},
{
"id": 8836,
"downloadTitle": "Sweden logo Romanian",
"title": "Romanian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Romanian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Romanian logotype (EPS 451 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Romanian.eps"
},
{
"id": 8838,
"downloadTitle": "Sweden logo Russian",
"title": "Russian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Russian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Russian logotype (EPS 448 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Russian.eps"
},
{
"id": 8840,
"downloadTitle": "Sweden logo Serbian",
"title": "Serbian logotype",
"format": "eps",
"image": {
"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Serbian-logotype.png",
"alt": ""
},
"download": true,
"buttonText": "Download Serbian logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Serbian.eps"
},
{
"id": 8842,
"downloadTitle": "Sweden logo Spanish",
"title": "Spanish logotype",
"format": "eps",
"image": {
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},
"download": true,
"buttonText": "Download Spanish logotype (EPS 450 KB)",
"hidePopup": null,
"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Spanish.eps"
},
{
"id": 8845,
"downloadTitle": "Sweden logo Turkish",
"title": "Turkish logotype",
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"download": true,
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"mediaLink": "/app/uploads/2023/12/Sweden_logotype_Turkish.eps"
},
{
"id": 8847,
"downloadTitle": "Sweden logo Ukrainian",
"title": "Ukrainian logotype",
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"download": true,
"buttonText": "Download Ukrainian logotype (EPS 478 KB)",
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{
"id": 8849,
"downloadTitle": "Sweden logo Vietnamese",
"title": "Vietnamese logotype",
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"src": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/12/Vietnamese-logotype.png",
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"download": true,
"buttonText": "Download Vietnamese logotype (EPS 454 KB)",
"hidePopup": null,
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"content": "Sub-logos are made from two main elements:",
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"content": "Sub-logos should follow the exact same rules that apply to main logos as described in previous sections.",
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"content": "Once the sub-logo has been approved by NSU, please follow these simple steps:",
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"content": "<strong>Step 1.</strong> Type wordmark in Sweden Sans Semi-bold. Set type as sentence case.",
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{
"name": "core/paragraph",
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"content": "<strong>Step 2.</strong> Use the uppercase first letter ('T' in our example) as a measuring reference. Divide the 'T' into four equal segments.",
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{
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"content": "<strong>Step 3.</strong> Size and margin guidelines:",
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{
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"alt": "Instructional step-by-step images for how to design a sub-logo.",
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"content": "Sub-logo hierarchy",
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{
"name": "core/paragraph",
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"anchor": "",
"content": "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.",
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{
"name": "core/paragraph",
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"content": "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).",
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},
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{
"name": "core/paragraph",
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"content": "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).",
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},
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],
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"showInAnchorLinkMenu": true,
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},
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"name": "sharing-sweden-tsw/section",
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"innerBlocks": [
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"name": "core/heading",
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"level": 2,
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"content": "Sender system",
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},
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},
{
"name": "core/paragraph",
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"content": "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.",
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},
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{
"name": "core/heading",
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"anchor": "",
"content": "Sender system package",
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},
"__typename": "CoreHeadingBlock"
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{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "For both PC and Mac formats: .ai, .eps",
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},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Including:",
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},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/list",
"saveContent": "<ul><li>without labels</li><li>with labels</li><li>white and blue versions</li></ul>",
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"anchor": "",
"__typename": "CoreListBlockAttributes"
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"__typename": "CoreListBlock"
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{
"name": "acf/download-button",
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"data": "{\"file\":8757,\"_file\":\"field_646cba93b16b7\",\"download_text\":\"Download sender system package\",\"_download_text\":\"field_646dd980d6adc\"}",
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"content": "Sender system overview",
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"content": "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’.",
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{
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"content": "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).",
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},
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"alt": "Examples of sender systems, on a yellow background.",
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"title": "Sender system overview",
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"content": "Sender system colour variations",
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},
"__typename": "CoreHeadingBlock"
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{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "These are the colour combinations that are allowed regarding outline boxes and backgrounds:",
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"saveContent": "<ul><li>Blue on yellow</li><li>White on blue</li><li>Blue on white or pale grey</li></ul>",
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"__typename": "CoreListBlockAttributes"
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{
"name": "core/paragraph",
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"content": "You can use all tones of blue and yellow in accordance with the colour scale presented in the <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/colour\">colour section</a>.",
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"alt": "Examples of sender systems in different colours – yellow, blue and light grey.",
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"caption": "Examples of sender systems in different colours.",
