Design principles

Brand Sweden has three overarching principles that work as an overall compass when designing: consistent, simple and contextual. These design principles guide the detailed design decisions.

1. Consistent

A consistent use of the visual identity in all communication creates a sustainable brand expression.

This means that we always use the flag together with the Swedish blue and yellow colours and the the original bespoke typeface Sweden Sans.

Each piece is a part of a greater whole and contributes to a design system at scale, with the purpose to strengthen Brand Sweden.

Design layout for a web page, using the colours and typeface of Brand Sweden.
Key takeaways: flag, primary colour, main typeface.

2. Simple

Always strive for a simple and minimalist look. We have a clear identity and we avoid anything that feels complicated.

This means that, to be powerful, we use few primary identity carriers instead of many elements. Use a single, all-encompassing picture instead of several small ones, maximise the space for the type settings in Sweden Sans and use the grid system to structure the design consistently. This way we’ll be clear in our communication.

A webpage showing how to design according to the grid system.
Key takeaways: use of one single image, space for type setting and design based on the grid system.
An example of the design layout for posters, based on the grid system.
Always strive for a simple and minimalist look.

3. Contextual

While remaining consistent, use the design assets and the possible variations of design depending on what you want to achieve with the communication, and where in the world the communication is to be used. Use the nuances built into the identity to stay relevant and in context without losing clarity in the look and feel.

For example, use a subdued colour scale* and suitable imagery when communicating a complex and/or sensitive subject. Use the power of strong colours, layout and imagery when communicating a playful message. If you operate in a region with specific preferences, use the most suitable options within the identity to anchor your communication locally.

The graphic element can be adapted and used in endless and interesting variations based on the context. It’s a good example of how to bring creativity and innovation into the day-to-day design work.

*Secondary colours A, secondary colours B (greyscale)

Printed and digital examples of design.
Key takeaway: use a more subdued colour scale when communicating a complex subject, such as democracy.
Small poster design in Grain Yellow (background) and Dark Dawn Blue (text) with a picture of stacked clothes from Filippa K. Tags and business card set with Sweden Yellow Standard (background).
Key takeaways: let the image and text stand out by using a subdued background colour, and adjust the background colour so it suits the image of your choice. Sweden Yellow Standard works great for tags and business cards.
The graphic element used as the main focus of a video poster.
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                                                        "content": "Brand Sweden has three overarching principles that work as an overall compass when designing: consistent, simple and contextual. These design principles guide the detailed design decisions.",
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                                                    "title": "1. Consistent",
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                                                        "content": "A consistent use of the visual identity in all communication creates a sustainable brand expression.",
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                                                        "content": "This means that we always use the flag together with the Swedish blue and yellow colours and the the original bespoke typeface Sweden Sans.",
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                                                        "content": "Each piece is a part of a greater whole and contributes to a design system at scale, with the purpose to strengthen Brand Sweden.",
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                                                        "content": "Always strive for a simple and minimalist look. We have a clear identity and we avoid anything that feels complicated.",
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                                                        "content": "This means that, to be powerful, we use few primary identity carriers instead of many elements. Use a single, all-encompassing picture instead of several small ones, maximise the space for the type settings in <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/typography\">Sweden Sans</a> and use the <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/grid\">grid system</a> to structure the design consistently. This way we’ll be clear in our communication.",
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                                                        "content": "While remaining consistent, use the design assets and the possible variations of design depending on what you want to achieve with the communication, and where in the world the communication is to be used. Use the nuances built into the identity to stay relevant and in context without losing clarity in the look and feel.",
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                                                        "content": "For example, use a subdued colour scale* and suitable imagery when communicating a complex and/or sensitive subject. Use the power of strong colours, layout and imagery when communicating a playful message. If you operate in a region with specific preferences, use the most suitable options within the identity to anchor your communication locally.",
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                                                        "content": "The <a href=\"https://sharingsweden.se/the-sweden-brand/brand-visual-identity/graphic-element\">graphic element</a> can be adapted and used in endless and interesting variations based on the context. It’s a good example of how to bring creativity and innovation into the day-to-day design work.",
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                                                        "content": "*Secondary colours A, secondary colours B (greyscale)",
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