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"content": "How to handle logos with original colours",
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},
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{
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"content": "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.",
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},
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"title": "Logos with original colours",
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},
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{
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"content": "Sender system with labels",
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},
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},
{
"name": "core/paragraph",
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"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
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"content": "Each label should be descriptive, short and unique.",
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},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The recommended maximum number of labels per sender system is four.",
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},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Recommended labels:",
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},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/list",
"saveContent": "<ul><li>ORGANISED BY</li><li>IN PARTNERSHIP WITH</li><li>IN COOPERATION WITH</li><li>SUPPORTED BY</li></ul>",
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"__typename": "CoreListBlockAttributes"
},
"__typename": "CoreListBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
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"alt": "Examples of sender system with labels.",
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"caption": "Sender system with coloured logos on pale grey background.",
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},
"title": "Sender system with labels",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sender-system-with-labels/",
"altText": "Examples of sender system with labels.",
"caption": "Sender system with coloured logos on pale grey background.",
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},
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},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
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"anchor": "",
"content": "Construction",
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},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Text labels are constructed in a simple way allowing for maximum legibility at different sizes and applications.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Image showing margins and clearspace guidelines for text labels.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-1.png",
"caption": "Margins and clearspace guidelines for text labels.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 900,
"width": 1100,
"__typename": "MediaDetails"
},
"title": "Identity Sweden construction labels 1",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/identity-sweden-construction-labels-1/",
"altText": "Image showing margins and clearspace guidelines for text labels.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-1.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Example of text label.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-2.png",
"caption": "Text labels should always be set in uppercase Sweden Sans Regular.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 900,
"width": 1100,
"__typename": "MediaDetails"
},
"title": "Identity Sweden construction labels 2",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/identity-sweden-construction-labels-2/",
"altText": "Example of text label.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-construction-labels-2.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Don’ts",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Don’t do as shown here.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_1.jpg",
"caption": "Wrong colour: Label text should always have the same colour as the container’s outline.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 460,
"width": 660,
"__typename": "MediaDetails"
},
"title": "donts_1",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/donts_1/",
"altText": "",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_1.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_2.jpg",
"caption": "Wrong type case: Label text should always be all uppercase.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 460,
"width": 660,
"__typename": "MediaDetails"
},
"title": "donts_2",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/donts_2/",
"altText": "",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_2.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_3.jpg",
"caption": "Wrong colour: all containers within sender system should always be outlined – not filled in with colour.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 460,
"width": 660,
"__typename": "MediaDetails"
},
"title": "donts_3",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/donts_3/",
"altText": "",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_3.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_4.jpg",
"caption": "Label text too small: follow rules when creating text labels to make sure information is accessible.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 460,
"width": 660,
"__typename": "MediaDetails"
},
"title": "donts_4",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/donts_4/",
"altText": "",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_4.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_5.jpg",
"caption": "Wrong font weight: text labels should always be set in Sweden Sans Regular.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 460,
"width": 660,
"__typename": "MediaDetails"
},
"title": "donts_5",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/donts_5/",
"altText": "",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/donts_5.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sender system with more than 12 logos",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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).",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Example of sender system with more than 12 logos.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/multiple-logos.jpg",
"caption": "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).",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 1050,
"width": 1300,
"__typename": "MediaDetails"
},
"title": "multiple logos",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/multiple-logos/",
"altText": "Example of sender system with more than 12 logos.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/multiple-logos.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
}
],
"attributes": {
"showInAnchorLinkMenu": true,
"anchorLinkMenuTitle": "Sender system",
"__typename": "SharingSwedenTswSectionBlockAttributes"
}
},
{
"name": "sharing-sweden-tsw/section",
"__typename": "SharingSwedenTswSectionBlock",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Logo in social media platforms",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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).",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Two examples of how to use a logo in social media.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-in-social-media-1024x576.jpg",
"caption": "1. Instagram story posted by Sweden's official account where the avatar and title account are enough to state the sender.<br><br>2. Video from Study in Sweden posted on Swedense’s Facebook account.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 844,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Logo-in-social-media",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/logo-in-social-media/",
"altText": "Two examples of how to use a logo in social media.",
"caption": "1. Instagram story posted by Sweden's official account where the avatar and title account are enough to state the sender.<br><br>2. Video from Study in Sweden posted on Swedense’s Facebook account.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-in-social-media.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
}
],
"attributes": {
"showInAnchorLinkMenu": false,
"anchorLinkMenuTitle": "",
"__typename": "SharingSwedenTswSectionBlockAttributes"
}
},
{
"name": "sharing-sweden-tsw/section",
"__typename": "SharingSwedenTswSectionBlock",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Logotype placement",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Different placements are allowed for flexibility in both print and digital formats. Please follow these recommendations:",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/list",
"saveContent": "<ol><li>Primary placement: top-left. This should be the go-to placement option; however, if this does not suit the composition<em>, please use option 2. </em></li><li>Secondary placement: bottom-left. If this does not suit the composition, please use option 3.<br>Tertiary placement: bottom-right. This should be the last option in case options 1 or 2 do not work well with the composition.</li></ol>",
"attributes": {
"anchor": "",
"__typename": "CoreListBlockAttributes"
},
"__typename": "CoreListBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Customised or complex formats can constitute exceptions to these rules, but always remember to place the logotype for maximum legibility.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Template for logotype placement, with different placements marked with numbers 1 to 3.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-placement-1024x640.jpg",
"caption": "Logotype placement rules: primary, secondary and tertiary placement.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 938,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Logo-placement",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/logo-placement/",
"altText": "Template for logotype placement, with different placements marked with numbers 1 to 3.",
"caption": "Logotype placement rules: primary, secondary and tertiary placement.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-placement.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "*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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sender system placement rules",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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).",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Two images. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement-1024x576.png",
"caption": "1. Sender system placed at the bottom of a webpage across its full width.\n\n2. Sender system placed at the bottom of a slide, aligned to grid in relation to the Sweden main logo.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 844,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Sender-placement",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sender-placement/",
"altText": "Two images. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"caption": "1. Sender system placed at the bottom of a webpage across its full width.\n\n2. Sender system placed at the bottom of a slide, aligned to grid in relation to the Sweden main logo.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sender system placement rules – with labels",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Sender system with labels should follow the same rules as sender system without labels regarding placement and alignment.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Two images showcasing placement of sender system with labels. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement_with-labels-1024x496.png",
"caption": "Examples of sender system placement, including labels.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 726,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Sender-placement_with-labels",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sender-placement_with-labels/",
"altText": "Two images showcasing placement of sender system with labels. One with the sender system placed at the bottom of a webpage and one with the sender system placed in bottom of a slide.",
"caption": "Examples of sender system placement, including labels.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-placement_with-labels.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Clearspace rules",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Avatar clearspace",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The space around the avatar is determined by the height of the blue colour field in the flag.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Use the free space so that the avatar does not seem squeezed in.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Image with instructions for avatar clearspace.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/10/avatar_clearspace.jpg",
"caption": "Avatar clearspace.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 1145,
"width": 1676,
"__typename": "MediaDetails"
},
"title": "avatar_clearspace",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/avatar_clearspace/",
"altText": "Image with instructions for avatar clearspace.",
"caption": null,
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/10/avatar_clearspace.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "<br>Logotype clearspace",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Use the free space to avoid making the logo feel squeezed.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The same clearspace rules apply for the translated logotype.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Image with instructions for domestic logo clearspace.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace-1024x614.jpg",
"caption": "Domestic logotype clearspace.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 900,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Logo-clearspace",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/logo-clearspace/",
"altText": "Image with instructions for domestic logo clearspace.",
"caption": "Domestic logotype clearspace.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Image with instructions for English logo clearspace.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace2-1024x614.jpg",
"caption": "English logotype clearspace.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 900,
"width": 1500,
"__typename": "MediaDetails"
},
"title": "Logo-clearspace2",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/logo-clearspace2/",
"altText": "Image with instructions for English logo clearspace.",
"caption": "English logotype clearspace.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-clearspace2.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sub-logo clearspace",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/list",
"saveContent": "<ol><li>Clearspace for one-line logo</li><li>Clearspace for two-line logo<br></li></ol>",
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"alt": "Instructions for sub-logo clearspace: 1. Clearspace for one-line logo, 2. Clearspace for two-line logo.",
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"content": "Sender system clearspace",
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"content": "<strong>Clearspace and placement of the Sweden logo</strong>: 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.",
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"content": "<strong>Clearspace and placement of organisations’ logos</strong>: 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.",
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"name": "core/paragraph",
"attributes": {
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"content": "<strong>Clearspace and placement of organisations’ text-based logos</strong>: 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.",
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"alt": "Instructions for sender system clearspace.",
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"caption": "Sender system clearspace.",
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"node": {
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"title": "Sender-clearspace",
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"altText": "Instructions for sender system clearspace.",
"caption": "Sender system clearspace.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sender-clearspace.png",
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"__typename": "CoreImageBlockAttributes"
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"__typename": "CoreImageBlock"
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{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Scale and size",
"__typename": "CoreHeadingBlockAttributes"
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"__typename": "CoreHeadingBlock"
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{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Logo scale and minimum size",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
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{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "Please follow instructions for when the logo is too small, and hence the flag only avatar should be used instead.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/image",
"attributes": {
"alt": "Image showing logo and avatar minimum size.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-scale-and-size-1024x788.png",
"caption": "Logo and avatar minimum size.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 1155,
"width": 1500,
"__typename": "MediaDetails"
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"title": "Logo-scale-and-size",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/logo-scale-and-size/",
"altText": "Image showing logo and avatar minimum size.",
"caption": "Logo and avatar minimum size.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Logo-scale-and-size.png",
"__typename": "MediaItem"
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"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
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"__typename": "CoreImageBlockAttributes"
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"__typename": "CoreImageBlock"
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{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sub-logo scale and minimum size",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
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{
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"content": "The smallest size of a sub-logo is defined by the width of the flag. Smallest width: 15px, 5.3mm, 0.2in.",
"__typename": "CoreParagraphBlockAttributes"
},
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{
"name": "core/image",
"attributes": {
"alt": "Image showing sub-logo scale and minimum size",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-and-size-1024x785.jpg",
"caption": "Sub-logo scale and minimum size.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 996,
"width": 1300,
"__typename": "MediaDetails"
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"title": "Sub-logo-scale-and-size",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sub-logo-scale-and-size/",
"altText": "Image showing sub-logo scale and minimum size",
"caption": "Sub-logo scale and minimum size.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-and-size.jpg",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
},
"__typename": "CoreImageBlockAttributes"
},
"__typename": "CoreImageBlock"
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{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sub-logo scale example",
"__typename": "CoreHeadingBlockAttributes"
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"__typename": "CoreHeadingBlock"
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{
"name": "core/paragraph",
"attributes": {
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"content": "Examples of how to apply a sub-logo within a small format such as a mobile screen.",
"__typename": "CoreParagraphBlockAttributes"
},
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{
"name": "core/image",
"attributes": {
"alt": "Three examples of how to apply a sub-logo within a small format. The first is displaying a logotype that's too small; the other two are showing the correct scale and size.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-example-1024x576.png",
"caption": "Examples sub-logos in a small format.",
"width": "",
"height": "",
"anchor": "",
"media": {
"node": {
"mediaDetails": {
"height": 844,
"width": 1500,
"__typename": "MediaDetails"
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"title": "Sub-logo-scale-example",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/sub-logo-scale-example/",
"altText": "Three examples of how to apply a sub-logo within a small format. The first is displaying a logotype that's too small; the other two are showing the correct scale and size.",
"caption": "Examples sub-logos in a small format.",
"sourceUrl": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Sub-logo-scale-example.png",
"__typename": "MediaItem"
},
"__typename": "CoreImageBlockAttributesToMediaItemConnectionEdge"
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"__typename": "CoreImageBlockAttributes"
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{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Sweden logo in external use",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The logotype should never be changed or combined with tags or texts.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
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"anchor": "",
"content": "Applications",
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"content": "Here's a selection of application examples based on the brand mark guidelines.",
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"alt": "A prototype business card in the Sweden brand design.",
"url": "http://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/09/Identity-Sweden-Sharewear_2.jpg",
"caption": "Business card with a sub-logo.<br><br>Key takeaway: Sub-logo construction, sub-logo placement.",
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"height": "",
"anchor": "",
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"alt": "Mobile views of a sub-logo.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Application2-1024x655.jpg",
"caption": "Mobile views of a sub-logo.<br><br>Key takeaway: Sub-logo scale and placement.",
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"height": "",
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"title": "Application2",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/application2/",
"altText": "Mobile views of a sub-logo.",
"caption": "Mobile views of a sub-logo.<br><br>Key takeaway: Sub-logo scale and placement.",
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{
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"alt": "Avatar logo in mobile views.",
"url": "https://sharingsweden-backend.c2673.cloudnet.cloud/app/uploads/2023/07/Application3-1024x576.png",
"caption": "Avatar logo in mobile views.<br><br>Key takeaway: Avatar as a navigation component, social media avatars.",
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"height": "",
"anchor": "",
"media": {
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"__typename": "MediaDetails"
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"title": "Application3",
"uri": "/the-sweden-brand/brand-visual-identity/brand-marks/application3/",
"altText": "Avatar logo in mobile views.",
"caption": "Avatar logo in mobile views.<br><br>Key takeaway: Avatar as a navigation component, social media avatars.",
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"__typename": "CoreImageBlockAttributes"
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],
"attributes": {
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"anchorLinkMenuTitle": "",
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}
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